Video ad formats in 2026 revolve around two masters: a 9:16 for Reels, Stories, TikTok and Shorts, and a 16:9 for YouTube in-stream and connected TV, with 4:5 as the crop for feeds. This guide covers ratios, lengths, safe zones and file specs for Meta, TikTok, YouTube, LinkedIn and CTV, with the official sources.
Video ad formats 2026: the table by platform
| Placement | Ratio | Resolution | Length | File |
|---|---|---|---|---|
| Meta Reels (Instagram and Facebook) | 9:16 | 1440×2560 px | Up to 15 minutes | MP4 or MOV, H.264, up to 4 GB (Meta source) |
| Meta Stories | 9:16 | 1440×2560 px | 1 second to 60 minutes | MP4, MOV or GIF, up to 4 GB (Meta source) |
| Meta feed | 4:5 | 1440×1800 px | 1 second to 241 minutes | MP4, MOV or GIF, AAC stereo audio, up to 4 GB (Meta source) |
| TikTok in-feed | 9:16 recommended (16:9 and 1:1 too) | At least 540×960 px | See note below | MP4, MOV, MPEG, 3GP, AVI, up to 500 MB (TikTok source) |
| YouTube skippable in-stream | 16:9 | 1920×1080 px | 15 seconds recommended | Up to 256 GB (Google source) |
| YouTube bumper | 16:9 | 1920×1080 px | 6 seconds | Google source |
| YouTube Shorts | 9:16 | 1080×1920 px | Up to 3 minutes, but only the first 60 seconds play in the Shorts feed | Google source |
| LinkedIn video ads | 4:5 recommended (9:16, 16:9, 1:1 too) | 720×900 px (max 1080×1350) | 3 seconds to 30 minutes; 15-30 seconds for every placement | MP4, H.264, under 30 fps, 75 KB to 500 MB (LinkedIn source) |
| CTV (LinkedIn as example) | 16:9 | 1920×1080 px | 6, 15, 30 or 60 seconds recommended | MP4 H.264, audio at −23 LUFS, up to 500 MB (LinkedIn source) |
A note on TikTok: the in-feed ads page gives a length of up to 10 minutes (TikTok source), while the ad format policy still lists 5 to 60 seconds (TikTok source). The safe choice is to stay under 60 seconds, which is the length that works best in the feed anyway.
Ratios: two masters are enough
Making a different file for every placement is the fastest way to lose consistency. Our method is simpler:
- A 9:16 master for Reels, Stories, TikTok and Shorts. It's how people actually watch video ads on their phones.
- A 16:9 master for YouTube in-stream, bumpers, LinkedIn desktop and CTV.
- 4:5 and 1:1 crops from the better-suited master, for Meta and LinkedIn feeds.
The condition is that the video is shot or generated with the crops in mind: product and faces in the centre, text added per format rather than burned into the master. A 16:9 with the product on the edge never becomes a good 9:16. It's the standard for our videos: a 9:16 or 16:9 master plus crops, as explained on AI video for brands.
Lengths: what the platforms say
Maximum limits are generous, so the recommendations are what count. Google recommends 15 seconds for skippable in-stream and 6 for bumpers (Google source); non-skippable ads can run up to 15 seconds, or 30 or 60 in some reserved buys (Google source). On Shorts Google suggests staying under 60 seconds, because past that point the video doesn't keep playing in the feed (Google source). LinkedIn names 15-30 seconds as the length that qualifies for every placement (LinkedIn source).
In practice, a well-planned set holds three cuts of the same spot: 6 seconds (one idea, one product), 15 seconds (problem and solution) and 30 seconds (the full story).
"The first two seconds decide whether the rest of the video exists. Specs come second."
Safe zones: where not to put text and logos
In vertical formats the interface covers part of the video. Meta asks you to keep text, logos and calls to action out of the top 14%, the bottom 35% and 6% on each side, in both Reels and Stories (Meta source).
TikTok doesn't publish fixed percentages: the safe zone changes with orientation, caption length and add-on formats, and Ads Manager provides an overlay file to check your video against (TikTok source). For Shorts Google gives no measurements, but notes that the like, comment and share buttons sit on the right and the channel name, description and call to action at the bottom (Google source). Our rule: anything that must be read stays in the middle third.
File specs: the mistakes that get a video rejected
- Variable frame rate. Meta asks for a fixed frame rate and progressive scan (Meta source); files exported from some phone apps aren't.
- Too many fps for LinkedIn. LinkedIn requires under 30 fps (LinkedIn source): a 50 or 60 fps master needs converting.
- Audio not up to TV standard. LinkedIn's CTV specs ask for stereo audio at −23 integrated LUFS and a recommended video bitrate of 15 to 40 Mbps (LinkedIn source).
- Subtitles burned into the safe zone. Use separate subtitle files where the platform accepts them, such as SRT on LinkedIn.
- No sound-off version. Many people watch video ads muted: on-screen text and captions aren't optional.
CTV: the basics if you come from social
Connected TV is a different world. The video plays on a big screen, often can't be skipped, and is watched with sound on. You need a clean 16:9 at 1920×1080, standard lengths (6, 15, 30 seconds), a constant frame rate and normalised audio. Every publisher and CTV platform has its own technical specs: LinkedIn's are a good reference (LinkedIn source), but always check them against the spec sheet of the channel you're buying.
For spots built for the big screen see AI TV commercials; for social video on a lean production budget, AI UGC video ads and AI video ads.
Frequently asked questions
What is the best format for Instagram video ads?
9:16 at 1440×2560 pixels for Reels and Stories, and 4:5 at 1440×1800 for the feed. Keep text and logos out of the top 14%, bottom 35% and 6% on each side.
How long should a TikTok video ad be?
TikTok's pages disagree: one says up to 10 minutes, another 5 to 60 seconds. Staying under 60 seconds is the safe choice, and short videos work better in the feed.
How long is a YouTube bumper ad?
6 seconds. For skippable in-stream Google recommends 15 seconds; non-skippable ads run up to 15 seconds, or 30 and 60 in some reserved buys.
What specs does a CTV ad need?
A 16:9 at 1920×1080, standard lengths such as 6, 15 or 30 seconds, a constant frame rate and normalised audio. Exact specs vary by publisher, so always ask for the channel's spec sheet.
Can I use the same video on every platform?
Yes, if you start from two masters, 9:16 and 16:9, designed for cropping: product in the centre and text added per format. Cropping a video that wasn't planned for it almost always looks worse.