Sponsored Brands: Creative Guidelines and Specifications

Overview of Sponsored Brands

Sponsored Brands now offers better opportunities to drive consideration and build brand equity with new engaging brand content.

These ads include a variety of creative elements—logos, display images, and video—to help convey your brand message. The following guidance outlines creative and content best practices to help ensure strong engagement with your target audience and adherence to ad approval requirements. For more information on how to get started with Sponsored Brands, learn more here.

All ad elements must follow guidelines for an ad to be approved. Once submitted, your ad will go through a moderation process: Some requirements are validated through Ads Manager, while others are evaluated by campaign moderators. Please ensure your ads follow DoorDash Ads and Promotions Policies as well as these guidelines.

Creative for Sponsored Brands

Productos patrocinados

Lanza anuncios específicos de productos para aumentar la demanda y solo paga por clic.

Más información

Productos patrocinados

Lanza anuncios específicos de productos para aumentar la demanda y solo paga por clic.

Más información

Productos patrocinados

Lanza anuncios específicos de productos para aumentar la demanda y solo paga por clic.

Más información

Content Best Practices

Text

• Promotional language: If you’d like to launch a campaign that features promotional language in your creative or copy, please reach out to your sales team to ensure successful campaign moderation. For more details, reference the FAQs section at the bottom of this article.

• If running a promotion, include only eligible SKU’s and target retailers where the offer is available. Campaigns may be rejected during moderation if they don’t meet this criteria.  

• Title and Description copy: Title should be 28 characters max and Description should be 90 characters max. Description should not be the same as the title.

• Use sentence case for capitalization: Capitalize the first word of the title or heading, the first word of any subheading following a colon, and all proper nouns (such as names of people, places, and organizations); keep all other words in lowercase.

• Use correct spelling and grammar

• Don’t include URLs, phone numbers, and SMS codes

Images

• Show rather than tell: Highlight your brand and product with its unique attributes or brand story, or show how it can be used. Visuals are often most effective.

• Text: Less than 20% of your image should include text.

• Logos not allowed: Logos are not permitted in display assets unless the campaign is co-branded and features more than one brand. Logos appearing on product packaging are accepted.

• Use minimal text overlay: Text overlay on images should not exceed 40 characters and should be a minimum of 10 pixels. (Does not apply to legal disclaimers.)

Video

• Use only one logo: Logos are permitted throughout the video and as part of the end-frame. Avoid placing your logo in the first few seconds of video. (This does not apply to logos included in product packaging.)

• Natural movement: Ensure animations or movements are distinct and don’t look like static ads

• Visual storytelling: Make sure video is understandable, even without sound or captions. Show product benefits or usage in a logical, concise narrative (e.g., before/after, step-by-step use, delivery journey).

• Minimal text overlay: Text overlay on images should not exceed 40 characters and should be a minimum of 10 pixels. (Does not apply to legal disclaimers.)

• Branded end frame: Reserve the last 3–4 seconds of video for a branded end frame with logo, CTA, and/or concise message.

Product

• Clear product focus: Use tight product close-ups or hero shots where the product occupies at least 50% of the frame and is the unmistakable focal point.

• Campaign minimum and maximum: Include a minimum of 3 products in a campaign. Include a minimum of 4 products to show on Desktop view. A maximum of 200 products can be selected in a campaign.

• Category inclusion: Ensure that products are in the same category if you’d like them to appear on category pages.

Alcohol and Non-Alcohol Brands

Ad Specifications

Brand Logo

Display Image Specs

Video Specs

For More Information

For more details on Sponsored Brand guidelines and creative specifications, view here.

We align our creative guidelines with DoorDash Ads product requirements and with the DoorDash brand style guide, UX principles, and commonly used digital accessibility standards.

If you have any questions, please contact your DoorDash Ads account team, or send email to [email protected].