Supported Ad Formats And Specifications

• If you can't find the ad format that you are looking or you have any question, feel free to contact us or Submit a request here.
• Learn how creative testing and approval works in XPO.

1. Audio Ads

Audio length	30 seconds or less.
Supported file type	Max. file size - 1MB MP3, M4A, or WAV format only audio/ogg, audio/mpeg, audio/mp3, audio/aac, audio/wav, audio/mp2, audio/m4a, audio/wma, audio/flac.
Companion banner (RECOMMENDED)	300x250 300x60 Format in JPG, GIF or PNG

2. Display Ads

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

2.1  Dynamic Display Ads

How it looks like?	"Medium Rectangle" or "mid-rect", is a square-like dimension, on the top-performing ad sizes and is very versatile across many devices and/or screen sizes. "Wide Skyscraper" is placed on the side of a page, is shown to users when they scroll down the page. "Leaderboard" is often placed at the top of a webpage and the ad space is widely available. "Mobile Leaderboard" is a mobile-optimized size.
Components	Container Scrollable Content Tabs Forms Text CTA Button Video List Dynamic Video Playlist Social Icon Count down
Slider	Support up to 40 articles.
Image	Supported file type: JPEG, PNG, GIF Image size limit: < 1MB
Content Loading Size	< 1MB
Video Player	Video link from: YouTube, Facebook, BrightCove, and Wistia.
Map	Supported map type: Roadmap, Satellite, Hybrid, and Terrain.

2.2  Third Party Tag

Remarks	Learn how to embed or insert third-party ad tag into XPO. The tag must be supported by XPO for it to work. Learn more.
How it looks like?

2.3  HTML5

Remarks	Upload your HTML5 (.zip format) file exported from Google Web Designer or Adobe Animate CC to the creative design.
How it looks like?

XPO Designer comes with various ready-made ad templates. You can start with that and customize them to your liking, and link the ad to the campaign. Log in to XPO Designer to see the full list of templates.

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

3. Native Ads

3.1  Native Content Ads

Custom Advertiser Name	Max. 25 characters
Logo	Recommended dimensions (depending on the aspect ratio required by each publisher): 100px x100px 1200px x 627px 128px x 128px 600px x 600px  Max. file size - 1MB Format - .jpg preferred
Main Image	Recommended dimensions (depending on the aspect ratio required by each publisher): 1200px x 627px 720px x 377px 600px x 600px 568px x 320px 500px x 250px 400px x 100px 320px x 480px  320px x 240px  300px x 50px  200px x 200px  128px x 128px  100px x 100px  Max. file size -1.2MB Image may not include more than 20% text
Title/Headline	Max. 25 characters
Long Title	Max. 60 characters
Description	Max. 90 characters
Call to Action	Max. 15 characters
Landing URL	No specific specifications
How it looks like?

3.2  Native Video Ads

Video	Supported File Type: MP4 Dimension: 1920x1080 (preferred)
Unit Size (Aspect Ratio)	Supported Dimensions: Landscape/Horizontal: 1280 × 720 1920 × 1080 or 1440 × 1080  Portrait/Vertical: 720 × 1280 1080 × 1920 or 1080 × 1440 Square: 720 × 720 1080 × 1080 or 1920 × 1920 Aspect ratio: Landscape/Horizontal: 16:9 or 4:3 Portrait/Vertical: 9:16 or 3:4
Video Length	15-60 seconds
Audio	MP3 or AAC
Maximum Time Frame	30 fps (recommenced)
How it looks like?

4. Video Ads

4.1  Programmatic Video

Video length	Max. 60s, recommended <15s
Resolution	Supported Dimensions:   Landscape/Horizontal: 1280 × 720 1920 × 1080 or 1440 × 1080 Aspect ratio: Landscape/Horizontal: 16:9 or 4:3
Video type	MP4
Audio type	MP3 or AAC
File size	Max. 200MB
Frame rate	Max. 30fps
Companion banner (RECOMMENDED)	300x250 & 300x60 in JPG, GIF or PNG
Third-party ad tag (if applicable)	VAST/VPAID tag in .xml format
How it looks like?

4.2  YouTube TrueView In-Stream Ads

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 in 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
How it looks like?

• YouTube video URL is required, and you will need to upload the video first to YouTube in order to get the video URL.
• This format is currently only available for managed service, please reach out to your Customer Success / Account Manager if you would like to set up a YouTube TrueView ad.

4.3  CTV/OTT Video Ads

Video length	Max. 60s, recommended <15s
Resolution	Supported Dimensions: Landscape/Horizontal: 1280 × 720 1920 × 1080 or 1440 × 1080 Aspect ratio: Landscape/Horizontal: 16:9 or 4:3
Video type	MP4
Audio type	MP3 or AAC
File size	Max. 200MB
Frame rate	Max. 30fps
How it looks like?

5. Facebook Ads

5.1  Image / Photo Ad

Image/Photo	Text: 125 characters Image Resolution: highest resolution image available Image Ratio: 9:16 to 16:9 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.
How it looks like?
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
How (Image with Link) looks like?

5.2  Video Ad

Specifications	Text: 125 characters Headline: 25 characters Link description: 30 characters Video length: Min 1 sec. Max 240 mins. File size: Max 4GB Supported Dimensions: Landscape/Horizontal: 1280 × 720, 1920 × 1080, or 1440 × 1080  Portrait/Vertical: 720 × 1280, 1080 × 1920, or 1080 × 1440 Square:  720 × 720, 1080 × 1080, 1920 × 1920 Aspect ratio: Landscape/Horizontal: 16:9 or 4:3 Portrait/Vertical: 9:16 or 3:4 Check out Facebook page for further details. Video captions: Optional but recommended Video sound: Optional but recommended
Remarks	Chart of different video requirements across ad placements Video thumbnail images that consist of more than 20% text may experience reduced delivery. Display link must direct to the same place as your destination URL. This won't appear in all placement.
How it looks like?

5.3  Slideshow Ad

Specifications	Text: 125 characters Headline: 25 characters Link description: 30 characters 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
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.
How it looks like?

5.4  Carousel Ad

Specifications	Text: 125 characters Headline: 40 characters Link Description: 20 characters 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
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.
How it looks like?

5.5  Product Catalogue Ad / Dynamic Ad

About

This format lets you target visitors who have 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. Reach out to your Customer Success / Account Manager if you would like to understand how to set up step-by-step for product catalogue/dynamic ad.

How it looks like?

5.6  Page Ad

Specifications	Description: 20 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.
How it looks like?

5.7  Existing Page Ad (Boost Post)

Remarks	(boost existing post on your FB page).
How it looks like?

5.8  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.

Specifications	Image: Text: 125 characters Headline: 40 characters Link description: 20 characters Image dimension: 1,080 x 1,080px Image ratio: 1:1 Video: Text: 125 characters Headline: 40 characters Description: 20 characters Length: up to 15 seconds Aspect ratio: 4:5 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 with more than 20% texts 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.
How it looks like?

5.9  Facebook App / Instagram App

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
How it looks like?

6. LinkedIn Ads

6.1  Sponsored Content - Single Image Ad

Specifications	Title/Headline: 70 characters Intro Copy: 150 characters max to avoid truncation, including landing page URL Description: Use approximately 100 characters to avoid truncation (300 max characters) Image: 1200 x 627px recommended must be more than 400px in width 5MB max size GIFs are not accepted Call to Action: Select any supported CTA from the list successfully.
Remarks	Appears directly in the LinkedIn feed of members from your target audience If the 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
How it looks like?

6.2  Sponsored Content - Carousel Ad

Specifications	Min number of cards: 2 Max number of cards: 10 Intro text/description: 255 characters Intro text may truncate at 150 characters Individual cards: Max file size: 10MB Max image dimension: 6012 x 6012px 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
How it looks like?
Remarks	Carousel ads can be customized to have unique images, captions, and destination links that help tell an interactive story on devices. These formats appear in the LinkedIn feeds They feature multiple images that can be scrolled through 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 LinkedIn Audience Network

6.3  Text Ad

About	Text ads include a headline, brief text, and an image. They may be placed at the top of the page or on the right rail of a variety of LinkedIn desktop pages Link: Company's pages on LinkedIn or website outside of LinkedIn
Specifications	Text ads appear in a variety of sizes: 300x250 17x700 160x600 728x90 496x80 Headline: 25 characters Description: 75 characters Image: 100 x 100 pixels; upload a JPG or PNG file that is 2MB or smaller Destination URL: URLs must have the "http://'' or "https://" prefix. You may use up to 500 characters for the destination link. Select either your own website or your companies page on LinkedIn as the destination URL
How it looks like?

6.4  Video Ad

About	These are a Sponsored Content ad formats that appear in the LinkedIn feed, promoting video content originally posted on your LinkedIn Page or Showcase Page
Specifications	Introductory text: Use up to 600 characters  Destination URL:  All URLs must have the http:// or https:// prefix. Use up to 2,000 characters  Upload Video: Length: Three seconds to 30 minutes (Tip: most successful video ads are less than 15 seconds long) File size: Between 75 KB and 200 MB. File format: MP4 Frame rate: Less than 30 FPS (frames per second) Video thumbnail (optional): File format: JPG or PNG Maximum file size: 2 MB Pixel and aspect ratio requirements: Landscape 16:9 aspect ratio (1.78) Minimum: 640 x 360 px Maximum: 1920 x 1080 px Square 1:1 aspect ratio (1) Minimum: 360 x 360 px Maximum: 1920 x 1920px Vertical 9:16 aspect ratio (0.5652) Minimum: 360 x 640px Maximum: 1080 x 1920px Headline: Use up to 70 characters to avoid truncation on most devices (200 max characters) Description: Brief description of the ad to describe why people should visit your website Call to Action: Select any supported CTA from the list successfully
How it looks like?

6.5  Dynamic Ad - Spotlight

About	A dynamic Ad format that is personalized to each LinkedIn member and takes them to your website or landing page. The ads are tailored to individual members based on their LinkedIn profile data, like profile photo, company name, or job title Clickable areas: Clicks anywhere on the ad (background, text, CTA, etc.) will redirect to the designated landing page URL.
Specifications	Description (above images): max 70 characters Headline (below images): max 50 characters Company name: max 25 characters (name is displayed when a member moves their cursor over your logo) Company logo: 100 x 100px CTA: max 18 characters Background image (optional): exactly 300x250 px and max 2MB Destination URL: All URLs must have the http:// or https:// prefix
How it looks like?

6.6  Dynamic Ad - Follower

About	Dynamic ad format tailored to LinkedIn members, encouraging them to follow your LinkedIn or Showcase Page. They are personalized with the member’s profile photo next to your company’s logo, eith their first name and your company name in the ad copy 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
Specifications	Description (above images): choose from one of the suggested options/supply custom text. Max 70 characters Headline (below images): choose from one of the suggested options /supply custom text. Max 50 characters Company name: max 25 characters (the name is displayed when a member moves their cursor over the company logo) Company logo: 100 x 100px CTA: choose from 3 pre-sets options Visit company (default) Visit job Visit life
How it looks like?

6.7  Lead Gen Form Ad

About	Collect quality leads from your ads on LinkedIn with seamless pre-filled forms. Supported under Single Image, Carousel, and Video ad type.
Specifications	Form Name: Use up to 256 characters to name your Lead Gen Form Language: The form language must match the language you've chosen for your campaign. Destination URL: All URLs must have the http:// or https:// prefix. Up to 2000 characters Headline: Use up to 60 characters Details: Use up to 70 characters to avoid truncation (160 max characters). Privacy policy URL: must start with http:// or https://. Use this field for a webpage that describes your company's privacy policy and what you will do with the information a member chooses to submit to you Privacy policy text (optional): Use up to 2,000 characters to explain how you’ll use the member’s data and link to your company's privacy policy Call-to-Action): Select an option from dropdown Confirmation Message: Use up to 300 characters to write your thank you message here
How it looks like?

7. Search Ads (Google)

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 3 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. There are 2 paths. 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. Consists of 2 descriptions. Max. 90 characters for each description
Notes	All character limits can be viewed in XPO creative dashboard
How it looks like?

7.1  Extension - Sitelink

Purpose	Useful to add additional links to direct traffic to different pages of your website (e.g. store hour, product, or more).
Specifications	Max. 35 characters Min. 2 links Max. 8 links
How it looks like?	(image source)

7.2  Extension - Callout

Purpose	Useful for describing popular or unique aspects/USPs of your products/services, such as free shipping, 24/7 customer service, or more.
Specifications	Max. 25 characters  Min. 2 callouts Max. 10 callouts
How it looks like? (image source)

7.3  Extension - Message

Purpose	To 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.
How it looks like? (image source)

7.4  Extension - Price

Purpose	To show product prices from your ad
Specifications:	Header: max. 25 characters Description: max. 25 characters Final URL for each extension Mobile final URL for each extension
Additional Notes	Reach out to your Customer Success Manager to find out more information about available currencies, languages, price qualifier, etc.
How it looks like?

7.5  Extension - App

Remarks	To show a link to your app below the ad. Clicking this link leads the users to your app's description in the app store. Link text: Max. 25 characters
How it looks like?

7.6  Extension - Promotion

Remarks	To show sales offers or promotion on the ad
Notes	Reach out to your Customer Success Manager to find out more information about available currencies, languages, types, items for sale, etc. Promoting Item: Max 20 characters
How it looks like?

7.7  Extension - Call

Remarks	To add phone numbers to your ad. NOTE: Clicks on the number are the same cost as headline clicks. You can set to show your phone numbers only during your business hours.
How it looks like?

7.8  Extension - Structured Snippet

Remarks	To highlight specific aspects of your products and services. Description text: Max. 25 characters
How it looks like?

8. App Install Ads

8.1  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.

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
How it looks like in Google Search?
How it looks like on Google Play app store?
How it looks like on Youtube?

8.2  Display

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

(a) Landing URL

Logo	Homepage URL (recommended)
Content & CTA	App Link

(b) Image/Video

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
How it looks like?

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

(c) Corporate Color

Primary Color	Format - RGB (#000000)
Secondary Color	Format - RGB (#000000)
Title & Text Color	Format - RGB (#000000)

(d) Corporate Font

Primary and Secondary Font

Format - .ttf or .otf file only

(e) Ad Copies/Messaging

Ad copies/messaging

-

9. Banner Ads

How it looks like?

"Medium Rectangle" or "mid-rect", is a square-like dimension, on the top-performing ad sizes and is very versatile across many devices and/or screen sizes. "Wide Skyscraper" is placed on the side of a page, is shown to users when they scroll down the page. "Leaderboard" is often placed at the top of a webpage and the ad space is widely available. "Mobile Leaderboard" is a mobile-optimized size.

9.1  Rich Media Ads

Image size limit	< 150KB
Creative loading size	< 1MB
Other Specifications	Container Text CTA Button Image Dynamic Image List
How it looks like?

9.2 Static Banner Ads

Image size limit	< 150KB
Creative loading size	< 1MB
Other Specifications	Container Text CTA Button Image
How it looks like?

9.3 Third-Party Tag

Insert script during creative setup	For more details go here
How it looks like?

If you can't find the ad format that you are looking or you have any question, feel free to contact us or Submit a request here.