Reference

Every ad size, in one honest table.

Getting the master ratio right is the cheapest performance lever most growth teams forget they own. Letterboxing a landscape edit into a vertical feed throws away roughly two thirds of the screen, and roughly two thirds of the attention. Here is the current 2026 specification set for every platform that matters, kept in one place so your team can stop opening twelve browser tabs.

Meta (Facebook & Instagram)TikTokYouTube (Google Ads)Google Ads (Display & Demand Gen)LinkedInSnapchatPinterestX (Twitter)RedditProgrammatic & DSP (IAB)Apple Search Ads & App StoreConnected TV / OTT
At a glance

Four ratios do ninety percent of the work.

Master the format in 9:16, then trim down to 4:5, 1:1 and 16:9. Almost every paid placement on every major platform is one of these four shapes wearing a different uniform.

9:16

Vertical

TikTok, Reels, Shorts, Stories. The default canvas in 2026.

1:1

Square

Feed posts on every social platform. Safe but never the best.

4:5

Portrait

Meta feed. Steals an extra third of screen over square.

16:9

Landscape

YouTube, CTV, in-stream, masthead and the open web.

/01

Meta (Facebook & Instagram)

The biggest paid social estate on earth, and the one that punishes letterboxing most savagely. Master in 9:16, cut to 4:5 and 1:1, and let the algorithm decide where to spend the budget.

Feed video (FB & IG)

4:5 (also 1:1)
Size
1080 x 1350
Duration
Up to 241 min
Max file
4 GB
Types
MP4, MOV

4:5 wins more screen real estate than 1:1.

Stories & Reels

9:16
Size
1080 x 1920
Duration
Up to 90 sec for Reels ads
Max file
4 GB
Types
MP4, MOV

Keep text inside the centre 1080 x 1420 safe zone.

In-Stream video

16:9 or 1:1
Size
1280 x 720 min
Duration
5 sec to 10 min
Max file
4 GB
Types
MP4, MOV

Marketplace & Right Column

1:1
Size
1080 x 1080
Duration
Up to 241 min
Max file
4 GB
Types
MP4, MOV

Carousel

1:1 per card
Size
1080 x 1080
Duration
Up to 240 min per card
Max file
4 GB
Types
MP4, MOV, JPG, PNG

Collection

1:1
Size
1080 x 1080
Duration
Up to 120 sec
Max file
4 GB
Types
MP4, MOV
/02

TikTok

Sound on, full screen, made in the language of the platform. Anything that looks like an ad will be skipped before the hook lands.

In-Feed video

9:16 (also 1:1, 16:9)
Size
1080 x 1920
Duration
5 to 60 sec recommended, up to 60 min
Max file
500 MB
Types
MP4, MOV, MPEG, AVI

Keep critical content out of the bottom 270 px where the CTA and captions sit.

TopView

9:16
Size
1080 x 1920
Duration
Up to 60 sec
Max file
500 MB
Types
MP4, MOV

Spark Ads (boosted organic)

9:16
Size
1080 x 1920
Duration
Matches original post
Max file
Matches original
Types
MP4, MOV

Pulls from a real creator handle for higher trust.

Carousel image

1:1
Size
720 x 720
Duration
n/a
Max file
100 MB per image
Types
JPG, PNG

Up to 35 images per ad.

Brand Takeover

9:16
Size
1080 x 1920
Duration
3 to 5 sec video, 3 sec image
Max file
10 MB image, 500 MB video
Types
JPG, PNG, MP4
/03

YouTube (Google Ads)

The only mass channel that still rewards a real story arc. Shorts is its own beast and demands 9:16 native craft.

Shorts

9:16
Size
1080 x 1920
Duration
Up to 60 sec
Max file
256 GB (1 TB via Studio)
Types
MP4, MOV

Skippable In-Stream

16:9 (9:16 vertical supported)
Size
1920 x 1080
Duration
12 sec to 3 min
Max file
256 GB
Types
MP4, MOV

Non-Skippable In-Stream

16:9
Size
1920 x 1080
Duration
Up to 15 sec (20 sec in some regions)
Max file
256 GB
Types
MP4, MOV

Bumper

16:9 or 9:16
Size
1920 x 1080
Duration
Up to 6 sec
Max file
256 GB
Types
MP4, MOV

The hardest brief on the platform and often the most efficient.

In-Feed Video (Discovery)

16:9 or 9:16
Size
1920 x 1080
Duration
No limit, 15 to 60 sec recommended
Max file
256 GB
Types
MP4, MOV

Masthead

16:9
Size
1920 x 1080
Duration
Up to 30 sec autoplay
Max file
n/a (YouTube hosted)
Types
n/a
/05

LinkedIn

B2B audiences buy on Tuesdays, not on whims. Lead with proof, ship in 1:1 or 4:5, and accept that auto-play is silent.

Single Image

1.91:1, 1:1, 1:1.91
Size
1200 x 627, 1200 x 1200, 1200 x 1500
Duration
n/a
Max file
5 MB
Types
JPG, PNG

Video Ad

16:9, 1:1, 9:16
Size
1920 x 1080 / 1080 x 1080 / 1080 x 1920
Duration
3 sec to 30 min
Max file
200 MB
Types
MP4

15 to 30 sec performs best for awareness.

Carousel

1:1
Size
1080 x 1080 per card
Duration
n/a
Max file
10 MB per card
Types
JPG, PNG

2 to 10 cards.

Conversation & Message Ad

n/a
Size
300 x 250 banner optional
Duration
n/a
Max file
40 KB banner
Types
JPG, PNG

Document Ad

Portrait recommended
Size
n/a
Duration
n/a
Max file
100 MB
Types
PDF, DOC, PPT

Thought Leader Ad

Matches source post
Size
Matches source post
Duration
Matches source post
Max file
n/a
Types
n/a
/06

Snapchat

A young audience with the highest tolerance for raw and the lowest tolerance for stock. Made-for-Snap creative outperforms repurposed assets by a long way.

Single Image or Video (Snap Ad)

9:16
Size
1080 x 1920
Duration
3 sec to 180 sec
Max file
1 GB
Types
MP4, MOV, JPG, PNG

Story Ad

9:16
Size
1080 x 1920
Duration
3 to 180 sec per snap
Max file
1 GB
Types
MP4, MOV

Collection Ad

9:16
Size
1080 x 1920
Duration
3 to 180 sec
Max file
1 GB
Types
MP4, MOV

Includes 4 product tiles at 160 x 160.

Commercial (non-skippable)

9:16
Size
1080 x 1920
Duration
6 sec non-skippable, up to 3 min total
Max file
1 GB
Types
MP4, MOV

AR Lens / Filter

9:16
Size
1080 x 2340 template
Duration
n/a
Max file
8 MB
Types
Lens Studio export
/07

Pinterest

A search engine for future selves. People save here, which is to say they are warm before they ever click. 2:3 is the native shape.

Standard Pin (image)

2:3
Size
1000 x 1500
Duration
n/a
Max file
20 MB
Types
JPG, PNG

Standard Video

1:1 or 2:3
Size
1080 x 1080 or 1000 x 1500
Duration
4 sec to 15 min, 6 to 15 sec recommended
Max file
2 GB
Types
MP4, MOV, M4V

Max Width Video

16:9 or 1:1
Size
1920 x 1080
Duration
4 sec to 15 min
Max file
2 GB
Types
MP4, MOV, M4V

Idea Pin / Idea Ad

9:16
Size
1080 x 1920
Duration
Up to 60 sec per page
Max file
100 MB per page
Types
MP4, MOV, JPG, PNG

Carousel

1:1 or 2:3
Size
1000 x 1000 or 1000 x 1500
Duration
n/a
Max file
20 MB per card
Types
JPG, PNG

Shopping / Collections

1:1 or 2:3
Size
1000 x 1000 or 1000 x 1500
Duration
n/a
Max file
10 MB per card
Types
JPG, PNG
/08

X (Twitter)

The fastest feed in advertising. If the first frame is not the hook, you have no second frame.

Promoted Image

16:9 or 1:1
Size
1200 x 675 or 1200 x 1200
Duration
n/a
Max file
5 MB
Types
JPG, PNG

Promoted Video

16:9 or 1:1
Size
1920 x 1080 or 1200 x 1200
Duration
15 sec recommended, up to 2 min 20 sec
Max file
1 GB
Types
MP4, MOV

Vertical Video

9:16
Size
1080 x 1920
Duration
Up to 60 sec recommended
Max file
1 GB
Types
MP4, MOV

Carousel

1.91:1 or 1:1
Size
800 x 418 or 800 x 800
Duration
n/a
Max file
20 MB image, 500 MB video
Types
JPG, PNG, MP4

Amplify Pre-roll

16:9
Size
1920 x 1080
Duration
6 to 15 sec
Max file
1 GB
Types
MP4, MOV
/09

Reddit

The internet's last honest focus group. Native looking creative and a comment section you actually monitor will out-earn polish every time.

Promoted Image

1.91:1, 4:5, 1:1
Size
1200 x 628 or 1080 x 1350 or 1200 x 1200
Duration
n/a
Max file
20 MB
Types
JPG, PNG, GIF

Promoted Video

16:9, 4:5, 1:1, 9:16
Size
1920 x 1080 / 1080 x 1350 / 1200 x 1200 / 1080 x 1920
Duration
5 sec to 30 min, 15 to 30 sec recommended
Max file
1 GB
Types
MP4, MOV

Carousel

1.91:1, 4:5, 1:1
Size
1200 x 628 / 1080 x 1350 / 1200 x 1200
Duration
n/a
Max file
20 MB per card
Types
JPG, PNG

2 to 6 cards.

/10

Programmatic & DSP (IAB)

The wholesale layer behind most of the open web. Build to IAB specs once and you can run almost anywhere a DSP touches.

IAB Medium Rectangle

n/a
Size
300 x 250
Duration
n/a
Max file
200 KB
Types
JPG, PNG, GIF, HTML5

IAB Leaderboard

n/a
Size
728 x 90
Duration
n/a
Max file
200 KB
Types
JPG, PNG, GIF, HTML5

IAB Half Page

n/a
Size
300 x 600
Duration
n/a
Max file
200 KB
Types
JPG, PNG, GIF, HTML5

IAB Billboard

n/a
Size
970 x 250
Duration
n/a
Max file
200 KB
Types
JPG, PNG, GIF, HTML5

IAB Mobile Banner

n/a
Size
320 x 50
Duration
n/a
Max file
200 KB
Types
JPG, PNG, GIF, HTML5

IAB Skyscraper

n/a
Size
160 x 600
Duration
n/a
Max file
200 KB
Types
JPG, PNG, GIF, HTML5

VAST In-Stream Video

16:9
Size
1920 x 1080
Duration
6, 15 or 30 sec standard
Max file
200 MB
Types
MP4 (H.264, AAC)

Deliver via VAST 4.x tag with companion banners.

Vertical Mobile Video

9:16
Size
1080 x 1920
Duration
6 to 30 sec
Max file
200 MB
Types
MP4
/11

Apple Search Ads & App Store

The shortest funnel in mobile advertising. The Custom Product Page is where most of the lift hides.

Custom Product Page video (iPhone 6.7")

9:19.5
Size
1290 x 2796
Duration
Up to 30 sec
Max file
500 MB
Types
MP4, MOV, M4V

App Preview video (iPhone 6.5")

9:19.5
Size
1242 x 2688 or 886 x 1920
Duration
15 to 30 sec
Max file
500 MB
Types
MP4, MOV, M4V

App Preview video (iPad Pro 12.9")

4:3
Size
1200 x 1600 or 1600 x 1200
Duration
15 to 30 sec
Max file
500 MB
Types
MP4, MOV, M4V

Screenshot (iPhone 6.7")

9:19.5
Size
1290 x 2796 or 1320 x 2868
Duration
n/a
Max file
8 MB
Types
JPG, PNG

Screenshot (iPad Pro 12.9")

4:3
Size
2048 x 2732
Duration
n/a
Max file
8 MB
Types
JPG, PNG
/12

Connected TV / OTT

The big screen rented by the minute. Cinematic craft matters again, and so does loudness compliance.

Standard CTV / OTT spot

16:9
Size
1920 x 1080 (4K masters welcome)
Duration
15 or 30 sec
Max file
Up to 1 GB
Types
MP4 (H.264, AAC)

Bitrate 15 to 20 Mbps, audio loudness target -24 LKFS (US) or -23 LUFS (EU).

YouTube TV / Roku / Samsung Ads

16:9
Size
1920 x 1080
Duration
15 or 30 sec
Max file
200 MB recommended
Types
MP4

Hulu / Disney+ ad tier

16:9
Size
1920 x 1080
Duration
15, 30 or 60 sec
Max file
1 GB
Types
MP4 (ProRes masters accepted)
Device canvas

The screen your ad actually lives on.

People do not watch ads on reference monitors. They watch them at arm's length on a phone in landscape orientation of their own life. Build for the device, not for the brief deck.

iPhone 15 Pro Max
1290 x 2796
9:19.5
iPhone 14 / 15
1170 x 2532
9:19.5
Pixel 8 / Galaxy S24
1080 x 2340
9:19.5
iPad Pro 12.9"
2048 x 2732
3:4
Desktop 1080p
1920 x 1080
16:9
Desktop 1440p (QHD)
2560 x 1440
16:9
Desktop 4K (UHD)
3840 x 2160
16:9
CTV / Smart TV
1920 x 1080 or 3840 x 2160
16:9
Safe zones

The bottom of the screen belongs to the platform.

TikTok

Keep critical content inside the centre 1080 x 1420 area. The bottom 270 px hides behind the handle, caption and CTA. The right 130 px hides behind the like, comment and share rail.

Instagram Reels & Stories

Top 250 px and bottom 340 px are UI territory. Keep logos, faces and CTAs inside the central 1080 x 1330 zone, especially for Reels with sticker CTAs.

YouTube Shorts

Avoid the bottom 480 px when a sticker CTA is enabled. Keep text in the centre third. Captions should be burned in: most viewers are sound off until the hook earns the un-mute.

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