Sponsored Boards | Home Feed

Format Guidelines

What is Sponsored Boards?

Sponsored Boards is a mid-funnel format for brands seeking to build Consideration in an engaging way. It provides a curated destination for dynamic storytelling, by immersing shoppers in an interactive, social-native grid that blends SKUs with product video and imagery.

This format empowers partners to reach their ideal audience, sustain engagement, and drive product consideration.

How It Works

There are two main path to maximise the campaign engagement

From Top Teaser:

**Initial state on Home**
Hero image with a carousel of up to 25 SKUs underneath

**After tapping the top image**
Users can see the Board, with 40-100 items

**After tapping the single item**
Users can take a number of actions to further explore the item

**After tapping the view product**
Users can tap and view the product detail page

From Product Carousel:

**Swipe to the end of product Carousel**
User can see the see more products

**After tapping the product card**
Users can tap on a product thumbnail and view the product detail page

What You Need to Deliver

Three main assets 1. Poster Image, 2. Copies, 3. SKUs are required to maximize your campaign performance. Everything else (brand name, follow button, sponsored tag) is fixed by the platform.

Poster image

Displayed on both the Entry Point and the Board

Format: JPG or PNG
Size: 2229 x 2145px
Max. file size: 500 KB

Copies

Title: Displayed on both the Entry Point and the Board

37 characters
Paragraph: Displayed on the Board
120 characters

SKUs

Up to 25 SKUs from the designated board (containing 40–100 SKUs) can be displayed in the Entry Point.

How to Make the Content Experience Great

1. For consistent shopping experiences. We recommend that the hero image should be built around a collage aesthetic* - editorial, layered and visually distinct from standard imagery.

This collage visual can be divided into 2 types of elements:

Hero elements (models/lifestyle imagery). Represent the mood, theme and aesthetic of the board. The hero is a key visual that helps make the story feel complete, elevates it and makes it feel more editorial. These models or lifestyle images do not need to be linked to specific products.
Secondary elements (SKUs). Products that are (mandatory) featured on the board, using imagery sourced from Zalando product pages. Pick 3-4 hero SKUs that best represent the theme.

*In case this is not possible, an image in the standard style (as per other formats) would be sufficient.

2. For better legible experiences:

Image background color must be no brighter than #F3F3F3. No additional borders needed.
Keep all critical content (Logo, Product) within the marked safe area to ensure visibility across formats.

Safe zone

Right click or long tap to save.

3. Accessibility Requirements. All creatives must comply with the European Accessibility Act (EAA) guidelines for Zalando ad formats. Make sure your content complies with the Zalando standard.

Readiness Checklist

Further Questions

For questions about your campaign setup, contact your Zalando Marketing Services account team.