Video ads by channel / In-app video
In-app and rewarded video ads.
The game in the first frame, a cut for the five-second close, a cut for the rewarded wait, and an end card for every network.
The medium
In-app video plays full screen inside someone else's app, at a moment the app chose. A rewarded ad is opted into: AdMob serves it only after a person explicitly chooses to watch, and a countdown of five to thirty seconds, depending on the creative, stands between them and the coins or the extra life. An interstitial is not chosen at all. It appears at a natural break, and on AdMob some can be closed after a five-second delay.
Sound follows the phone rather than the app, so an unmuted device plays the mix at full volume, and AdMob's default ad pods play two videos back to back, so a film often starts straight after someone else's. Unity rejects any video ad without an end card, and playable ads are not films at all but single HTML5 files under 5 MB.
Google Play polices the format: full-screen interstitials that cannot be closed after fifteen seconds are not allowed, and in apps for children every ad must be closable after five.
The specs
Quoted from the platforms' own pages. The source and the date each was read are under the table.
| Placement | Ratio | Resolution and file | Length | Sound and captions | Safe zone and rules |
|---|---|---|---|---|---|
| Google Ads App campaigns, video | 16:9, 9:16 and 1:1 | Uploaded to YouTube first; up to 20 videos per ratio; size not specified | 10 to 60 seconds recommended | Not specified | Ads are assembled and tested automatically across Google Play, YouTube, Discover, Search and other apps |
| Google Ads App campaigns, HTML5 playable | Portrait or landscape, responsive | ZIP up to 5 MB with at most 512 files; no external references beyond Google-hosted libraries | Not stated | No sound before the user interacts | Without the ExitApi call, Google adds its own Install button |
| AdMob rewarded and interstitial (how the ad is played) | Full screen | Video, image or interactive units, including playables and surveys | Rewarded countdown 5 to 30 seconds by creative, up to 60 with high-engagement ads; interstitial close after up to 5 seconds, 12 for high-engagement video | Volume follows the device, not the app; mute icon supported | Rewarded ads only after an explicit opt-in; ad pods serve two videos back to back by default |
| Unity Ads, video and end card | 16:9 landscape or 9:16 portrait; upload both | H.264 MP4, 10 MB recommended, 100 MB maximum; image end card JPG, PNG or GIF up to 5 MB at 800 x 800, 800 x 600 or 600 x 800 | 60 seconds or less; 30 to 60 seconds is a beta | Not specified for video | Every video ad needs an end card; 100 px crop buffer on end cards; the Apple App Store logo only in iOS creatives |
| Unity Ads, playable | Portrait and landscape from one responsive build | One index.html under 5 MB, assets inlined as base64, MRAID 3.0, no network requests | Mechanic clear within 3 to 5 seconds, since the close button can appear after 5 | Silent when the iOS mute switch is on | No fake close buttons, fake system interface or deceptive alerts; the first tap cannot open the store |
| AppLovin AppDiscovery | Video 9:16 portrait; playables in both orientations | Video MP4 or MOV up to 1 GB; playable one HTML file of 5 MB or less, MRAID v2.0 | Video up to 60 seconds | Playable audio muted until the first interaction and stopped when the ad closes | Click-through through mraid.open; wait for the MRAID ready event |
- Google Ads Help, App campaign assets, read October 27, 2026
- Google Ads Help, HTML5 assets for App campaigns, read October 27, 2026
- Google AdMob Help, rewarded ads, read October 27, 2026
- Google AdMob Help, interstitial ads, read October 27, 2026
- Google Play Console Help, ads policy, read October 27, 2026
- Unity Grow, video creative specifications, read October 27, 2026
- Unity Grow, playable creative specifications, read October 27, 2026
- AppLovin, creative guidelines, read October 27, 2026
- Google Play Console Help, Families ads and monetization policy, read October 27, 2026
Meta Audience Network's rewarded specs could be read only through a search snippet, and its English and Spanish tables disagree, so it is not in the table. AppLovin's page gives no video resolution. AdMob's rewarded interstitial and Unity's 30 to 60 second videos are both labeled beta by the platforms.
How we build an ad for it
Directed by people, made with AI, finished by hand. You approve the script and the sound before any footage is made.
Two cuts for two viewers
An interstitial viewer can close after as little as five seconds, so the short cut lands the game, the hook and the name by then. A rewarded viewer opted in and waits out the countdown, so the long cut has a real arc and a payoff that earns the time. Both come from one shoot.
Cold open, game already on screen
Ad pods play two videos back to back by default, so ours may start straight after somebody else's. The first frame is the game or the app already in play, never a logo build or a fade up from black.
The end card is its own design
Unity refuses a video ad without one. We design it as a separate piece: 800 by 800 for Unity's default with 800 by 600 and 600 by 800 versions and a hundred-pixel crop buffer, AppLovin's portrait sizes, and separate iOS and Android exports, since the Apple badge may only appear in iOS creatives.
Mixed for an unmuted phone, readable on mute
Rewarded volume follows the device, so an unmuted phone plays the mix at full level: it is mixed to sound right there rather than to shout. Supers carry the message for the viewer whose switch is on mute, and nothing essential lives only in the soundtrack.
No fake buttons, no fake alerts
A fake close button, a pretend notification or an invented system dialog is banned by Google Play's ads policy and by Unity, however common it is elsewhere. Game footage shows the game as it plays; stylized scenes are clearly stylized and never pass as its interface.
What a playable is built from
A playable is a single HTML5 file under 5 MB written to MRAID 3.0 for Unity or MRAID 2.0 for AppLovin: software, not a film. We supply what the developer builds it from: the hook animation, characters, backgrounds, end card art and sound, exported to their asset list.
Films that fit
Finished Filmito films, labeled with what each one is. Hover or tap to play.
What to order
User acquisition wears creative out fast: new hooks every month, a short and a long cut of each, and end cards per network is the steady rhythm Growth is priced for.
15 seconds. One idea, one hook, one clear ask. First cut in 3 days, 2 revision rounds, 16:9 and 9:16 included.
Launch on the pricing page4 unique ads every month. Different angles, not shorter cuts.
Growth on the pricing pageQuestions about In-app video ads
How long should a rewarded video ad be?
Up to about a minute: Unity takes 60 seconds or less, with 30 to 60 still a beta, and AppLovin lists 60 seconds as its video maximum. On AdMob the countdown runs between 5 and 30 seconds depending on the creative. We cut a fifteen for interstitials and a thirty for rewarded placements.
Can people skip in-app video ads?
A rewarded viewer chose to watch and gets the reward when the countdown ends. An interstitial can be closed after a delay of up to five seconds on AdMob, up to twelve for high-engagement video, and Google Play does not allow full-screen interstitials that cannot be closed after fifteen seconds.
What is an end card, and do we need one?
It is the screen after the video that carries the install button. Unity requires one on every video ad, as a JPG, PNG or GIF up to 5 MB at 800 by 800, 800 by 600 or 600 by 800. We design it with the film and export a version for each network and each store.
Do in-app video ads play with sound?
Often. AdMob ties rewarded ad volume to the device volume, so an unmuted phone plays the mix. Playables must stay silent until the first tap on AppLovin and Google, and Unity playables are silent when the iOS mute switch is on. Our cuts read without sound and sound right with it.
Do you make playable ads?
We make what a playable is built from: the hook animation, characters, backgrounds, end card art and sound, exported to the developer's asset list. The playable itself is a single HTML5 file under 5 MB written to MRAID 3.0 for Unity or MRAID 2.0 for AppLovin, built by your developer or the network's studio.
Can we buy ads on AdMob directly?
No. AdMob is where app owners sell their space. Advertisers reach those apps through Google Ads App campaigns, which need the videos on YouTube and assemble the ads automatically, or through networks such as Unity, which asks for a minimum deposit of 1,000 US dollars. We deliver the files; your team or agency buys.
Keep planning
Other screens, the craft behind the films, and the public prices.
Other channels
- App store preview videosReal screens only, fifteen to thirty seconds, written for a muted autoplay and a poster frame that sells.
- Video ads for YouTubeWritten for the five-second skip, cut as a six, a fifteen and a thirty, and mixed for the television it mostly plays on.
- Every channelThe index and the glossary of format terms.
Plan your ad
Filmito
Tell us the screen. We build the film.
Six short questions about your brand and where the ad will run. A person replies within one business day with the idea, the price and the date.
Since 2017 · 9,700+ films · 4.8 from 970+ reviews, every one readable