Sponsored Tiles
Sponsored tiles are ad placements within a row which allow promotion of content titles and apps in Fire TV. These appear in the form of tiles that looks native to the current experience. The row supports a minimum of 5 tiles in the primary carousel view, but can go up to 10 tiles as a user navigates right within the row. As an advertiser, you pay for the cost of actual clicks on the Sponsored Tiles.
Experience overview
Viewers can scroll down to the sponsored row using the remote on Fire TV. When a tile in the sponsored row is highlighted, the background image along with title and synopsis become visible in the top section of the screen. Once the tile is clicked, the customer can view more details of the content or app and can watch, buy, or download it.
To learn more about ad acceptability, see the Fire TV ad policies and guidelines.
Guidelines overview
This section gives a brief overview of policies and guidelines to be followed for creatives used in Sponsored Tiles. For FireTV self-service advertisers and advertisers who chose to provide custom creatives in Prime Video Direct or Developer Console, refer to creative guidelines section below.
Selection states
Unselected
This image shows how sponsored row (second row in the screenshot) appears on the Fire TV interface before any scrolling.
Selected
This image shows a highlighted sponsored tile. When the viewer navigates to a sponsored tile, more details about the content appear in the section above.
Asset types
There are two key parts to image assets: a tile image and a background image (optional)
Tile image
The tile image appears within a row of other tiles in the Fire TV user interface and represents the content title or app. It is the key art based on which an app or content title can be promoted within the sponsored row.
Sample of an app tile
Sample of a content title tile
Background image
When the ad is selected, additional information about the content is revealed in the “mini-details” area that occupies the top third of the screen. The mini-details area contains the title text and description text apart from the background image.
Mini-details area highlighted:
Title of the content or app and synopsis appear in the left section of the mini-details area.
The background image appears in upper-right corner of the mini-details area.
Asset specifications
Sponsored tile uses two image assets: a tile image and a background image (optional)
| Image component | Requirements |
| Tile image | Size: 1280 by 720px Max file weight: 440KB Format: PNG |
| Background image | Size: 1920 by 1080px Max file weight: 450KB Format: JPG |
Creative guidelines
For FireTV self-service advertisers and advertisers who chose to provide custom creatives in Prime Video Direct or Developer Console, refer to these creative guidelines.
Tile image
Guideline 1: Safe zones
The green overlay area is the safe zone. Essential elements (e.g. head of key characters, title) should be inside the safe zone so they don’t get covered.
Safe zone for a content tile image
Safe zone for an app tile image
✔ Do
The focal point of the image and title are inside the safe zone.
✘ Do not
Face of key character overlaps with text. The text goes outside of the safe zone.
The app logo is inside the safe zone.
The app logo is outside of the safe zone.
Guideline 2: Accessible
Image should be accessible across all devices. Avoid complex logos or titles, smaller font sizes, and low color contrast.
Images and text must have a minimum contrast ratio of 4.5:1. Larger text (24px/18pt font or larger) can have a contrast ratio of 3:1. A minimum font size of 24px for the living room FireTV experience is recommended.
✔ Do
The logo is clear and stands out from the background.
✘ Do not
The logo is unclear because of the small font size and low contrast ratio.
The app logo is clear and has a good contrast ratio.
The app logo is unclear and fuzzy because of the low contrast ratio.
Guideline 3: Simple background
Use image with simple, minimal background with focus on the main characters.
✔ Do
The image is simple and the large logo stands out.
✘ Do not
The image is cluttered and there’s a complex logo with small font.
The image is simple and a large app logo stands out.
The image is cluttered with tiles that take away focus from the app logo.
Guideline 4: High-Definition
Image should be scalable across all device sizes. Avoid using blurry or unclear visuals.
✔ Do
The image is high-definition and clear.
✘ Do not
The image and logo are blurry.
The app logo is high-definition and clear.
The app logo and background are blurry.
Guideline 5: Avoid large, empty spaces
Fill the safe zone with the key subject of the background image as much as possible. Make sure that the composition looks balanced.
✔ Do
The title and image are inside the safe zone and fills the tile.
✘ Do not
There is a lot of blank space because the image and tile have a different aspect ratio.
The app logo is inside the safe zone and fills the tile.
There is a lot of blank space because the app logo has different aspect ratio. Don’t add a frame.
Background image
Guideline 1: Safe zones
The green overlay area is the safe zone. Essential elements (e.g. head of key characters, title) should be inside the safe zone so they don’t get covered.
The 1214 x 830px area represents where the main subject of the image should be placed.
✔ Do
The focal point (face of key character) is on the right side and inside the safe area.
✘ Do not
The focal point of the image (face of key character) is outside the safe zone and would overlap with the title text.
Guideline 2: No text on image
No text or app logos on the background image except small text like maturity rating and copyright.
✔ Do
The title text will be clear and noticeable because there isn’t text on the image.
✘ Do not
The title text won’t be clear because there is text on the image.
Guideline 3: High-definition
Image should be scalable across all device sizes. Avoid using blurry or unclear images.
✔ Do
The image is high definition and clear.
✘ Do not
The image is low-resolution and blurry.
Guideline 4: Multi-title [App ASIN only]
Use distortion, angles, dividers on a multi-title background image so the image doesn’t mimic the FireTV UI tiles.
✔ Do
Distortion makes the image engaging.
✘ Do not
The flat structure is too similar to the FireTV tiles.
Updating creatives
You can edit your Sponsored Tiles creatives where you uploaded them.
App developer
If you are promoting an app ASIN, to learn more about updating the sponsored tiles, see Image Asset guidelines for the App store.
Prime Video
If you are promoting a content title, to learn more about updating the sponsored tiles see the Prime Video Direct Graphics Asset Guide.
FireTV self-service
FireTV self-service advertisers can now upload custom images in their campaigns. Learn more
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