Microsoft Audience ad specs
Image sizes, headlines, long headline and description limits for Microsoft Audience ads, and where they appear across MSN, Outlook, Edge and partner sites.
Microsoft Audience ads are responsive image ads on the Microsoft Audience Network. IntentBid uses them for ABM: you target companies from your list, job functions and industries, and Microsoft reports results per company. Like Google's responsive display ads, you supply images and text and Microsoft builds the ad for each placement.
Text limits
Limits at the time of writing, from Microsoft Advertising documentation.
| Element | How many (Microsoft) | Characters each | What IntentBid checks |
|---|---|---|---|
| Short headlines | 1–15 | 30 | 1–15, each ≤30 |
| Long headlines | 1–5 | 90 | One long headline, ≤90 |
| Descriptions (ad text) | 1–5 | 90 | 1–5, each ≤90 |
| Business name | 1 | 25 | ≤25 |
| Final URL | 1 | 2,048 | Present and valid URL |
In double-width languages such as Chinese, Japanese and Korean, the limits are 15 characters for headlines and 45 for descriptions.
Microsoft's tools sometimes ask for more than the minimum (for example three short headlines). Give it several of each anyway: more variety means more placements and better learning. IntentBid sends one long headline; you can add more in Microsoft Advertising after launch.
Images
Microsoft needs at least one landscape 1.91:1 image and crops it to the other placement ratios automatically. Add a square image as well, so square placements don't rely on a crop.
| Ratio | Recommended | Minimum | Used for |
|---|---|---|---|
| 1.91:1 (landscape) | 1200 × 628 px | 703 × 368 px | Audience Network wide image; source for most crops |
| 1:1 (square) | 1200 × 1200 px | 300 × 300 px | Audience Network square image |
| 4:1 (logo) | 1200 × 300 px | 512 × 128 px | Landscape logo where shown |
| 1:1 (logo) | 1200 × 1200 px | 128 × 128 px | Square logo where shown |
- Formats: JPG or PNG; static GIF is accepted, animation isn't. Microsoft converts PNG to JPEG, so upload JPEG if colours or edges look off after conversion.
- Maximum dimensions: 2592 × 2048 px.
- File size: Microsoft allows up to 5 MB at the time of writing. IntentBid accepts images under 1 MB for Audience ads, which is enough for 1200 × 628.
- Safe area: Microsoft crops 1.91:1 down to ratios as narrow as 0.93:1 for some MSN placements. Keep the subject and any logo in the centre, away from the edges.
- Little or no text on the image. Text is added by the platform and gets cut off by crops.
The ad form in IntentBid shows the 1200 × 628 recommendation. The ad image resizer makes it from any photo, with a focus point so crops keep the subject.
Where Audience ads appear
Microsoft Audience Network placements include:
- MSN: homepage and article pages, in carousels, headlines and in-article units.
- Microsoft Outlook: Outlook.com inbox on web and mobile, sometimes as a text-style placement.
- Microsoft Edge: the new tab page and Microsoft Start feeds in Edge.
- Microsoft 365 and Microsoft Casual Games.
- Selected partner sites and apps.
Placements differ in size and ratio, and some show only the headline and business name. That is why the short headline must work on its own, and why the image should still make sense when cropped.
Writing for Audience ads
People see Audience ads while reading news or email, not while searching. They didn't ask a question, so the ad has to earn attention.
- Short headline: one clear benefit. "Close the books in 5 days."
- Long headline: benefit plus audience. "Month-end close software for finance teams on NetSuite."
- Description: proof or the next step. "Used by 400+ finance teams. See a 20-minute demo."
- Match the message to the target list. An ABM campaign to IT leaders should talk about security and integration, not revenue growth.
Benchmarks
At the time of writing, typical B2B Audience ads see click-through rates of about 0.10–0.25% and CPMs of 4–14 USD. Lower is common on cold lists; refresh the image if CTR falls well below the start of that range after two to three weeks. See B2B display creative best practices.