Design your own ads with
creative assets

Coming soon: Promote your app with greater creative flexibility

Creative assets are a new category of image and video options — coming this fall for Today tab and search results ads — that give you the freedom to promote your app with ad creative you design. With creative assets, you can feature any part of your brand story or app experience that you’d like customers to know about. These assets are separate from the app screenshots and preview videos you use for your product pages, and they don’t require an app submission to upload and update.

As announced at WWDC, you can use creative assets in both organic listings and in ads.

Watch the WWDC session

An iPhone open to the App Store Today tab. A Today tab ad for the example travel app, AwayFinder, animates using beach-themed creative assets and messaging for a special promotion called The JetAway Event.

Creative freedom. Unlimited possibilities.

Because you handle the design of creative assets, you can show off your brand and tell its story exactly the way you want. You can highlight promotions, seasonal offerings, new app content launches, and more. And you can leverage creative you’ve developed for other marketing materials to drive brand recognition and loyalty across channels. Apple Ads lets you add hundreds of creative assets to use in your ads — so there’s no limit to how you customize your ad’s design and messaging.

An iPhone open to App Store search results. The term “vacation planner” is entered in the search field and a search results ad for the example travel, AwayFinder” animates using beach-themed creative assets and messaging for a special promotion called The JetAway Event.

Your unique messages. Carried through the entire
ad experience.

To provide a seamless, meaningful experience from ad impression to in-app destination, send users from your custom-designed ad to a custom product page and include a deep link. With new creative asset flexibility, you’ll be able to set up this entire ad journey directly within your Apple Ads account.

How creative assets will work

Start in App Store Connect.

Once creative assets become available later this fall, you’ll be able to upload your own images and videos in App Store Connect. Although creative assets won’t require an app submission update, they will need to be approved in App Store Connect. Once they’re approved, you will be able to use eligible assets in your Apple Ads account for your ad creative.

Keep in mind that Apple Ads will also need to review and approve your ad creative, according to guidelines we’ll share at a later date, before your ads can run on the App Store.

Easily manage creative assets right within Apple Ads.

Approved creative assets for your entire account will be available to choose from in Apple Ads. You can use any of your assets in your campaigns, and manage localization, deep links, and tap destinations right in your Apple Ads account. When you set up an ad using creative assets, it will be reviewed by Apple Ads before it runs.

Keep in mind that the following specs apply to file uploads used as creative assets:

  • Images and videos must use a 3:2 aspect ratio.

  • Videos must be between 5-30 seconds in length and can only be used in search results ads.

  • Videos can be uploaded with or without audio, but audio will not play.

  • Images and videos can include embedded text, and you can localize the text according to the countries and regions where your ads will run.

How to prepare now for the launch of creative assets

Creative asset capabilities will be coming to App Store Connect and Apple Ads in the fall of 2026.

To be ready to customize the creative for your app’s ads, start creating your images and videos now. Once you get them uploaded and approved in App Store Connect after launch, you’ll be able to start using them in your Apple Ads campaigns.