Design Guidelines for Audience Network Ads

The Audience Network helps you monetize your app by tapping into Facebook's powerful advertising platform. This includes all of the people-based targeting, measurement, and real-time optimization that's used on Facebook itself. By using Audience Network, you'll also gain access to Facebook's 4 million advertisers.

Facebook takes care of showing the right ad to the right person - improving your user experience and maximizing your revenue potential.

To maximize engagement with your ad, we have compiled recommended design guidelines. Please note this document is not intended to be your full performance playbook but rather as a starting point for your success.

As you begin implementing the Audience Network, please be sure to reference our policies.

A banner is a small bar ad that appears at the bottom or top of your content. Usually sized 320 x 50.

  • Avoid placing banner ads over text, image, and other clickable portions of your app to prevent accidental clicks.
  • Banners tend to have the lowest conversion therefore higher quality and intentional clicks will lead to increased revenue.
  • Only include one ad per page or show one ad at a time if scrolling.
  • Avoid placing banner ads in an area that interrupts the natural flow of the app to prevent accidental clicks.
  • Do not edit or modify banner ads in any way without Facebook’s written approval.

Interstitial Ad Unit

An interstitial is a full screen ad that appears at a natural transition point in your app.

  • Interstitial ads should not surprise users nor interrupt the natural flow of the app. We recommend placing them in between natural breaks in the experience of your app. For example, interstitial ads should be shown between levels or stages for gaming apps.
  • Interstitial ads should be shown with less frequency in your app compared to banner ads. The call-to-action is shown in a way that when a user clicks on the ad it should be intentional.
  • Only show one ad on the screen at any given time.
  • Do not edit or modify interstitial ads in any way without Facebook’s written approval.

Native Ad Unit

A native ad is a custom designed unit that fits seamlessly with your app. If done well, ads can blend in naturally with your interface.

The unique feature of native ads is that they should balance your app's experience while protecting the integrity of advertisers' assets. Follow the guidelines below to ensure that your native ads approach this balance the right way.

There are three advertiser assets that must always be included in your native ad design. Failing to include any of these three items could result in Facebook disabling your placement. The three assets are:

  • Ad Title
  • CTA (Call-to-Action) Button (eg. Install Now, Learn More)
  • AdChoices icon / Distinguishable Ad (eg. a Sponsored/Ad label)

AdChoices icon and distinguishable ad

Your native ad should be clearly delineated from the rest of your content and have space around it to avoid accidental clicks. The outline of your ad should be visible, and there should be a significant distance between the ad and any other clickable areas in your app.

The built-in native ad templates include the AdChoices control that allows users to learn about interest-based ads. We recommend that you use these built-in templates where possible. When building custom native ad rendering, please ensure that you still support one of the following methods for each ad:

  • Include the clickable "AdChoices" text on your native ad by using the AdChoices control provided by Audience Network SDK (see FBAdChoicesView for iOS or AdChoicesView for Android).
  • Clearly mark your native ad as "Sponsored", "Promoted" or "Ad" to distinguish it from the rest of your content AND include the expandable "AdChoices" icon on your native ad by configuring the AdChoices control as expandable (see FBAdChoicesView for iOS or AdChoicesView for Android).
  • If neither of the methods listed above is possible for any custom native ad rendering in your app, clearly mark your native ad as "Sponsored", "Promoted" or "Ad" to distinguish it from the rest of your content AND provide a visible link to (1) on your app store profile page and (2) from your app’s privacy policy or settings page.

Advertisers' assets

  • Your native ad should include the advertisers' creative assets in a way where users are encouraged to engage with the ad unit.
  • You can scale and crop a small part of the campaign image, but don’t distort it.
  • Campaign images should be 1200x627 px for app ads, 600x314 px for other ads.
  • A minimal amount of text and graphics can be overlaid onto the bottom 20-25% of the image, but make any text that is displayed on top of the campaign image legible.
  • Do not alter or distort the campaign image.
  • For the app icon or profile image, retain the square image ratio, and don't significantly alter the image.

Title and CTA requirements

  • Your native ad is required to include the title and Call-to-Action (CTA). It can also include advertisers' promotional text.
  • Provide enough space to display at least 20 characters of the title. Make sure if the title is longer than 20 characters, that you replace the additional text with an ellipsis.
  • If you choose to display the promotional text, at least 72 characters of it should be visible.
  • If there is not enough room to display at least 72 characters of promotional text, it’s better to omit it from the ad unit or provide an animation to display the text in its entirety.
  • Clearly separate the CTA text and metadata text from the advertiser’s text.

CTA button

  • Your native ad is required to include a Call-to-Action (CTA) button.
  • When creating their ads, advertisers may specify certain CTA strings, such as “Install Now.”
  • The CTA text string must be displayed in its entirety on your native ad.
  • Do not shorten or alter the CTA text.
  • You can also add an icon adjacent to the CTA text.
  • The max character length for CTA is 25 characters.

Additional metadata

  • Your native ad can include metadata provided by the advertiser such as the app rating and availability / context string.
  • Note that not all advertisers will include metadata. You will need to handle this scenario within your app.

Native Ad Video Unit

You can also integrate video ads into your Native Ad experience. To enable video you must complete the following steps:

In-Stream Video Requirements

  • VPAID. Web players must support VPAID. The page URL must be retrievable by Audience Network's VPAID and must be the same as the page URL in the request.
  • Audience Network SDK. You must have the Audience Network SDK integrated on any mobile apps for in-stream video ads.
  • Mobile app categories. Only mobile apps categorized as "news" or "entertainment" are eligible.
  • Skip. For any creatives with a length of 31 seconds or longer, Audience Network will allow a user to skip the ad after 10 seconds. Publishers are not permitted to change when a user can skip an ad, or add any additional skipping functionality.
  • Ad position. Ads must be pre-roll or mid-roll, with video content after the ad. Post-roll ads, pre-game ads and mid-game ads are not eligible.
  • Click-to-play and autoplay. Click-to-play videos are eligible. Autoplay videos are only eligible if the video player is the main element of the page. Videos in article pages must be click-to-play.
  • Sound. Video must have sound-on by default.
  • Minimum Player size. Video width must be at least 500 pixels on Desktop and 300 pixels on Mobile.
  • Sticky Players. Players that are always in view on a page regardless of user scrolling and are less than 500 pixels wide are prohibited.