Creative Guidelines
Creative guidelines outline the technical, policy standards and best practices creative assets should meet to be compliant, performant, and ready for delivery across Liftoff-supported placements.
These guidelines are designed to:
- Ensure a high-quality user experience
- Maintain compliance with applicable standards
- Support compatibility across devices, placements, and exchange partners
- Help advertisers launch performant campaigns efficiently and maintain consistent delivery
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Creative Asset Specifications
Creative assets are the media components used to build and deliver ads across Liftoff ad placements. All creative assets must meet Liftoff's technical specifications outlined below to be approved and served. Adhering to these specifications ensures that ads render correctly across devices and placements and comply with platform requirements. Assets that do not meet these requirements may be rejected or require resubmission, which can cause delays.
1.1 Asset Requirements and Specifications
Videos
| Asset Type | Recommended Dimensions (px) | Aspect Ratio | Device | Accepted File Format | Max. File Size | Max. Duration | Description |
|---|---|---|---|---|---|---|---|
| Portrait Video | 1080x1920 | 9:16 | Phone, Tablet | .mp4, .mov | 300MB | 180s | Vertical orientation video, which fits the VAST ad format |
| Landscape Video | 1920x1080 | 16x9 | Horizontal orientation video, which fits the VAST and Native (video) ad format |
Images
| Asset Type | Recommended Dimensions (px) | Device | Accepted File Format | Max. File Size | Description |
|---|---|---|---|---|---|
| Portrait Image | 1080x1920 | Phone, Tablet | .png, .jpg, .gif | 1MB | Image asset used as a full-screen interstitial, or an end card to videos |
| Landscape Image | 1920x1080 | ||||
| MREC Image | 600x500 | Phone only | Image asset, which fits the mRect format | ||
| Banner Image | 640x100 | Phone | Image asset, which fits the phone banner format | ||
| Banner Image | 728x90 | Tablet | Image asset, which fits the tablet banner format | ||
| Native Image | 1200x627 | Phone, Tablet | Image asset, which fits the native format |
Playables
Playables are interactive ad units that allow users to engage directly with an ad experience before taking action. These ads may appear as a standalone HTML unit, as an interactive end card, or as a multi-page experience. Playables are responsive by design and automatically adapt to different screen sizes and device orientations.
Advertisers should follow the technical specifications listed in the Liftoff Accelerate Creative Integration and API documentation to ensure compatibility and reliable delivery.
Creative Standards & Ad Policy
Liftoff is committed to connecting users with mobile experiences they love, in a way that's both responsible and grounded in integrity. Our creative standards are designed to uphold high-quality user experiences, ensure compliance with global advertising regulations, and maintain trust across our network of exchange and publisher partners.
These guidelines serve as the foundation for all creative assets distributed through Liftoff, outlining the essential criteria for compliance, brand integrity, platform compatibility, and mandatory requirements needed to maintain platform integrity.
Advertisers are responsible for ensuring that all submitted creatives meet these requirements to prevent unnecessary delays. Creatives should also meet IAB guidelines, including their Advertising Guidelines, Content Taxonomy, and Gaming Guidelines.
✅ Creatives Must Contain:
All creative are expected to contain the following components:
- Clear Branding: Including a recognizable app name or app icon that accurately represents the promoted product or service.
- Visible Call-to-Action: A persistent and clear CTA that indicates the intended user action (e.g., Install, Learn More, Play Now).
- High-Resolution Visuals: Images and videos must be sharp, high resolution, and properly oriented.
- Accurate Copy: Accurate, grammatically correct, and appropriate for the campaign's target region.
- Clean Layouts: Content must not be obstructed by other design elements (e.g., images covering CTA buttons).
🚫 Creatives Must Not Contain:
Creative assets must not include content that falls under the following categories:
- Misleading or Deceptive Elements: Including fake notifications, system alerts, countdowns, or content that misrepresents the product.
- Explicit or Inappropriate Content: Including profanity, nudity, sexual innuendo, sexually suggestive poses, or adult themes targeting minors.
- Promotion of Illegal or Restricted Goods: Including firearms, tobacco, fireworks, drugs, or counterfeit products.
- Hate Speech or Violence: Content inciting hatred or depicting harm to humans or animals.
- Excessive or Distracting Animation: Including strobing CTAs or unrelated visual effects.
- Malicious or Harmful Code: Including spyware, malware, or auto-download mechanisms.
⚠️ Review & Enforcement
Liftoff reserves the right to review, approve, reject, or request changes to creatives that do not meet policy standards. Repeated policy violations can lead to restrictions on an advertiser’s ability to upload creative content through the Liftoff platform.
Advertisers are responsible for ensuring their creatives comply with applicable laws, regulations, and Liftoff policies prior to submission. For clarifications or further guidance, please contact us at creativepolicy@liftoff.io.
Creative Best Practices
Apart from mandatory technical and policy requirements, the following best practices are recommended to support clear, engaging, and user-friendly ad experiences.
Brand and Call-to-Action (CTA)
- Ensure your brand and core message are easily recognizable.
- Present a clear and consistent CTA to engage users.
- Use available ad space to communicate key information, such as the value proposition.
App UI and Features
- Highlight real UI, gameplay, or product functionality to set expectations for the app experience.
- Ensure visuals accurately reflect navigation, functionality or benefits.
- Focus on a small number of core features
Visual Focus & Layout
- Maximize ad space with relevant app content over physical device frames or lifestyle imagery.
- Reduce unnecessary background or contextual imagery to keep the creative content focused and easy to understand at a glance
Effective Animations
- Keep the animation intentional and purposeful
- Draw attention to key features, transitions, or interactions; avoid distracting from the primary message.
Clear and Readable Messaging
- Ensure text and visual elements remain clear and legible across screen sizes and orientations.
- Keep messaging concise, focused and easy to absorb within a short viewing window.
- Avoid overcrowding with excessive texts or competing visual elements within a small ad space.