August 13, 2025
Ever spent hours designing a beautiful ad—only to find it doesn’t show up right?
Or worse... it gets rejected, slows down your campaign, or just doesn’t perform?
That’s the reality many marketers face when they don’t follow ad size specs. In display advertising, size isn’t just about pixels. It's about performance, placement, and visibility.
If you're using AdRoll to run your campaigns, this guide will help you get your ads and CTAs right from the start, so they look sharp, load fast, and convert.
Let’s get your ads approved, your CTAs clicked, and your results moving!
To maximize visibility and campaign success, AdRoll recommends uploading at least these 6 core ad sizes (for both image and HTML5 formats):
You can also include these optional formats to expand your reach:
· 336 x 280 – Large Rectangle (great for content-heavy sites)
· 250 x 250 – Square (widely accepted and flexible)
· 200 x 200 – Small Square (tight spaces)
· 180 x 150 – Small Rectangle
· 120 x 600, 120 x 240 – Tall Skyscrapers
· 468 x 60 – Classic Banner (less common today)
Creating a beautiful ad isn’t enough. It must load fast, look great, and drive results.
Here’s how:
· Keep it light: File size must be under 150KB.
· Use bold, readable text: Especially for small sizes (like 320x50)
· Include a strong CTA: "Get Started," "Shop Now," "Subscribe."
· Add your logo: Branding builds trust and improves recall.
· Test your animation: Keep it subtle, clean, and under 30 seconds.
Pro Tip: Adding all 6 recommended ad sizes gives your ad a better chance to appear in top spots.
Creating stunning visuals is only half the battle — getting them approved and performing is the rest. To stop your ads from being rejected or showing up wrong, follow AdRoll’s technical rules when designing them.
Getting your ads live on AdRoll isn’t just about creative genius — it’s about checking the tech boxes too. From correct sizes and formats to animation timing and ClickTags, every detail matters.
These rules apply to both image and HTML5 ads. They help your ads work well on all devices and platforms.
· ClickTag: Required to track clicks.
· File Format: ZIP bundle (HTML, CSS, JS, media)
· Max File Size: 150KB
· Animation:
o Max duration: 30 seconds
o Looping allowed but must stop after 30 seconds
· Accepted formats: JPG, PNG, GIF
· Max File Size: 150KB
· Max speed: Slower than 5 FPS
· Max duration: 30 seconds
Make your ad recognizable instantly:
· Always include branding (logo, company name, or a recognizable brand element)
· Add a 1px border if your background is white or transparent
· No blurry logos — image quality matters
Over 60% of display ad impressions come from mobile. Don’t lose out because your text is too small or cut off.
Since many people see your ads on their phones, your designs must look good and work well on small screens.
Text and visuals must be legible on small screens — test readability on mobile view before uploading.
· Test legibility: View your ad on a mobile screen before uploading.
· Text character limits:
o Desktop: max 40 characters
o Mobile: max 20 characters
This ensures that your message is clear, not cut off, and accessible across devices.
Want more engagement? Use video ads. AdRoll supports short-form videos optimized for performance across placements.
If you want to capture attention fast, video is where it’s at — and AdRoll now fully supports video ad formats that are built for performance.
Short videos are a simple way to show your product, explain your service, or get more attention. They connect with people and help your ad get better results.
Here’s everything you need to know to get your video ads right:
· File Types: MP4, MOV
· Duration: 6–30 seconds (15–20 seconds ideal)
· Resolution: 720p minimum (1080p recommended)
· Aspect Ratios:
o 16:9 – Landscape
o 1:1 – Square
o 9:16 – Vertical (ideal for mobile)
· Max File Size: 1GB
· Captions: Many users watch with the sound off.
· Use a hook in the first 3 seconds: Grab attention immediately.
· Voiceovers: Optional but can lift engagement and brand recall.
· Stop the scroll faster
· Tell a better story in less time
· Perform well across desktop, mobile, and social
Running ads on Twitter (X) too? Repurpose your AdRoll creatives smartly:
· Use square (1:1) or vertical (9:16) formats
· Keep text short and punchy
· Use video with captions for silent viewers
· Sync your CTA and branding across platforms for consistency
Use AdRoll + Twitter together for greater reach and retargeting impact.
AdRoll ads that perform are the ones that follow the rules. When your ad is the right size, loads fast, and meets all tech specs, it shows up in the right places, at the right time, to the right people.
Use this guide as your go-to checklist for every campaign — and watch your results improve.
Ready to launch?
ü Prep your files.
ü Check the specs.
ü Upload with confidence.
Want more? Read our Ultimate Guide to Meta Ads & Safe Zones.
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