The complete advertising file and format guide

What each channel needs

Every placement in a campaign takes a slightly different set of files. The table below is the whole picture; the pages in this section go deeper on each row.

Channel	You provide	We produce	Detailed guide
Display advertising	Logo, brand colours, landing page	Sized banners in every required size	Display ad sizes
Newsletter sponsorship	Logo, offer, landing page	Banner, headline, body copy, tracked link	Newsletter sponsorships
Podcast advertising	Talking points, vanity URL or code	Host brief, or a produced spot	Podcast advertising
Sponsored feature	Interview, photos, author bio	Written, edited, illustrated article	Sponsored features
Social campaign	Approval	Square, portrait and story creative	Specification sheet

Universal rules

Whatever the channel, four things decide whether creative is usable.

1. Size and shape

Every placement has a fixed pixel size or aspect ratio. Creative that is close but not exact gets stretched, cropped or rejected. Export at the exact dimensions in the specification sheet, and at 2× resolution for anything that appears on a phone (a 600 × 200 newsletter banner is exported at 1200 × 400).

2. File type

• JPG for photographs.
• PNG for logos, flat colour and anything needing transparency.
• SVG for logos when the publisher accepts it (most newsletters do not).
• WebP for display where the publisher supports it — smaller than JPG at the same quality.
• GIF only for simple animation.

The decision table is in PNG, JPG, SVG or WebP?.

3. File weight

Heavy files load slowly, and slow creative is skipped or rejected. Typical ceilings: 150 KB for a display banner, 200 KB for a newsletter image, 600 KB for a feature hero. Compress before you send — a good JPG at quality 80 is usually a third the size of the original.

4. Naming

Name every file so that anyone can tell what it is without opening it:

brand-campaign-placement-size-vN.ext
admart-local-expert-newsletter-600x200-v2.png

Full rules in File naming.

Image quick reference

Use	Size (px)	Format	Weight
Medium rectangle	300 × 250	JPG / PNG / WebP	≤ 150 KB
Leaderboard	728 × 90	JPG / PNG / WebP	≤ 150 KB
Mobile banner	320 × 50	JPG / PNG / WebP	≤ 50 KB
Half page	300 × 600	JPG / PNG / WebP	≤ 200 KB
Newsletter sponsor banner	600 × 200 (1200 × 400 @2x)	JPG / PNG	≤ 200 KB
Feature hero	1600 × 900	JPG	≤ 600 KB
Author photo	600 × 600	JPG	≤ 200 KB
Logo	300 wide, transparent	PNG / SVG	≤ 60 KB
Social square	1080 × 1080	JPG / PNG	≤ 1 MB
Social story	1080 × 1920	JPG / PNG / MP4	≤ 4 MB

Copy quick reference

Element	Length	Notes
Newsletter headline	≤ 60 characters	One idea, sentence case
Newsletter body	40–120 words	Written for the reader
Call to action	2–5 words	“See the guide”, not “Click here”
Host-read podcast spot (30 s)	70–85 words of talking points	The host rewrites it in their voice
Host-read podcast spot (60 s)	140–170 words	Room for one example
Sponsored feature	600–900 words	Headline ≤ 70 characters
Social post copy	≤ 125 visible characters	≤ 3 hashtags, one link

Links and tracking

Every placement gets its own tracked link so the report can show what came from where. Build them with the UTM link builder or send us the landing page and we will do it. Podcast placements use a short vanity URL or promo code instead, because nobody types a UTM string they heard out loud.

Test the landing page on a phone before anything runs. The most common campaign failure is not the creative — it is a form that does not work on mobile.

Delivery checklist

Download the ad spec sheet