Native creative guide

  • Updated

Native creatives are ads that are intended to be displayed as part of the publisher app. They are designed to blend in with the publisher app's user interface for a seamless transition from the publisher app to the advertised app. A native creative includes the advertised app's icon, title, description, a call to action (CTA) button, and an image or a video creative. Country-specific guidelines are outlined in this spreadsheet.  


Types of native creatives

At this time, Moloco is able to run the following types of native creatives. 


Creative type Components
Native logo
  • Business title
  • CTA button
  • App icon
Native image
  • Business title
  • Description
  • CTA button
  • App icon
  • Image
Native video
  • Business title
  • Description
  • CTA button
  • App icon
  • Thumbnail image
  • Video


Native creatives are displayed in a wide variety of publisher apps, all with their own unique user interface. The following examples are some of the common inventories for native creatives. 

Important: Note that the examples below are for demonstration purposes only and how your native creatives are actually displayed in native inventories can vary across different inventories.



Requirements for native creatives

Note: If you are looking to run campaigns targeting Japan, you are strongly encouraged to prepare native creatives to access the inventories of local exchanges accepting only native creatives. You should prepare native creatives for the following exchanges.

  • FIVE
Component Description
Business title Format Text
Size You can enter up to 25 characters including space. We recommend using the app name as the business title.
Description Format Text
Size You can enter up to 90 characters including space. You can use emojis as part of the description. 
CTA text Format



You can enter up to 15 characters including space. 

e.g.,) Download Now, Install Now, Play Now, Buy Now, etc. 

App icon Format

PNG (recommended), JPEG, JPG, GIF

Dimension 256x256 px or higher; aspect ratio must be 1:1

Up to 500KB


Native image 

Component Description
Image Format JPEG, JPG, PNG, GIF

1200 x 628, 1200 x 600 (for Kakao exchange only), 1200 x 222 (for Timetree exchange only)

Size Up to 500KB (Up to 1MB, if in .gif format)
Note for campaigns targeting South Korea: 1200 x 600 native images are required for Kakao inventories only available in South Korea. For more specific requirements, see the Kakao exchange guide.

Note: Timetree exchange is only available in Japan at this time.


Native video

For each campaign, we recommend using both a portrait video and a landscape video at minimum.

Component Description



Format MP4 
Orientation Landscape 16:9 ratio (1280 x 720) is recommended. All other ratios are acceptable.
Portrait 9:16 ratio (720 x 1280) is recommended. All other ratios are acceptable.
Square If you like, you can upload videos of 1:1 ratio.
Minimum height and width 640px
Length 6 secs - 100 secs; for the best performance, we recommend videos close to 30 seconds. 
Frame 24 FPS +
Size Up to 10MB
Thumbnail image Format  JPEG, JPG, PNG, GIF

360x480, 360x640, 480x360, 480x480, 640x360, 720x1280, 1280x720, 1200 x 628 (for Timetree exchange only)

Image ratio and video ratio must be identical. 

Size  Up to 500KB (Up to 1MB, if in .gif format)

Tip: You can generate a thumbnail image using the auto thumbnail feature without the need to create one manually.

Note: For Timetree exchange currently available only in Japan, you should prepare native videos with 16:9 ratio and 640 x 360px.

Note: Samsung exchange has their own guidelines on native video creatives. If you would like to run your ads on Samsung exchange, see the Samsung exchange guide.


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