NOTE

If you do not find the ad formats that you are looking for here or you'd like to enquire about other ad formats and sizes, reach out to your Customer Success/Account Manager or Submit a request here.

1. Display Ads

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" or "mid-rect" for short, and with a square-like dimension, this ad is one of the top-performing ad sizes it is very versatile across many devices and/or screen sizes.
Desktop Mobile Tablet
300x250d.png 300x250m.png 300x250t.png

XPO Designer comes with various ready-made ad templates. You can start with that and customize them to your linking, 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

 

2. Native Ads

2.1 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
Sample NATIVE_AD_CONTENT.jpg

 

2.2   Native Video Ads

Video Mime: Video/MP4
Unit Size (Aspect Ratio)
  • Dimensions:
    • 640x360, 1280x720 (16:9)
    • 360X640, 720X1280 (9:16)
    • 1:1
Video Length 15-60 Seconds
Audio MP3 or AAC
Maximum Time Frame 30 fps (recommenced) 
Sample NATIVE_VIDEO_SAMPLE.jpg

 

2.3   Native Video Ads (for TikTok)

Headline Max. 25 characters
Long Headline Max. 60 characters
Body (i.e. ad content/message) Max. 90 characters
Custom Advertiser Name You can also add the Advertiser or brand name using this field, with a max. of 25 characters
Call-to-Action (CTA) Max. 15 characters
Landing URL  Both https and http are supported
Video Upload a new video, otherwise use an existing video from your library. You can also use the video thumbnail as a Native Ad (Image)
Image Upload an image for the Native Video Ad, the Image specification should match the video specs
Logo Upload your logo for the Native Video Ad, the logo specs should be 1:1
Sample tiktok_copy.jpg


3. Video Ads

3.1 Programmatic Video

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 (OPTIONAL) 300x250 & 300x60 in JPG, GIF or PNG
Third-party ad tag (if applicable) VAST/VPAID tag in .xml format 
Sample Ads_Specs_Programmatic_Video.jpg

 

3.2 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
Sample Ads_Specs_YouTube_TrueView_In-Stream_Ad.jpg

REMARKS

  • 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.

 

3.3 CTV/OTT Video Ads

Video length Max. 60s, 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. 200MB
Frame rate Max. 30fps
Sample Video_Ads_V3_Video_Ads.jpg

 

4. Social Ads

4.1 Facebook Ads

Image / Photo Ad
Image/Photo
  • Text: 125 characters
  • Image Resolution: highest resolution image available
  • Image Ratio: 9:16 to 16:9
Image sample Screen_Shot_2019-04-22_at_2.11.34_PM.png
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
Image with link sample Screen_Shot_2019-04-22_at_2.24.24_PM.png
Additional Notes
  • 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.
Video Ad
Video
  • Text: 125 characters
  • Headline: 25 characters
  • Link description: 30 characters
  • 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
  • Vertical video ratio at 4:9

Check out Facebook page for further details.

  • Video captions: Optional but recommended
  • Video sound: Optional but recommended
Additional Notes
Sample Screen_Shot_2019-04-22_at_2.11.04_PM.png
Slideshow Ad
Slideshow
  • 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
Additional Notes
  • 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.
Sample Slideshow.png
Carousel Ad
Carousel
  • 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
Additional Notes
  • 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.
Sample carousel_ad.png
Product Catalogue Ad / Dynamic Ad

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.

Additional Notes

Reach out to your Customer Success / Account Manager to understand step-by-step product catalogue/dynamic ad setup.

Sample

Screen_Shot_2019-04-22_at_3.35.34_PM.png

Page Ad
Page Ad
  • 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
Additional Notes
  • Facebook will automatically select image and text for the Page ad, but you have the flexibility to change it.
Sample Screen_Shot_2019-04-22_at_4.41.31_PM.png
Existing Page Ad (Boost Post)
Existing Page Ad

N/A (boost existing post on your FB page)

Sample

Existing_Page_Ad__Boost_Post__Video_Ads.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.

Lead Ad
  • 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
Additional Notes
  • 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.
Sample lead_a.png 

4.2 LinkedIn Ads

We currently only support LinkedIn ads via managed service. A self-serve version is in development. Meanwhile, do reach out to your Customer Success / Account Manager if you would like to run LinkedIn ads.

Sponsored Content - Single Image Ad
  • 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
  • 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.
Sample  in_Ads_Specs_Sponsored_Content.jpg
Sponsored Content - Carousel Ad
  • 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
  • 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 
Sample

in_Ads_Specs_Sponsored_Content_Carousel.jpg

Sponsored InMail
  • Use this format to send a personalized message to highly targeted recipients
  • 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 
  • CTA button: 20 characters
  • Image: 300x250, 40kb
Sample in_Ads_Specs_Sponsored_InMail.jpg
Text Ad
  • 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
  • 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

Sample

in_Ads_Specs_Text_Ads.jpg

Video Ad
  • 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

  • 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

Sample

LinkedIn_Sample_Ads_Video_Ads.jpg

Message Ad
  • With Message ads, create and send direct messages to decision-makers via LinkedIn Messaging

  • Sender: Select either the sender of your message from the list or add a new sender
  • Add Sender: If you wish to add a new sender, click on +Add sender and you can search for the sender's name and select multiple senders. They will receive an email with their names displayed in the sender list
  • Message Subject: max 60 characters
  • Message Text: max 1,500 characters. Also insert custom fields such as First Name, Last Name, Company Name, etc. This field will be a mandatory field
  • Custom Footer & Terms and Conditions: If you check this box, add a custom footer for terms and conditions, or a disclaimer modal will open where you add LinkedIn terms of each Sponsored Message. Recipients will also see the option to unsubscribe from future Sponsored Messages. You can add your own terms and conditions, or disclaimer, with a max of 2,500 characters
  • CTA: max 20 characters. You can enter the exact text you would like to appear for your call to action button
  • Destination URL: Type in or paste the landing page URL for the CTA button. URLs must have the "http://'' or "https://" prefix. Max 1,024 characters for the destination URL

     

  • Banner Creative: Add a banner creative by uploading an image. Adding a banner creative reserves the ad space for you. The banner only shows on desktop, not mobile devices

    • 300 x 250

    • File type: JPG, GIF (non-animated), or PNG (no flash)

    • Maximum file size: 40kb

    • Click-through URL

Sample LinkedIn_Sample_Ads_Message_Ads.jpg
Job Ad
  • Dynamic ad formats that allow you to personalize ads to top talent, encouraging relevant candidates to apply with your company

  • Promote one or more job opportunities to qualified LinkedIn members and increase traffic to active job openings based on members’ skills and experience

  • Headline: choose from one of the suggested options or write your own custom text with a max of 70 characters
  • Company Name: max 25 characters
  • Upload Image: upload your company logo or image within the recommended minimum logo size: 100 x 100px
  • CTA: choose from one of the pre-set CTAs or supply your own custom text.
    For "Picture Yourself" and "Jobs Page" ads, the CTA is automated.
    For the "Jobs of Interest" ad, you can customize the CTA.
    Pre-set options are automatically translated but the custom text is not.
    Max 44 characters
  1.  
Sample LinkedIn_Sample_Ads_Job_Ads.jpg
Conversation Ad
  • Start conversations with professionals and business decision-makers via LinkedIn Messaging on both desktop and mobile devices

  • They are a form of native advertising displayed to LinkedIn members through messaging, based on your target audience 

  • Sender: Select either the sender of your message from the list or add a new sender

  • Banner Creative: max 300 x 250 px banner creative in JPG or PNG (no flash) and size up to 2MB

  • Custom Footer & Terms of Conditions: max 2,500 characters

  • Choose Template: select one that best fits your messaging goal and preview it. Once you create the ad, you cannot change the template

  • Intro Message: max 500 characters

  • Upload Image (optional field): upload up to a 250 x 250 px image in JPG or PNG, up to 5 MB

  • CTA: max 25 characters. Add maximum of 5 buttons. CTA will have three fields:
    Button Text: max 25 characters
    Action: when the user clicks on the button, for instance - Show next message or Send to a website

  • Destination URL: URLs must have the http:// or https:// prefix. Max 2,000 characters for the destination URL

  • Edit Response / Message Text: max 500 characters

Sample

LinkedIn_ConversationAds.gif

Dynamic Ad - Spotlight
  • 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.
  • 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

Sample

 in_Ads_Specs_Dynamic_Ad_Spotlight.jpg
Dynamic Ad - Follower

 

  • 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
  • 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

Sample

 in_Ads_Specs_Dynamic_Ad_Follower.jpg

5. Search Ads (Google) 

XPO currently supports the following Search ad format for Google Search: 

General Guidelines
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
Point to note All character limits can be viewed in XPO creative dashboard  
Sample  Screen_Shot_2019-04-23_at_5.33.46_PM.png
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
Sample (image source): sitelink.png
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 
Sample (image source)  callout.png
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.
Sample (image source) Message_Extension-01_copy.jpg
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.
Sample Screen_Shot_2019-04-23_at_6.12.53_PM.png
Extension - App
Purpose 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 
Sample  Screen_Shot_2019-04-25_at_10.29.15_AM.png
Extension - Promotion
Purpose To show sales offers or promotion on the ad
Point to note

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

Sample Screen_Shot_2019-04-25_at_10.40.37_AM.png 
Extension - Call
Purpose To 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.
Sample Screen_Shot_2019-04-25_at_10.44.49_AM.png

 

Extension - Structured Snippet
Purpose

To highlight specific aspects of your products and services.

Values: Max. 25 characters

Sample  Screen_Shot_2019-04-25_at_10.56.05_AM.png

 

6. App Install Ads

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. 
Sample 1 1.png  
Sample 2 2.png  
Sample 3 3.png  
Social Media - Facebook/Instagram
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 
Sample   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

Logo Homepage URL (recommended)
Content & CTA App Link

2. 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

Sample

Ads_Specs_App_Install_Ads__only_for_Display_.jpg 

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

3. Corporate Color

Primary Color

Format - RGB (#000000)

Secondary Color

Format - RGB (#000000)

Title & Text Color

Format - RGB (#000000)

4. Corporate Font

Primary Font & Secondary Font

Format - .ttf or .otf file only

5. Ad Copies/Messaging

Ad copies/messaging

-

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