The Complete Guide to Digital Ad Sizes for 2025

by George Weiner

Digital Advertising

Tweet
Share
Share
Pin1
1 Shares

Lists of Ad Sizes for Meta (Facebook), Instagram, Google, X(Twitter), Pandora, & More for this year

Ads can be very pretty — but they won’t be effective at driving users to take a desired action unless you have a strategic plan in place. Even if you have the perfect copy and hero image, if it is horizontal when it should be vertical, your ad doesn’t have a chance. Getting the basics of image proportions is critical to the ad’s ability to maximize impact on the platform. Prior to running any digital ad campaign, you must consider the following questions:

  • What are we advertising, and what is the end goal of the campaign?
  • Who do we want to target with these ads? What audience do we want to reach?
  • What do we want our users to do when they see the ad? Do we want them to watch a video, click through, or convert on our site?
  • Where do we want to send users? What pages on our site will lead to conversions?
  • When will these ads be running? Is it a particular season or time of year that we can address in our copy or creative? 
  • Where should we run these ads in order to reach our target audience? What platforms would work best for us?
  • What is our budget for the ads? How do we want to spread this budget out across platforms (if we choose to run ads on multiple platforms)?

Jump to

Digital Ad Types

Now that you’ve got an ad plan in place, it’s time to design! To help you choose the ad sizes and formats that work best for you, we’ve compiled a comprehensive guide to the different specs for each platform.

Meta (Facebook)

Photo Ad

  • Image aspect ratio: 1.91:1 to 4:5 without a link; 1.9:1 to 1:1 with a link.
  • Resolution: Highest possible, but at least 1080 x 1080 pixels.
  • Text: 125 characters or less. Images with more than 20% text may see reduced delivery.

Video Ad

  • File type: .mov, .mp4. H.264 compression, square pixels, fixed frame rate, progressive scan, and stereo AAC audio compression at 128kbps+.
  • Video aspect ratio: 9:16 to 16:9.
  • Length: 1 second to 240 minutes.
  • Text: 125 characters or less.

Carousel Ad

  • Number of cards: 2-10 (images or videos).
  • Video file size: Up to 4GB.
  • Video aspect ratio: 9:16 to 16:9.
  • Image aspect ratio: 1:1.
  • Image resolution: Highest possible, but at least 1080 x 1080 pixels.
  • Text: 125 characters or less.

Instagram

Photo Ad

  • File size: 30MB maximum.
  • Image width/height: 1080 x 1080 pixels recommended.
  • Image aspect ratio: 4:5 to 1.91:1.
  • Text: Up to 2,200 characters (though under 125 characters is ideal for engagement).

Video Ad

  • File type: .mov, .mp4 with H.264 compression, square pixels, fixed frame rate, progressive scan, stereo AAC audio compression at 128kbps+.
  • Video aspect ratio: 1.91:1 to 4:5.
  • Length: 1 to 120 seconds.
  • Text: Up to 2,200 characters (aim for less than 125 characters).

Google Display Network

Square and Rectangle Ads

  • Small square: 200 x 200 pixels.
  • Square: 250 x 250 pixels.
  • Inline rectangle: 300 x 250 pixels.
  • Large rectangle: 336 x 280 pixels.

Skyscraper Ads

  • Skyscraper: 120 x 600 pixels.
  • Wide skyscraper: 160 x 600 pixels.
  • Half-page ad: 300 x 600 pixels.
  • Portrait: 300 x 1050 pixels.

Leaderboard Ads

  • Leaderboard: 728 x 90 pixels.
  • Large leaderboard: 970 x 90 pixels.
  • Billboard: 970 x 250 pixels.
  • Panorama: 980 x 120 pixels.

Mobile Ads

  • Mobile banner: 300 x 50 pixels or 320 x 50 pixels.
  • Large mobile banner: 320 x 100 pixels.

Twitter (Now X)

Image Website Card

  • Image size: 800 x 418 pixels (1.91:1); 800 x 800 pixels (1:1).
  • Text: 280 characters for copy.

Video Website Card

  • Video aspect ratio: 9:16 or 1:1.
  • Video file size: Up to 1GB.
  • Frame rate: 29.97 FPS or 30 FPS.
  • Video bitrate: 6,000-10,000 kbps for 1080p; 5,000-8,000 kbps for 720p.
  • Text: 280 characters.

Image App Card

  • Image size: 800 x 418 pixels (1.91:1); 800 x 800 pixels (1:1).
  • Text: 280 characters for copy.

Video App Card

  • Video aspect ratio: 16:9 or 1:1.
  • Length: Up to 2 minutes and 20 seconds.

Pandora

Display Image Ad

  • File size: .jpg, .gif with max file size of 40KB.
  • Dimensions: 300×600, 300×250 pixels.

Audio Ad

  • Format: .wav, .mp3, .aiff, .m4a, .mp4.
  • Length: 15 or 30 seconds.

Video Ad

  • Video aspect ratio: 16:9 (854 x 480) or 4:3 (640 x 480).
  • Video file size: Up to 50MB.

LinkedIn

Text and Image Ads

  • Image size: 1200 x 628 pixels.
  • Text: Headline approx. 70 characters, description text up to 100 characters.

YouTube

Pinterest

For clicks to site. All you need is a well optimized pin!

Now go forth and test!

In order to determine what digital ad type and size works best for your organization, you’ll need to test, measure your results in Google Analytics, and iterate. Always be testing!
Think we’re missing a key digital advertising platform? Tweet @WholeWhale.