Display Creative Guidelines and Specifications
Overview Display Size Format Resolution Standard 100 kb max. GIF JPG PNG 160 x 600, 300 x 250, 728 x 90 300 x 600, 336 x 280, 120 x 600 200 x 200, 250 x 250, 800 x 250 970 x 250 Pixel Animated 100 kb max. Or 100kb Initial Load and Polite Loading until 2,2 MB (needs to be served by a 3rd Party AdServer) GIF or HTML5 160 x 600, 300 x 250, 728 x 90 300 x 600, 336 x 280, 120 x 600 200 x 200, 250 x 250, 800 x 250 970 x 250 Pixel Base Dimension Max.Dimension Expandable Start-File 100kb max. Polite Loading until 2,2 MB (needs to be served by a 3rd Party AdServer) HTML5 or GIF/JPG Only through Redirect 728x90 300x250 160x600 728x300 600x300 400x600 120x600 420x600 300x600 560x600 Miscellaneous Duration: Loop of max. 30 sec. After 30 seconds the ad must be static! Frame-rate: max. 24 frames per sec. Recommended: 12 frames 1x1 contrasting border mandatory For more detailed information please view following pages: General Requirements Content (Page 3) Ad Functionality (Page 4) Technical Requirements General (Page 5) clicktag (Page 6) Additional Guidelines Expandable Creatives (Page 7) In Banner Video Ads (Page 8) 2
General Requirements Content Ads must have proper brand notification, i.e. be distinguishable from a publisher's content. Ads can't appear as if they are actually content or links on a publisher's site. Must include a visible border of a contrasting color to the majority background color of the ad. Proper URL declaration: The ad must lead to the URL that s declared in the destination URL field. Trick to click: Ad cannot trick users into clicking on it, e.g. by resembling a Windows dialog box. Graphical layout: Ads must take up the entire space, and not appear sideways or upside-down. Strobing, flashing backgrounds, or otherwise distracting ads are not allowed. 4th Party Calls: You may only call certified vendors. The following content is prohibited: Tobacco, weapons, nudity, defamatory/hate content, illegal activities, profanities, spyware. Offers of free gifts, links to quizzes and surveys, misleading claims, and references to sex or sexuality. Any images of children/teenagers/adults (male or female) that reveal nipples, excessive chest or cleavage, genitals, buttocks, butt cracks, or the area between the navel and hip bones. Autoplay video/audio, auto expand Pop-ups, including surveys Malware: No landing pages may contain code to install malware. 3
General Requirements Potentially offensive graphics or language that facilitates, promotes, or uses offensive, distasteful, applies scare tactics, vulgar, gross, obscene, inappropriate language, profanity, contains scary, threatening or sexually suggestive text, images or situations (includes cartoons or animations). Advertising is not allowed that advocates, glorifies or promotes rape, torture, cannibalism, human suffering or death, self-harm, violence against animals or graphic or violent images, such as images showing blood or dismemberment. Ad Functionality Use of the following is strictly prohibited: Functionality that is not predictive or does not display an expected experience/outcome. Any element designed to generate a click without relevant information or content at the destination. Functionality such as inactive close" icons within the ad or on the landing page that does not trigger expected behavior. Dynamic user experiences within an ad must resolve to an expected, appropriate result on the landing page. Appear to make the ad page look broken or as if something is not working or what is considered to be normal on a web page. Impact performance: General impact on performance, reliability, and quality of the user s computing experience (e.g., slow computer performance, reduced productivity, corruption of the operating system, or other issues). Require users to enter personal information (i.e. name, email address, phone number) in order to view information within the ad or landing page. 4
Technical Requirements for display creatives General File types of creatives must be JPEG, GIF or HTML5 (HTML5 needs to be served by a 3rd Party AdServer) Duration of animated ads must be 30 seconds or less. Max. 24 Frames per Second Ads must open in new tab or new window only The file size for creatives must be 100 KB or less. Larger files must use polite loading, with a maximum initial load of 100 kb and polite loading up to a maximum of 2.2mb Creatives can't be hosted by or make a call to an unapproved third-party adserver. 1x1 contrasting border mandatory All creatives and pixels/tags/click commands must be SSL compliant and use the HTTPS protocol. When creatives load, they may make any number of calls to various servers. Ad servers that are called over https are supposed to make sure that any calls that it makes are over HTTPS. Not all ad servers do this though, so to be safe, make sure any pixels or calls that you add to the creative are using the HTTPS protocol. Please note that there will be an OBA icon in the top right corner so don t put important details there. Flash cookies are not allowed Landing Page must be crawlable Common Creative Formats 120x600 160x600 300x250 300x600 728x90 800x250 970x250 336x228 250x250 5
Technical Requirements for display creatives The following examples are methods for applying the clicktag variable within the ad creative: var clicktag = "www.accuen.com" Ads must use the clicktag variable as the destination of the click even, whether handled by anchor tags (<a>), window.location, window.open or any other method of navigating the user. When using this variable upon a click, if you use an achor tag, we recommend setting the target attribute to _blank. This ensures that the click destination opens in a new page or a tab. <a href=(the URL of the clicktag) target="_blank"> </a> A typical way to utuize the clicktag variable is to give the anchor tag a unique id and assign the hred dynamically after page load via Javascript: HTML Javascript <a id= clickarea target="_blank"></a> var clickarea = document.getelementbyid( clickarea ); clickarea.href = clicktag; To leverage Javascript s window.open method within the HTML: <a href="javascript:window.open(window.clicktag, '_blank') ></a> In instances of multiple clickthrough urls within the same ad, enumerate click tags as follows: clicktag0, clicktag1, clicktag2 6
Technical Requirements for display creatives If the client is using The Trade Desk as DSP (please request this information from our campaign manager) The Click Tag URL can be retrieved from using the following code: Function getparameterbyname(name) { name = name.replace(/[\[]/,"\\[").replace(/[\]]/,"\\]"); var regex = new RegExp("[\\?&]" + name + "=([^&#]*)"), results = regex.exec(location.search); return results === null? "" : decodeuricomponent(results[1].replace(/\+/g, " ")); } Var clicktag = getparameterbyname(<your Parameter Name>); By appending a URL escaped landing page to the click tag URL, our system will track the click and redirect the request to the given landing page. If no landing page is provided, we will track the click and redirect the result to the default landing page. Your Parameter Name should be exchanged with clicktag! Var clicktag = getparameterbyname(<your Parameter Name>) + encodeuricomponent(<your Landing Page>); Different landing pages can be used for different actions. Please see the IAB s Guidance for Ad Designers and Creative Technologists for more suggestions on implementing multiple landing pages. No subfolders allowed in the.zip file! 7
Additonal Guidelines for expandable creatives Expandable creatives must be served on a supported third-party ad server. Technical requirements Please note that the general technical requirements also apply for expandables Size: 100 KB (Initial Load) to 2.2 MB (Polite Load) Expandable directions: Must expand down, left, or down and left. No other directions or combinations of directions is allowed. User-initiated expand: May expand on-click or on-hover. Creative closure: Creative must close on click or mouse off. Must contain a prominent close "X" in 16 point font or larger, in the corner of the creative. Both click-to-expand and rollover-to-expand expandable creatives are allowed, and can expand in one or more directions as declared in RTB responses. Maximum expanded dimensions are summarized in the following table: Base dimension Expanded dimension Direction 468 60 468 210 Down 728x90 728 300 Down 300 250 600 300 Down and left 160 600 400 600 Left 120 600 420 600 Left 8
Additional Guidelines for In-Banner Video Ads Click to Play Please note that the general technical requirements also apply for In-Banner Video Ads 100KB initial load 2.2 Mb total load with video Banner Animation : 30 seconds Opening image can t be animated (of the video) Video size : 300x250 (inline rectangle) and 336x280 (Large rectangle) Audio and Video : only upon user s click Border : 1x1 contrasting border requested Other restrictions : Stop/Mute and Start Button required Frame rate: Minimum 14 frames-per-second (30 fps recommended) Aspect ratio: 4:3 aspect ratio recommended; other aspects will be accepted but may be letterboxed Audio: Must be encoded at a volume less than or equal to -12 db Notes - related to Google AdExchange policy: User initiative Replay Button is possible Total Playing Time must be <4 minutes for AdX Link to help center and 3rd party ad serving policies 9