End cards: what they are, the specs, and how to test the least tested asset in your account

TL;DR. The end card is the screen that appears when a video or playable ad finishes: the moment the viewer decides whether to install, shop or close. It carries the whole conversion and it is the least tested asset in most accounts, usually a logo, a button and whatever the designer had left. This page covers what an end card is on each network, the specs, what a good one does, and how to test it as its own variable.

What is an end card?

In mobile advertising, an end card (endcard, end screen) is the static or lightly animated screen shown at the end of a video or playable ad, carrying the call to action. On AppLovin it is a 9:16 image at 320×480 up to 768×1024 (minimum 270×480), or, for interactive ads, the final state of the playable. The video earned the attention; the end card asks for the action. If the video promised one thing and the end card shows another, the install or purchase does not happen.

AppLovin added built-in end card generation to Ads Manager in June 2026, which made the format cheaper to vary and removed the last excuse for shipping one end card per campaign.

Why end cards are under-tested

Because they arrive last. The brief is about the video, the shoot is about the video, the edit is about the video, and the end card is produced in the final hour by whoever is free. So every variant of the video, each speaking to a different motivation, lands on the same end card speaking to none of them. It is the same defect as the ad-to-landing-page mismatch, one screen earlier. See end cards are the most under-tested asset you own.

What a good end card does

1. Repeats the promise the video just made. Same hook, same words, same face if there was one.
2. Shows the thing. The game board, the product, the offer. Not the logo.
3. Makes one ask. Install, shop, claim. One button, large, in the thumb zone.
4. Carries the offer if the video did. About 40 percent of AppLovin's top-spending videos feature a promotion; the end card is where it is redeemed.
5. Reads with sound off. Captions on the video, text on the card.

How to test end cards

Treat the end card as its own variable. Hold the video constant and run three end cards: the current default, one that repeats the hook verbatim, one that leads with the offer. Read installs or purchases, not clicks on the card. Then do the reverse: hold the winning end card and vary the video. Two tests, and you know which half of the ad is doing the work.

Specs by network (as published)

• AppLovin: image end card 9:16, 320×480 / 320×512 / 640×1138 / 768×1024, min 270×480; GIF/JPEG/PNG up to 10 MB. Playable end state governed by the HTML spec (single file ≤5 MB, no external requests).
• Other networks: check each one's current spec; dimensions and file limits change, the principle does not.

Questions people ask

What is the difference between an end card and a landing page? The end card is inside the ad, shown when the video finishes, and asks for the tap. The landing page or store listing is where the tap goes. Both have to continue the promise the ad made.

How long should an end card show? Long enough to read and act. Most networks hold it until the user closes or taps; the design should assume two seconds of attention.

Should the end card have the logo? Small, if at all. The logo is for the brand team; the end card is for the decision.

Does Flixr make end cards? Yes, as part of the same brief as the video and the landing page, so the three repeat one promise. They are tested as their own variable.

Sources: AppLovin Support Center, "Creative specs & guidelines" and "Video best practices", 2026.