Guidelines for audio creatives

Review best practices and common requirements for audio creatives to serve on Display & Video 360’s supported exchanges.

Best practices for audio creatives

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

​Download the Audio Ads Best Practices PDF

Creative considerations

1. Understand your audience

Research shows a personalized message is more engaging across mediums.

2. Consider the context

  • Understand platform specs and which ones support companions.
  • Consider how people listen to content on different platforms.

3. Keep it brief and memorable

  • Shorter clips have higher recall.
  • Include a clear call to action.
  • Repeat the brand name 2–3 times.

4. Be thoughtful with sound

  • Balance the mixing between voiceover, music, and other sound effects.
  • Use storytelling techniques for engagement and recall.


1. Use a consistent tone and tempo

  • For 30 second ads, aim for 55-75 words
  • For 15 second ads, aim for 40 words

2. Be conversational

A friendly tone transitions listeners between entertainment content and ads.

3. Include a call to action

Give listeners a chance to engage. A direct call to action drives higher clickthrough rates.

4. Tell a story

Transport the listener through the use of subtle effects and environmental sounds that create imagery in the mind.

5. Create multiple versions

Develop a variety of audio ads tailored to unique audience preferences.

Dos & Don'ts



Use simple background music that sets an emotional tone and doesn’t compete with the voiceover. Incorporate jarring sounds effects (alarms, air horns) or cheesy jingles which could annoy listeners.
Use a balanced mix of sound elements. Use multiple voices, which can confuse listeners.
Incorporate music only if it complements the message. Be intrusive, consider audio goes directly into a listener’s ears.
Consider using music similar to your audience’s preferences. Try to explain every benefit your product or service provides — stick to what’s most relevant for the audience.
Incorporate audio elements and storytelling techniques that transport the listener through sound.  


Use a companion to reinforce your message

  • A visual companion is the strongest connection back to the brand.
  • Use the brand logo, repeat the call to action, and other elements that reference the audio ad.

Asset requirements

Audio file

  • Supported file type: .ogg, .mp3 

  • File size: Up to 1 GB if hosted on Display & Video 360. To meet specs across exchanges, always upload a source file with the highest possible quality. Individual exchanges may have different maximum file sizes, so plan accordingly.

  • Landing page URL: Required.

  • Duration: Audio creatives support a variety of durations. For access to most inventory, use a duration of 15 or 30 seconds.

Companion asset

Requirements and supported companion types vary by publisher, check publisher ad specs for the most up-to-date information

  • Supported file types: .jpg, .png, .zip
  • File size: You can upload image creatives with a maximum file size of 10 MB. There's no file size limit for HTML5 .zip files, but keep in mind that publisher specifications may require smaller file sizes.
  • Dimensions: Varies by publisher
About companion creatives for audio

Display & Video 360-hosted audio: Advertisers that host audio creatives in Display & Video 360 can assign display creatives (supports image and HTML5 assets) as companions.

Campaign Manager 360-hosted audio: Advertisers that use Campaign Manager 360 can add companion creatives to their in-stream audio creatives. The companion will sync to Display & Video 360 along with the creative.

Content requirements

Most audio inventory has the same content requirements as standard creatives. For more info, see General guidelines for creatives.

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