Creative Requirements & Guidelines

Overview

At Zillow Group, we believe that high-quality creative provides the best customer experience for the native ads served across our network of real estate sites. All images that are used in advertising content must be appropriate for a general audience and adhere to Zillow Group’s creative guidelines and image specifications.

Zillow Group reserves the right to reject, remove or request changes to an ad at its sole discretion for any reason.

If you would like to improve your campaign performance, Zillow Group recommends uploading up to 6 creatives so your campaign can auto-optimize towards the highest-performing creative.

Creative Guidelines & Image Specifications

Featured Image (Zillow and Trulia only)	• Dimensions: 828 width x 372 height • Max File Size: 100k • Creative Types: jpeg or png • Max # of Creatives: 6 per campaign
Featured Image Restrictions (Zillow and Trulia only)	• Image must not contain a logo or text. • No inappropriate content including adult content, alcohol, fake news, gambling, hate speech, illegal downloads, illegal drugs, offensive language, and violence, is permitted on the platform. All creative is subject to Zillow Group approval.
Logo Image	• Logo images must be branded • Dimensions: 220 width x flexible height • Logo must be cropped with no padding surrounding it • Max File Size: 50k • Creative Types: jpeg or png (no white logos)
Text	• Header: Up to 25 characters with spaces included • Sub-Header: Up to 70 characters with spaces included • Text must not include all capitals. Some special characters may be used sparingly but limited to a maximum of 3. • No emojis permitted in the header or sub-header text
Special Characters Allowed	• Slash or divide(/) Example: 9/7/2017 , ¼ • Plus (+) • Dollar ($) • Comma (,) • Full stop/period (.) • Hyphen/Dash (-) Example: Move-in *should not have space on either side of the dash • Percent (%) • Colon (:) • Semicolon (;) • Ampersand (&) • Question mark (?)
Legal Disclaimer	• Not permitted on the images themselves.
Industry Categories Not Supported (Media Manager only)	• Alcohol • Brokers • Cash Offers for Homes • Cannabis / CBD • Closing Services • Eviction Services • Electronic Cigarrettes • Gambling • iBuying Entities • Lenders • Lotteries & Scratch Cards • Medical Devices • Mortgages • New Construction Builders • Pharmaceutical • Politics • Pornography • Property Management • Real Estate Agents • Religion • Real Estate Software • Research Studies • Title Insurance • Tobacco and Nicotine Products • Weapons & Violence

Featured Image
(Zillow and Trulia only)

• Dimensions: 828 width x 372 height
• Max File Size: 100k
• Creative Types: jpeg or png

Featured Image Restrictions
(Zillow and Trulia only)

• Logo images must be branded
• Image must not contain a logo or text
• No inappropriate content including adult content, alcohol, fake news, gambling, hate speech, illegal downloads, illegal drugs, offensive language, and violence, is permitted on the platform. All creative is subject to Zillow Group approval.

Logo Image

• Dimensions: 220 width x flexible height
• Logo must be cropped with no padding surrounding it
• Max File Size: 50k
• Creative Types: jpeg or png (no white logos)

Text

• Header: Up to 25 characters with spaces included
• Sub-Header: Up to 70 characters with spaces included
• Text must not include all capitals. Some special characters may be used sparingly but limited to a maximum of 3.
• No emojis permitted in the header or sub-header text

Special Characters Allowed

• Slash or divide(/) Example: 9/7/2017 , ¼
• Plus (+)
• Dollar ($)
• Comma (,)
• Full stop/period (.)
• Hyphen/Dash (-) Example: Move-in *should not have space on either side of the dash
• Percent (%)
• Colon (:)
• Semicolon (;)
• Ampersand (&)
• Question mark (?)

Legal Disclaimer

• Not permitted on the images themselves.

Industry Categories Not Supported
(Media Manager only)

• Alcohol
• Brokers
• Cash Offers for Homes
• Cannabis / CBD
• Closing Services
• Eviction Services
• Electronic Cigarrettes
• Gambling
• iBuying Entities
• Lenders
• Lotteries & Scratch Cards
• Medical Devices
• Mortgages
• New Construction Builders
• Pharmaceutical
• Politics
• Pornography
• Property Management
• Real Estate Agents
• Religion
• Real Estate Software
• Research Studies
• Title Insurance
• Tobacco and Nicotine Products
• Weapons & Violence

Prohibited Featured Image Examples

Text, special characters, numbers, and logos must not be visible in the main image of your local ads. Featured Images including these components will not be approved. Below are some examples of prohibited images.

We also recommend staying away from exterior images of homes to avoid your native ad getting mistaken for a typical home listing. However, this recommendation may not be applicable to home services or home repair companies. For those categories, our recommendation is to not feature a wide-angle exterior shot of the home.

Accepted Image Examples

Home Interior Images

Home interiors should feel aspirational yet warm, inviting, and approachable. The vantage point of the images echoes the view of someone moving through the home. Look for the way natural light enhances the space and helps it feel inviting. Avoid photographs that are overly staged or rigid. Instead, look to include human touches for spaces that are accessible yet appealing and inspiring.

Lifestyle Images

Lifestyle images capture authentic human moments within the larger home space. In lifestyle photos, people are the main focus. The viewpoint is deep within the scene and the subject is unaware of the camera. Avoid images that feel contrived or overly posed.

Transactional Images:

Transactional imagery showcases business aspects of the real estate journey in a believable way. Instead of focusing on a device or handshake, these images are about the story of the interaction. Avoid scenes that are contrived or posed, look for authentic moments where people are on the cusp of an activity instead of statically smiling at their device.