Outbrain resource guide
Every Outbrain creative spec in one place: image sizes, video files, carousel cards and the character limits for each format, plus the checks we run before a native campaign goes live.
Specs checked 3 October 2026 against Outbrain's creative specifications
Your headline, written to 60 charactersTitle · 100 max, 60 recommended
An optional line that adds context for the reader.Description · 150 max, optional
Your BrandBrand name · 60 max
Creative specs
Outbrain supports six ad formats. Each has its own file, size and copy rules, so build creative for the format you will run rather than reusing one asset everywhere.
The core image, headline and brand unit shown in Outbrain's recommendation feeds.
Full-screen style video for mobile feeds. It starts muted, so the story has to work without sound.
Three to ten swipeable cards, each with its own image and landing page.
A short looping GIF or MP4 that adds motion to a native placement.
A square creative built to drive installs, with the app's logo alongside.
Standard banner sizes for display placements.
Character limits
Titles get cut if you write to the maximum, so aim for the recommended length. Video and clip formats allow fewer characters than standard native.
| Format | Title | Brand name | Other copy |
|---|---|---|---|
| Standard native | 100 max, 60 recommended | 60 | Description up to 150, optional |
| Vertical video | 90 max, 60 recommended | 25 | None |
| Carousel | 100 main title, 60 recommended; 100 per card | 60 | CTA from a list |
| Clip | 90 max, 60 recommended | 25 | CTA from a list |
| App install | 100 | 50 | None |
Creative testing
These patterns come from Outbrain's long-standing creative guidance. Treat them as test ideas, not rules: results depend on your audience, offer and landing page.
List headlines tend to earn clicks. Test an odd number against an even one.
A question can pull readers in to find the answer. Test it against a plain statement.
Words like “never” or “worst” have often beaten “always” or “best”. Test both tones.
Say who the content is for, such as “for new parents” or “for runners”.
Demonyms such as “Londoners” or “New Yorkers” help a headline feel local.
Relevant lifestyle photos usually beat clip art and illustration-style images.
Photos without text overlays or prominent logos tend to read better in a feed.
Close-ups of people's faces often outperform wide action shots.
A tight, uncluttered photo beats a busy scene. It also survives cropping.
Show people who look like your audience and fit the story behind the click.
Before launch
The headline should describe the page the reader lands on. A mismatch costs clicks and trust.
Keep the subject central so it survives 1200 × 800 crops and square placements.
Video starts muted. Add captions or on-screen text so the message lands without sound.
Video and clip titles stop at 90 characters, not 100. Write to 60 so nothing gets cut.
Check Outbrain's ad policy before using comparison or before-and-after claims. A disclaimer does not guarantee approval.
Install the Outbrain pixel and define conversion events before launch, so early data is usable.
Start with several headline and image combinations so you can see what wins.
Use Outbrain's preview to check the selected format before you go live.
FAQ
Short answers to the questions we hear most when teams prepare Outbrain creative.
Standard native ads use a 1200 × 800 px image (a 3:2 ratio) in PNG or JPG, up to 2.5 MB. Carousel and app install images use a 1:1 ratio, between 300 and 1,200 px for carousel cards and up to 1,200 px for app install.
Standard native and carousel titles can run to 100 characters, and Outbrain recommends 60. Vertical video and clip titles are capped at 90 characters, also with 60 recommended. App install titles allow 100 characters.
Vertical video ads use MP4 files in 9:16, up to 80 MB, at 1080 × 1920 recommended and 720 × 1280 minimum. Outbrain recommends 15 to 60 seconds, with a 3 minute maximum. Clips are GIF or MP4 in 3:2, up to 30 MB and 15 seconds.
60 characters for standard native and carousel ads, 50 for app install ads and 25 for vertical video and clip ads.
The format specs do not ban them, but Outbrain's creative guidance has long favoured relevant, real photographs over images with text overlays or prominent logos. If you add a logo, keep it subtle and test it against a clean version.
Between 3 and 10. Each card needs its own URL, a 1:1 image or a GIF or MP4, and a card title of up to 100 characters.
Yes. Outbrain says it is now part of Teads, and Outbrain Direct Response is a subsidiary of the new Teads. Its creative specifications are still published in Outbrain's help centre.
Sources. Specs checked on 3 October 2026 against Outbrain's creative specifications. Platforms update specs often, so confirm them in the ad manager before you upload.
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