Why do ad creative specs matter per network?
Off-spec creatives fail to serve or get auto-cropped, cutting off the message.
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Off-spec creatives fail to serve or get auto-cropped, cutting off the message.
Related resources
Creatives that violate a network's spec either don't serve or get auto-cropped, cutting off the core message. This doc standardizes the size matrix, the 5MB playable constraint, and video safe zones.
Every network's creative specs change yearly. This guide is current as of May 2026 — re-verify quarterly. Playables enforce the IAB Mobile RB Standard (5MB); place key text inside each network's safe zone (top/bottom ~15%).
| Network | Format | Ratio | Min resolution | Size limit |
|---|---|---|---|---|
| Meta | Feed image | 1:1 | 1080×1080 | 30MB |
| Meta | Story video | 9:16 | 1080×1920 | 4GB / 15–60s |
| Meta | Reels video | 9:16 | 1080×1920 | 4GB / up to 90s |
| TikTok | In-Feed video | 9:16 | 720×1280 | 500MB / 9–60s |
| TikTok | Spark Ads | 9:16 | 720×1280 | 500MB |
| App Install video | 16:9 / 9:16 / 1:1 | 480p+ | 1GB / 10–30s | |
| App Install image | 1.91:1 / 1:1 / 4:5 | 600px+ | 5MB | |
| Snap | Snap Ads | 9:16 | 1080×1920 | 1GB / 3–180s |
| AppLovin | Playable | 9:16 / 1:1 | 640×1136 | 5MB (IAB) |
9:16 vertical video gets covered by each network's UI overlays (like button, username, CTA). Keep key text inside the safe zone.
| Network | Top margin | Bottom margin | Side margins |
|---|---|---|---|
| TikTok | Top 14% | Bottom 35% (CTA + username) | Sides 10% |
| Meta Reels | Top 12% | Bottom 30% | Left 10% / Right 25% (action buttons) |
| YouTube Shorts | Top 10% | Bottom 25% | Sides 8% |
| Snapchat | Top 18% | Bottom 20% | Sides 8% |
1) Over 5MB (measured after GZIP decompression). 2) External domain calls (api.example.com etc.) — inline everything. 3) Auto-redirects or auto-clicks — the CTA must follow an explicit user action.
The bottom-35% safe zone wasn't respected. Place captions/pricing/CTA text in the middle or upper half. For multi-country creatives, set safe zones based on the longest-text language.