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Meta Dynamic Ad Specs

Meta ads are served on Facebook and Instagram and harness the power of AI technology to dynamically pair copy and images to optimize for best performance. The more options you can provide, the better the ads tend to perform. 

Ad Specs for Dynamic Ads

Design Recommendations - Image 

  • File type: JPG or PNG
  • Image size: 1200 x 638 pixels, 1080 x 1080 pixels
  • Aspect ratio: 1:1, 4:5 
  • We recommend submitting 10 images total, broken down into following sizes:  
    • 5 square images sized at 1080 x 1080 pixels
    • 5 portrait images sized at 1080 x 1920 pixels

The best practice is to use generic images that can run for an extended duration rather than highlighting specific promotions on limited flight dates. 

A minimum resolution of 600x600 pixels is recommended for all Meta Dynamic ads. 400x400 is the smallest dimension accepted and will only show on Facebook. 

Images that consist of more than 20% text are not recommended and may experience reduced delivery. Please leave the top 15% and bottom 20% free of content to allow for header and footer overlays.

Design Recommendations - Video 

  • File type: MP4, MOV or GIF
  • Maximum File Size: 4 GB
  • Duration: 1 second - 240 minutes 
  • Captions: Optional, but recommended
  • Sound: Optional, but recommended
  • Dimensions: 4:5 and 1:1

Please provide videos in both portrait (4:5) and square format, if possible, to maximize ad placements. Videos between 1-15 seconds tend to perform best. More than 2 videos are welcome.

Similar to static creatives, generic visuals are preferred for Dynamic Ads. 

Ad Copy Requirements 

  • Primary Text: 5 unique primary text options, each 125 characters or less.
  • Headline: 5 unique headlines, each 32 characters or less 
  • Description:  5 unique descriptions, each 18 characters or less 

Please provide 5 unique primary text options per ad copy type. Some placements will feature all 3 ad copy, while some will only feature one. The position of your text varies by ad placement.