Mobile creatives

Add creatives to serve in mobile inventory

Mobile creatives are not a creative type in themselves, but may be created and managed under several display creative types. The kind of creative you can traffic depends on whether the creative is intended to show in a mobile app or mobile web browser.

Mobile apps

Image animation

An image animation creative displays a series of up to ten images as a slideshow with timed transitions. Only the following SDK versions are supported: iOS: 5.x, or Android 4.1.1 or later.

Set up an image animation creative

  1. Create a standard image creative.
  2. Enter a descriptive Name for your creative.
  3.  (Optional) Specify a background color, such as "c6c6c6". The default is "000". Find a list of HTML color codes
  4. Select a target ad unit size.

Upload up to ten images

  1. Upload up to ten images (GIF, JPG or PNG files). For all but the first image, select the following settings:
    • Transition: The type of transition effect that will lead into this frame. Options are the following:
      • Dissolve (default): The new image fades in as the old image fades out.
      • Move-in: The new image slides in over the old image from a specified direction, while the old image stays in place.
      • Push: The new image pushes the old image out of the frame in a specified direction.
    • Duration: The duration of the transition that will lead into this frame, in seconds. (Default: 0.3 s)
    • Delay: The delay before the transition into this frame begins, in seconds. (Default: 2.2 s)
    • Easing: This setting alters the acceleration of the animation between the start and end of the transition. Options are the following: Ease (default), Linear, Ease in, Ease out, Ease in and out. Learn more and view illustrations of these options.
    • Direction: The direction in which the animation proceeds for the "Move-in" and "Push" transition options. For example, if you choose "Left," the image moves to the left. Choose Up, Down, Left, or Right.

 (Optional) Add up to five destination URLs as clickable areas on the last image

  1. Click Add URL, then enter the following information:
    • Destination URL (required): The destination where this link target should lead. The destination can be a URL, phone number, or link to an app to download from app market.
    • Link entire area (checkbox): If this box is checked, the entire creative area will be linked to the destination that you entered above.
    • Link an area you define: If you don't select the "Link entire area" option, use the following fields to define the area in the ad that will lead to the destination.
      • Position X: The X-coordinate of the top left corner of the clickable area.
      • Position Y: The Y-coordinate of the top left corner of the clickable area.
      • Width: The width of the clickable area, in pixels.
      • Height: The height of the clickable area, in pixels.
    • Target window: Defines where the link should open. Options are:
      • Same window (in-app browser). Note: For creatives displayed in apps on Android, Google Ad Manager doesn't use an in-app browser because the external browser has the same behavior; the user can use the back button to return to the same place in the app.
      • New window (the external browser).

Save your image animation creative

  1. Click Save.

Lock creative orientation

For creatives that can serve as interstitials in mobile apps, you have the option to lock the creative’s orientation. This minimizes the chances that images are cropped when a device is rotated.

Make one of the following selections from the "Orientation" dropdown:

  • Any: The creative rotates according to the device's physical orientation.

  • Portrait: The creative stays in portrait orientation regardless of the physical orientation of the device.
    orientation lock portrait version

  • Landscape: The creative stays in landscape orientation regardless of the physical orientation of the device.
    orientation lock landscape version

Mobile web browsers

Campaign Manager 360 tag

  1. Enter a descriptive Name for your creative.
  2. Specify the URL of a creative hosted on Campaign Manager 360. Snippets aren't recognized as valid input.
    • Use Campaign Manager 360 internal redirect tags provided by the advertiser.
      For mobile web, these tags are of the form:
        (Only use URLs that have /ad/, not /adx/ or /adj/)
  3.  (Optional)  Add one or more labels if you want to apply frequency capping to the creative.
  4. Click Save.

Campaign Manager 360 requires advertising IDs (iOS IDFA or Android AdID) for conversion tracking. The advertising IDs are automatically passed to Campaign Manager 360 via Google Ad Manager (a Campaign Manager 360 tag is used).

If you want to use a third-party tag instead, please consider the IDFA/AdID macro to pass the advertising IDs explicitly. Read about Mobile in-app floodlight activities.


Click-to-app is an option for image, image animation, or video interstitial creatives. This option allows you to specify an action, rather than a landing page, for users who click the creative. 

Actions include opening a deep link within the app itself or downloading an installation file. To use the click-to-app option, in the creative settings select:

Destination and then Click-to-app URL 

Self universal link

A self universal link is an iOS universal link used in an iOS app for click-to-app, in-app navigation. To use a self universal link on a native creative, please ensure the native format has the %%ONE_CLICK_HANDLER_TARGET%% macro in its HTML as in this example:
Example of self-universal link code in Ad Manager


Click-to-call is an option for creatives that allows you to use a phone number, rather than a landing page, for users who click the creative.  When users click the creative, the dialer opens with the specified phone number.

Ads that use this option don't serve to devices that can't make calls. Forecasting can be improved by targeting only devices that can make phone calls. To do so, in the line item "Targeting" section, add:

Device capability and then Phone calls

Studio pushdown creatives

To add a Studio pushdown creative to a mobile line item:

  1. Confirm that you’ve associated your Studio and Google Ad Manager account.
    After you’ve entered the association code in Google Ad Manager, you should see Studio creatives available in the creative library.
  2. Create a new mobile line item in a mobile order.
  3. Click Add creatives and then Use existing creatives to associate a new creative.
  4. In the dialogue box, click Creative types and then Studio.
  5. Select desired creatives that match the creative size.
  6. Click Save.

Learn more about Trafficking Studio push-down creatives.

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