Guidelines for native creatives

You can serve native creatives by assigning them to display line items.

Best practices

Best practices: Check mark icon For the best performance, follow these 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.)

Content requirements

To run on Display & Video 360, all creatives must follow the creative content and policy guidelines.

Asset requirements

Native site assets

Logo (required)
  • File types: .jpg, .jpeg, .png
  • Dimensions: Minimum 100 x 100 pixels, maximum 1999 x 1999 pixels
  • File size: Maximum 1200 KB
  • Aspect ratio: 1:1
  • Color model: RGB or CMYK
  • File name must be ASCII and 50 characters or less.
Image (required)

Large rectangular image to promote the product or service.

  • File types: .jpg, .jpeg, .png
  • Dimensions: Minimum 1200 x 627 pixels, maximum 1999 x 1999 pixels
  • File size: Maximum 1200 KB
  • Aspect ratio: 1.91:1
  • ​Color model: RGB or CMYK
  • File name must be ASCII and 50 characters or less.
Square image

Square, 1:1 aspect ratio image to promote the product or service. If you upload this image, a second creative is generated.

  • Optional, but required for Programmatic Guaranteed deals
  • File types: .jpg, .jpeg, .png
  • Dimensions: Minimum 627 x 627 pixels, maximum 1999 x 1999 pixels
  • File size: Maximum 1200 KB
  • Aspect ratio: 1:1
  • Color model: RGB or CMYK
  • File name must be ASCII and 50 characters or less.
Advertiser name (required)
  • Displayed in the creative. Your Display & Video 360 advertiser name is filled in by default.
  • Maximum 25* characters

Headline

  • Required for Gmail creatives
  • Optional if long headline is used, but at least one headline is required
  • Displayed in the creative.
  • Maximum 25* characters
Long headline

An alternate, longer headline that only appears in some native layouts.

  • Optional if headline is used, but at least one headline is required
  • Maximum 50* characters
Body text

Description of the product or service

  • Required for Gmail creatives
  • Optional if long body text is used, but at least one body text is required
  • Maximum 90* characters
Long body text

An alternate, longer description that only appears in some native layouts.

  • Optional if body text is used, but at least one body text is required
  • Maximum 150* characters
Landing page URL (required)

The web page to direct people to when they click your ad.

  • Maximum 1024* characters
  • If your advertiser is linked to Campaign Manager 360, the landing page URL is determined by the Campaign Manager 360 tracking ad. You don't need to enter a separate landing page URL.
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”.

  • Maximum 30* characters
Call to action (required)

The text on the ad's call-to-action button or link. For example, "Shop now".

  • Maximum 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

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.

  • File types: .jpg, .jpeg, .png
  • Dimensions: Minimum 100 x 100 pixels, maximum 1999 x 1999 pixels
  • File size: Maximum 1200 KB
  • Color model: RGB or CMYK
  • File name must be ASCII and 50 characters or less.
Advertiser name

Displayed in the creative. The app's publisher name is filled in by default.

  • Maximum 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.

  • Dimensions: Minimum 1200 x 627, maximum 1999 x 1999 pixels
  • Aspect ratio: 1.91:1
  • Images may not include more than 20% text
  • ​Color model: RGB or CMYK
  • File name must be ASCII and 50 characters or less.
Square image

Square, 1:1 aspect ratio image to promote the product or service. If you upload this image, a second creative is generated.

  • Optional, but required for Programmatic Guaranteed deals
  • File types: .jpg, .jpeg, .png
  • Dimensions: Minimum 627 x 627 pixels, maximum 1999 x 1999 pixels
  • File size: Maximum 1200 KB
  • Aspect ratio: 1:1
  • Color model: RGB or CMYK
  • File name must be ASCII and 50 characters or less.
Headline

Displayed in the creative. The app's name is filled in by default.

  • Optional if long headline is used, but at least one headline is required
  • Maximum 25* characters
Long headline

An alternate, longer version of the headline that only appears in some native layouts.

  • Optional if headline is used, but at least one headline is required
  • Maximum 50* characters
Body text

Description of the app.

  • Optional if long body text is used, but at least one body text is required
  • Maximum 90* characters
Long body text

An alternate, longer description of the app that only appears in some native layouts.

  • Optional if body text is used, but at least one body text is required
  • Maximum 150* characters
Landing page URL

The app store page to direct people to when they click your ad.

  • Required for third-party ad servers or for Campaign Manager 360-linked advertisers when not using a Campaign Manager 360 tracking ad
  • Maximum 1024* characters
Call to action

The text on the ad's call-to-action button. For example, "Install now".

  • Maximum 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

Logo (required)
  • File types: .jpg, .jpeg, .png
  • Dimensions: Minimum 100 x 100 pixels, maximum 1999 x 1999 pixels
  • File size: Maximum 1200 KB
  • Aspect ratio: 1:1
  • Color model: RGB or CMYK
  • File name must be ASCII and 50 characters or less
Video (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. Video specifications

Cover image (required)

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

  • File types: .jpg, .jpeg, .png
  • Dimensions: Minimum height 627 pixels, maximum size 1999 x 1999 pixels
  • File size: Maximum 1200 KB
  • Aspect ratio: 1.91:1 (strongly recommended, 85% of inventory). For the most inventory, create additional creatives with cover images aspect ratios of 16:9, 4:3, and 1:1.
  • Color model: RGB or CMYK
  • File name must be ASCII and 50 characters or less
Advertiser name (required)

Displayed in the creative. Your Display & Video 360 advertiser name is filled in by default.

  • Maximum 25* characters

Headline

Displayed in the creative.

  • Optional if long headline is used, but at least one headline is required
  • Maximum 25* characters
Long headline

An alternate, longer headline that only appears in some native layouts.

  • Optional if headline is used, but at least one headline is required
  • Maximum 50* characters
Body text

Description of the product or service

  • Optional if long body text is used, but at least one body text is required
  • Maximum 90* characters
Long body text

An alternate, longer description that only appears in some native layouts.

  • Optional if body text is used, but at least one body text is required
  • Maximum 150* characters
Landing page URL (required)

The web page to direct people to when they click your ad.

  • Maximum 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”.

  • Maximum 30* characters
Call to action (required)

The text on the ad's call-to-action button or link. For example, "Shop now".

  • Maximum 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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