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Creative Guidelines

Below you will find creative guidelines organized by campaign type, as well as general image requirements to consider.

For more information on website eligibility and requirements, check out our article on “Site Requirements”. 

1. Web Retargeting

2. Facebook Right Hand Column 

3. Facebook News Feed

4. Mobile

5. Image Requirements

 

1. Web Retargeting

Website visitors are retargeted on the web through display banners. To create these banners you will need at least one image, in the dimensions specified below, and a destination URL. Before you launch your web retargeting campaign, be sure to read through the information below.

General Information

Accepted file formats: JPG, GIF, or SWF

File size: Maximum 45KB

Most popular ad sizes: We recommend that campaigns are launched with, at minimum, the ad sizes listed below.

  • Medium rectangle: 300×250

  • Leaderboard: 728×90

  • Wide skyscraper: 160×600

  • Large rectangle: 300x600

  • Mobile leaderboard: 320×50

Additional ad sizes: AdRoll also supports these additional ad sizes. Since we are only able to serve an ad if the available ad space matches, performance of less popular ad sizes may not be as high.

  • Banner: 468×60

  • Square: 250×250

  • Small square: 200×200

  • Rectangle: 336×280

  • Skyscraper: 120×600

  • Rectangle: 180×150  

  • Vertical banner: 120×240

  • Button: 125×125

  • Button 2: 120x60

  • Additional ad sizes: 300x100 and 645x60

Additional Requirements

  • Animation: Animated ads are restricted to a maximum of 30 seconds (at a 15-20 fps frame rate), after which point automated animations must come to a complete stop. You are permitted to give the viewer the option to restart animation.

  • Border: Any ads featuring a white or black background are required to have a 1 px border of a distinguishing color around the perimeter of the ad in order to separate it from page content.

  • Destination URL:

    • Web banners are not permitted to use redirecting URLs. Track campaign analytics with UTM tracking codes instead.

    • Banners cannot link directly into a payment processor (e.g., PayPal). Visitors must be able to review terms of the offer prior to entering purchasing/sign-up flows

Flash Requirements

Strobing and flashing

Strobing, flashing backgrounds, or otherwise distracting ads are not allowed. Do not attempt to overtly distract the user from page content.

Animation length

Animated ads are restricted to a maximum of 30 seconds (at a 15-20 fps frame rate), after which point they must remain static. These ads must also comply with the other animation policies.

ClickTAG

The clickTAG is the parameter in Flash banner ads that defines the destination URL. When a click is executed on an AdRoll ad, our system replaces clickTAG with the URL specified in our platform. On any click, Flash ads should redirect to the URL specified in the clickTAG argument; there should be no other redirection in between. In the clickTAG variable, click must be spelled in lowercase and TAG must be spelled in uppercase. clickTAG must show exactly as it appears with no space between click and TAG. This is the proper code for the clickTAG parameter if your ad uses:

ActionScript 2.0


on(release) {
    if (_level0.clickTAG.substr(0,4) == "http") {
        getURL(_level0.clickTAG, "_blank");
    }
}

ActionScript 3.0


import flash.events.MouseEvent;
import flash.net.URLRequest;
 
buttonOrObject.addEventListener(
    MouseEvent.CLICK,
    function(event: MouseEvent) : void {
        flash.net.navigateToURL(new URLRequest( root.loaderInfo.parameters.clickTAG), "_blank");
    }
);

Replace buttonOrObject with the name of button that will receive the click.

Note for AS2 or AS3: It’s not necessary to specify the destination URL for the ad anywhere in this code; this is taken care of through the usage of clickTAG. It is strongly recommended to upload the ad into your account and verify that the ad is behaving normally prior to it going live, allowing time for any necessary changes.

File size, content source and version info

  • Flash ads must be smaller than 45KB

  • Flash ads must be compatible with Flash versions 4-10

  • Flash ads must be compiled from either ActionScript 2.0 or ActionScript 3.0 sources

  • Content displayed must be contained within the ad file

 

2. Facebook Right Hand Column

One of your options to retarget on Facebook is on the Right-Hand Column (sometimes also known as Right Rail). To compile your Facebook RHC ad, we’ll need you to upload an image (600x315, although it may render as 244x133), specify required title and body text, and enter the ad’s destination URL. Be sure to read through this section in preparation for your Facebook RHC campaign.

General Information

Anatomy of a Facebook Right Hand Column ad:

File Format: JPEG, GIF (static), PNG

File size: Maximum 1MB

Image Size:  600x315 (rendered as 254x133)

Title (required): Maximum 25 characters, including spaces

Body (required): Maximum 90 characters, including spaces

Display URL: Facebook determines the display URL to show based on the website URL you submit when setting up your profile. Check User Settings (icon in the top right corner of your dashboard) > "Advertiser Profiles" to make sure that your website URL is specified correctly.

20% Text Limit: Facebook finds that images with minimal text are more engaging for audiences. Only 20% of any image can be text, including books, posters, text-printed apparel, etc. Not sure how much text is allowed? Inspect your image in Facebook's Grid Tool to help guide you in image creation.

Additional requirements

  • Animated images are not permitted on Facebook Exchange

Ad text requirements

  • No word used in the creative can be longer than 20 characters
  • The following characters are not allowed at this time: @ > # $ % ^ &* ( ) <
  • Excessive capitalization is not permitted
    • OK: AdRoll welcomes new advertisers with a FREE two week trial.
    • Not OK: ADROLL welcomes NEW ADVERTISERS with a FREE TWO WEEK TRIAL.

Destination URL

  • Must redirect to external (non-Facebook) link
  • RHC ads cannot redirect to an external site with an embedded video

 

3. Facebook News Feed

Retargeting on Facebook's News Feed gives your campaign much higher visibility by allowing you to re-engage your website visitor through a post that appears on their content feed. To compile your Facebook News Feed post, we need an image (600x315), title and body text, and a destination URL of your choosing. While not required, News Feed ads give you the option to include a personalized 500-character message to accompany the ad unit.

General Information

Anatomy of a Facebook News Feed Ad:

File Format: JPEG, GIF (static), PNG

File size: Maximum 1MB

Ad Sizes: 200×200 and 600×315 (recommended). Any image smaller than 600×315 will be scaled down to a 200×200 ad unit.

Message (optional): 500 characters, remainder truncated

Title (required): 25 characters, including spaces

Body Text (required): 90 characters, including spaces

Display URL: Facebook determines the display URL to show based on the website URL you submit when setting up your profile. Check User Settings (the icon in the top right corner of your dashboard) > "Advertiser Profiles" to make sure that your website URL is specified correctly.

20% Text Limit: Facebook finds that images with minimal text are more engaging for audiences. Only 20% of any image can be text, including books, posters, text-printed apparel, etc. Not sure how much text is allowed? Inspect your image in Facebook's Grid Tool to help guide you in image creation.

Additional requirements

  • Animated images are not permitted on Facebook Exchange

Ad text requirements

  • No word used in the creative can be longer than 20 characters
  • The following characters are not allowed at this time: @ > # $ % ^ &* ( ) <.

Destination URL

  • Must redirect to external (non-Facebook) link
  • News Feed ads cannot redirect to an external site with an embedded video

4. Mobile

Facebook Mobile App Install

Mobile App Install (MAI) campaigns allow you to direct users from Facebook’s mobile app to iTunes or the Google Play Store.  The goal is to drive direct app installs for your brand.

File Format: JPEG, GIF (static), PNG

File size: Maximum 1 MB

Ad Size: 1200x627

Message:  500 characters, remainder truncated

Title (required): App name

Body Text (required): 130 characters, including spaces

Destination URL: App store URL (iTunes or Google Play)

FB App ID

IMPORTANT: Facebook finds that images with minimal text are more engaging for audiences. Only 20% of any image can be text, including logos.  Use this grid tool as you build your creative images.

Additional notes:

  • Animated images are not permitted on Facebook
  • The following characters are not allowed at this time: @ > # $ % ^ &* ( ) <.
  • No word used in the creative can be longer than 20 characters

Facebook Mobile News Feed

A Mobile News Feed campaign will serve ads to your desktop audience on Facebook’s mobile app. The goal is to drive customers to your mobile optimized or mobile responsive site in order to increase conversions from mobile devices.

File Format: JPEG, GIF (static), PNG

File size: Maximum 1 MB

Ad Size:  600x315

Title (required): 25 characters, including spaces (at the top of the advertisement)

Message:  500 characters (just above the ad image)

Body Text (required): 90 characters, including spaces (to the right of the image)

Destination URL: Must link directly to your mobile domain

IMPORTANT: Only 20% of your ad’s image can be text, including logos. Use this grid tool as you build your creative images.

Facebook has found that images with minimal superimposed text tend to perform better across engagement metrics. Feel free to include an optional message (up to 500 characters) to supplement the title and body of your ad, and to encourage social engagement! 

Additional notes:

  • Animated images are not permitted on Facebook
  • The following special characters are not allowed at this time: @ > # $ % ^ &* ( ) <.
  • No word used in the creative can be longer than 20 characters

5. Image Requirements

In addition to formatting requirements, we check your image content for compliance with network and AdRoll policy. If the policy pertains to a specific network, we will indicate such in the policy description. Keep in mind that although these policies refer specifically to images used in ads, images on ad destinations are subject to review for appropriateness as well.

Please make sure that your ads are not in violation with the following policies to avoid delays in campaign approval:

Please make sure that any content used in your ads or destination landing pages are appropriate for all ages. We cannot move forward with approval if your ads contain nudity, graphic language, or adult concepts.

We cannot approve any ads that depict alcohol or alcohol consumption.

Inline with our policy on adult content, you may not use sexualized images. Avoid nudity (implied or explicit), unnecessary skin exposure or cleavage, or other tactics designed to solicit a sexual response.

Facebook does not permit the use of ad images that imply ideal or undesirable body image, including “Before and After” photos, images that imply unlikely results, or images that draw unnecessary attention to body parts.

Your visitor should be able to have a clear understanding of where they will be going if they click on your ad. In accordance with this policy, we require that the brand shown on the ad match the brand of the destination landing page.

Tactics designed to mislead a visitor are strictly prohibited. We cannot approve ads that:

  • Imitate computer functions such as system messages, progress bars, or virus warnings
  • Mimic the function of other types of media, such appearing to be an embedded video
  • Initiate prompts to download files or software after the click

In addition to ensuring that your ad images are tasteful and family-safe, we do not permit advertisers to use images that are visually disturbing, gory, or designed to shock or care.

Your ads should not depict gratuitous violence. In the same vein we cannot approve ads that contain pictures of guns or other firearms.