Ad Formats Specifications and Sizes

We've put together all the ad formats and sizes across different channels:

1. Display

XPO supports a number of display ad formats and sizes, including but not limited to the following common sizes:

300x250 300x600 728x90 160x600 320x50
Also known as medium rectangle and with a square like dimension, this size allows better visualization and it is one of the top performing ad sizes.
Example-Desktop Example-Mobile Example-Tablet
300x250d.png 300x250m.png 300x250t.png

If you would like to inquire about other ad formats and sizes, you can reach out to your Customer Success Manager or Submit a Request here.

You can get started by using our in-house banner templates, customize them, and link the ad to the campaign. Knorex releases a new set of template every 3-month, you may log in to XPO Designer to see the full list of templates, or visit this page.

To learn how to use our designer tool, please look at the step-by-step guideline on XPO Designer

NOTE

If you have requested managed service on creative work from us, here are the 5 ad specs for you to prepare the assets:

1. Landing URL

Element Specs
Landing URL - Logo Homepage URL (recommended)
Landing URL - Content & CTA Content / promotion / CTA page URL

2. Image/Video

Element Specs
Logo

Dimension - min. 150px x 150px

Resolution - 150 dpi

Format - .png/.ai/.psd./eps   

Content Image

Dimension - min. 1,000px x 1,000px

Resolution - 150 dpi

Format - .png/.ai/.psd./jpg

Video (only applicable for templates with video elements)

Recommended length - 30 - 60 sec

Format - YouTube, Wistia, Brightcove video links  

Avoid images with logo or text embedded, as images would be cropped to fit into different ad sizes.

3. Corporate Color

Element Specs
Primary Color Code 

Format - RGB (#000000)

Secondary Color Code

Format - RGB (#000000)

Title & Text Color Code 

Format - RGB (#000000)

4. Corporate Font

Element Specs
Primary Font & Secondary Font

Format - .ttf or .otf file only

5. Ad Copies/Messaging

Element Specs
Ad copies/messaging

-

 

 

2.Native

Custom Advertiser Name Logo Main Image Title/Headline Long Title Description
Max.25 characters
Call to Action Landing URL Example
Max.15 characters

REMARKS

  • The logo may be overlayed over the main image or shown separately from the main image

 

3. Video

3.1 Programmatic Video

Elements Specs
Video length Max. 30s, recommended <15s
Resolution 480x360 (4:3), 640x360 (16:9), or 1,920x800 (5:2)
Video type  MP4
Audio type  MP3 or AAC
File size Max. 10MB
Frame rate Max. 30fps
Companion banner 300x250 & 300x60 JPG, GIF or PNG. This is optional. 
3rd party ad tag (if applicable) VAST/VPAID tag in .xml format 

 

3.2 YouTube TrueView In-Stream Ad

Elements Specs
Min. video length 12 seconds recommended (in order for public viewcounts to be incremented)
Max. video length Less than 3 minutes recommended
Aspect ratio 16:9
Video type MOV, MPEG4, MP4, AVI, etc. See full list of formats here.
Companion banner
  • 300x60 JPG, GIF or PNG
  • File size: 150kB
  • 300x250 video wall will show on YouTube if no companion ad is provided
Display URL Required by Google Ads UI. The domain will show on the live video
Final URL The destination can be your website or YouTube video/channel.

REMARKS

  • YouTube video URL is required. The video must be uploaded to YouTube first.
  • This format is currently only available for managed service, please reach out to your Customer Success Manager if you are subscribing to our self-service and would like to set up a YouTube TrueView ad.

 

4. Social

4.1 Facebook

Image/Photo Ad
Format Name Asset Specs
Image/Photo
  • Text: 125 characters
  • Image Resolution: highest resolution image available
  • Image Ratio: 9:16 to 16:9
Image (With Link: apply to event responses, offers, and leads ads)
  • Text: 125 characters 
  • Headline: 25 characters
  • Link description: 30 characters
  • Image Resolution: 1,080 x 1,080px
  • Image Ratio: 1.91:1 to 1:1

Remarks:

  • Images that consist of more than 20% text may experience reduced delivery.
  • Facebook will automatically select image, headline and link description for the image ad with link, but you have the flexibility to change it.

Example(Image):

Screen_Shot_2019-04-22_at_2.11.34_PM.png

Example(Image with Link):

Screen_Shot_2019-04-22_at_2.24.24_PM.png

Video Ad
Format Name Asset Specs
Video
  • Video length:
    • Min 1 sec.
    • Max 240 mins.
  • File size: Max 4GB
  • Video resolution: Use the highest resolution video available
  • Video ratio: 9:16 to 16:9
  • Video captions: Optional but recommended
  • Video sound: Optional but recommended
  • Text: 125 characters
  • Headline: 25 characters
  • Link description: 30 characters

Remarks:

Example:

Screen_Shot_2019-04-22_at_2.11.04_PM.png

 

Slideshow Ad
Format Name Asset Specs
Slideshow
  • Image dimension: at least 1,280px x 720 px 
  • Image aspect ratio: 16:9, 1:1 or 2:3 
  • Image duration: max 15 seconds
  • Number of images: start with 3-10 images 
  • Text: 125 characters
  • Headline: 25 characters
  • Link description: 30 characters

Remarks:

  • XPO only supports images for slideshow ad. 
  • Link description won't appear in all placement. 
  • Display link must direct to the same place as your destination URL. This won't appear in all placement. 

Example:

Slideshow.png

Carousel Ad
Format Name Asset Specs
Carousel
  • Image:
    • File size: Max 30MB
    • Resolution: 1,080 x 1,080px
    • Ratio: 1:1
  • Video:
    • File size: Max 4GB
    • Length: up to 240 mins
  • Min number of cards: 2
  • Max number of cards: 10
  • Text: 125 characters
  • Headline: 40 characters
  • Link Description: 20 characters

Remarks:

  • Every single image/video within the ad can have its own destination URL.
  • Images that consist of more than 20% text may experience reduced delivery.

Example:

carousel_ad.png

Product Catalogue Ad/Dynamic Ad

This format allows Facebook to target people who've browsed items on your website and show personalised recommendation to your users.

You will need to create a catalogue in order to run a dynamic ad, and catalogue is basically a container that houses all information about the items in your inventory.

The dynamic ad will then match the images and other information such as prices from the catalogue with signals from a pixel, which shall be implemented on your site to track the users' activities.

Format Name Asset Specs
Product Catalogue Ad

Sample data feed 

Remarks: 

  • Please reach out to your Customer Success Manager to understand step-by-step product catalogue/dynamic ad setup.

Example:

Screen_Shot_2019-04-22_at_3.35.34_PM.png

Page Ad
Format Name Asset Specs
 Page Ad
  • Text: 125 characters 
  • Single image:
    • Follow image ad specs above
  • Single video/gif
    • Follow video ad specs above 
  • Slideshow
    • Follow slideshow ad specs above 
    • Max. 10 images 

Remarks: 

  • Facebook will automatically select image and text for the Page ad, but you have the flexibility to change it.

Example:

Screen_Shot_2019-04-22_at_4.41.31_PM.png

Existing Page Ad (Boost Post)
Format Name Asset Specs
Existing Page Ad

N/A (existing post on your FB page). 

Example:

Screen_Shot_2019-04-22_at_4.56.41_PM.png

Lead Generation Ad

A lead generation ad is presented using an image or video, followed by a lead form when the users engage with the ad.

Format Name Asset Specs
Lead Ad
  • Image:
    • Image dimension: 1,080 x 1,080px
    • Image ratio: 1:1
    • Text: 125 characters
    • Headline: 25 characters
    • Link description: 30 characters:
  • Video:
    • Length: up to 15 seconds
    • Aspect ratio: 4:5
    • Text: 125 characters
    • Headline: 25 characters
  • Sample question form

Remarks: 

  • If you would like the lead ad to appear on IG, please refer to the specs below for image:
    • Image ratio: 1.91:1, 1:1, 4:5
    • Minimum resolution: 600 x 315 pixels (1.91:1) / 600 x 600 pixels (1:1) / 600 x 750 pixels (4:5)
  • Images that consist of more than 20% text may experience reduced delivery.
  • This format is currently only available for managed service, please reach out to your Customer Success Manager if you are subscribing to our self-service and would like to set up a FB lead ad.

Example:

lead_a.png

4.2 LinkedIn 

LinkedIn ads are currently only supported through managed service. Please reach out to your Customer Success Manager if you are subscribing to our self-service and would like to set up a LinkedIn ad.

Sponsored Content
Asset Specs Remarks
  • Title/Headline: 70 characters
  • Intro Copy: 150 characters max to avoid truncation, including landing page URL
  • Image:
    • 1200 x 627px recommended
    • must be more than 400px in width
    • 5MB max size
    • GIFs are not accepted
  • If image width is <400px, it will not display in the larger image format. Instead, images will appear as a thumbnail on the left side of the post.
  • Truncation is based on padding, not character limitation, so results may vary by device
  • On the desktop, can hold approximately 600 characters max, but the text is truncated around 150 characters and displays "...see more" to expand the text.
  • URLs longer than 23 characters are shortened by the LinkedIn shortener.
  • Supplied URL will automatically scrape in ad headline and image.
Sponsored Content-Carousel
Asset Specs Remarks
  • Min number of cards: 2
  • Max number of cards: 10
  • Intro text/description: 255 char
  • Intro text may truncate at 150 char
  • Individual cards:
    • Max file size: 10MB
    • 1,080 x 1,080 px with 1:1 ratio
    • Support GIF
    • Headline text for each image card is a max. 2 lines
      • 45 characters limit for ads that direct to a landing page
      • 30 char limit for ads with a Lead Gen Form CTA 
  • CTA button within each card is only available for carousels that use lead generation form
  • Each card can be directed to different landing pages, but if the lead generation form option is selected, the CTA will link to the same lead generation form for all the cards
  • Not eligible to use Audience Network
Sponsored InMail
Asset Specs Remarks
  • Sender name: 30 characters
  • Subject line: 60 characters
  • Body copy: 1,500 characters
  • Clickable link: 3 max links
  • Hyperlinked text in the body: 70 characters max.
  • CTA button: 20 characters
  • Image: 300x250, 40kb
  • Use this format to send a personalized message to highly targeted recipients
Text Ads (LinkedIn's PPC)
Asset Specs Remarks
  • Headline: 25 characters
  • Description: 70 characters
  • Image (optional): 50x50
  • Text ads appear in a variety of sizes:
    • 300x250
    • 17x700
    • 160x600
    • 728x90
    • 496x80
  • Link: Company's pages on LinkedIn or website outside of LinkedIn
Dynamic Ad - Spotlight
Asset Specs Remarks
  • Description (above images): max 70 char
  • Headline (below images): max 50 char
  • Company name: max 25 char
  • Company logo: 100 x 100px
  • CTA: max 18 char
  • Background image (optional): exactly 300x250 px and max 2MB

Clickable areas:

  • Clicks anywhere on the ad (background, text, CTA, etc.) will redirect to the designated landing page URL.
Dynamic Ad - Follower
Asset Specs Remarks
  • Description (above images): choose from one of the suggested options/supply custom text. Max 70 char
  • Headline (below images): choose from one of the suggested options /supply custom text. Max 50 char
  • Company name: max 25 char
  • Company logo: 100 x 100px
  • CTA: choose from 3 pre-sets options
    • Visit company (default)
    • Visit job
    • Visit life

Clickable areas:

  • Clicks on the logo will redirect to your Company Page.
  • Clicks on the Follow button will follow the Company and redirect to the Company Overview tab of your Company Page.
  • Clicks on Visit company will redirect to the Company Overview tab of your Company Page.
  • Clicks on Visit jobs will redirect to the Jobs tab of your Company Page.
  • Clicks on Visit life will redirect to the Life tab of your Company Page.

 

5. Search - Google Ads (or formerly, Google AdWords) 

XPO currently supports the following Search ad format: 

Basic
Element Description Specs
Landing Page The landing URL is the URL that people reach after clicking your ad. It should match what your ad promotes. Max. 30 characters
Headline 1,2 and 3 Your text ad consists of three headlines where you can enter to promote your product/services. Max. 30 characters for each headline 
Display path/URL The fields give potential customers an idea of where they will end up your site once they have clicked your ad, so the text you input in the fields should describe the product/service described in the ad in more detail. Paths are not guaranteed to show. Max. 15 characters for each headline
Description 1 and 2 Use this field to highlight details about your product/service Max. 90 characters

Example:

Screen_Shot_2019-04-23_at_5.33.46_PM.png

Extension - Sitelink
Description Specs
Links that get added to the basic to direct traffic to different pages of your website (e.g. store hour, product, or more)
  • Max. 25 characters
  • Min. 2 links
  • Max. 8 links

Example (image source):

sitelink.png

Extension - Callout
Description Specs
Short phrases that describe popular or unique aspects/USPs of your products/services, such as free shipping, 24/7 customer service, or more.
  • Max. 25 characters 
  • Min. 2 callouts
  • Max. 10 callouts 

Example (image source):

callout.png

Extension - Message
Description Specs
Encourage users to send you text messages from your ad. This is mobile optimised. A pre-populated message will show up when a user taps the message option in your ad. -

 

Extension - Price
Description Specs
Show product prices from your ad
  • Header: max. 25 characters
  • Description: max. 25 characters
  • Final URL for each extension
  • Mobile final URL for each extension

Remarks: Reach out to your Customer Success Manager to find out more information about available currencies, languages, price qualifier, etc.

Example:

Screen_Shot_2019-04-23_at_6.12.53_PM.png

Extension - App
Description Specs
Show a link to your app below the ad. Clicking this link leads the users to your app's description in the app store. -

Example:

Screen_Shot_2019-04-25_at_10.29.15_AM.png

Extension - Promotion
Description Specs
Show special sales and offers on the ad -

Remarks: Reach out to your Customer Success Manager to find out more information about available currencies, languages, types, items for sale, etc.

Example:

Screen_Shot_2019-04-25_at_10.40.37_AM.png

Extension - Call
Description Specs
Add phone numbers to your ad. Take note that clicks on the number are the same cost as headline clicks. You can also set the phone numbers to show only during your business hours. -

Example:

Screen_Shot_2019-04-25_at_10.44.49_AM.png

Extension - Structured Snippet
Description Specs
Highlight specific aspects of your products and services.  -

Example:

Screen_Shot_2019-04-25_at_10.56.05_AM.png

6. Ad Formats and Specs for App Install/Engage Campaign

Google Universal App Campaign (UAC)

In UAC, the ads are generated using the text ideas, uploaded images, video, HTML5 assets, and lastly, the content from advertisers' Google Play and Apple App Store Listings.

Elements Description Specs
Text Ideas 4 Text Ideas / Messages/ Ad copies Max. 25 characters per idea. 
Video URL Advertise your app on YouTube by adding up to 20 videos. If you leave this field blank, Google Ads may make a video for you. YouTube URL. Recommended 15-20 sec video duration.
Image Add up to 20 images. This is optional. -
HTML5 Assets Add up to 20 HTML5 assets (or 20. ZIP files). This is optional. Max. 1MB and max. 40 files in each .ZIP. 

Examples:

1.png

2.png

3.png

 

Social (Facebook & Instagram)
Format Description Specs
Carousel 2 or more scrollable images or videos 

Image: 

  • Size: 1080 x 1080 pixels 
  • Ratio: 1:1 
  • Text: 125 characters
  • Headline: Max. 40 characters
  • App Link

Video/Slideshow:

  • Format:.mp4, .mov or. gif
  • Recommended length: Up to 15 seconds 
  • Recommended aspect ratio: Vertical (4:5)
  • Resolution: 600px min. width
  • File size: up to 4GB max.
  • Text: 125 characters
  • Headline: Max. 40 characters 
  • App link 
Single Image or Video  One image or video, or a slideshow with multiple images 

Image: 

  • Size: 1080 x 1080 pixels 
  • Ratio: 1:1 
  • Format: .jpg or .png
  • Text: 125 characters
  • Headline: Max. 40 characters
  • App Link

Video/Slideshow:

  • Format:.mp4, .mov or. gif
  • Recommended length: Up to 15 seconds 
  • Recommended aspect ratio: Vertical (4:5)
  • Resolution: 600px min. width
  • File size: up to 4GB max.
  • Text: 125 characters
  • Headline: Max. 40 characters 
  • App link 

Example:

mceclip3.png

Display

The available sizes for App Campaign include 300x250,320x50, 250x250, 300x100. Below are the 5 ad specs to follow:

1. Landing URL

Element Specs
Landing URL - Logo Homepage URL (recommended)
Landing URL - Content & CTA App Link

2. Image/Video

Element Specs
Logo

Dimension - min. 150px x 150px

Resolution - 150 dpi

Format - .png/.ai/.psd./eps   

Content Image

Dimension - min. 1,000px x 1,000px

Resolution - 150 dpi

Format - .png/.ai/.psd./jpg

Video (only applicable for templates with video elements)

Recommended length - 30 - 60 sec

Format - YouTube, Wistia, Brightcove video links  

Avoid images with logo or text embedded, as images would be cropped to fit into different ad sizes.

3. Corporate Color

Element Specs
Primary Color Code 

Format - RGB (#000000)

Secondary Color Code

Format - RGB (#000000)

Title & Text Color Code 

Format - RGB (#000000)

4. Corporate Font

Element Specs
Primary Font & Secondary Font

Format - .ttf or .otf file only

5. Ad Copies/Messaging

Element Specs
Ad copies/messaging

-

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