The Complete Guide to Digital Ad Sizes

Lists of Ad Sizes for Facebook, Instagram, Google, Twitter, Pandora, & More

Before we dive into ad sizes, let’s talk strategy

Prior to running a digital ad campaign, you must consider the following questions:

  • What are we advertising, and what is the end goal of the campaign?
  • Who do we want to target with these ads? What audience do we want to reach?
  • What do we want our users to do when they see the ad? Do we want them to watch a video, click through, or convert on our site?
  • Where do we want to send users? What pages on our site will lead to conversions?
  • When will these ads be running?
  • Where should we run these ads in order to reach our target audience? What platforms would work best for us?
  • What is our budget for the ads? How do we want to spread this budget out across platforms (if we choose to run ads on multiple platforms)?

Digital Ad Types

Now that you’ve got an ad plan in place, it’s time to design! To help you choose the ad sizes and formats that work best for you, we’ve compiled a comprehensive guide to the different specs for each platform.

Facebook

Photo Ad

For clicks to site or conversions. This ad requires a .jpeg, or .png in one of the following sizes

  • 1,200×628 pixels with an image ratio of 1.9:1
  • Less than 20% text

 

Video Ad

For clicks to site or video views. This ad requires a .mov or .mp4 file, up to 4GB max with the following specs:

  • Aspect ratio: 1:1 / 1.33:1 / 4:3 / SDTV, 1.375:1 / film, 1.77:1 / 16:9 / HDTV, 1.85:1 / Film, 2:39:1 or 2:40:1 / Widescreen / 9:16, no pillar boxing or letterboxing
  • 120 minutes max
  • 600×315 pixels landscape or 600×600 pixels square minimum

Instagram

Photo Ad

For clicks to site or impressions. This ad requires a .jpeg, or .png in the follow size

  • 1080×1080 pixels in size

 

Video Ad

For video views. This ad requires a .mov or .mp4 file in the following size

  • no larger than 30MB

 

Google Display Network

For clicks to site. Display ads require a .jpeg, .png, or .gif in one of the following pixel sizes:

  • Vertical rectangle: 240×400
  • Mobile leaderboard: 320×50
  • Banner: 468×60
  • Leaderboard: 728×90
  • Square: 250×250
  • Small square: 200×200
  • Large rectangle: 336×280
  • Inline rectangle: 300×250
  • Skyscraper: 120×600
  • Wide skyscraper: 160×600
  • Half-page: 300×600
  • Large leaderboard: 970×90
  • Large mobile banner: 320×100
  • Billboard: 970×250
  • Portrait: 300×1050

Twitter

Website card

For clicks to site. This ad requires a .jpeg or .png with the following specs

  • 800×320 pixels in size
  • 70 characters for copy

 

Video Card

For video views or clicks to site. This ad requires a .mov or .mp4 file, up to 1GB max with the following specs

  • 2 minutes and 20 seconds max
  • Video codec: H264, Baseline, Main or High profile with a 4:2:0 color space
  • Frame rate: 29.97FPS or 30FPS. Higher is acceptable.
  • Video bitrate: 6,000-10,000k (recommend 6,000k) for 1080p. 5,000k-8,000k (recommended 5,000k) for 720p
  • Audio codec: AAC LC
  • Thumbnail: .png or .jpg in the following sizes
    • Thumbnail image size: 640×260 pixels
    • Max file size: 5MB

 

 Mobile Image Card

For clicks to site from a mobile device. This ad requires a.jpeg, .png, or .gif with the following specs

  • 116 characters for copy
  • Minimum 600×335 pixels, although larger images will be better optimized for when users click to expand images
  • Aspect ratio: 16:9
  • Max file size: 3MB

 

Desktop Image Card

For clicks to site from a desktop device. This ad requires a .jpeg, .png, or .gif with the following specs

  • 116 characters for copy
  • Minimum 600 pixels in width, although larger images will be better optimized for when users click to expand images
  • Aspect ratio: between 2:1 and 1:1
  • Max file size: 3MB

 

Pandora

Display Image Ad

For clicks to site. This ad requires a .jpg or .gif in the following sizes and with the following specs

  • Standard Web Banner: 300×250 or 300×600 pixels
    • Max file size: 60KB
    • Max animation length: 15 sec
  • Standard Mobile Banner: 300×250 pixels
    • Max file size: 40KB
    • Max animation length: 15 sec
  • Web/Mobile Audio Title: 500×500 pixels
    • Max file size: 40KB
  • Web Billboard: 970×250 pixels
    • Max file size: 60KB
    • Max animation length: 15 sec
  • Mobile Welcome Interstitial: 750×1100 or 750×800 pixels
    • Max file size: 40KB

 

Web Skin Ad

For clicks to site. This full page covering ad requires a .psd in the following sizes

  • Banner: 1850×1000 or 1280×800 pixels
  • Billboard: 1850×1400 or 1280 x800 pixels
  • Max file size: 200KB

 

Video Ad

For video views. This ad requires an uncompressed .mov, .avi, MPEG-1, or MPEG-4 with the following specs

  • Dimensions: 16×9 – 854×480, 4×3 – 640×480
  • Max Auto-Play Length: 30 sec
  • Max file size: 50MB

 

LinkedIn

Display Image Ads

For clicks to site. This ad requires a .jpeg, .png, or .gif with the following specs

  • 300×250 pixels
  • Max file size: 40KB

YouTube

For video views or clicks to site. All you need is a YouTube video link!

Pinterest

For clicks to site. All you need is a well optimized pin!

Now go forth and test!

In order to determine what digital ad type and size works best for your organization, you’ll need to test, measure your results in Google Analytics, and iterate. Always be testing!

Think we’re missing a key digital advertising platform? Tweet @WholeWhale.