# Ad creative specs and best practices for mobile

Recommended sizes, playback, call-to-action timing, tracking, and redirect settings for ad creatives that run in mobile placements outside your own sites and apps.

A mobile ad creative is a video unit you generate in your Business Account and distribute outside your own websites and apps, in paid or partner placements. It renders as a responsive, self-contained video unit built for mobile screens and touch. Mobile environments limit size, performance, and interaction, so the settings on this page keep the unit fast, viewable, measurable, and brand-safe across ad networks.

Ad creatives are part of Offsite. For the product as a whole, see [Offsite: what it does and where to start](https://begenuin.com/developers/browse-by-products/offsite/offsite-what-it-does-and-where-to-start). For the full setup, see [Create an ad creative for partner pages](https://begenuin.com/developers/browse-by-products/offsite/how-brands-implement-iab-compatible-embeds-for-media-and-advertising-partners).

## What a mobile ad creative supports

- Autoplay and user-initiated playback.
- Engagement actions: Repost, Spark, Comment, and Share.
- Redirects to a profile or another destination.
- Reporting and analytics in your Business Account.

You set all of these in the ad creative editor. Go to **Grow** > **Off Site** > **Ad Creatives** and click **+ New Ad**.

![The Ad Creatives list on the Off Site tab under Grow, with + New Ad highlighted, two cards named Ad 1 sized 300×600, and analytics tiles that all show Unexpected error.](https://cdn.sanity.io/images/lnrtvsvr/development/2d47ba40cd024599ac5476929fb1752665f84e4c-1876x913.jpg)
*Click + New Ad on the Ad Creatives list to start a mobile ad creative.*

Then select the posts the unit plays and click **Next**.

![The Select Posts step for an ad creative, with a keyword search, a Filter button, and a row of vertical post thumbnails, three of them ticked, above Cancel and Next buttons.](https://cdn.sanity.io/images/lnrtvsvr/development/de385a65b93598d181699c7173009d2ca00477d1-1876x912.jpg)
*Pick the posts the mobile unit plays.*

## Sizes and aspect ratio

Genuin supports industry-standard mobile creative sizes, so the unit fits ad exchanges, networks, and publisher placements.

| Size | IAB name | Mobile use |
| --- | --- | --- |
| 300×250 | Mobile Medium Rectangle | Recommended |
| 300×600 | Half Page | Recommended, with limited mobile use |

By default, the video is 9:16 (vertical). Adaptive scaling is supported for responsive containers. Use full-viewport vertical sizes whenever the placement allows them, for the most engagement.

![The ad creative editor for Ad 1, with the Size dropdown under Edit Ad Creative open and offering 300×600 and 300×250, next to a preview of the vertical video unit.](https://cdn.sanity.io/images/lnrtvsvr/development/e08d1257efd5049d4701aa1df4a3368d7ce11e50-1875x909.jpg)
*Choose the unit's size under Edit Ad Creative.*

For how much space each IAB size takes on a page, see [Player card sizes and IAB footprint spec](https://begenuin.com/developers/get-started/any-business/player-card-sizes-and-iab-footprint-spec).

## Recommended settings

| Setting | Recommendation on mobile |
| --- | --- |
| Autoplay Video | On, muted by default, with tap to unmute |
| Button Delay | 3, 4, or 5 seconds, so the button appears after the viewer engages |
| Enable Engagement Tools | Only the actions the campaign needs |
| Google Tag Manager ID | A valid ID, loaded before the creative renders |
| Redirect to Profile | On when discovery and brand affinity are the goals |

### Autoplay

Select **Autoplay Video** to start the video muted. Autoplay is supported across most mobile placements and defaults to muted playback. Viewers tap to unmute.

Make sure the setting complies with the platform's and the browser's autoplay policies.

![The View Details and Media Play settings of an ad creative, with Redirect to Profile, Enable Engagement Tools, and Autoplay Video switched on, beside a preview showing a Shop Now button.](https://cdn.sanity.io/images/lnrtvsvr/development/c3af9e55571de8b7de9493a749d8055305e4b7df-1875x911.jpg)
*Autoplay Video sits under Media Play, below the View Details switches.*

### Performance

Keep the unit light, so it plays smoothly even on low-bandwidth connections:

- Keep creative payloads lightweight.
- Avoid excessive overlays and heavy UI elements.
- Use adaptive video display to fit varying screen sizes.

### Call-to-action button

Use **Button Delay** to avoid visual clutter at the start of playback. The options are **Immediately**, **3 seconds**, **4 seconds**, and **5 seconds**. For example, with **3 seconds**, the button appears three seconds after the video starts.

Show the call to action after the viewer's first engagement with the video. Keep its text concise and easy to tap with a thumb.

![The Button Delay dropdown in the ad creative editor, set to 3 seconds and open with the options Immediately, 3 seconds, 4 seconds, and 5 seconds.](https://cdn.sanity.io/images/lnrtvsvr/development/a0b1923b9ba1acdc2a887e5f88f252f74eb93507-1870x910.jpg)
*Delay the call-to-action button so it doesn't crowd the first seconds.*

### Engagement tools

Enable engagement tools selectively, based on the campaign's goals. **Enable Engagement Tools** shows Repost, Spark, Comment, and Share. In performance-focused campaigns, don't enable every action by default.

## Tracking and measurement

For accurate attribution and performance tracking, enter a valid **Google Tag Manager ID** in **Tracking Details**. Make sure Google Tag Manager loads before the creative renders.

![The Tracking Details section of the ad creative editor, with a Google Tag Manager ID entered above the Size and Button Delay settings.](https://cdn.sanity.io/images/lnrtvsvr/development/b102ecb4019d3ba2ea0b4e715898dd4ac8ece1cc-1875x912.jpg)
*Add your Google Tag Manager ID for attribution.*

Genuin tracks these metrics for every mobile ad creative:

- Views and completion rates.
- Engagement actions.
- Click-throughs and redirects.
- Autoplay and user-initiated plays.

All metrics roll up into the reporting dashboards in your Business Account. For the consent strings that offsite tags carry, see [Macro and Consent Passthrough](https://begenuin.com/developers/browse-by-products/offsite/macro-and-consent-passthrough).

## Redirects and link-outs

Select **Redirect to Profile** when discovery and brand affinity are the goals. Viewers can then tap through to brand, community, or creator profiles.

For external link-outs, make sure each destination page is optimized for mobile.

> **Warning** Deep links can break inside in-app browsers and leave the viewer on a dead end. Link to a mobile web page instead.

![The Additional Details step, where a post has ad copy, a Shop Now call-to-action with its link, Fetch Metadata ticked, three hashtags, and a pixel URL.](https://cdn.sanity.io/images/lnrtvsvr/development/783f8d931cc7d849ad0d8f9f41df478e5236274d-1875x913.jpg)
*Each post's call-to-action link is its external link-out.*

## Looping

Use looping sparingly, because repeated loops tire viewers. We recommend it only for short-form clips under 15 seconds.

![The Web Ad Creative Code panel over the ad creative editor, showing the creative's HTML tag with a copy button, its script sources, and a click handler for the call to action.](https://cdn.sanity.io/images/lnrtvsvr/development/e149c597d59dd5cd55285b9df6ab67cb3b6591dd-3024x1648.png)
*The Web Ad Creative Code panel holds the HTML tag that partners place.*

## Governance and safety

Mobile ad creatives inherit Genuin's core safeguards:

- AI moderation and brand safety filters.
- Central activation and deactivation.
- Pause or disable a creative instantly.

Offsite distribution stays governed, auditable, and reversible. For the moderation rules behind it, see [Moderation Baselines and Queue](https://begenuin.com/developers/browse-by-products/control/moderation-baselines-and-queue).

## See also

- [Creator Content on Partner Pages](https://begenuin.com/developers/browse-by-products/offsite/creator-content-on-partner-pages)
- [Create an ad creative for partner pages](https://begenuin.com/developers/browse-by-products/offsite/how-brands-implement-iab-compatible-embeds-for-media-and-advertising-partners)
- [Ad creative specs and best practices for desktop](https://begenuin.com/developers/browse-by-products/offsite/offsite-embeds-for-desktop-best-practices-and-specs)
- [Ad tag reference: VAST, IAB sizes, and macros](https://begenuin.com/developers/get-started/any-business/ad-tag-reference-vast-iab-sizes-and-macros)