When creating video ads, one of the most important considerations is determining the right length and dimensions for your video. The optimal video ad size depends on several factors, including where the ad will be displayed, your audience’s attention span, and the story you want to tell.
What are the standard video ad sizes?
There are a few standard video ad sizes that are commonly used across different platforms and devices:
- 720p (1280 x 720 pixels)
- 1080p (1920 x 1080 pixels)
- 4K (3840 x 2160 pixels)
- Vertical video (1080 x 1920 pixels)
- Square video (1080 x 1080 pixels)
720p and 1080p are the most universal and compatible sizes to create video ads in. 720p offers a smaller file size while still maintaining high definition quality. 1080p offers the highest quality but comes with larger file sizes.
4K video provides an ultra high definition viewing experience but may not be fully supported across all platforms and devices yet. Vertical and square video sizes are optimized for mobile devices and social media.
What video ad length should you aim for?
When determining the ideal length for your video ad, keep these guidelines in mind:
- 15 seconds – Best for driving brand awareness and impressions
- 30 seconds – Allows you to tell a more in-depth story
- 60 seconds – Gives you enough time to engage viewers with key messages
Here is a breakdown of when different video ad lengths are most effective:
Video Length | Best Use Cases |
---|---|
15 seconds | Pre-roll ads, Instagram stories, driving reach |
30 seconds | YouTube pre-roll, TV commercials, conveying brand story |
60 seconds | In-stream ads, branded content, lead generation |
Anything shorter than 15 seconds may not leave enough time to get your message across. Anything longer than 60 seconds risks losing viewer attention and increases the chance of them skipping your ad.
Tips for creating effective short video ads
When making 15 or 30 second video ads, follow these best practices:
- Hook viewers right away within the first 3 seconds
- Communicate your key message clearly and repetitively
- Use vibrant visuals and minimal text overlays
- Optimize video and audio for vertical viewing
- Have a clear call-to-action at the end
How does video orientation matter?
With the rise of mobile device usage, vertical video ads are becoming more important and effective. Here’s an overview of video orientation and where each works best:
- Horizontal – 16:9 aspect ratio, best for desktop and TV viewing
- Vertical – 9:16 aspect ratio, optimized for smartphones
- Square – 1:1 aspect ratio, ideal for Instagram, Facebook, and Snapchat stories
When designing your video ad, consider creating both landscape and vertical versions to maximize viewership across devices. You can also upload the horizontal video and enable platforms like YouTube to dynamically convert it into a vertical format.
Design tips for vertical video ads
To create compelling vertical ads, follow these guidelines:
- Film vertically using your smartphone camera
- Position the most important visuals and text in the center
- Use close-up shots and minimal camera movement
- Include a strong CTA like “Swipe up” at the end
How does placement impact video ad specs?
Where your video ad will be displayed is a key factor in determining the optimal length, dimensions, and orientation to use. Consider these placement guidelines:
YouTube Video Ads
- Pre-roll: 15 or 30 seconds, HD 16:9 aspect ratio
- Bumper ads: 6 seconds max, vertical or square
- Mid-roll: Any length up to 60 seconds
- Overlay and masthead ads: Horizontal 16:9
Facebook and Instagram Video Ads
- Feed ads: Up to 120 seconds, 1:1, 16:9, or 9:16 ratios
- Stories: 15 seconds max, 9:16 vertical
- In-stream ads: 240 seconds max, 16:9 landscape
Twitter Video Ads
- In-stream: 15 seconds max, 16:9 landscape
- Promoted video tweets: 140 seconds max, 1:1, 16:9, or 9:16 ratios
Optimizing your video specs for each platform and ad placement you are targeting will help boost view rates and performance.
How can you balance length and viewer retention?
Longer video ads typically allow you to convey more information and storytelling. However, data shows that viewer retention and completion rates steadily decline as videos get longer.
Here is an overview of average video completion rates by length:
Video Length | Average View % |
---|---|
0-15 seconds | 90% |
16-30 seconds | 80% |
31-60 seconds | 55% |
60+ seconds | 35% |
To balance getting your message across with keeping viewers engaged, aim for 30-60 seconds in length when possible. Use strong opening hooks, concise messaging, impactful visuals, and interactive elements like questions and CTAs to maximize retention.
You can also create serialized ads where the main story arcs across multiple 15-30 second videos. This allows you to hold attention across a longer story when viewers opt to watch the full series.
How can you optimize video ads for viewability?
Viewability refers to whether your video ad was seen by actual people or not. To maximize viewability:
- Use attention-grabbing intro graphics and text
- Include motion in the first 3 seconds to draw the eye
- Show important info and branding after the skippable option
- Have a call-to-action appear near the end
- Create captions and keep critical info on screen longer
Properly layering visual elements and messaging can help guide viewer attention and improve viewability metrics.
Conclusion
Determining the right video ad length and dimensions requires balancing viewer engagement, platform requirements, and your brand messaging needs. While 60 second ads allow you to tell a deeper brand story, shorter 15-30 second spots tend to see higher view through rates. Horizontal 16:9 and vertical 9:16 formats both have their benefits and use cases. Optimizing your video creative for each placement and platform will drive better campaign results.
Focus on highlighting your key brand or product in a memorable way within a concise time frame. Stand out from the start with eye-catching intro graphics and impactful first 3 seconds. Guide viewer attention strategically throughout the video to improve viewability. With these video ad best practices, you can create compelling and effective video ads in any size.