1
Formats &
Creative Guidelines
2
Zalando Formats
Zalando FormatsContents
Sponsored Brands
6 Homepage Teaser
ZMS.ZALANDO.COM
ZMS@ZALANDO.DE
Google FormatsSocial Formats
Sponsored Collections
8 Collection Teaser (Homepage)
10
Collection Teaser (Homepage
Video)
12 Collection Teaser (Catalog)
14 In-Catalog Ad
Sponsored Products
16 Sponsored Products
Awareness Consideration Conversion
3
Pinterest
63 Overview
Social Formats
Zalando FormatsContents
ZMS.ZALANDO.COM
ZMS@ZALANDO.DE
Google FormatsSocial Formats
Facebook + instagram
18 FB/IG Link Ads (Regular)
21 FB/IG Link Ads (Dynamic)
22
IG Stories & Polling Stickers
(Regular)
25 IG Stories (Dynamic)
27 IG Reels (Regular)
29 FB/IG Carousel Ads (Dynamic)
31 FB/IG Collection Ads (Dynamic)
33 FB Instant Experience Ads
Tiktok
36 Branded Mission
38 Branded Effect
40 Video Shopping Ad
42 Carousel Ad
44 In-Feed Video + Top Feed
46 Interactive Add-On
48 Top View
50 Spark Ad
Snapchat
53 Snap Ads
55 Collection Ads
57 Commercial Ads
59 Story Ads
61 Dynamic Ads (DPA)
5
Zalando Formats Social Formats
Contents
Zalando Formats
Collection Teaser (Homepage) Collection Teaser (Homepage Video)
Collection Teaser (Catalog)
In-Catalog Ad
Homepage Teaser
Sponsored Products
Google Formats
SKU
SKU
SKU
SKU
SKU
IMAGE
IMAGE
IMAGE /
VIDEO
IMAGE /
VIDEO
VIDEO
IMAGE/ANIMATED
CREATIVE
IMAGE/ANIMATED
CREATIVE
VIDEO
IMAGE
IMAGE/ANIMATED
CREATIVE
IMAGE/ANIMATED
CREATIVE
7
Homepage Teaser
Creative Guidelines
Text Elements
# of characters
Title 22 characters
Subtitle 42 characters
Paragraph 95 characters
CTA 22 characters
NOTE: The same copy will display across all the slides.
Carousel
Cover Slide Image (required) W: 2229 H: 2145 JPEG max. 500 KB
Cover Slide Animated Image (optional)
10s muted
W: 700 H: 674 MP4 Max. 3 MB
Slide 1 Image (required) W: 2229 H: 2145 JPEG max. 500 KB 12 SKUS
Slide 2 Image (required) W: 2229 H: 2145 JPEG max. 500 KB 12 SKUS
Slide 3 Image (optional) W: 2229 H: 2145 JPEG max. 500 KB 12 SKUS
Slide 4 Image (optional) W: 2229 H: 2145 JPEG max. 500 KB 12 SKUS
Considerations
• Image color must be no brighter than #F3F3F3.
• Logo integration / position: Top left hand corner. No baked in copy on the bottom half, it will
overlap with the copy.
• No additional borders needed.
• Creatives should never contain text. Headline, subtitle and CTA appear as overlay elements.
IMAGE
2145 px
2229 px
All devices
Contents
Social Formats Google FormatsZalando Formats
VIDEO
674 px
700 px
All devices
9
Collection Teaser (Homepage)
Creative Guidelines
Text Elements
# characters
Subtitle 22 characters
Headline 42 characters
Long Description
(optional)
95 characters
CTA 22 characters
The creative itself should never contain text.
Deliver text elements separately. Do not use all caps.
Do not use URLs in text elements.
Static Image Creatives
Web Desktop W: 2079 H: 1000 JPEG max. 500 KB
App & Web Mobile W: 2229 H: 2145 JPEG max. 500 KB
Animated Creatives (Optional. Short product-focused animation. No sound, text or logos)
Web W: 1604 H: 772 MP4 max. 3 MB
App & Web Mobile W: 700 H: 674 MP4 max. 3 MB
3-10 sec. video without sound or text Image is still required when video is used
Contents
Social Formats Google FormatsZalando Formats
Considerations
• Creatives should never contain text. Headline, subtitle and CTA appear as overlay elements.
• No margins/borders: if creative consists of multiple images, the creative should not contain margins. No
outlines/borders should be included.
• Creatives are subject to approval by Zalando. Please contact your Partner Consultant for further details.
• Please note that for your campaign on the Zalando Homepage, different formats must not feature identical text,
images or SKUs. Each must be distinctive.
SKU
Carousel
• Provide a list of 25 SKUs (optional).
11
Collection Teaser (Homepage Video)
Creative Guidelines
Text Elements
# of characters
Subtitle 22 characters
Headline 42 characters
Long Description (optional) 95 characters
CTA 22 characters
Image/animation should never contain text.
Deliver text separately for the fields above. Do not use all caps.
Do not use URLs in text elements.
Considerations
• Important: Creatives should never contain text nor
voiceovers. Headline, subtitle and CTA appear as overlay
elements.
• Image color must be no brighter than #F3F3F3.
• Logo position: flexible but should not touch the edges.
• No additional borders needed.
• Please note that for your campaign on the Zalando
Homepage, different formats must not feature identical text,
images or SKUs. Each must be distinctive.
Video Creatives (supports audio and video controls)
Video W: 1920 H: 1080 MP4
max. 10 MB
(min. 20 sec, max. 70 sec)
Video thumbnail W: 2421 H: 1362 JPEG max. 500 KB
Contents
Social Formats Google FormatsZalando Formats
Thumbnail Guide
2421 px
IMAGE
1362 px
Video Guide
1920 px
VIDEO
1080 px
SKU Carousel
• Provide a list of 25 SKUs (optional).
13
Collection Teaser (Catalog)
Creative Guidelines
Static Image Creatives
Web & App W: 1484 H: 714 JPEG max. 500 KB
Considerations
• The creatives must be product focused and match the
category.
• Promoted product must be available on category page.
• Image color must be no brighter than #F3F3F3.
• No additional borders needed.
• Logo position: flexible but should not touch the edges.
• Dynamic Catalog Teasers automatically generated – no
additional creatives needed
Text Elements
# characters
Subtitle 22 characters
Headline 42 characters
CTA 22 characters
The image/animation itself should never contain text.
Deliver text separately for the text fields listed above. Do not
use all caps. Do not use URLs in text elements.
Animated Creatives: web only
(Optional. Short product-focused animation for web only. No sound, text or logos)
Web only W: 1484 H: 714 MP4 max. 3 MB
Max 10 sec. video without sound or text
Static images are also required when animated
variant is used. Static images will be used
before animation starts and if animation is
disabled
IMAGE / VIDEO
1484 px
714 px
Contents
Social Formats Google FormatsZalando Formats
Video Creatives: app only
(supports audio and video controls)
Video W: 1920 H: 1080 MP4
max. 10 MB
(min. 20 sec., max 70 sec.)
Video thumbnail W: 2421 H: 1362 JPEG max. 500 KB
15
In-Catalog Ad
Creative Guidelines
Text Elements
# of characters
Subtitle 22 characters
Headline 32 characters
CTA 22 characters
Text elements and white text background shouldn’t be
part of the image. They will be added afterwards. Do not use all
caps. Do not use URLs in text elements.
Image Teaser
Web W: 877 H: 1266 JPEG / GIF JPEG: max. 500 KB GIF: max. 500 KB
App W: 877 H: 1266 JPEG max. 500 KB
Considerations
• Display ad format, fixed 10th position on every
catalogue page.
• Image background must be a high color contrast with
#DBDBDB to stand out on the page.
• Promoted product must be available on landing page.
• The creatives must be product focused
and match the category.
• Logo position: flexible but should not touch the edges.
• GIF should have a smooth transition while looping (=infinite
loop). GIF only function for Web only.
Guide
877 px
1266 px
Example
Contents
Social Formats Google FormatsZalando Formats
17
Social Formats
Facebook & Instagram
Google Formats
Contents
Zalando Formats Social Formats
IMAGE/
SKU
SKU
SKU
SKU
IMAGE/
VIDEO
SKUSKU
VIDEO
FB/IG Link Ad (Regular)
FB/IG Carousel Ad (Dynamic)
FB/IG Collection Ad (Dynamic)
IG Stories (Dynamic)
Facebook Instagram Facebook Instagram
Facebook Instagram
IG Stories & Polling Stickers
FB/IG Link Ad (Dynamic)
IMAGE
SKU
IMAGE OR
VIDEO
SKU
Facebook Instagram
IG Reels (Regular)
Carousel Ad
Collection Ad
FB Instant Experience
IMAGE/
VIDEO
IMAGE/
VIDEO
19
Facebook + instagram Link Ads (Regular) (Regular/ Standard)
Creative Guidelines
Facebook
Image W: 1200 / 1080 H: 628 / 1080 JPEG, PNG max. 30 MB
Video (Opt. 1) 16:9 MP4, MOV max. 15 sec., max 4 GB
Video (Opt. 1) Still Image W: 1200 H: 628 JPEG max. 30 MB
Video (Opt. 2) 1:1 MP4, MOV max. 15 sec., max 4 GB
Video (Opt. 2) Still Image W: 1080 H: 1080 JPEG max. 30 MB
Video Considerations
• Display the brand logo in the first seconds to increase brand
recognition.
• Recommended to make your video <15 seconds.
• Adjust videos to resonate with target audience and reflect
branding phase (awareness, engagement/conversion).
• Providing a video still image is optional.
• Captions and sound are both optional but recommended.
• Bitrate: If your file is under 1GB and uses 2-pass encoding,
there is no bitrate limit. Otherwise, the limit is 8 megabits per
second for 1080p and 4 megabits per second for 720p.
Text Elements (Facebook Guidelines)
# of characters Text Considerations
Message 125 characters
• Mention your brand
name in the message
section.
• Your image must not
be more than 20%
text. Check it here.
Title 25 characters
Description 30 characters
Instagram
Image W: 1080 H: 1080 JPEG, PNG max. 30 MB
Video 9:16 or 1:1 MP4, MOV max. 15 sec., max 4 GB
1080 px
1:1
1080 px
1200 px
16:9
628 px
Google Formats
Contents
Zalando Formats Social Formats
20
• Have a clear view on the product.
• Have a bright, eye-catching
background.
• Use simple, short text with brand
name and message.
• Avoid adding too many elements on
the picture.
• Avoid using a dark background,
which is usually less eye-catching.
Do’s Don’ts
Facebook + instagram Link Ads (Regular)
Do’s & Don’ts
Google Formats
Contents
Zalando Formats Social Formats
21
Facebook + instagram Link Ads (Dynamic)
No additional creatives needed – ads generated from the product feed.
Text Elements (Facebook Guidelines)
# of characters Text Considerations
Message 125 characters
• Mention your brand
name in the message
section.
Title 40 characters
Description 20 characters
Google Formats
Contents
Zalando Formats Social Formats
23
Instagram Stories & Polling Stickers (Regular)
Creative Guidelines
Instagram Stories & Polling Sticker Ads
Image W: 1080 H: 1920 JPEG, PNG max. 30MB
Video 9:16 MP4, MOV, GIF
15 seconds-60 minutes only,
max. 4 GB
Considerations
• Up to 10 cards (images or videos) within a single story ad.
• Video Captions are not available so make sure to include
them in the video.
• Consider leaving roughly 14% (250 pixels) of the top and
bottom of the video free from text and logos to avoid
covering these elements with the profile icon or call to
action. This means, if your video is 1080x1920, ensure key
elements appear within a1080x1420
title-safe area.
• Include key messaging on image / video as no copy can
be included afterwards.
SAFE ZONE
IMAGE OR VIDEO
DANGER ZONE
DANGER ZONE
1080 px
1420 px
250
px
250
px
1920 px
Polling Sticker Ads Considerations
• Polling stickers let you ask potential customers questions
using the two-question poll. Provide the activation team with
the text used for the two buttons.
• Recommended to include the question used for the Poll
within the creative.
• Consider for these creative type to keep your question and
sticker within the center 860x1320 pixels of media. You
should leave at least 110 pixels of space on the left and right
side of your sticker, as well as 300 pixels of space on the
top and bottom of your sticker.
Google Formats
Contents
Zalando Formats Social Formats
24
• Keep it short and begin with your
brand.
• Tell your story with and without sound.
• Experiment with overlays for key
message.
• Take advantage of the right-left or
left-right movement.
• Remember that different phones have
slightly different interfaces.
• Avoid adding too many elements on
the picture.
• Avoid using a dark background, which
is usually less eye-catching.
• Avoid positioning your key message in
the danger zone.
Do’s Don’ts
Instagram Stories & Polling Stickers (Regular)
Do’s & Don’ts
GET THE LOOK!
Shop now
Google Formats
Contents
Zalando Formats Social Formats
26
Text Elements
# of characters
Title 40 characters
Instagram Stories (Dynamic)
Creative Guidelines
Carousel Ad considerations
• Additional creatives not mandatory, but we can add an
image if there is a theme.
Instagram Stories (Dynamic)
Image W: 1080 H: 1080 JPEG, PNG max. 30MB
Video 1:1 MP4, MOV, GIF
15 seconds-60 minutes only,
max. 4 GB
IMAGE/VIDEO
1080 px
1080 px
Collection Ad considerations
• Image or video required
Google Formats
Contents
Zalando Formats Social Formats
28
Instagram Reels (Regular)
Creative Guidelines
Instagram Reels
Video 9:16 MP4, MOV, GIF Max. 30 seconds & 4 GB
Considerations
• Full-screen 9x16 skippable video ad; the ad unit will be
looping, and ads will be served within the Reels Immersive
Viewer as interstitial video ads.
• Audio: (Optional) Sound and music in the video asset is
encouraged.
• Video Captions are not available so make sure to include
them in the video.
• Consider leaving roughly 14% (250 pixels) of the top and
bottom of the video free from text and logos to avoid
covering these elements with the profile icon or call to
action. This means, if your video is 1080x1920, ensure key
elements appear within a1080x1420
title-safe area.
• Include key messaging on image / video as no copy can
be included afterwards.
• primary text can be up to 72 characters
SAFE ZONE
IMAGE OR VIDEO
DANGER ZONE
DANGER ZONE
1080 px
1420 px
250
px
250
px
1920 px
Text Elements
# of characters
Description 72 characters
Google Formats
Contents
Zalando Formats Social Formats
30
Facebook + instagram Carousel Ads (Dynamic)
Creative Guidelines
Facebook
Image W: 1080 H: 1080 JPEG, PNG
min. 2, max. 10 images
each max. 30MB
Video 1:1 MP4, MOV max. 15 sec., max 4 GB
Considerations
Carousel Ads are created through Dynamic campaigns which
combines uploaded creatives and dynamic products displayed
based on individual users’ behavior.
• One carousel may consist of both images and videos.
• Card order may be pre-defined, or algorithm may optimize the
order for the best performance.
Video:
• Recommended video length: max. 15 seconds.
• Display logo within first few seconds to increase brand
recognition.
• Adjust videos to resonate with target audience and reflect
branding phase (awareness, engagement/conversion).
Imag
e
Instagram Feed Placement
Image W: 1080 H: 1080 JPEG, PNG
min. 2, max. 10 images
each max. 30MB
Video 1:1, min. 720x720 MP4, MOV max. 15 sec., max 4 GB
IMAGE
OR
VIDEO
IMAGE
OR
VIDEO
IMAGE
OR
VIDEO
Text Elements (Facebook Guidelines)
# of characters Text Considerations
Message 125 characters
• Mention your brand
name in the message
section.
• Your image must not
be more than 20%
text. Check it
here.
Title 40 characters
Description 20 characters
IMAGE OR
VIDEO
IMAGE OR
VIDEO
IMAGE OR
VIDEO
Google Formats
Contents
Zalando Formats Social Formats
32
Facebook + instagram Collection Ads (Dynamic)
Creative Guidelines
Facebook Feed Placement
Image W: 1200 / 1080 H: 628 / 1080 JPEG, PNG max. 30MB
Video 16:9 or 1:1 MP4, MOV max. 15 sec., max 4 GB
Considerations
Collection Ads are created through Dynamic campaigns which
combines uploaded creatives and dynamic products displayed
based on individual users’ behavior.
• Collection Ads consist of Image / Video and SKUs dynamic
selection.
• This ad format runs on mobile only.
• Use a large SKUs set (minimum 25) in case products go out of
stock. Provide your Partner Consultant with the list of selected
SKUs separately.
Video:
• Recommended video length: max. 15 seconds.
• Display logo within first few seconds to increase brand
recognition.
• Adjust videos to resonate with target audience and reflect
branding phase (awareness, engagement/conversion).
Imag
e
Instagram Feed Placement
Image W: 1200 / 1080 H: 628 / 1080 JPEG, PNG max. 30MB
Video 16:9 or 1:1 MP4, MOV max. 15 sec., max 4 GB
IMAGE
OR
VIDEO
IMAGE OR
VIDEO
More
IMAGE
OR
VIDEO
IMAGE OR VIDEO
More
Text Elements (Facebook Guidelines)
# of characters Text Considerations
Message 90 characters
• Mention your brand
name in the message
section.
Headline 25 characters
Google Formats
Contents
Zalando Formats Social Formats
34
Facebook Instant Experience Ads
Creative Guidelines
Instant Experience Ads
Image (fit to width) W: 3240 H: (no min.) JPG, PNG allows for variable height
Image (fit to height) W: (no min.) H: 5760
forces image to fit screen
top-to-bottom
Video Ideally portrait (9:16) MP4, MOV min. 720p
Considerations
• Up to 20 images are supported
• CTA is not automatically included. If you want a CTA, it must be
included in the image or video.
• Images used in tilt-to-pan are compressed for performance and
usability. Be aware that this can make text appear blurry.
• More info can be found
here.
Video:
• Captions are not recommended for video
Text Elements
Text Considerations
Text block <500 words
• Captions are not
recommended in video
Button 30 characters
Google Formats
Contents
Zalando Formats Social Formats
35
Branded Effect
VIDEO OR
IMAGE
Social Formats
TikTok
Google Formats
Contents
Zalando Formats Social Formats
Video Shopping Ad
VIDEO OR
IMAGE
Carousel Ad
VIDEO OR
IMAGE
In-Feed Video + Top Feed
VIDEO OR
IMAGE
Branded Mission
VIDEO OR
IMAGE
Interactive Add-On
VIDEO OR
IMAGE
VIDEO OR
IMAGE
TopView Spark Ad
VIDEO OR
IMAGE
37
TikTok Branded Mission
Creative Guidelines
Text Elements
# of characters
Branded
Mission
Name
70 EN characters
Branded
Mission
Description
Recommended under 150, supports up
to max. 300 EN characters
Branded
Mission
Requirement
s
You need to have at least one of the
general requirements:
Must use official music, Must use the
official hashtag, Mention the official
account, Must Use/Trigger Branded
Effect
External Link Make it a short URL (CTA: max. 30 char.)
CTA Button max. 16 EN characters
Video
Caption
4-60 characters, or
in 3 lines with 20 characters per line
Song Title 12 characters recommended
Artist Name 12 characters recommended
Example Video considerations
• Your Example Video needs to be approved by
the TikTok Ad Review team.
• You will be unable to create a Branded Mission if
you do not provide at least one example video.
TikTok Branded Mission Specs
Profile picture W: 240 H: 240 JPEG, PNG max. 500KB
300 DPI (min. 72
PPI)
Brand Logo W: 1000 H: 1000 JPEG, PNG max. 10 MB
Competitor Logo W: 512 W: 512 JPEG, PNG max. 1 MB Up to 5 Logos
Example Video 9:16
MP4, MPEG, 3GP, AVI,
MOV
max. 100MB
12-15 secs.
Recommended
Official Music
Cover photo W: 300 H: 300 JPEG, PNG max. 1MB
Music MP3
Reco. 12-15 sec.
Upto 1 Min.
Influencer considerations
• Featured influencers must be over 18 years old.
• You must upload the example videos to your TikTok
account, or to the influencers' accounts 12 hours to
7 days before the launch date.
Google Formats
Contents
Zalando Formats Social Formats
39
TikTok Branded Effect
Creative Guidelines
Text Elements
# of characters
Effect Name
30 EN characters. Reco. 18 EN
characters.
Effect Icon
40 English characters (doesn't support
emojis and special symbols)
Branded
Effect
Description
No character limit. The description will
auto-collapse after 4 lines, but people
can click the Expand button to see the
full description. Can't contain &, <, >, "",
or URLs.
Hint Text
Up to 48 EN characters. We recommend
keeping the Hint Text under 24 EN
characters
External Link
• Direct users to another app
• Direct users to an app store
• Direct users to a landing page
Official
Videos
You can select one to six videos under
the Branded Effect page and set them as
Official Videos.
External Link considerations
• You can customize the text of the external link;
up to 30 English characters
• You can customize the text of the landing page
title; up to 20 English characters
TikTok Hashtag Challenge
Logo Size W: 150 H: 130 JPEG, PNG max. 500KB
Product Size W: 150 H: 130 JPEG, PNG max. 500KB
Brand Promotion
Area
W: 300 W: 130 JPEG, PNG max. 300KB 20 EN Characters
Video 9:16
MP4, MPEG, 3GP, AVI,
MOV
max. 100MB 9-15 secs.
Official Music
Cover photo W: 800 H: 800 JPEG, PNG max. 10MB
Music MP3, WAV
Reco. 12-15 sec.
Upto 1 Min.
Official Video Considerations
• The Official Video will be placed at the top of all
other User Generated Content videos.
• The Official Video description must contain #ad.
Google Formats
Contents
Zalando Formats Social Formats
41
TikTok Video Shopping Ad
Creative Guidelines
Text Elements
# of characters
Ad caption
100 characters. Punctuation and
spaces count as characters.
CTA (optional) Choose from 22 text options:
Apply now, Book now, Contact us, Download, Experience
now, Get quote, Get showtimes, Get ticket now, Install
now, Interested, Learn more, Listen now, Order now, Play
game, Pre-order now, Read more, Shop now, Sign up,
Subscribe, View now, Visit store, Watch now
Account name max. 20 characters (10 recommended)
• Use emojis v.11
• Hashtags are not allowed as part of the ad captions,
unless client also runs Hashtag Challenge on TikTok.
Notes / Requirements
• No watermarks on video
• Place key elements within center of video (or it may be
covered up by other elements)
• Featured influencers must be over 16 years old.
TikTok Collection ads
In-Feed Video
1:1, ≥640*640px
9:16, ≥540*960px
MP4, MPEG, 3GP, AVI,
MOV
max. 500MB Bitrate: ≥516 kbps
5-60 seconds
(9-15 rec.)
Profile Image 1:1, 98x98px JPEG, PNG max. 50KB Recommended size: 98x98px
Safe Zones
Vertical
540x960px
126px (top), 60px (left),
120px (right), 370px
(bottom)
Square
640x640px
60px (left), 140px (right),
190px (bottom)
Horizontal
960x540px
100px (left), 210px (right),
80px (bottom)
Vertical Square Horizontal
Google Formats
Contents
Zalando Formats Social Formats
43
TikTok Carousel Ads
Creative Guidelines
Text Elements
# of characters
Objectives
Traffic, App Promotion, Web
Conversions or Product Sales
Image Source
& Type of
Image
2 to 20 product image, Image can be
brand or product focused.
Account name max. 20 characters (10 recommended)
CTA
Choose from the suggested text
options
Ad Type Diversion Ad / Spark Ad
Notes / Requirements
• Only allows one ad caption and call-to-action for all
images
• Music is a must (will play loop playback)
• Can support both CML music and music upload (File
size: Up to 10M; Music format: MP3)
TikTok Carousel ads
In-Feed Video
Horizontal
1200*628px |
Square 640*640px |
Vertical 720*1280px
JPEG, PNG
File size ≤100
KB suggested
- -
Profile Image 1:1, 98x98px JPEG, PNG max. 50KB Recommended size: 98x98px
Google Formats
Contents
Zalando Formats Social Formats
45
TikTok In-Feed Video & Top Feed
Creative Guidelines
Text Elements
# of characters
Ad caption
100 characters, or
in 3 lines with 20 characters per line
CTA (optional) Choose from 22 text options:
Apply now, Book now, Contact us, Download, Experience now,
Get quote, Get showtimes, Get ticket now, Install now,
Interested, Learn more, Listen now, Order now, Play game,
Pre-order now, Read more, Shop now, Sign up, Subscribe,
View now, Visit store, Watch now
Account name max. 20 characters (10 recommended)
• Use emojis v.11
• Hashtags are not allowed as part of the ad captions, unless
client also runs Hashtag Challenge on TikTok.
Notes / Requirements
• No watermarks on video
• Place key elements within center of video (or it may be
covered up by other elements)
• Featured influencers must be over 16 years old.
• for best performance a length of up to 15s is recommended
TikTok In-Feed Video & Top Feed ads
In-Feed Video 9:16 or 1:1 MP4, MPEG, 3GP, AVI, MOV max. 500MB Bitrate: ≥516 kbps 5-60 seconds
Profile Image 1:1 JPEG, PNG max. 50KB Recommended size: 98x98px
Safe Zones
Vertical (recommended)
All
108px (top), 56px (left), 120px
(right), plus …
#1: 300px (bottom)
#2: 328px (bottom)
#3: 356px (bottom)
#4: 364px (bottom)
#5: 412px (bottom)
Square
All 66px (left), 142px (right), plus …
#1: 108px (bottom)
#2: 140px (bottom)
#3: 172px (bottom)
#4: 204px (bottom)
#5: 236px (bottom)
Safe Zone #1
(1 line of text)
Safe Zone #2
(2 lines of text)
Safe Zone #3
(3 lines of text)
Safe Zone #4
(4 lines of text)
Safe Zone #5
(5 lines of text)
Profile Photo
Safe Zone
Google Formats
Contents
Zalando Formats Social Formats
47
TikTok Interactive Add-on
Creative Guidelines
Text Elements
# of characters
Ad caption
100 characters. Punctuation and spaces
count as characters.
CTA (optional) Choose from 22 text options:
Apply now, Book now, Contact us, Download, Experience now,
Get quote, Get showtimes, Get ticket now, Install now,
Interested, Learn more, Listen now, Order now, Play game,
Pre-order now, Read more, Shop now, Sign up, Subscribe,
View now, Visit store, Watch now
Account name max. 20 characters (10 recommended)
• Use emojis v.11
• Hashtags are not allowed as part of the ad captions, unless
client also runs Hashtag Challenge on TikTok.
Notes / Requirements
• No watermarks on video
• Place key elements within center of video (or it may be
covered up by other elements)
• Featured influencers must be over 16 years old.
TikTok Interactive Add-ons
In-Feed Video
1:1, ≥640*640px
9:16, ≥540*960px
MP4, MPEG, 3GP, AVI,
MOV
max. 500MB Bitrate: ≥516 kbps
5-60 seconds
(9-15 rec.)
Profile Image 1:1, 98x98px JPEG, PNG max. 50KB Recommended size: 98x98px
TikTok Interactive Add-ons
Pop-up time Card heading Topic Button text Heading for landing page Custom CTA
Interactive Cards 3-15s 24 characters 56 characters 24 characters 18 characters 24 characters
Voting Cards 3-15s 24 characters 60 characters 16 characters 18 characters 24 characters
Super like
Specs
Pop-out showcase Specs
Gesture Specs
Display card Specs
Google Formats
Contents
Zalando Formats Social Formats
49
TikTok TopView
Creative Guidelines
Text Elements
# of characters
Ad caption 150 characters (100 recommended)
CTA (optional) Choose from 23 text options:
Apply now; Book now; Contact us; Experience now; Get quote;
Get showtimes; Get ticket now; Interested; Join this hashtag;
Learn more; Listen now; Order now; Play game; Pre-order now;
Read more; Shoot with this effect; Shop now; Sign up;
Subscribe; View now; View video with this effect; Visit store;
Watch now.
Account name max. 20 characters (10 recommended)
• Use emojis v.11
• Hashtags are not allowed as part of the ad captions, unless
client also runs Hashtag Challenge on TikTok.
Requirements
• Video must have sound
• No watermarks on video
• Place key elements within
safe zone
• Avoid using a transparent
background
• Creative must not imitate
TikTok’s interface
TikTok TopView
Video
9:16,
≥540x960px
MP4, MPEG, 3GP,
AVI, MOV
max. 500MB Bitrate: ≥2,500 kbps
5-60 seconds
(9-15 recommended)
Profile
Image
1:1, 98x98px JPG, PNG max. 50KB
Safe Zones
Vertical (recommended)
All
108px (top), 56px (left), 120px
(right), plus …
#1: 300px (bottom)
#2: 328px (bottom)
#3: 356px (bottom)
#4: 364px (bottom)
#5: 412px (bottom)
Safe Zone #1
(1 line of text)
Safe Zone #2
(2 lines of text)
Safe Zone #3
(3 lines of text)
Safe Zone #4
(4 lines of text)
Safe Zone #5
(5 lines of text)
Google Formats
Contents
Zalando Formats Social Formats
51
TikTok Spark Ads
Creative Guidelines
Creators must toggle on ad authorization in app.
1. Tap on Me to go to your TikTok personal profile
page, then tap the 3 dots on the top-right corner.
2. From the Settings and Privacy page, tap
Privacy.
3. Turn on the Ad authorization toggle.
Step 1: Enable ad authorization Step 2: Authorize video for promotional use
Creators must select & authorize a video to use
for promotion.
1. Open one of your TikTok posts on the app.
2. Tap the three dots, then tap Ad settings
3. Agree to the Advertising Terms of Service to
authorize the post for ads
Step 3: Generate video code
Creators then generate video code to share with
advertisers and select how long they authorize
their post. From a post's Ad settings module:
1. Tap Generate Code, then select a period to
authorize a post for use by third-party advertisers.
Choose from: 7, 30, or 60 days.
2. Next, tap Copy Code to share the code with the
party using the video in their ad.
Google Formats
Contents
Zalando Formats Social Formats
54
Considerations
• Feature a 'Hero' message, including product, offer and branding, from the opening frame
• Brand and single key message should ideally be introduced within first 2 seconds to maximize
Ad awareness.
• 5-6 seconds is recommended video length to drive action.
• Videos shorter than 3 seconds will be played in a loop to reach the 3 seconds minimum length.
• Video captions are not available, so make sure to include
them in the video if needed.
• Tell your story with sound, even if it’s a static image.
• Incentivize user to swipe up by simulating the swiping motion at the end frame.
• To prevent overlap with the main elements, avoid placement of logos or other graphic
elements within 150px of the top and bottom of creative title-safe area
• Include logo and key messaging on image / video as no copy can be included afterwards.
• Avoid using too many elements or a dark background, which is usually less eye-catching.
Snapchat Snap Ads
Creative Guidelines
Snapchat Snap Ads
Image W: 1080 H: 1920 JPEG, PNG max. 5MB
Video 9:16 MP4 or MOV and H.264 encoded 3-180 sec, max. 1 GB
SAFE ZONE
IMAGE OR VIDEO
DANGER ZONE
DANGER ZONE
1080 px
1620 px
150
px
150
px
1920 px
Text Elements
# of characters
Headline 34 characters
Google Formats
Contents
Zalando Formats Social Formats
56
Snapchat Collection Ads
Creative Guidelines
Snapchat Collection Ad
Image W: 1080 H: 1920 JPEG, PNG max. 5MB
Thumbnail 1:1 (larger than 160x160px) JPEG, PNG max. 2MB
Video 9:16 MP4 or MOV and H.264 encoded 3 -180 seconds
Considerations
• Each card leads to a specific landing page
• Brand and single key message should ideally be introduced
within first 2 seconds to maximize Ad awareness.
• 5-6 seconds is recommended video length to drive action.
• To prevent overlap with main elements, avoid placement of
logos or other graphic elements within 150px of the top and
bottom of creative title-safe area.
• Create contrast between main frame and cards to ensure
cards stand out.
• Include logo and key messaging on image / video, as no
copy can be included afterwards.
• Select 4 Zalando SKUs to showcase in the cards.
• Avoid using too many elements or a dark background, which
is usually less eye-catching.
• Tell your story with sound, even if it’s a static image.
SAFE ZONE
IMAGE OR VIDEO
DANGER ZONE
DANGER ZONE
1080 px
1620 px
150
px
150
px
1920 px
Cards: 3 or 4
showcased
product SKUs
Text Elements
# of characters
Headline 34 characters
Brand Name 32 characters
Google Formats
Contents
Zalando Formats Social Formats
58
Snapchat Commercial Ads
Creative Guidelines
Considerations
• Commercials are non-skippable for 6 seconds.
• Video must include audio, use purposeful sound design.
• Focus on single-minded message and ensure clear branding.
• Capture attention quickly to pull the users in.
• Create a simple narrative, preferably with reveal/payoff coming in at the :05 mark.
• To prevent overlap with main elements, avoid placement of logos or other
graphic elements within 150px of the top and bottom of creative title-safe area.
• Video captions are not available so make sure to include them in the video if you
need them.
• Include logo and key messaging on image / video, as no copy can be included
afterwards.
• Avoid using too many elements or a dark background, which is usually less
eye-catching.
SAFE ZONE
VIDEO
DANGER ZONE
DANGER ZONE
1080 px
1620 px
150
px
150
px
1920 px
Snapchat Commercial Ads
Video 9:16 / 1080 px x 1920 px MP4 or MOV and H.264 encoded 1-8 sec. only, max. 1 GB
Text Elements
# of characters
Headline 34 characters
Google Formats
Contents
Zalando Formats Social Formats
60
Snapchat Story Ads
Creative Guidelines
Snapchat Story Ads
Image W: 1080 H: 1920 JPEG, PNG
3-20 ‘chapterized’ Single Images.
Max. 5 MB each image.
Logo W: 993 H: 284 PNG Max. 2 MB
Discover tile image 3:5 (min. 360x600px) PNG Max 2 MB. Do not add logo here.
Video 9:16
MP4 or MOV and
H.264 encoded
Max. 180 sec. each video. Max. 1 GB
Considerations
• Make sure your logo doesn’t fade with the main image/video in the
tile image.
• Incentivize the user to keep tapping to see other cards that
complement the story or show the collection.
• Video captions are not available so make sure to include them in
the video, if needed.
• To prevent overlap with main elements, avoid placement of logos
or other graphic elements within 150px of the top and bottom of
creative title-safe area.
• Avoid using your first image or video ad in the Story Ad as an
introduction; jump directly into the action.
• 5-6 seconds is recommended video length to drive action.
• Story Ads should have personality, movement and energy, as well
as be quick-hitting.
• Tell your story with sound, even if it’s a static image.
SAFE ZONE
IMAGE OR VIDEO
DANGER ZONE
DANGER ZONE
1080 px
1620 px
150
px
150
px
1920 px
Text Elements
# of characters
Headline 34 characters
Brand Name 25 characters
Discover Tile
IMAGE
Google Formats
Contents
Zalando Formats Social Formats
62
Considerations
• Build a multi-product unit that dynamically populates tiles directly from your Product Catalog.
• Brand and single key message should ideally be introduced within first 2 seconds to maximize Ad
awareness.
• Wider CTA selection and customizable text fields
• 3-5 seconds is recommended video length to drive action.
• Able to choose from 5 template formats, including image overlay, frame overly, background color, etc.
to showcase products visually, making ads look polished and native to the platform.
• Tell your story with sound, even if it’s a static image.
• To prevent overlap with the main elements, avoid placement of logos or other graphic elements within
150px of the top and bottom of creative title-safe area
• Avoid using too many elements or a dark background, which is usually less eye-catching.
• Manually Upload a custom hero image or video with a unique brand message, while dynamically
populating tiles from your Product Catalog
• Include key messaging on image / video as no copy can be included afterwards.
• To prevent overlap with the main elements, avoid placement of logos or other graphic elements
within 150px of the top and bottom of creative title-safe area
Snapchat Dynamic Ads (DPA)
Creative Guidelines
Snapchat Dynamic Ads (DPA)
Image W: 1080 H: 1920 JPEG, PNG max. 5MB
Video 9:16 MP4 or MOV and H.264 encoded 1-8 sec. only, max. 1 GB
SAFE ZONE
IMAGE OR VIDEO
DANGER ZONE
DANGER ZONE
1080 px
1620 px
150
px
150
px
1920 px
Text Elements
# of characters
Headline 34 characters
Google Formats
Contents
Zalando Formats Social Formats
64
Pinterest
Creative Guidelines
Pinterest Specs
Aspect Ratio File type File size Other
Standard Pin 2:3 JPEG, PNG 32MB per image
Promoted Carousel 1:1 or 2:3 JPEG, PNG 32MB per image 2-5 images per carousel
Promoted Video 1:1, 2:3, 9:16 MP4, MOV, M4V 2GB, 4 sec – 15 min. Encoding: H.264, H.265
Max. Width Video 1:1, 16:9 MP4, MOV, M4V 2GB, 4 sec – 15 min. Encoding: H.264, H.265
Collection Pin Hero Image 1:1 or 2:3 JPEG, PNG 32MB per image 3 SKUs min.
Collection Pin Secondary
Images
1:1 (rec.) or 2:3 JPEG, PNG 32MB per image
Min. 3 secondary images
recommended
Collection Pin Video 1:1, 2:3, 9:16 MP4, MOV, M4V 2GB, 4 sec – 15 min. Encoding: H.264, H.265
Idea Ads Still 9:16
BMP, JPEG, PNG,
TIFF, WEBP
16MB recommended
Idea Ads Video 9:16 MP4, MOV, M4V 16MB recommended 1-60 seconds
Premiere Spotlight
1:1 or 16:9 -
Home
1:1 - Search
MP4, MOV, M4V
2GB, 6-15 seconds
recommended
Encoding: H.264 or H.265
Text Elements
# of characters
Title
Up to 100 characters
(first 30-35 shown in feed)
Description
Up to 500 characters
(first 50-60 show in feed)
More info about Pinterest ads
Considerations
• Max. width videos cannot exceed 1:1 height.
• Ads in Fullscreen: stay within safe zone (Top: 14%. Left: 6%.
Right: 18%. Bottom: 27%)
• Premiere Spotlight Headline: 30 characters limit. Video
sound is automatically muted.
2:3 1:1
9:16
Google Formats
Contents
Zalando Formats Social Formats
65
Google Formats
Display Creatives Responsive Creatives
Standard Template
Custom Template
Dynamic Creatives
Discovery Ads
Social Formats
Contents
Zalando Formats
Video YouTube Video Ads
Paid Search
Google Formats
SKU SKU
SKU SKU
SKU SKU
Image
SKU
SKU
SKU
Text Ads
VIDEO
Gallery Ads
Product Shopping Ads
SKU
Image
Image
Discovery
YouTube Home Feed
67
Display Creatives
Creative Guidelines
Considerations
• The brand logo is required.
• Black or white backgrounds must have a visible
border of a contrasting color.
Specs
Image Formats JPG, GIF, PNG
HTML5 Formats
ZIP containing HTML and optionally CSS,
JS, GIF, PNG, JGP, SVG (responsive or
standard)
File Size Max. 150 KB
Logo Brand logo
For HTML5 / GIF creatives
• Make sure your creative uses the click tag variable
as the click destination.
• All animations must stop after a maximum duration
of 30 secs (desktop) or 20 secs (mobile).
• Please consider integrating a CTA on creatives
to improve performance.
Square & Rectangle
Small Square W: 200 H: 200
Vertical Rectangle W: 240 H: 400
Square W: 250 H: 250
Triple Widescreen W: 250 H: 360
Inline Rectangle W: 300 H: 250
Large Rectangle W: 336 H: 280
Netboard W: 580 H: 400
Small Square W: 200 H: 200
Skyscraper
Skyscraper W: 120 H: 600
Wide Skyscraper W: 160 H: 600
Half-page ad W:300 H: 600
Portrait W: 300 H: 1050
Skyscraper W: 120 H: 600
Leaderboard
Banner W: 468 H: 60
Leaderboard W: 728 H: 90
Top Banner W: 930 H: 180
Large Leaderboard W: 970 H: 90
Billboard W: 970 H: 250
Panorama W: 980 H: 120
Mobile
Mobile Banner W: 300 H: 50
Mobile Banner 2 W: 320 H: 50
Large Mobile Banner W: 320 H: 100
Display Creatives
Social Formats
Contents
Zalando Formats Google Formats
69
Responsive Creatives
Creative Guidelines
Brand Logo
Landscape W: 1200 H: 300 JPEG, PNG max. 5.12 MB
Square W: 1200 H: 1200 JPEG, PNG max. 5.12 MB
Imag
e
Text Elements
# of characters
Short Headline 30 characters
Long Headline 90 characters
Description 90 characters
Creative
Landscape W: 1200 H: 628 JPEG, PNG max. 5.12 MB
Square W: 1200 H: 1200 JPEG, PNG max. 5.12 MB
1200 px
Creative Square
1200 px
1200 px
Creative Landscape
628 px
Social Formats
Contents
Zalando Formats Google Formats
71
Dynamic Creatives
Creative Guidelines
Dynamic creative templates
Requirements
Creative assets x
Dynamic retargeting
Default – whole brand catalogue, based
on customer journey
Dynamic prospecting
Preselected brands / categories / sales
products / etc.
CTA x
Zalando logo built into the template
Dynamic Strategies
1
Dynamic remarketing: creatives display the SKUs customers have previously visited. We
recommend dynamic remarketing on the entire catalog for scale.
2
Dynamic prospecting: custom pre-selection of SKUs or classifications: shop categories / new
products / on-sale products etc.
Social Formats
Contents
Zalando Formats Google Formats
73
Programmatic Video
Creative Guidelines
Formats
Dimensions File Format File Size Duration Bitrate
Opt. 1 W: 1280 H: 720 MP4, MOV max. 1 GB 15-30 sec. min. 20 mbps
Opt. 2 W: 1920 H: 1080 MP4, MOV max. 1 GB 15-30 sec. min. 20 mbps
Considerations
• Make sure your creative uses the click tag variable
as the click destination.
• Ads must open in new tab or new window only.
• Audio must be user initiated with a visible sound
on/off button displayed.
• Provide FLV for Flash players and MP4 + WebM files
for HTML5 players.
• Display logo within first few seconds to increase brand
recognition
• Localize subtitles per market to guarantee better conversion
and performance
• Focus on products for maximum impact – try to avoid
content that is too aspirational
• Files should be labeled clearly to indicate country and
language
Imag
e
1280 px / 1920 px
16:9
720 px / 1080 px
Social Formats
Contents
Zalando Formats Google Formats
74
Programmatic Video
Creative Guidelines
Don’ts:
Skip Zalando logo
Don’ts:
Create a fully aspirational ad
Don’ts:
Provide incorrect naming
Be sure to include the Zalando logo so the audience is not
confused when landing on the Zalando website.
For better performance, make sure that your ad is not too
aspirational. Products should be visible and your brand
easy to remember.
To make it easy for us to map the right creative to the
right market and language, make sure your creative
naming is clear.
Do’s:
Use the first few seconds wisely
Bring your story to life quickly to pique interest.
Consider showing brand or product imagery in the
first 3 seconds.
Do’s:
Tell your story with and without sound
Make sure your video ads entice viewers to click
even when muted. Remember to localize your
subtitles per market.
Social Formats
Contents
Zalando Formats Google Formats
76
YouTube Video Ads 1/2
Creative Guidelines
Types of TrueView Videos 1/2
TrueView
In-Stream
(skippable)
Allow viewers to skip ads after 5 seconds, if they choose. Inserted before, during, or after the main video.
You pay when a viewer watches 30 seconds of your video (or the duration if it’s shorter than 30 seconds)
or interacts with your video, whichever comes first.
Non-skippable
in-stream ads
Must be watched before the main video plays. These ads can appear before or during main video. 15 or
max 20 seconds in length.
Bumper Ads
6 seconds non-skippable video ads that must be watched before the main video can be viewed. You pay
per CPM.
Considerations
• Video must be uploaded on YouTube; you only need to provide us with the URL. Alternatively, you can provide us
with the video file, and we will upload it on the Zalando YouTube channel.
Text Elements
Headline 15 characters
CTA 10 characters
Duration
TrueView In-Stream (skippable) 12 seconds to 3 minutes
TrueView In-Stream (non-skippable) 15 to 20 seconds
Bumper Ads 6 seconds
Social Formats
Contents
Zalando Formats Google Formats
77
YouTube Video Ads 2/2
Creative Guidelines
Duration
Responsive Video Ads 10 seconds to 3 minutes
Video Discovery Ads 12 seconds to 3 minutes
Types of TrueView Videos 2/2
YouTube
Masthead
YouTube Masthead, you can showcase your brand, product, or service in a native video-based ad format
that appears in the YouTube Home feed across all devices. Masthead ads are only available on a
reservation basis through a Google sales representative.
Responsive
video ads
Generate multiple ad combinations in the most relevant formats, such as skippable in-stream and video
discovery. The video that you include in the campaign should be at least 10 seconds in length.
A type of TrueView In-Stream ad, which allows advertisers to place product cards alongside the TrueView
In-Stream video ads. Up to 10 SKUs can be displayed in the product cards.
In-feed video
ads
Promote video content in places of discovery, including next to related YouTube videos, as part of a
YouTube search result, or on the YouTube mobile homepage. Video discovery ads consist of a thumbnail
image from your video with some text. While the exact size and appearance of the ad may vary depending
on where it appears, video discovery ads always invite people to click to watch the video. The video then
plays on the YouTube watch page or channel homepage.
Considerations
• Video must be uploaded on YouTube; you only need to provide us with the URL. Alternatively, you can provide us
with the video file, and we will upload it on the Zalando YouTube channel.
Text Elements
Headline 15 characters
CTA 10 characters
Long headline (for Responsive
video ads + Headline & CTA)
90 characters
Description (for Responsive Video
Ads + Headline & CTA)
70 characters
Text Elements for Video Discovery Ads
Headline 100 chacters
Description 1 35 characters
Description 2 35 characters
Social Formats
Contents
Zalando Formats Google Formats
79
Discovery Ads
Creative Guidelines
Specifications
Width Height Min. required
Marketing Image
(1 Required)
Landscape W: 1200 H: 628 min. required 600 x 314
Square W: 1200 H: 1200 min. required 300 x 300
Portrait W: 960 H: 1200 min. required 480 x 600
Logo (1 required) Square W: 1200 H: 1200 min. required 128 x 128
Carousel ad
Card images (L) W: 1200 H: 628 min. required 600 x 314
Card images (S) W: 1200 H: 1200 min. required 128 x 128
Logos W: 1200 H: 1200 min. required 128 x 128
YouTube Video link Thumbnail size W: 324 H: 183 Ratio: 1:1
Text Elements
Headline (up to 5 rec.) 40 characters
Description 90 characters
CTA (1 - Automated by default / select from a list)
Business Name 20 characters
Headline 25 characters
Description 90 characters
Final URL 1 recommended
1200 px
Square
1200 px
1200 px
Landscape
628 px
960 px
Portrait
1200 px
Considerations
In order to ensure ads feel both authentic and relevant, we
recommend that you choose high-quality imagery that tells your
brand’s story.
All ad content must also adhere to
Google Ads Policy guidelines and
Personalized advertising guidelines. Ads that include the following will
be disapproved:
• Call to action button in the
image, including visuals that
mimic hyperlinks or clickable
elements
• Blurry images
• Poor cropping
• Clickbait (content designed to
entice a user to click a link by
suggesting they‘ll find out
something amazing,
outrageous or sensational)
• Images oriented in the wrong
way
*Please note that Gmail ads can now be only activated via discovery
ads. You can also reach YouTube and google search inventory via
discovery ads
Social Formats
Contents
Zalando Formats Google Formats
81
Paid Search
Creative Guidelines
Ad types
Text ads: show above and below Google search results. They have
three parts: headline text, as display URL, and description text.
Shopping ads: show users a photo of your product, plus a title, price,
store name and more. These ads give users a strong sense of the
product you’re selling before they click the ad, which gives you more
qualified leads.
Considerations
• You have the opportunity to drive sales for specific product
selections, this is especially beneficial for activating new products
and collections.
• Target specific shopper audiences with high purchase intent with
search ads: We enable you to reach those users, who already
visited your brand shop on Zalando or purchased items from your
brand before.
Text ads Shopping ads Gallery ads
Headline
3 headlines
30 characters each
x
1 min., 3 max.
30 characters each
Description
2 descriptions
90 characters each
x x
Final URL Landing page URL x Landing page URL
Gallery Images x x
4-8 images / ratio 1.91x1 /
600x314px min. / PNG, JPG,
static GIF
Image Taglines x x
70 characters each / each
image needs a unique tagline
Format Aspect Ratio Resolution Required File Size Where Viewable Notes
Image Extensions to Search
Ads (Gallery Ads sunset)
PNG, JPG, static
GIF
Square (1:1)
Min. 300x300px,
Recommended:
1200x1200px
Yes 5120KB
Google.com, YouTube search
via AdSense For Search
(Search Partners)
Note: You can crop images using
the image picker during
implementation. Recommended
image safe area: Place the most
important content in the centre 80%
of the image
Landscape (1.91:1)
Min. 600x314px,
Recommended:
1200x628px
Optional (but
recommended)
5120KB
YouTube search via AdSense
For Search (Search Partners)
Social Formats
Contents
Zalando Formats Google Formats
82
We are happy to create a customized marketing offering
tailored to your needs, from strategy to execution. Our
360° services include Consumer Insights, impactful
campaigns for everything from branding to
performance, data-infused content creation by
creative.lab, and influencer marketing with Collabary.
Get in touch with us
