Meta video ads come in several different formats to suit different marketing objectives and placement options. The most common formats for meta video ads are in-stream ads, video collections, image/video carousels, and augmented reality ads.
In-Stream Ads
In-stream ads are video ads that play before, during or after other video content that a user chooses to watch. This is similar to how video ads play on YouTube or television. In-stream ads on Meta platforms include:
- Pre-roll – Video ads that play before other video content
- Mid-roll – Video ads that play in the middle of other video content
- Post-roll – Video ads that play after other video content finishes playing
In-stream ads are designed to capture viewers’ attention as they watch other content. They can be skipped after 5 seconds.
In-Stream Ad Specifications
Here are the technical specifications for in-stream Meta video ads:
| Ad Length | 15 or 30 seconds |
|---|---|
| Aspect Ratio | Vertical: 9:16 Horizontal: 16:9 or 9:16 |
| File Types | MP4 or MOV |
| Max File Size | 10GB |
| Resolution | Minimum 480p Recommended 720p |
| Frame Rate | 23.98, 24, 25, 29.97, 30, or 60 FPS |
| Bitrate | 1–8 mbps |
| Max Length | 30 seconds |
Following these specifications ensures the videos play smoothly across different devices and platforms.
Video Collections
Video collections are a group of 2-10 video ads bundled together and shown to viewers sequentially. Advertisers use video collections to:
- Keep the viewer engaged with a story that unfolds
- Showcase different products/services
- Reduce the repetitive nature of a single video ad
Video collections respect the viewer experience. Viewers can skip the collection after 5 seconds if they wish. Unwatched videos will not re-appear later.
Video Collection Specs
| Number of Videos | 2-10 |
|---|---|
| Individual Video Length | 15 or 30 seconds |
| Aspect Ratio | Vertical: 9:16 Horizontal: 16:9 or 9:16 |
| File Types | MP4 or MOV |
| Resolution | Minimum 480p Recommended 720p |
| Frame Rate | 23.98, 24, 25, 29.97, 30, or 60 FPS |
| Bitrate | 1–8 mbps |
| Max Length | 150 seconds total |
The individual video specs are the same as in-stream ads. The videos can be different lengths but the total collection duration cannot exceed 150 seconds.
Image/Video Carousels
Image and video carousels are ads made up of 2-10 images or videos that rotate through on mobile news feeds. Viewers can swipe to advance through the carousel at their own pace. Carousels help advertisers:
- Showcase products from different angles
- Compare product features/benefits
- Tell a more engaging brand story
Carousels have high attention rates as they give control to the viewer.
Carousel Specs
| Number of Assets | 2-10 images or videos |
|---|---|
| Individual Video Length | 15 or 30 seconds |
| File Types | JPG, PNG for images MP4, MOV for video |
| Aspect Ratio | 1:1 |
| Image Size | Minimum 600 x 600 px Maximum 2048 x 2048 px |
| Image Design | Square images with minimum text |
The image/video specifications are designed for mobile news feeds. Square 1:1 images work best on mobile. Simplicity is key.
Augmented Reality Ads
Augmented reality (AR) ads use camera technology to integrate digital objects into the real environment. For example, an AR ad could let users virtually try on sunglasses. AR ads on Meta platforms include:
- AR filters – An effect layer applied over the camera view. For example, adding dog ears and nose to someone’s face.
- AR branded masks – Replaces a person’s face with a branded mask. For example, wearing an Iron Man mask.
- 3D AR models – Displays an interactive 3D model. For example, placing true-to-life 3D furniture in someone’s living room.
AR ads are highly engaging and memorable. They make the product experience interactive and fun.
AR Ad Specs
AR ads have specialized technical specifications depending on the AR effect. Some key specs include:
| File Types | GLB or FBX format for 3D models |
|---|---|
| Max File Size | 100MB for models |
| Lighting | lit 3D models render best |
| Texture Resolution | 512 x 512 px or higher |
| Animation Length | 30 seconds or less |
Well-lit, detailed 3D models with smooth, responsive animations work best for AR. Meta provides AR creation tools and technical advice.
Conclusion
Meta offers a variety of video ad formats to match different campaign goals. In-stream ads provide a familiar video experience while collections and carousels create more user-initiated interactions. AR ads immerse viewers in branded virtual experiences.
Each format has its own technical specifications for optimal delivery while respecting the viewer experience. Following Meta’s ad specs ensures ads can be delivered efficiently across their platforms and devices.
As video marketing continues to dominate, meta video ads present an opportunity to captivate and engage target audiences in new ways. Their interactive and innovative formats enable brands to tell richer stories, showcase products, and drive results.