Guidelines for native creatives

Best practices: Check mark icon For the best reach and performance for your native creatives, follow these design recommendations:


  1. Submit all possible assets for the largest reach (logo, rectangular image, square image, and all text length variations).
  2. Include an advertiser name (or confirm that the pre-filled name is correct).
  3. Use high resolution images, as large as possible. For rectangular images or video cover images, use 1200 x 627. For square images, use 627 x 627.
  4. Animations are not supported, use still images only.
  5. Minimal text is allowed within images, avoid using too much text or your creative may be rejected.
  6. Write titles that read like content and/or sentences instead of offers or pure product names.
  7. Write descriptions that generate interest and encourage users to click through to read more.
  8. Always upload a video source file with the highest possible specifications you have available so it can be transcoded into as many serving files as possible. (The more serving files available, the more environments your ad can be served in.)

Asset checklists

Native site assets

Asset Requirements
Logo (required)

Formats: JPG, PNG
Min. size: 100 x 100 pixels
Max. size: 1999 x 1999 pixels
Max. file size: 1200 KB
Aspect ratio: 1:1
Color model: RGB or CMYK

Image (required)
Large rectangular image to promote the product or service.
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
​Color model: RGB or CMYK
Square image (optional, but required for Programmatic Guaranteed deals)
Square, 1:1 aspect ratio image to promote the product or service. If you upload this image, a second creative is generated.
Formats: JPG, PNG
Min. size: 627 x 627 pixels
Max. size: 1999 x 1999 pixels
Max. file size: 1200 KB
Aspect ratio: 1:1
Color model: RGB or CMYK
Advertiser name (required)
Displayed in the creative. Your Display & Video 360 advertiser name is filled in by default.
Up to 25* characters

Headline (optional if long headline is used, but required for Gmail creatives)
Displayed in the creative.

Up to 25* characters
Long headline (optional if headline is used)
An alternate, longer headline that only appears in some native layouts.
Up to 50* characters
Body text (optional if long body text is used, but required for Gmail creatives)
Description of the product or service
Up to 90* characters
Long body text (optional if body text is used)
An alternate, longer description that only appears in some native layouts.
Up to 150* characters
Landing page URL (required)
The web page to direct people to when they click your ad.

Note: If your advertiser is linked to Campaign Manager, the landing page URL is determined by the CM tracking ad. You don't need to enter a separate landing page URL.
Up to 1024* characters
Caption URL (required)
A shorter, friendlier version of the landing page URL to display in the creative that only appears in some native layouts. For example, “example.com/shop”.
Up to 30* characters
Call to action (required)
The text on the ad's call-to-action button or link. For example, "Shop now".
Up to 15* characters
* Character limits are for single-byte characters. If using double-byte characters (common in Chinese, Japanese, and Korean languages), divide by 2. 

Native app install assets

Asset Requirements
Mobile app The app must be available for download in one or both app stores (Google Play Store for Android apps or Apple App Store for iOS apps).
Logo
A logo image or app icon. The app's icon from the app store is filled in automatically.
Formats: jpg, png
Min. size: 100 x 100 pixels
Max. size: 1999 x 1999 pixels
Max. file size: 1200 KB
Color model: RGB or CMYK
Advertiser name
Displayed in the creative. The app's publisher name is filled in by default.
Up to 25* characters
Star rating
The current store rating of your app, from 0–5 stars (for example, 4.5).
Not editable.
Price
Purchase price of your app in the store (for example, $5.99).
 
Image
Large rectangular image to advertise the app.
Min. dimensions: 1200 x 627
Aspect ratio: 1.91:1
Images may not include more than 20% text
​Color model: RGB or CMYK
Headline (optional if long headline is used)
Displayed in the creative. The app's name is filled in by default.
Up to 25* characters
Long headline (optional if headline is used)
An alternate, longer version of the headline that only appears in some native layouts.
Up to 50* characters
Body text (optional if long body text is used)
Description of the app.
Up to 90* characters
Long body text (optional if body text is used)
An alternate, longer description of the app that only appears in some native layouts.
Up to 150* characters
Landing page URL (required for third-party ad servers or for CM-linked advertisers when not using a CM tracking ad)
The app store page to direct people to when they click your ad.
Up to 1024* characters
Call to action
The text on the ad's call-to-action button. For example, "Install now".
Up to 15* characters
* Character limits are for single-byte characters. If using double-byte characters (common in Chinese, Japanese, and Korean languages), divide by 2. 

Native video assets

Asset Requirements
Logo (required)

Formats: JPG, PNG
Min. size: 100 x 100 pixels
Max. size: 1999 x 1999 pixels
Max. file size: 1200 KB
Aspect ratio: 1:1
Color model: RGB or CMYK

Source file (required)
Video source file to display in the creative.
Always upload a source file with the highest possible specifications you have available so that Display & Video 360 can transcode the asset into as many serving files as possible.

Cover image (required)
Rectangular, 1.91:1 aspect ratio image to display over the video player before the video is played.

Aspect ratio: 1.91:1 (strongly recommended, represents 85% of inventory). To access the most inventory, create additional creatives with cover images aspect ratios of 16:9, 4:3, and 1:1.

Formats: JPG, PNG
Min. height: 627 pixels
Max. size: 1999 x 1999 pixels
Max. file size: 1200 KB
Aspect ratio: 1.91:1
Color model: RGB or CMYK

Image (required)
Large rectangular image to promote the product or service.
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
​Color model: RGB or CMYK
Square image (required for Programmatic Guaranteed deals)
Square, 1:1 aspect ratio image to promote the product or service. If you upload this image, a second creative is generated.
Formats: JPG, PNG
Min. size: 627 x 627 pixels
Max. size: 1999 x 1999 pixels
Max. file size: 1200 KB
Aspect ratio: 1:1
Color model: RGB or CMYK
Advertiser name (required)
Displayed in the creative. Your Display & Video 360 advertiser name is filled in by default.
Up to 25* characters

Headline (optional if long headline is used)
Displayed in the creative.

Up to 25* characters
Long headline (optional if headline is used)
An alternate, longer headline that only appears in some native layouts.
Up to 50* characters
Body text (optional if long body text is used)
Description of the product or service
Up to 90* characters
Long body text (optional if body text is used)
An alternate, longer description that only appears in some native layouts.
Up to 150* characters
Landing page URL (required)
The web page to direct people to when they click your ad.
Up to 1024* characters
Caption URL (required)
A shorter, friendlier version of the landing page URL to display in the creative that only appears in some native layouts. For example, “example.com/shop”.
Up to 30* characters
Call to action (required)
The text on the ad's call-to-action button or link. For example, "Shop now".
Up to 15* characters
* Character limits are for single-byte characters. If using double-byte characters (common in Chinese, Japanese, and Korean languages), divide by 2. 
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