Ads

Snap Ads Creative Guidelines & Specs

SPECIFICATIONS 150px buffer zone

Canvas: Length: Buffer Zone: Additional Notes:

- 1080px x 1920px - 3 to 10 seconds - 150px buffer zone - Please account for a
- 9:16 aspect ratio at the top and 64px margin around
File Format:
Audio: bottom of the live area, as text/
- .mp4 or .mov
canvas. Keep this logos may appear
- 2 channels only - H.264 encoded MARGIN 64px
area clear of logos too close to the
- PCM or AAC codec File Size: or text graphics edges
- 192 minimum kbps - 32 MB or less 45 pt AD
- AD slug will be
- 16 or 24 bit only 64 px
affixed by Snapchat
- 48 KHz sample rate to the lower right

corner of all ads. AD

150px buffer zone

DELIVERABLE TIMELINE*

Concepts/storyboards First round of creative Final materials

to be shared with Snapchat: due to Snapchat: due to Snapchat:

10-14 business days prior to launch 5 business days prior to launch 3 business days prior to launch

Note: Any materials received after creative due dates will put campaign at risk of launching on time.

REQUIREMENTS

- Full screen, vertically formatted Live - Account for the 150 px buffer zone at the top and bottom of the
and/or Motion Graphic video canvas. This area must be kept clear of logos or text graphics, as
they may obscure Snapchat-applied elements (such as the AD
- Features visual branding (i.e. logo or product
slug or call-to-action for Snap Ads with Attachments). In
placement with brand logo visible)
addition, this area may be cropped for a small percentage of
- Audio throughout the ad Snapchatters, depending on their device type

- Content is approved for a 13+ audience

RESTRICTIONS

- Letter boxing/borders of any kind - Integration of non-functional buttons

(inclusive of motion graphics borders) (i.e. play, click or close)

- Use of Snapcodes, Snapchat usernames, Snap Inc.
associated logos, social handles, or social platform logos
- Imitation of Snapchat native creative tools or UI
features (i.e. doodles, static emoji, stickers, native
text bar, Helvetica font, Geofilter-like overlays, etc.)
- Silent or still ads
- Call-to-action to screenshot or share a Snap Ad
- Featuring a text graphic message to, Swipe Up or including
arrows to indicate swiping up (verbal CTA to Swipe Up is
permitted)
- Brand URLs are accepted, so long as they are simple (i.e.
brand.com/fun), do not feature Snapchat in the URL, and
appear on screen for no longer than 3 seconds

*API campaign timelines vary.


Snap Ads Creative Guidelines & Specs
MINIMUM DELIVERABLES
Live Story Takeovers:
3 unique Snap Ads are required
Discover Edition or Show Takeovers:
3-4 unique Snap Ads are required
(varies, pending agreement with
Publisher)
CREATIVE SUGGESTIONS
1 2
1. Bespoke Ads
Ads developed for the full-screen, vertical format that
Snapchatters are used to create a compelling visual story
2. Simple Creative
Keep ad creative simple and concise with a clear key
message. Ads should seek to mirror the bite-sized and
linear storytelling of Snaps
Note: Please consult Snapchat Creative Strategy Department for additional recommendations.
Ads
Cont.
Live and/or Discover Audience campaigns: Between Stories campaigns:
Minimum of 1 unique Snap Ad per 3 Minimum of 1 unique Snap Ad per
million impressions is strongly suggested 15 million impressions is strongly
to avoid creative fatigue suggested to avoid creative fatigue
3 4
3. Brand Moment
Establish brand moment within the first :02 of an ad, but
avoid opening on a solid frame with logo and/or product
shot only. Opening with dynamic footage provides a
moment to hook viewers
4. Encouraging Swipe Up
If running an Attachment, ensure Top Snap (Snap Ad)
acts as a teaser to incentivize Snapchatters to swipe up