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	2 minutes or less
Supported audio files	Max. file size - 20MB or less Supported audio file types: .ogg, .mpeg, .mp3, .wav, .mp2, .m4a, and .flac. Conversion output format options: audio/mp3 and audio/wav. (Please reach out if you need output formats other than audio/mp3 and audio/wav)
Companion banner (RECOMMENDED)	300x250 300x60 Upload Image - 150KB or less Format in JPG, GIF or PNG

2. Display Ads

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

2.1  Dynamic Display Ads

Preview	"Medium Rectangle" or "mid-rect", is a square-like dimension, making it one of the top performing ad sizes. Further, it is versatile across many devices and screen sizes. "Wide Skyscraper" is placed on the side of a page, is shown to users as 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, Meta, 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 function correctly. Learn more.
Preview

2.3  HTML5

Remarks	Upload your HTML5 file in .zip format, exported from Google Web Designer or Adobe Animate CC to the creative design form.
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XPO Designer comes with various ready-made ad templates that you can tailor towards your preferences and link to your campaign. Log in to XPO Designer to see the full list of available templates.

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

3. Native Ads

3.1  Native Content Ads

Custom Advertiser Name	Max. 25 characters
Logo	Recommended dimensions (based on the aspect ratio required by each publisher): 100 x 100 px 1200 x 627 px 128 x 128 px 600 x 600 px  Max. file size - 1MB Format - .jpg preferred
Main Image	Recommended dimensions (based on the aspect ratio required by each publisher): 1200 x 627 px 720 x 377 px 600 x 600 px 568 x 320 px 500 x 250 px 400 x 100 px 320 x 480 px  320 x 240 px  300 x 50 px  200 x 200 px  128 x 128 px  100 x 100 px  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
Preview

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)
Preview

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
Preview

4.2  YouTube TrueView In-Stream Ads

Min. video length	12 seconds recommended (for public view counts 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
Preview

• YouTube video URL is required. To obtain the video URL, you must first upload the video to YouTube.
• This format is currently only available for managed services. 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
Preview

5. Meta Ads

5.1  Single Image Ad

Image/Photo	Text: 125 characters Image Resolution: highest resolution image available Image Ratio: 9:16 to 16:9 Images containing more than 20% text may experience reduced delivery. Meta Ads automatically selects images, headlines, and link descriptions for image ads with links, but you can edit it later.
Preview (Single image Ad)
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 1,080 px Image Ratio: 1.91:1 to 1:1
Preview (Image with Link)

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 Meta Ads 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 containing more than 20% text may experience reduced delivery. Display link must direct to the same place as your destination URL. This may not appear in all placements.
Preview

Facebook/Instagram App Install

Carousel	2 or more scrollable images or videos: Image: Size: 1080 x 1080 px  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: 600 px 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 px 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
Preview

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 may not appear in all placements. Display link must direct to the same place as your destination URL. This won't appear in all placements.
Preview

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 containing more than 20% text may experience reduced delivery.
Preview

5.5  Product Catalog Ad / Dynamic Ad

About

This format lets you target visitors who have browsed items on your website by presenting them with personalized recommendations. To run a dynamic ad, you must create a catalog, which acts as a container that houses all the information about the items in your inventory. The dynamic ad will match the images and details (e.g. catalog prices) with signals from a pixel implemented on your site to track user activities. If you would like to understand how to set up a product catalog or dynamic ad step-by-step, please reach out to your Customer Success / Account Manager.

Preview

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	Meta Ads will automatically select image and text for the Page ad, but you have the flexibility to change it.
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5.7  Existing Page Ad (Boost Post)

Remarks	(Boost existing posts on your FB page).
Preview

5.8  Lead Generation Ad

A lead generation ad is comprised of an image or video, followed by a lead form that appears when users engage with the ad.

Specifications	Image: Text: 125 characters Headline: 40 characters Link description: 20 characters Image dimension: 1,080 x 1,080 px 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 want the lead ad to appear on IG, please refer to the image specs below: Image ratio: 1.91:1, 1:1, 4:5 Minimum resolution: 600 x 315 px (1.91:1) 600 x 600 px (1:1) 600 x 750 px (4:5) Images containing more than 20% texts may experience reduced delivery. This format is currently only available for managed services. If you are subscribed to our self-service and would like to set up a Meta lead ad, please reach out to your Customer Success Manager.
Preview

5.9  Stories/Reels

Specifications	Image: Size: 1080 x 1080 px Ratio: 1:1 Format: .jpg or .png Text: 125 characters Headline: Max. 40 characters Video: Format:.mp4, .mov Recommended length: Up to 15 seconds Recommended aspect ratio: Vertical (4:5) Minimum resolution: 600 px by 1067 px File size: up to 4GB max. Text: 125 characters Headline: Max. 40 characters
Preview

6. LinkedIn Ads

6.1  Sponsored Content - Single Image Ad

Specifications	Title/Headline: 70 characters Intro Copy: Maximum of 150 characters 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 available list.
Remarks	Ads appear directly in your target audience's LinkedIn feeds 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 rather than character count, so results may vary by device On the desktop, your image ad can hold up to 600 characters, but the text is truncated around 150 characters and displays "...see more" to expand the text URLs longer than 23 characters will be shortened using the LinkedIn shortener The provided URL will automatically scrape the ad headline and image
Preview

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 limited to a maximum of 2 lines 45 characters limit for ads that direct to a landing page 30 character limit for ads with a Lead Gen Form CTA
Preview
Remarks	Carousel ads can be customized with unique images, captions, and destination links that help illustrate an interactive storytelling experience on devices. These formats appear in the LinkedIn feeds They feature multiple images that users can scroll through CTA button within each card is only available for carousels using a 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 Carousel ads are 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: 300 x 250 px 17 x 700 px 160 x 600 px 728 x 90 px 496 x 80 px Headline: Limited to 25 characters Description: Limited to 75 characters Image: 100 x 100 px; 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 company's LinkedIn page as the destination URL
Preview

6.4  Video Ad

About	These are the 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 Sizes 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 1920 px Vertical 9:16 aspect ratio (0.5652) Minimum: 360 x 640 px Maximum: 1080 x 1920 px Headline: Use up to 70 characters to avoid truncation on most devices (maximum 200 characters) Description: Brief description of the ad to explain why people should visit your website Call to Action: Select any supported CTA from the available list
Preview

6.5  Dynamic Ad - Spotlight

About	A dynamic ad format that is personalized for each LinkedIn member, directing 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): 70 characters maximum Headline (below images): 50 characters maximum Company name: 25 characters maximum (name appears when a member hovers 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
Preview

6.6  Dynamic Ad - Follower

About	A dynamic ad format tailored for LinkedIn members, encouraging them to follow your LinkedIn or Showcase Page. These ads are personalized with the member’s profile photo next to your company’s logo, along with 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 or select custom text. 70 characters maximum Headline (below images): choose from one of the suggested options or select custom text. 50 characters maximum Company name: 25 characters maximum (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
Preview

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: 256 characters maximum  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: 60 characters maximum Details: 160 characters maximum to avoid truncation Privacy policy URL: must start with http:// or https://. Use this field for a webpage that describes your company's privacy policy and how you handle information submitted by members Privacy policy text (optional): explain how you will use the member’s data and link to your company's privacy policy (2000 characters maximum) Call-to-Action): Select an option from the dropdown menu  Confirmation Message:  Write your thank you message here (300 characters maximum)
Preview

7. Search Ads (Google)

Landing Page	The landing URL is the destination that people reach after clicking your ad. It should match what your ad promotes. 30 characters maximum
Headline 1, 2 and 3	Your text ad consists of 3 headlines where you can enter to promote your product/services. 30 characters maximum for each headline
Display path/URL	These fields give potential customers an idea of where they will land on your site after clicking on your ad. The text you input should thus offer a detailed description of the product/service featured in the ad. There are 2 paths available. Paths are not guaranteed to show. 15 characters maximum for each headline
Description 1 and 2	Use this field to highlight details about your product/service. Consists of 2 descriptions. 90 characters maximum for each description
Notes	All character limits can be viewed in XPO creative dashboard
Preview

7.1  Extension - Sitelink

Purpose	Useful to add additional links to direct traffic to different pages of your website (e.g. store hours, products, etc.)
Specifications	35 characters maximum 2 links minimum  8 links maximum
Preview	(image source)

7.2  Extension - Callout

Purpose	Useful for highlighting popular or unique aspects/USPs of your products/services (e.g. free shipping, 24/7 customer service, etc.)
Specifications	25 characters maximum 2 callouts minimum 10 callouts maximum
Preview (image source)

7.3  Extension - Message

Purpose	To encourage users to send you text messages from your ad. This ad format is optimized for mobile use. When a user taps the message option in your ad, a pre-populated message will appear.
Preview (image source)

7.4  Extension - Price

Purpose	To show product prices from your ad
Specifications:	Header: 25 characters maximum Description: 25 characters maximum Final URL for each extension Mobile final URL for each extension
Additional Notes	Reach out to your Customer Success Manager for more information on available currencies, languages, price qualifiers, etc.
Preview

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: 25 characters maximum
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7.6  Extension - Promotion

Remarks	To show sales offers or promotion on the ad
Notes	Reach out to your Customer Success Manager for more information about available currencies, languages, types, items for sale, etc. Promoting Item: 20 characters maximum
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7.7  Extension - Call

Remarks	To add phone numbers to your ad. NOTE: Clicks on phone number are charged at the same rate as headline clicks. You can adjust the settings to show your phone numbers only during your business hours.
Preview

7.8  Extension - Structured Snippet

Remarks	To highlight specific aspects of your products and services. Description text: 25 characters maximum
Preview

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
Preview (in Google Search)
Preview (in Google Play app store)
Preview (in 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
Preview

Avoid images with embedded logos or texts, as these images may 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

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9. Banner Ads

Preview

"Medium Rectangle" or "mid-rect", is a square-like dimension, making it one of the top performing ad sizes. It is versatile across various devices and screen sizes. "Wide Skyscraper" is placed on the side of a page, and appears 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
Preview

9.2 Static Banner Ads

Image size limit	< 150KB
Creative loading size	< 1MB
Other Specifications	Container Text CTA Button Image
Preview

9.3 Third-Party Tag

Insert script during creative setup	For more details go here
Preview

10. DOOH (Digital Out-of-Home) Ads

The technical specifications for creating a DOOH ad (banner or video) can vary depending on the platform, location, and provider. Below are some general guidelines and common specifications to consider. Always consult with your DOOH network provider for exact specifications, as they can vary significantly based on the technology and location used.

Resolution	Popular sizes: 1080 x 1920 px 1920 x 1080 px Custom sizes: For precise pixel dimensions based on the screen size, plase consult with your provider
Aspect Ratio	16:9 Standard widescreen 9:16 Portrait orientation
File Format	Image/Banner: JPEG, PNG Video: MP4
Duration (for video ads)	Video should typically be 10 to 30 seconds. Common duration is 10 seconds. Looping: Ensure the video loops seamlessly if required.
Frame Rate	25 fps (frames per second)
Brightness and Color	Brightness: Ensure your design has high contrast and sufficient brightness to be effective for outdoor or well-lit indoor environments. Color Mode: RGB color mode is standard for digital displays.

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