Overview
LinkedIn offers various ad formats for B2B marketers, with specific requirements for each placement. This guide covers all formats including the new Connected TV (CTV) ads introduced in 2024.
Single Image Ads
| Spec | Requirement |
|---|---|
| Image Ratio | 1.91:1 (landscape) or 1:1 (square) |
| Resolution | 1200×628 px (landscape), 1200×1200 px (square) |
| File Type | JPG, PNG, GIF (non-animated) |
| Max File Size | 5 MB |
| Headline | 70 characters (truncates on mobile) |
| Intro Text | 150 characters (600 max, truncates at 150) |
Video Ads
| Spec | Requirement |
|---|---|
| Aspect Ratio | 16:9, 1:1, or 9:16 |
| Resolution | 360×360 min to 1920×1920 max |
| Duration | 3 seconds to 30 minutes |
| File Size | 75 KB min to 200 MB max |
| Format | MP4 |
| Frame Rate | Less than 30 FPS |
Carousel Ads
- 2-10 cards per carousel
- Image: 1:1 aspect ratio, 1080×1080 px
- Max file size: 10 MB per image
- Headline per card: 45 characters
- Intro text: 255 characters (truncates at 150)
Document Ads
| Spec | Requirement |
|---|---|
| File Types | PDF, DOC, DOCX, PPT, PPTX |
| Max File Size | 100 MB |
| Max Pages | 300 pages (10 recommended) |
| Headline | 70 characters |
| Intro Text | 150 characters |
Connected TV (CTV) Ads
New in 2024! Reach LinkedIn audiences on streaming devices.
| Spec | Requirement |
|---|---|
| Dimensions | 1920×1080 px |
| Aspect Ratio | 16:9 |
| Format | MP4 |
| Duration | 6-60 seconds (6, 15, 30, 45, 60s recommended) |
| Max File Size | 500 MB |
| Bit Rate | 12 Mbps+ (15-40 Mbps recommended) |
| Frame Rate | 29.97 fps recommended |
Lead Gen Forms
- Headline: 60 characters
- Description: 70 characters
- Form fields: 3-4 recommended (max 12)
- Custom image: Optional but recommended
Message Ads
- Message text: Up to 1,500 characters
- CTA button: 20 characters
- Banner (desktop): 300×250 px, 2 MB max
Key Best Practices
- 1. Audience Size: Minimum 50,000 members recommended
- 2. Budget: $100/day minimum for optimal results
- 3. A/B Testing: Create 3-5 ad variations
- 4. Video Captions: Essential for sound-off viewing
- 5. Vertical Video: Prioritize 9:16 for mobile placements
Official Sources:
- [LinkedIn Marketing Solutions](https://business.linkedin.com/marketing-solutions/ads/ad-specs)
- [LinkedIn Ads Specs](https://business.linkedin.com/advertise/ads/sponsored-content/single-image-ads-specs)