Native app install creatives

Use a native app install creative to promote your Android or iOS mobile app. To make a creative, you'll first select the app version to promote, then provide a bundle of creative assets including images, copy, and a call to action. The publisher or exchange will arrange and render these assets in a native format appropriate for the app they're displayed in.

There's currently limited viewability support for native display only on Ad Manager.

Example native app install creative for the fictitious brand Corner

Assets

Assets checklist

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. 

Serving properties

To report on your native creatives in Campaign Manager 360 or via a third-party measurement provider, click Creative details, then expand the Serving properties section.

Property	Requirements
Campaign Manager 360 tracking ad (optional, CM360-linked advertisers only) The landing page for the native ad will be derived from the landing page of the tracking placement, if used.	Choose an active tracking ad in Campaign Manager 360. You should create the tracking ad before you begin setting up your native creative in Display & Video 360. How to set up tracking ads in Campaign Manager 360 Traditional 1x1/click trackers and Campaign Manager 360 event tags are not supported.
Impression tracking URL 1 and 2 (optional) The URL of one or more third-party impression trackers to call when the ad is displayed.	Up to 1024* characters Standard URLs only. HTML script tags (<script>), image tags (<img>), and JavaScript files (ending in .js) are not supported.
JavaScript tracking URL (optional) The URL of a JavaScript file provided by a supported verification provider. For example, https://www.example.com/measurement.js. When you add a JavaScript tracking URL, it will only be included when your creative runs on exchanges that support JavaScript trackers (see the "Features" column in the supported exchanges list). On other exchanges, your creative will still run, but without third-party measurement.	Up to 1024* characters HTML script tags (<script>) are not supported.

* Character limits are for single-byte characters. If using double-byte characters (common in Chinese, Japanese, and Korean languages), divide by 2. 

Minimum assets required to bid

Display & Video 360 will not bid with a creative unless the bid request includes the minimum assets for the format. This means your native ad will only run on publishers or exchanges that use a minimum of one of the following combinations of assets.

Combination 1	Combination 2	Combination 3
Image	Image	Logo
Headline or Body text	Headline or Body text	Headline
Stars or Price	Call to action	Body text
Call to action		Call to action

Control creative text length

At least one headline and one block of body text are required. For maximum reach, include short and long versions for both headline and body text. If you need more creative control, you can include only the text lengths you prefer and Display & Video 360 will not bid on native inventory that doesn't include your preferred length of text.

For example, your creative concept may require the long headline (50 characters) to accommodate a long brand name, while you may prefer to use only the short body text (90 characters). Enter these in the "Long headline" and "Body text" boxes. Display & Video 360 will only bid on native inventory that can show both the long headline and the short body text together.

Create a native app install creative

Step 1: Make a new native app install creative

1. Open your advertiser.
2. Click Creative Format Gallery in the left menu.
3. To show only native formats, click the Native tab at the top.
4. Under Native app install, click Create. The new creative appears in Ad Canvas, where you'll see an empty creative preview on the left and expandable Assets and Text panels on the right.

Step 2: Select an app, then add images and copy in Ad Canvas

1. In the Assets panel on the right, enter an app name, then select the app you want to advertise. Display & Video 360 automatically prefills creative fields such as star rating, logo, and price using details from the app store.
   1. Edit prefilled creative details as needed.
   2. Add images by dragging each file from your computer and dropping it over "Drop file here". Or, click Upload, then select each image file from your computer.
   3. Add a rectangular image with an aspect ratio of 1.91:1 (minimum 1200x627 px).
2. Below the Assets panel, click to expand the Text panel.
3. Enter at least one headline and at least one block of body text. The shorter headline and body text are used in more native ad designs, but you can use any combination of lengths you prefer. For maximum reach, include short and long versions of both the headline and body text.
4. If the Display & Video 360 advertiser is not linked to a Campaign Manager 360 account (ad server type “Third-party ad servers only”), enter a landing page URL. If the advertiser is linked to a Campaign Manager 360 account, you'll select a Campaign Manager 360 tracking ad or enter a landing page on the Details tab in the following steps.
5. Enter a call to action, such as “Install now”.

As you add copy and creative assets, the preview updates automatically, showing an example of how the different elements in your creative might be rendered. This preview is not an accurate representation of how the creative will display in a live environment, but will give you an idea of how each creative element might look when it's displayed in a native layout on an app or website.

Step 3: Name the creative and add tracking

1. At the top of the page, click the Details tab.
2. In the Basic details section, enter a name for the creative in Display & Video 360.
3. Click Serving properties.
   Secondary impression trackers are only required if you wish to track via a third-party in addition to Google Marketing Platform. Do not add Campaign Manager 360 impression trackers from the same Floodlight configuration here, otherwise you will encounter reporting and conversion discrepancies.
   1. If the Display & Video 360 advertiser is linked to a Campaign Manager 360 account (ad server type "Campaign Manager 360 and third-party ad servers"), you can either add a tracking ad or enter a landing page URL:
      • To use a tracking ad, check Add Campaign Manager 360 tracking ad, then search for an existing Campaign Manager 360 tracking ad. To give it time to sync, you should create a tracking ad in Campaign Manager 360 before making your creative in Display & Video 360.
      • If you don't want to use a tracking ad, enter a landing page URL.
      • After you save the creative, you can't remove a CM tracking ad and set a landing page URL, and vice versa, because it would affect reporting. Instead, make a new creative.
   2. Enter a JavaScript tracking URL from a supported verification provider (ComScore, DoubleVerify, Integral Ad Science, Moat). Note: Since the exchange or publisher is responsible for serving native creatives, it's not guaranteed that all impressions will serve the measurement URL. For details on publisher and exchange support, see Supported native exchanges.
4. (Optional) To add an integration code for an external system or notes about the creative, click Additional details.
5. Click Save.

Once a creative has been added to Display & Video 360, the creative will be manually and automatically reviewed to ensure the creative functions correctly and is compliant with the creative policies of both Display & Video 360 and any inventory sources that have explicit creative requirements. You’ll see information about the creative’s review status in the Creative status tab of the creative. Learn more about the creative review process.