Snapchat advertising offers online marketers a large selection of ad formats and placements. However, different ad types have different specs for their assets. That’s why I have organized all the necessary information for you in one place. This article contains all the up-to-date Snapchat ad specs for every single ad type.
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Why Do Snapchat Ad Specs Matter More Than You Think?
While it might seem like a minor detail, ad specs actually play a crucial role in the success of your campaign. This is especially true for platforms like Snapchat, where the user experience is highly visual and interactive. Here’s why they matter more than you think:
User experience
Snapchat is a platform designed for quick, engaging interactions. Ads that fit the platform’s prescribed sizes and specs will seamlessly integrate into the user’s feed, enhancing rather than disrupting the user experience. On the other hand, an ad that doesn’t meet these requirements may be cropped or skewed, which can lead to a poor user experience and lower engagement rates.
Visibility and engagement
Snapchat ads that adhere to the platform’s sizes and specs are more likely to be fully visible and, therefore, more engaging. A well-sized ad takes full advantage of the screen real estate, making it more noticeable and attractive to users.
Technical requirements
Snapchat has specific technical requirements for ads to ensure they display correctly and load quickly. Ads that meet these specifications are less likely to experience technical issues or delays, which can frustrate users and lead to lost opportunities.
Snapchat Ad Specs for All Ads Formats
In Snapchat, image and video specifications are the same for all types of Snapchat ads. You can refer to this Snapchat ad specs cheatsheet I have compiled:
1. Single Image or Video ads
These are full-screen ads that appear in-between Stories. They offer great creative freedom to communicate the message.
Snapchat image ads conditions:
- File types: .jpg or .png
- Aspect ratio: 9:16
- Resolution: 1080px x 1920px
Snapchat video ads specs:
- File types: .mp4 or .mov
- Aspect ratio: 9:16
- Resolution: 1080px x 1920px
- Length: 3 – 180 seconds
Brand, headline, and calls-to-action
- Brand: Up to 25 characters with spaces
- Headline: Up to 34 characters with spaces
- Calls-to-action: Select the CTA text. Snapchat applies the visual and places the CTA on the ad
2. Collection Ads
Collection ads are full-screen, shoppable ads that showcase products and appear in between Stories. They offer the possibility of displaying multiple products, with four adjustable tiles.
Collection Ads specs:
- Aspect ratio: 9:16
- Resolution: 1080px x 1920px
- Length: 3 – 180 seconds
Brand, headline, and calls-to-action:
- Brand: Up to 25 characters with spaces
- Headline: Up to 34 characters with spaces
- Calls-to-action: Select the CTA text. Snapchat applies the visual and places the CTA on the ad
Thumbnail image requirements:
Additionally, collection ads require a thumbnail image with the following specifications:
- File type: .jpg or .png (static image only)
- Aspect ratio: 9:16
- Resolution: 160px x 160px
- Each thumbnail image must have a URL, which can be used multiple times.
3. Story Ads
These are a series of 3-20 single image or video ads, delivered between content or via a branded title. They spark curiosity through a series of images or videos that users can tap through.
Story Ads specs:
- File type: .jpg, .png, .mp4, or .mov
- Aspect ratio: 9:16
- Resolution: 1080 px x 1920 px
- Length: 3 – 180 seconds
- Attachments: Website, long-form video, app, or Lens
- Brand name: Up to 25 characters including spaces
- Headline: Up to 34 characters including spaces
- Call-to-action: Include CTA text, and Snapchat will apply the visual and place the CTA on the ad.
The following specifications apply to the tile asset for the Discover section:
Logo:
- File type: .png
- Resolution: 993px x 284px
Image:
- File type: .png
- Resolution: 360px x 600px
- Story title: Up to 55 characters including spaces
4. Filter Ads
Filters can be found when you’re swiping left while setting up your Snap. These are divided up into 2 sub types:
- On-Demand Geofilters
- Audience Filters
Filters ads specs:
- Resolution: 1080px x 2340px
- Mandatory text, logos, and legal disclaimers may not be placed within 310px of the top or bottom of the canvas
- Visible brand logo or brand name
5. Augmented Realit (AR) Lense Ads
This ad type allows advertisers to create interactive and memorable experiences for Snapchatters. With just one tap, you can invite users into your world and story. AR Lense ads offer play time, the time users spend interacting with your ad.
Lens branding guidelines:
- Visible logo or brand name required on Face and World Lenses.
- Make sure the logo is visible.
- The recommended logo placement is on the top left or top right under the UI elements.
- Snapchat adds a ‘SPONSORED’ slug to the creative. This appears for only 2 seconds and doesn’t show in users’ Snaps.
- With Lens Web Builder anyone can create an AR experience in minutes.
6. Commercial Ads
Commercial Ads are non-skippable video ads that appear within Snap’s curated content sections, like Discover Stories and Shows.
- Standard Commercials: These are non-skippable ads lasting 3 to 6 seconds. Users must watch the entire ad.
- Extended Play Commercials: These can be longer, ranging from 7 to 180 seconds. However, only the first 6 seconds are non-skippable; viewers have the option to skip the rest.
Commercial ads specs:
- File type: .mp4 or .mov (H.264 encoded)
- Aspect ratio: 9:16
- Resolution: 1080 px x 1920 px
- Length: 7 – 180 seconds
- Attachments: You can link to a website, a long-form video, or an AR Lens.
7. Dynamic Ads
Dynamic Ads allow you to tailor advertisements for individual potential customers. By utilizing catalogs, the Snap Pixel, or your mobile measurement partner (MMP), Dynamic Ads automate ad creation and optimize them for key business actions, such as driving online or in-app purchases.
Dynamic ads specs:
- Aspect Ratio: 9:16
- Resolution: 1080px x 1920px
- Length: 3-180 seconds
- Attachments: Website, app, or Lens
Brand, Headline, and Calls-to-Action:
- Brand: Up to 25 characters (including spaces)
- Headline: Up to 34 characters (including spaces)
- Calls-to-action: You can select the CTA text
Final words
In conclusion, Snapchat ad specs is a technical requirement that you must adhere to for all of your ad campaigns. By ensuring your ads meet these specifications, you’re not only complying with Snapchat’s guidelines but also optimizing your ads for visibility, engagement, and overall user experience.
So, make sure you’re equipped with the right knowledge about Snapchat Ads specs to create compelling, effective ads that truly connect with your audience.
