Custom native ad specs

Custom native ads render as native Story or Moment pages. Use the tables below by aspect ratio. Vertical 9:16 is typical for mobile and web vertical placements; horizontal 16:9 is typical for desktop and embedded web horizontal placements.

Creative guidelines

Sound-off: All messaging should be clear without audio. The player mutes audio on vertical placements and may mute on horizontal placements.
Text: Short, readable copy that lands within 2-3 seconds. On horizontal 16:9 placements, use type large enough for desktop and embedded web.
Motion: Avoid rapid cuts, shaky footage, or excessive motion that hurts compression or clarity.
Contrast: Strong contrast between background and text.
Background: Keep backgrounds minimal or static to stay within the file size limits in the specifications table.
Branding and copy: Keep logos, product visuals, and legal copy inside the safe areas in the safe zones table (green zone for vertical 9:16, central safe area for horizontal 16:9).
Vertical CTA zone: Do not place essential visuals or text in the bottom ~15% reserved for the CTA on 9:16 placements.
Horizontal opening frame: Communicate brand, product, or campaign in the first frame. Avoid important messaging near the bottom edge where player controls may appear.

Specifications

Spec	Vertical (9:16)	Horizontal (16:9)
Aspect ratio	9:16	16:9
File types	MP4 (preferred for animated ad creatives), JPEG, PNG (static)	MP4 (preferred for animated ad creatives), JPEG, PNG (static)
Recommended resolution	1080×1920	1920×1080
Earliest resolution	1080×1920	1280×720
Duration	5-15 seconds (recommended)	5-15 seconds (recommended)
Maximum file size	3 MB (under 2 MB ideal)	3 MB (under 2 MB ideal)
Video codec	H.264 (required)	H.264 (required)
Scan type	Progressive (no interlacing)	Progressive (no interlacing)
Frame rate	Fixed; 24-30 fps recommended	Fixed; 24-30 fps recommended
Bitrate	Target ~800 kbps average or lower when possible	Target ~800 kbps average or lower when possible
Audio	None; the player mutes audio	Not required; the player may mute by environment
Captions	Optional; recommended (burned-in or embedded)	Optional; recommended when clarity depends on spoken audio
CTA	Optional; provide CTA text and URL (deeplink or web). Dedicated bottom zone when shown	Optional; provide CTA text and URL when supported. CTA display varies by desktop or web placement

Safe zones and layout

Layout	Vertical (9:16)	Horizontal (16:9)
Primary safe area	Top ~85% (green zone): key visuals, messaging, branding, disclaimers, legal copy	Central 80-85%: primary messaging, branding, subtitles, product visuals
Restricted area	Bottom ~15% (red zone): dedicated CTA only; no essential content	Outer ~10-15% of the frame, especially the bottom (controls, progress) and top corners (close, labels, mute)
Layout note	Red zone is about 288px tall in a 1080×1920 layout; design mobile-first within the green zone	Design for 1920×1080; center the subject; use large, readable type; avoid dense text or edge-pinned logos

Horizontal placements have no dedicated bottom CTA strip like vertical 9:16. Keep critical content away from edges so the creative stays readable across desktop players, responsive web, and embedded players.