VK Ads formats and technical requirements: short and sweet overview

Recently, developers managed to unite all useful features of other services (myTarget and PRO VKontakte) into a single system of VK Ads, so that marketing experts could work with targeted ads easier, faster, and in a more efficient way. The VK Ads formats and technical requirements instruction below will be short and sweet as well. Read on and discover!

The main difference between VK Ads and PRO VKontakte (will stop working at 31 July) is the ability to use a versatile format of ad placing. Thanks to this, the service automatically selects the most attractive option of a publication for users and platforms.

The principle of how the tool works is the following: at the “Ads” stage, the advertiser must upload all the options of images and videos within one advertising campaign, after which the system generates possible ad formats for websites (VKontakte, Odnoklassniki, projects and VK networks).
 

Feed

Feed is an advertising publication with an image in VKontakte and Odnoklassniki newsfeed.

                               An example of the ad placing in the VKontakte newsfeed

Native advertising

The design of native advertising is as similar as possible to the main content of the placement site, and can be presented both in text and graphic format, or with video.

In-Stream

In-Stream video is a video ad that is displayed in VKontakte and Odnoklassniki video advertising units.

Full-screen

Full-screen video has two formats. The first is a video up to 30 seconds in length, for viewing which the user receives a bonus (for example, in-game currency). Such an ad cannot be closed or skipped. Also, Fullscreen interstitial is a full-screen ad unit that has a video or several images for mobile and mini applications, as well as in the web version. A video is up to 30 seconds in length, but, unlike rewarded videos, interstitial videos can be closed or skipped.

Clips and stories

Clips and stories advertising has a vertical format and is displayed only on VKontakte. Length of a video depends on the section: it is up to 12 seconds for Stories, and up to 1 minute for Clips.

Examples of placing advertisements in the full-screen video format (on the left) and in the Stories section on VKontakte (on the right)

Automatic placement is enabled on the platform when the ad is uploaded. However, the advertiser can limit this range manually. Also, the requirements for creatives for all formats will be the same.

Technical requirements:

• icon size is 256x256 pixels. The system loads a default name from the store;
• title – the name of the app store is loaded automatically, the allowed size is up to 25 characters;
• subtitle – is placed in the text next to the button with a limit of up to 30 characters;
• body text of an ad is a short description of up to 90 characters, expanded text of up to 220 characters (displayed only on VKontakte and Odnoklassniki). With this, if both fields are filled out, the system will only show the expanded text;
• button – is selected from a drop-down list with the default text “Install”;
• company information – shows legal details, the maximum limit here is up to 115 characters;
• images – with a maximum size up to 5 MB in JPG, PNG formats and an aspect ratio of 1:1 (600x600 pixels) / 4:5 (1080x1350 pixels) / 16:9 (1080x607 pixels);
• video – up to 30 seconds and weighing up to 90 MB, with a resolution of 640x360 pixels (recommended: 1280x720, 1920 x 1080) and aspect ratio 1:1 / 4:5 / 19:9 / 9:16 in mp4, mpeg, avi, mov (H.264, AAC) formats. Along with this, a video with buttons or other elements, misleading the user, will not pass moderation. As well as low-quality and highly compressed videos will not pass moderation.

VK Ads has a large selection of advertising formats for any campaign purposes. Promotion effectiveness will depend on the competent targeting settings and well-developed creatives.

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