Display Ads

IP Targeting, Mobile Footprinting, + Audience Select

General Requirements

• Saved under 50kbs (recommended), maximum limit of 150kbs.
• Formatted as either .JPG, .PNG, or .GIF
• Ads with light backgrounds must have a distinct 1-pixel solid border.
• Do not use the word “click” in the ads, as some publishers/networks don’t allow it.

Recommended Ad Sizes

Type	Size	Example
1. Wide Skyscraper	160×600	View »
2. Medium Rectangle	300×250	View »
3. Mobile Leaderboard	300×50	View »
4. Mobile Leaderboard	320×50	View »
5. Leaderboard	728×90	View »

Best Practices

• Keep the message focused and simple. Viewers should easily and immediately understand the ad’s takeaway.
• Always provide a call to action! Give viewers a compelling reason to engage with you.
• Encourage engagement with action-oriented buttons, but do not use the word “click.” Opt for phrases like “Visit Us,” “Apply Now,” and “Get Started Today,” which convey an inherent benefit to the user.
• Use the same creative elements from your ads on your landing page. They should have a similar look and feel.
• Ensure that the ad’s landing page delivers! Users should be able to easily find what the ad promises.
• Include human presence and/or campus shots with a prominent logo.
• Avoid ad fatigue. Make new creative as often as your budget and manpower allow. It’s important to keep ads fresh.

Retargeting or Outreach

General Requirements

• Saved under 150kbs
• Formatted as either .JPG, .PNG, .GIF, or .ZIP (HTML5 specific)
• Ads with light backgrounds must have a distinct 1-pixel solid border.
• Do not use the word “click” in the ads, as some publishers/networks don’t allow it.
• Animation length should be a maximum of 30 seconds.
• Max loop should be set to 3 (no continuous looping).

HTML5 Requirements

• Saved as a ZIP (zipped folder); the ZIP should contain HTML for the ad, as well as other necessary file types (CSS, JS, HTML, FIG, PNG, JPG, JPEG, SVG)
• Ad format size meta tag within the head tag
  • For example: <meta name=”ad.size” content=”width=300,height=250″>
• All assets must be referenced using a relative path to resources included in the ZIP.
• Static ads are recommended as backups for HTML 5 ads.
• HTML5 display ads must use click tags to direct users to a landing page from the ad. Don’t use a code minifier on the click tag. When someone clicks the ad, the landing page must open in a new tab or new window.
• Create HTML5 ads using Google Web Designer* to avoid or troubleshoot issues: https://webdesigner.withgoogle.com/
  • *recommended by our internal team when troubleshooting

Resources:

• HTML5 creatives
• Guidelines for HTML5 display creatives

Required Ad Sizes

Type	Size	Example
1) Wide Skyscraper	160×600	View »
2) Super Wide Skyscraper	300×600	View »
3) Medium Rectangle	300×250	View »
4) Mobile Leaderboard	320×50	View »
5) Tall Mobile Leaderboard	320×100	View »
6) Large Rectangle	336×280	View »
7) Leaderboard	728×90	View »

Optional Ad Sizes

• 120×600
• 468×60

Best Practices

• Keep the message focused and simple. Viewers should easily and immediately understand the ad’s takeaway.
• Always provide a call to action! Give viewers a compelling reason to engage with you.
• Encourage engagement with action-oriented buttons, but do not use the word “click.” Opt for phrases like “Visit Us,” “Apply Now,” and “Get Started Today,” which convey an inherent benefit to the user.
• Use the same creative elements from your ads on your landing page. They should have a similar look and feel.
• Ensure that the ad’s landing page delivers! Users should be able to easily find what the ad promises.
• Include human presence and/or campus shots with a prominent logo.
• Avoid ad fatigue. Make new creative as often as your budget and manpower allow. It’s important to keep ads fresh.

 

Google Performance Max

Image Requirements

• Landscape image:
  • Ratio: 1.91:1
  • Minimum size: 600×314
  • Recommended dimensions: 1200×628
• Square image:
  • Ratio: 1:1
  • Minimum size: 300×300
  • Recommended dimensions: 1200×1200
• Portrait image:
  • Ratio: 1:1
  • Minimum size: 480×600
  • Recommended dimensions: 960×1200

Logo Requirements

• • Ratio: 1:1
  • Minimum size: 128×128
  • Recommended dimensions: 1200×1200
  • Ratio: 4:1
  • Minimum size: 512×128
  • Recommended dimensions: 1200×300

YouTube Video Requirements

• • Horizontal, Vertical, or Square >= 10 Seconds in Length

LinkedIn

Image Requirements

• Formatted as either .JPG, .PNG, or GIF
• Text or logo on the images is acceptable
• Animated GIFs must be 300 frames or shorter
• 5MB file size maximum
• Vertical (9:16, 2:3, 4:5), horizontal (16:9), or square (1:1) images are all acceptable
  • PLEASE NOTE: We see the strongest performance from ads that utilize square images.
• Ad Examples for A/B Testing

Video Requirements

• Accepted dimensions/aspect ratios:
  • Horizontal – 1920×1080 (16:9)
  • Square – 1920×1920 (1:1)
  • Vertical – 1080×1350 (4:5), 100×1920 (9:16)
• The 4:5 aspect ratio is recommended by LinkedIn
• Formatted as MP4
• File size: Between 75 KB and 200 MB
• Frame Rate: Less than 30 FPS (frames per second
• Audio format: AAC or MPEG4
• Audio size: Less than 64KHz
• Video Captions: Recommended that captions are added directly to the video. If captions are not added directly, please provide an SRT file
• Please note that we cannot upload YouTube links to LinkedIn.

 

LinkedIn Carousel Ads

Type	Size	Example
Carousel Ads	1080×1080	View »

 

LinkedIn Conversation Ads / Sponsored Message Companion Banner

Type	Size	Example
Conversation Ad / Sponsored Message Companion Banner	300×250	View »

LinkedIn CTV

• Video creative:
  • mp4 format
  • 6, 15, 30, and/or 60 seconds. (range: 6-60s)
  • 1920×1080 or 1280×720 dimensions (16:9; View Example)
  • Preferred bitrate: 15-40 Mbps
  • Max file size: 10 GB

LinkedIn Document Ads

• Aspect Ratio: Vertical, Horizontal, Square
• Use any of the standard PDF layouts:
  • Letter: 8.5 by 11 inches
  • Tabloid: 11 by 17 inches
  • Legal: 8.5 by 14 inches
  • Statement: 5.5 by 8.5 inches
  • Executive: 7.25 by 10.5 inches
  • Folio: 8.5 by 13 inches
  • A3: 11.69 by 16.54 inches
  • A4: 8.27 by 11.69 inches
  • B4: 9.84 by 13.90 inches
  • B5: 6.93 by 9.84 inches

LinkedIn Dynamic Ads

• Logo Size: 100×100 pixels in JPG or PNG format

Type	Size	Example
Dynamic Ads	100×100	View »

 

LinkedIn Sponsored Ads

Type	Size	Example
Sponsored Ads	1200×627 [1200×1200 or 1080×1080]	View » View »

 

LinkedIn Spotlight Ads

• Logo Size: 100×100 pixels
• Background Image Dimensions (optional, typically not recommended): 300×250 pixels

 

Native Ads

Image Requirements (both sizes required)

• Rectangular Image:
  • Formats: JPG, PNG
  • Min. size: 1200 x 627 pixels
  • Max. size: 1999 x 1999 pixels
  • Max. file size: 1200 KB
  • Aspect ratio: 1.91:1
• Square Image:
  • Formats: JPG, PNG
  • Min. size: 627 x 627 pixels
  • Max. size: 1999 x 1999 pixels
  • Max. file size: 1200 KB
  • Aspect ratio: 1:1

Logo Requirements

• Formats: JPG, PNG
• Min. size: 100 x 100 pixels
• Max. size: 1999 x 1999 pixels
• Max. file size: 1200 KB
• Aspect ratio: 1:1

 

Outbrain

Image Requirements

• 1200×800 pixels
• Saved under 2.5 MB

 

Pinterest

Image Requirements

• 2:3 Aspect Ratio
• 1000×1500 (recommended)
• PNG or JPEG Format Only
• Saved under 20mb

Character Requirements

Title: Enter up to 100 characters. Depending on the device, the first 40 characters may show in people’s feeds. When entered, titles will appear in the home feed or search feed. If a title is not entered and no Rich Pin title exists, nothing will show in its place in the home feed.

Description: Enter up to 500 characters. Descriptions do not appear when viewing the Pin in the home feed or search feed. Additionally, descriptions do not appear for ads when viewed up close. Descriptions are used by our algorithm to determine relevance for delivery. We recommend entering a description to help get your Pin or ad in front of the right audience.

 

Quora

Image Requirements

• Accepted image formats: PNG, JPG
• Aspect ratio: 16:9
• Minimum image dimensions: 600 x 335 pixels

Company Logo Requirements

• Accepted image formats: PNG, JPG
• Size: displayed as a circle
• Recommended logo image size: 500 x 500 pixels

 

Snapchat

Requirements

• File Type: mp4 or .mov and H.264 encoded (video); .jpg or .png (image)
• Maximum File Size: 1 GB or less (video); 5 MB or less (image)
• Ratio: 9:16
• Recommended Length: 5-15 second video or still image
• Video Settings: Must utilize 2 channels (left and right) in a balanced way throughout, audio target level should be- 16 LUFS, PCM or AAC codec, 192 minimum kbps and 16 or 24 bit only
• Video Captions: Optional, but recommended
• Video Sound: Optional, but recommended
• Leave 330 pixels of the top and bottom of the video free from text, logos, or other key creative elements to avoid covering them with the profile icon or call-to-action button. Be sure to adhere to the 5% buffer zone for the left and right sides of creative.

Type	Size	Example
Video	1080×1920 (9:16)	View »

 

TikTok

Video Requirements

• Recommended aspect ratio: 9:16
• Resolution: ≥ 720x1280px / ≥ 640x640px / ≥1280x720px
• File Type: .mp4/.mov/.mpeg/.3gp/.avi
• Video Duration: 9-15 secs (10 secs max recommended)
• Bitrate: ≥ 516 kbps

Profile Image Requirements

• Aspect Ratio: 1:1
• File type: .jpg/.jpeg/.png
• Saved under 50KBs

 

Type	Size	Example
Video	9:16	View »

 

X (Twitter)

Type	Size	Example
Photo	800×418 or 800×800	View »
Video	1080×1920 (16:9) or 1080×1080 (1:1)	View »
Vertical Video	1920×1080 (9:16)	View »