All you need to know about mobile ad sizes and formats



Mobile advertising is quickly and steadily taking over digital as the digital advertising stronghold, and more and more companies are looking to allocate increasing budgets to mobile marketing. So as companies transition from traditional ad formats, to digital advertising, and now to mobile, we are often asked “which format works best?” If only it were this black and white. Instead, mobile advertising finds creative ways to continually optimize campaigns in real-time. A mobile ad format is like any other aspect of the advertisement, the messaging, design, coloring etc. must all be optimized for the target audience; what works well for a particular target audience segment might not be as effective elsewhere or with a different age group. So let’s break down the options:


Traditional Banner: A standard banner ad is an ad unit that can be either static or animated  and placed within a publisher’s specified ad content area around their live mobile content. Available file formats include PNG, GIF, JPEG, and animated GIF, and can be displayed both in-app and across mobile web.Standard banners are available in a variety of dimensions in order to optimize your ad per device

Rich Media: Non-traditional ad formats are referred to as rich media and enable further user engagement. Various rich media formats include Expandable (1 piece), Click-to-Rich (2 piece), Interstitial, Rich Banner, Full-page Flex Plus, and video, in addition to the Mobile Rising Stars ad formats recognized by the Interactive Advertising Bureau (IAB): puller, slider, filmstrip, full-page flex.

  • Expandable: An expandable ad starts as a banner in the contracted state and expands into a larger rich media ad where users can interact with unique brand experiences. The expanded state can retract to the initial banner state when the user initiates the close button.
  • Click-to-Rich: A Click-to-Rich is similar to an expandable but is built in 2 pieces. The initial state begins as a banner, and when tapped the unit opens in a web-view.
  • Interstitial: An interstitial ad is a full screen advertisement, which may be displayed during launch, in between content or upon exit of an application or mobile web page.
  • Rich banner: A rich banner is an HTML 5 ad unit capable of leveraging all rich media capabilities
  • Video: Tap-to-Video unit – Displays an inline banner ad that launches a full screen* (landscape) video when tapped.
  • Full-page Flex Plus: The Full-page Flex Plus ad format enables ads to adjust to changes in device orientation, and can also re-size and re-position the creative for optimal utilization of screen display area.
  • IAB Rising Stars:
    • Pull: this format enables to vertically slide a bottom or top banner over the content being consumed. It allows for generating rich and interactive experiences with the user in complete control.
    • Slider: this format enables the user to slide a banner at the bottom to reveal a full-page ad. The user can also use the slide motion to close the ads.
    • Filmstrip: a scrollable, multi-panel, horizontal or vertical Ad unit. It empowers the user with complete control over how multiple frames of content are consumed.
    • Full-page Flex: enables ads to smoothly re-orient to change when a user switches between portrait and landscape orientations.

Rich media formats allow for useful features to boost user engagement at their most receptive moment. Common features include: tap to play audio, video play & pause, 360 rotating and pannable images, use of exact user location, variations per time of day, custom animations, and the ability to post directly to social channels.


For further information on available ad dimensions, features, and other format specifications, feel free to consult our ad format brochure here.