Digital Advertising Creative Specifications
Updated January 2024
Display
Meta: Video, Image, Carousel
Performance Max
Connected TV
Streaming Audio
CTV (Connected TV)
A TV set that is connected to the internet via native applications such as Smart TVs or via external streaming devices such as Roku, Apple TV, Amazon Fire TV Stick; internet-enabled gaming consoles such as Xbox and Playstation; internet-enabled Blu-ray/DVD players.
Benefits include its high view-ability, the opportunity for long-form content, and the large screen size.
Technical Requirements
4:2:2 color space
Frame Rate: 30 fps (29.97 fps) or 24 fps (23.976 fps); Based on native frame rate. Constant frame rate only.
Bitrate: Constant Bitrate (CBR) 15-60 Mbps Accepted: Variable Bitrate (VBR) 15-60 Mbps Note: 1,000 kbps = 1 Mbps
Audio: 192 Kbps minimum 16- or 24-bit only 48 kHz sample rate
Required Sizes:
Preferred:16:9 aspect ratio,
(1920 x 1080 or 1280 x 720)
Alternate: 4:3 aspect ratio (1440 x 1080)
File Requirements
Format: mp4 or mov
Max File Size: 300MB
Recommended Length
:15 and :30
Display / Banner Ads
channel description
File Requirements
Format: PNG/JPG/GIF/HTML5
(HTML5 version must included final click URL in file)
Max File Size: 300MB
Technical Requirements
Max file size 150kb (for all file types)
Static or Animated (gif and HTML5, no swf);
:30 max; 5 fps; 3 loops
Must have dark background or dark border (1px min)
Please provide a static image to accompany animated or HTML assets
Please Include Destination URL for Clickthrough
Required Standard Sizes for Desktop AND Mobile Campaigns
970×250
728×90
160×600
120×600
300×250
320×50
320×480
Required Standard Sizes for Mobile-Only Campaigns:
300×250
320×50
320×480

Meta Ad Specs (Facebook and Instagram)
Meta/Facebook ads appear on Facebook and Instagram. This channel is chosen due to its scale and specific targeting that is available. Also, the social aspect of these ads, can magnify the effectiveness of the campaigns to benefit the coops, even with limited budget.
Meta Ads require two types of assets to accompany each other a) copy and b) corresponding visuals. Visuals can be images or video and are typically needed in a square (1080×1080) and a portrait/vertical size (1080×1920). Below we’ve included specifications for the most popular ad formats that will work across the many placement types across Meta platforms. Keep in mind, particular placements require specific design attention. More ad formats and details can be provided on Meta’s ad specs here if you require more information.
AD COPY IS REQUIRED TO ACCOMPANY ALL CORRESPONDING META VISUALS
Stories Placements do not include Ad Copy. The 1080×1920 size must effectively convey your intended message on its own without any supporting copy or headlines.
# of Ad Copy Sets: 2-5 versions, to be paired with each set of videos or images.
Ad Copy Requirements
Primary Copy: 125 Characters (copy that is longer than the suggested length is allowed but may be truncated)
URL (optional)
Headline: 27 Characters*
Description (optional): 27 Characters
IMAGE
Feed is the constantly updating list of status updates, photos, videos and more in the middle of the Facebook home page. Your Feed includes updates and posts from friends, Pages, Groups and advertisers.
Use the image format in Feed to show off your product, service or brand in new ways. To capture attention quickly, use movement and sound to show the unique features of a product or tell your brand story.
Required Image Sizes
1:1 (1080 x 1080)
9:16 (1080 x 1920)
4:5 (1080×1350) – optional
Technical Requirements
Format: png or jpeg
Max File Size: 1MB
Resolution: At least 1080 x 1080 pixels
Design Recommendations
Design with Safe Zones in mind
Include prominent branding: logo in image and/or on product
VIDEO
When developing video ads keep these best practices at the forefront of creation:
- Capture attention quickly. Feature your brand and key message early in the video; introduce an early hook to captivate your audience and keep them engaged.
- Show off your brand, experience and products. Use a video to show unique features or tell your brand story in a captivating way.
- Deliver an impactful message. Convey a clear, simple message that differentiates your brand or product. In a crowded market, tell people why they should choose what you offer above the others.
Required Video Sizes:
1:1 (1080 x 1080)
9:16 (1080 x 1920)
4:5 (1080×1350) – optional
Design Recommendations
Length: :06, :15 and :30
Captions: Optional, but recommended
Sound: Optional, but recommended
Design for Safe Zones (see slide for detail)
Technical Requirements
Format: mp4 or mov
Max File Size: 4GB
Settings: H.264 compression, square pixels, fixed frame rate, progressive scan and stereo AAC audio compression at 128kbps+Minimum Width: 120 pixels
The carousel ad format lets you to display up to 10 images or videos in an ad, each with its own link.
With more creative space within an ad, carousel cards let you highlight promotions, products categories, specific details/flavors of a product, feature a promotion, or tell a story about your brand that develops across each carousel card.
Use carousel ads to:
– Show off multiple products & offers.
– Highlight features of a single product.
– Explain a process.
– Sell the benefits of your products & services.
Required Image Size:
1:1 (1080 x 1080)
Design Recommendations
Number of Carousel Cards: 2 to 10
Technical Requirements
Image Cards:
– Maximum File Size: 30MB
– Format JPG or PNG
Video Cards:
– Maximum File Size: 4GB
– Format: mp4 or mov
– Duration :03 – :60 seconds
Copy Assets to create
Provide 2-5 versions of ad copy to
be paired with each video.
Ad Copy Requirements
Primary Copy: 125 Characters*
URL (required)
Headline: 32 Characters*
Description (optional): 18 Characters
Copy Considerations
Headline & URL can be unique per card.
If a specific card order is desired, please label images with preferred order and specific how to pair with headlines.
Copy longer than the suggested length
is allowed but may be truncated.
REELS & STORIES (VIDEO/IMAGE) – Design for Safe Zones
For ads shown in Stories and Reels, try to place text, logos or other key creative elements within the safe zone to avoid covering them with the profile icon or call to action.
Keep the bottom free of key creative elements, text, and logos to ensure that important brand elements aren’t overlapped by the Reels user interface.

Google Performance Max
Automatic Ad Placements Based on Dynamic Asset Combinations
Performance Max is a Google campaign type backed by machine learning capabilities that allows advertisers to deliver ads across the entire Google ecosystem. Assets are dynamically combined to deliver ads designed to fit on placements across YouTube, Display, Search, Discover, Gmail, and Maps.
Performance Max is the best option to use when you have specific advertising and conversion goals like online sales, lead generation, map views, calls or store visits.
Performance Max combines text, image and video assets to create ads tailored to placements across their ecosystem.
Best Practice: Ensure assets will make sense when they are combined in various ways.
Required Copy & Text Assets
Final URL
Headline (≤30 char); 15 max
Long Headline (≤ 90 char); 5 max
Description (≤ 90 char); 4 max
Recommendations
Include at least 1 headline ≤15 characters
Remember that assets are dynamically combined to deliver across Google’s network, so Headlines and Descriptions may be shown alongside images, or on their own.
Recommended Number of Assets
– 4 Square
– 4 Landscape
– 2 Portrait
– 1 of each logo size
Design Recommendations
Images with graphic overlays are allowed, but it’s recommended to use at least one image in each size without overlays
Safe Zone: Optimize content for the center 80% of the image to avoid being cut off.
Image Sizes
Square 1:1 (1080 x 1080)
Landscape 16:9 (1200×628)
Portrait 4:5 (1080×1350) – optional
Logo Sizes
Square 1:1 (1080 x 1080)
Landscape 16:9 (1200×628) – optional
File Requirements
Max: 20 Images and 5 logos
Format: jpeg or png
Max File Size: 5120KB
Performance Max campaigns must have at least one video that’s longer than 10 seconds. You can upload a maximum of 5 videos. We recommend having at least one video in each size.
If you don’t add a video, Google may create one automatically from the image and copy assets provided. Google AI may also flip or crop videos to transform horizontal videos into square or vertical versions so they may serve on YouTube Shorts.
Upload Videos to YouTube and provide links for each.
Video Sizes
Landscape 16:9 (1200×628)
Square 1:1 (1080 x 1080)
Vertical 4:5 (1080×1920) – optional
Video Recommendations
We recommend having at least one vertical video between :10- :60 for YouTube Shorts eligibility