Not much is new for app marketers from this year’s WWDC. However, Apple will finally follow Meta’s and Google’s lead and allow us to upload our own creatives for Apple Ads. Independent of the App Store product page:
Images and videos must use a 3:2 aspect ratio.
Videos must be between 5-30 seconds in length and can only be used in search results ads.
Videos can be uploaded with or without audio, but audio will not play.
Images and videos can include embedded text, and you can localize the text according to the countries and regions where your ads will run.
As always, Apple’s guidelines on this are quite vague. It remains to be seen how far marketers will push the limits, as Apple stays very protective of the content shown in its App Store.