The Complete Guide to Digital Ad Sizes for 2019

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

Ads can be very pretty — but they won’t be effective at driving users to take a desired action unless you have a strategic plan in place. Prior to running any 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? Is it a particular season or time of year that we can address in our copy or creative? 
  • 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 high resolution .jpeg, or .png with the following requirements: 

  • Image aspect ratio: 9:16 to 16:9 without link; 1.9:1 to 1:1 with link
  • Resolution: Highest possible, but at least 1,080 x 1,080 pixels
  • Text: 125 characters or less. Images that consist of more than 20% text may experience reduced delivery

 

Video Ad

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

  • File type: Most supported, but safe bets are .mov or .mp4. They recommend H.264 compression, square pixels, fixed frame rate, progressive scan, and stereo AAC audio compression at 128kbps+.
  • Video aspect ratio: 9:16 to 16:9
  • Length: Between 1 second and 240 minutes max
  • Text: 125 characters or less. Images that consist of more than 20% text in the thumbnail may experience reduced delivery

Bonus: Don’t put all the work into designing the ad and then make one of these 3 common Facebook video mistakes.
 

Carousel Ad

For clicks to site or video views. This ad allows you to show up to 10 images or videos within a single ad, each with its own link. Creative assets have the same requirements for carousel ads as they do for single image or video ads: 

  • Number of cards (images or videos): 2-10
  • Video file type: Most supported, but safe bets are .mov or .mp4. They recommend H.264 compression, square pixels, fixed frame rate, progressive scan, and stereo AAC audio compression at 128kbps+.
  • Video file size: Up to 4GB
  • Video aspect ratio: 9:16 to 16:9
  • Video length: Between 1 second and 240 minutes max
  • Image aspect ratio: Recommend 1:1
  • Image file size: Up to 30MB
  • Image resolution: Highest possible, but at least 1,080 x 1,080 pixels
  • Text: 125 characters or less. Images that consist of more than 20% text in the thumbnails or images may experience reduced delivery

Instagram

Photo Ad

For clicks to site or impressions. This ad requires a high resolution .jpeg, or .png with the following specs:

  • File size: 30MB maximum
  • Image width/height: 500 x 500 pixels
  • Image aspect ratio: 4:5 to 1.91:1
  • Text: Up to 2200 characters, ideally less than 20%

 

Video Ad

For video views. This ad requires a high resolution video file up to 4GB max with the following specs:

  • File type: Most supported, but safe bets are .mov or .mp4. They recommend H.264 compression, square pixels, fixed frame rate, progressive scan, and stereo AAC audio compression at 128kbps+.
  • Video width/height: 500 x 500 pixels
  • Video aspect ratio: 4:5 to 1.91:1
  • Length: 1 to 60 seconds
  • Text: Up to 2200 characters; ideally less than 20% in the thumbnail

 

Google Display Network

For clicks to site. Display ads require a .jpeg, .png, or .gif, with a file size of 150KB or smaller in one of the following pixel sizes:

Square and rectangle

  • Small square: 200 × 200
  • Vertical rectangle: 240 × 400
  • Square: 250 × 250
  • Triple widescreen: 250 × 360
  • Inline rectangle: 300 × 250
  • Large rectangle: 336 × 280
  • Netboard: 580 × 400

 

 Skyscraper

  • Skyscraper: 120 × 600
  • Wide skyscraper: 160 × 600
  • Half-page ad: 300 × 600
  • Portrait: 300 × 1050

 

Leaderboard

  • Banner: 468 × 60
  • Leaderboard: 728 × 90
  • Top banner: 930 × 180
  • Large leaderboard: 970 × 90
  • Billboard: 970 × 250
  • Panorama: 980 × 120

 

Mobile

  • Mobile banner: 300 × 50
  • Mobile banner: 320 × 50
  • Large mobile banner: 320 × 100

 
When uploading a .zip folder of images, remember that the maximum number of files that can be uploaded at a time is 40.

Twitter

Image Website card

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

  • Image size: 800 x 418 pixels for 1.91:1 aspect ratio; 800 x 800 pixels for 1:1 aspect ratio (max 3mb)
  • Image aspect ratio: 1.91:1 or 1:1
  • Text: 70 characters for website title; 280 characters for copy

 

Video Website Card

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

  • Video aspect ratio: 16×9 or 1×1
  • Video codec: H264, baseline, 4:2:0 color space
  • Frame rate: 29.97FPS or 30FPS
  • Video bitrate: 6,000-10,000k  for 1080p;  5,000k-8,000k for 720p
  • Audio codec: AAC LC
  • Text: 280 characters

 

Image App Card

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

  • Image size: 800 x 418 pixels for 1.91:1 aspect ratio; 800 x 800 pixels for 1:1 aspect ratio (max 3mb)
  • Image aspect ratio: 1.91:1 or 1:1
  • Text: 280 characters for copy
  • Call to action options: Install, Open, Play, Shop, Book, Connect, Order
  • Note that .gifs will render as a static image

 

Video App Card

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

  • Video aspect ratio: 16:9 or 1:1
  • Video codec: H264, baseline, 4:2:0 color space
  • Frame rate: 29.97FPS or 30FPS
  • Video bitrate: 6,000-10,000k for 1080p; 5,000k-8,000k for 720p
  • Audio codec: AAC LC
  • Text: 280 characters, but title truncated at 70 characters and description truncated at 200 characters
  • Length: Up to 2 minutes and 20 seconds. Some advertisers are eligible to request an increase up to 10 minutes. Contact your Twitter Account Manager for more information.

 

Pandora

Display Image Ad

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

Audio Ad

  • Formats: ​.wav, .mp3, .aiff, .m4a, .mp4
  • Bit rate: ​320 kpbs
  • Sample rate: ​44.1 kHz
  • Length: ​15s, 30s

 

Video Ad

  • Dimensions: 16×9 – 854×480, 4×3 – 640×480
  • Source video format:​ Uncompressed .mov, .avi, MPEG-1, MPEG-4
  • Video file size:​ Up to 50mb
  • Encoded video file size: ​5mb (web), 2.2mb (wifi), 1mb (3G)
  • Video frame rate: ​Up to 24fps
  • Length: Up to 30s

 

Website Standard Banner

  • Dimensions: ​300×600, 300×250
  • Site-served format: ​.jpg, .gif
  • 3rd Party Tag format: Standard, Iframe, Javascript
  • Max initial file size: ​60kb
  • Max polite file load: 200kb
  • Max animation length: ​15s
  • Frame rate: ​Up to 24fps
  • Banner Looping Limit:​ Unlimited
  • Z-index Value: ​<1000

 

Mobile Standard Banner

  • Dimensions: ​300×250
  • Site-served format: ​.jpg, .gif
  • 3rd Party Tag format: Standard, Iframe, Javascript
  • Max initial file size: ​40kb
  • Max polite file load:​ 100kb
  • Animation: ​Yes
  • Max animation length: ​15s
  • Expanding:​ No

More ad types and their specs can be found here.
 

LinkedIn

Text and Image Ads

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

  • Headline text: 25 characters
  • Description text: 75 characters
  • Image size: 50×50, 300×250, 17×700, 160×600, 728×90, or 496×80

 

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.