Digital Marketing Ad Sizes You Need to Know

There’s a lot of confusion surrounding the different types of digital ads. To make things less complicated, we’ve provided the creative requirements for all display/banner ad sizes and social ad sizes so that any display advertising company can create the proper-sized ads you need.

AdRoll supports all these ad types and makes it easy to implement them in all your campaigns.

Web Ads


Image Ads

Image ads are proven to perform and easy to create. We recommend including image ads as an essential part of every campaign.


Asset Requirements


Sizes:

Medium rectangle
300 x 250
Wide skyscraper
160 x 600
Leaderboard
728 x 90


Half page
300 x 600
Billboard
970 x 250

Mobile Leaderboard
320 x 50

File Types:

  • JPG and PNG (non-animated)
  • GIF (up to 30 seconds, 15–20 fps, no looping)

File Size: up to 150KB


Content Requirements


Destination URL w/UTM Params (required): up to 1,024 characters

Native Ads

Native ads have a 9% higher lift for brand affinity and an 18% higher purchase intent, compared with regular banner ads. We recommend supplementing your image ads with native ads.


Asset Requirements


Placements:

Sizes:

  • 600x315
  • 600x500
  • 600x600

File Types:

  • JPG and PNG (non-animated)
  • GIF (up to 30 seconds, 15–20 fps, no looping)

File Size: up to 150KB


Content Requirements


Title: up to 60 characters

Description: up to 140 characters

Destination URL w/UTM Params (required): up to 1,024 characters

Brand name (required): up to 30 characters

Call to Action (optional): Select from 12 CTAs provided. Defaults to “Learn More”.

Video Ads

Use AdRoll Video Ads throughout your entire customer journey.

Recommended Length: 15–30 seconds

In-Stream Video Ad
Out-Stream Video Ad

Asset Requirements


Length: 1–120 seconds

Sizes:

  • 600x315
  • 600x500
  • 600x600

File Types: MP4 or MOV (with H.264 video codec and MP3 audio codec)

Length: up to 1GB

File Size: up to 1GB

Aspect ratio: 16:9 (1280x720 or higher)

(Video) Pixel aspect ratio: 1:1 or (1)


Content Requirements


Destination URL(includes UTM parameters): up to 1,024 characters

Rich Media Ads

Use rich media ads to take advantage of advanced features like animations, audio, or other elements that encourage viewers to interact and engage with content.


Asset Requirements


File type: compressed file format (.zip or similar)

File Size: up to 150KB

Assets in zip file up to 10

Zip File Guidelines

Third-Party Ads

We don't recommend using third-party ads because they aren't compatible across the majority of inventory sources we offer (including Facebook and native), and you won't be able to take advantage of any of our future offerings around creative optimization.

Sizes:

Medium rectangle
300 x 250
Wide skyscraper
160 x 600
Leaderboard
728 x 90


Half page
300 x 600
Billboard
970 x 250

Mobile Leaderboard
320 x 50

File Types:

  • JPG and PNG (non-animated)
  • GIF (up to 30 seconds, 15–20 fps, no looping)

File Size: up to 150KB

Destination URL w/UTM Params (required): up to 1,024 characters

Note: All URLs contained in third-party ad tag code snippets must use HTTPS. This is also applicable for all additional URLs that are loaded via redirects.



Social Ads


Facebook & Instagram Image Ads

Advertising with Facebook and Instagram image ads allows you to be where your shoppers are spending a lot of time.

Instagram Mobile Image Ads
Facebook Mobile Image Ads
Facebook Desktop
Image Ads

Asset Requirements


Sizes:

  • 1:1 aspect ratio, 600x600 or greater
  • 1.91:1 aspect ratio, 600x315 or greater

File Types:

  • JPG and PNG (non-animated)
  • GIF (up to 30 seconds, 15–20 fps, no looping)

File Size: up to 150KB


Content Requirements


Title: up to 25 characters

Description: up to 125 characters recommended, including spaces

Destination URL w/UTM Params (required): up to 1,024 characters

Call to Action select from 12 CTAs provided

Link Description: up to 25 characters

Display Link (optional): Up to 1024 characters

Facebook & Instagram Video Ads

Advertise with Facebook and Instagram video ads to bring your story to life, wherever your shoppers are spending a lot of time.

Recommended length: 15-30 seconds

Note: Videos over 60 seconds cannot run on Instagram placements.

Facebook Video Ads
Instagram Video Ads

Asset Requirements


File Types:

  • MP4 recommended. MOV also supported
  • H.264 Video Codec is required

Length: 1-120 seconds

File Size: Up to 1GB

Aspect ratio: 16:9 (1280x720 or higher)

(Video) Pixel aspect ratio: 1:1 (or 1)


Content Requirements


Title (required): up to 25 characters

Description (required): up to 125 characters recommended, including spaces

Destination URL w/UTM Params (required): up to 1,024 characters

Call to Action: Select from 12 CTAs provided. Defaults to “Learn More”.

Link Description (optional): up to 25 characters

Display Link (optional): up to 1024 characters

Facebook & Instagram Carousel Ads

Advertise using Facebook and Instagram carousel ads to display multiple products or tell a story about your brand through images.


Asset Requirements


Sizes:
Facebook Carousel Ads 460x460
Instagram Carousel Ads 600x600

File types: JPG and PNG (non-animated)


Content Requirements


No. of Cards: 2 - 5

Title: up to 25 characters

Description (required, applies to the entire ad): up to 125 characters

Link Description (optional, for each slide): up to 25 characters

Call-to-Action (optional): select from 12 CTAs provided. Defaults to “Learn More”.