CREATIVE SPECIFICATIONS

Transcription

1 CREATIVE SPECIFICATIONS Table of Contents Important Information...2 Definitions used in this Document...2 Video Testing Tools...2 Desktop Display Creatives...3 Expandable...4 In-Banner Video...5 Billboard...6 Filmstrip...7 Mobile Display Creatives...8 Mobile Rich Media...9 Mobile Interstitial In-Stream Video Creatives For Desktop For Mobile Digital Audio Creatives MaxPoint Policies Ad Serving Fees MaxPoint Billing Appendix A: HTML5 Creative Guidelines... 16

2 Important Information Definitions used in this Document Mobile Device: Any mobile phone or tablet device that utilizes a mobile operating system such as Android, ios, Windows Phone, and Blackberry. VPAID 1.0: See VPAID 2.0: See Clicktag: A clicktag is a parameter used in HTML5 ads. The parameter is a variable that defines the destination URL from the markup code. By using a clicktag, the advertiser can easily see and modify the URL without a developer having to make a change in the actual HTML5 asset. Video Testing Tools The following tools are available on the Internet to help validate your video creatives and are listed here as a convenience. MaxPoint does not support these independent third party tools. JW Player Demo Google Video Suite Inspector Secure Creatives MaxPoint requires all creatives, including companion banners, and all associated post-polite load scripts/images/video to be provided in a secure format. All network calls must be made over HTTPS and cannot be made over HTTP. This document was last updated on: November 8,

3 Desktop Display Creatives Specifications in the table below apply to all non-mobile display creatives, including static images, animated creatives (.gif or HTML5), and rich media creatives. The following creative types have additional requirements, which are listed in later tables: Expandable In-Banner Video Billboard Filmstrip Requirements for mobile creatives are listed in a later section, titled Mobile Display Creative Specifications. Desktop Display Creative Specifications Maximum File Size (initial) 200KB Maximum File Size (polite, additional) 2.2MB Allowed Formats Image (.jpeg,.png,.gif), HTML5 160x600 wide skyscraper Standard Allowed Dimensions 300x250 medium rectangle 728x90 leaderboard Premium Allowed Dimensions 300x600 (upon request) 320x50 (mobile only) ActionScript Versions 1-3 Click-thru Location Landing pages must open in a new tab or window. They may not open within the ad iframe or the top window. Multiple Landing Pages Ad may click-thru to multiple different landing pages, but they must be on the same domain. Clickable Area We recommend that 100% of ad is clickable, but this is not required. Maximum animation length of 30 seconds. Unlimited looping Animation/Looping within 30 seconds is allowed. Afterwards, image must remain static. Maximum Frame Rate 24fps Z-Index Range Must be less than 4999 Maximum % CPU Usage 30% Border Requirements On all creatives with partially black/white backgrounds, a visible border of a contrasting color must be present. Default or Backup Image When a user s browser does not support creative technology (i.e. JavaScript), a static image backup must display. Audio Requires user-interaction (must default to mute). Maximum volume of -12db. 3

4 Expandable These requirements are in addition to those listed in the Desktop Display Creative Specifications table. For expandable creatives that contain in-banner video, the requirements listed in the In-Banner Video Creative Specifications table also apply, with the exception of Allowed Dimensions. Desktop Expandable Creative Specifications 160x600 wide skyscraper Standard Allowed Dimensions (initial) 300x250 medium rectangle 728x90 leaderboard Premium Allowed Dimensions (initial) 300x600 (upon request) 160x600 -> 320x600 (left or right) 300x250 -> 600x250 (left or right) Maximum Dimensions (expanded) 728x90 -> 728x270 (up or down) 300x600 -> 600x600 (left or right) Maximum Panel Weights 200K Expansion Method Click-to-expand or rollover-to-expand Closing Method Click-to-close or roll-off-to-close Required. Close X must be displayed on the expanded Close Button panel in 16 point font or larger on the corner of the unit. Initial must be less than Z-Index Range Expanded must be greater than If the expandable cannot expand for any reason (as happens in nested iframes or single iframes when an Non-Expandable Backup iframe buster is not present), it must serve a nonexpandable backup unit. Expandable and non-expandable ads cannot rotate within Rotation one ad tag. Please provide separate tags. Not to exceed 1/4 size of original ad (collapsed size). Only Hot Spot (for rollover-to-expand) initiated when cursor rests on hotspot for at least one second. Must not initiate audio. 4

5 In-Banner Video These requirements are in addition to those listed in the Display Creative Specifications table. For expandable creatives that play an in-banner video after expansion, the requirements listed in the Expandable Creatives Specifications table also apply. For such creatives, the Allowed Dimensions are those listed in the Expandable Creatives Specifications table. In-Banner Video Creative Specifications Video Start Requires user-interaction (click or rollover). Required User Controls Play, pause, and mute controls are required. Other controls are permitted but not required. Opening Image Animation Ad must be static image prior to video no animation. Opening Image Maximum Size 70KB 2.2MB (if entire video must download before playback Maximum Video Size begins) or unlimited (if video downloads and plays piece-bypiece [streaming]) Maximum Video Length 4 minutes Aspect Ratio Preferred: 4:3 Accepted: 16:9 300x250 Allowed Dimensions 300x x x90 Aspect Ratio 4:3 Replay Must be user-initiated video cannot automatically replay. Not to exceed 1/4 size of original ad. Only initiated when Hot Spot (for rollover-to-play) cursor rests on hotspot for at least one second. Must not initiate audio. 5

6 Billboard These requirements are in addition to those listed in the Desktop Display Creative Specifications table. For Billboard creatives that contain in-banner video, the requirements listed in the In-Banner Video Creative Specifications table also apply, with the exception of Allowed Dimensions. For Billboard creatives that expand and collapse, the table below contains additional requirements for these unit types. Billboard Creative Specifications Standard Allowed Dimensions (initial) 970x250 Expansion Method Click-to-expand Closing Method Click-to-close Required. Close Ad X must be displayed on the expanded panel in 16 point font or larger and have a 5 Close Button pixel padding from the top and right sides of the Billboard unit. See Close Button above. Close Ad X button will collapse 100% of the Billboard and leave a Show Ad button that will redisplay the ad on user click. When a user clicks Close Ad X, the ad will disappear, Collapsing Functionality page content will push up, and a Show Ad button will remain. When a user clicks Show Ad or the branded Show Ad button, the ad will reappear, page content will push back down, and a Close Ad X button will appear on the Billboard. 6

7 Filmstrip For Filmstrip creatives that contain video, the requirements listed in the In-Banner Video Creative Specifications table also apply, with the exception of Allowed Dimensions. Filmstrip Creative Specifications Allowed Dimensions 300x600 Maximum File Size (initial) 200KB Maximum File Size (polite, additional) 300KB or streaming video can be loaded into the parent cell upon user click only. Allowed Formats Image (.jpeg,.gif), HTML5 Content Cells Maximum of 5 300x600 content cells that make up a single 300x3000 container. Maximum animation length of 15 seconds. Unlimited Animation/Looping looping within initial 15 seconds is allowed. Afterwards, image must remain static. Maximum Frame Rate 24fps Border Requirements Creative must contain a 1-pixel border. Preferred, not required. Backup Image Maximum file size 30KB Dimensions must equal 300x600 Video Permitted Yes Video Start Requires user-interaction (click only) Required User Controls for Video Play, pause, and mute controls are required. Other controls are permitted but not required. Audio Permitted Yes; must be initiated by user click only 7

8 Mobile Display Creatives Specifications in the table below apply to all mobile display creatives. The following creative types have additional requirements, which are listed in the Mobile Rich Media and Mobile Interstitial table. Mobile Display Creative Specifications Maximum File Size (initial) 200KB Maximum File Size (polite, additional) 2.2MB Allowed Formats Image (.jpeg,.png,.gif), HTML5 Allowed Dimensions 160x600, 300x250, 320x50, 728x90 Supported Technologies HTML5 creatives are acceptable. ActionScript Versions 1-3 Click-thru Location Landing pages must open in a new tab or window. They may not open within the ad iframe or in the top window. Multiple Landing Pages Ad may click-thru to multiple different landing pages, but they must be on the same domain. Clickable Area We recommend that 100% of ad is clickable, but this is not required. Maximum animation length of 30 seconds. Unlimited looping Animation/Looping within 30 seconds is allowed. Afterwards, image must remain static. Maximum Frame Rate 24fps Border Requirements On all creatives with partially black/white backgrounds, a visible border of a contrasting color must be present. Default or Backup Image When a user s browser does not support creative technology (i.e. JavaScript, HTML5), a static image backup must display. Audio Requires user-interaction (must default to mute). Maximum volume of -12db. 8

9 Mobile Rich Media Mobile creatives containing rich media properties (expansion, tap-to-play-video, store locators, etc.) all allowed. These requirements are in addition to those listed in the Mobile Display Creative Specifications table. Mobile Rich Media Creative Specifications 160x600 wide skyscraper 300x250 medium rectangle Standard Allowed Dimensions (initial) 320x50 mobile banner 728x90 leaderboard 160x600 -> 320x600 or fullscreen 300x250 -> 600x250 or fullscreen Maximum Dimensions (expanded) 320x50 -> 320x480 or fullscreen 728x90 -> 728x270 or fullscreen Maximum Panel Weights 200K Expansion Method Tap-to-expand Closing Method Tap-to-close Required. Close X must be displayed on the expanded Close Button panel in 16 point font or larger on the corner of the unit. Initial must be less than Z-Index Range Expanded must be greater than If the expandable cannot expand for any reason (as happens in nested iframes or single iframes when an Non-Expandable Backup iframe buster is not present), it must serve a nonexpandable backup unit. Expandable and non-expandable ads cannot rotate within Expandable Rotation one ad tag. Please provide separate tags. Video Start Requires user-interaction (tap). Maximum Video Length 4 minutes HTML5, MRAID (in-app creatives requiring MRAID are only Mobile Rich Media Technologies accepted from the following vendors at this time: Celtra, Medialets, Spongecell) 9

10 Mobile Interstitial Mobile Interstitial creatives are also known as Between-the-Page units. Mobile Interstitial Creative Specifications 320x x320 Allowed Dimensions 1024x x1024 Fit-to-Screen Maximum File Size (initial) 200KB 300KB or streaming video can be loaded into the parent Maximum File Size (polite, additional) cell upon user click only. Allowed Formats Image (.jpeg,.gif), HTML5 Maximum animation length of 15 seconds. Unlimited Animation/Looping looping within initial 15 seconds is allowed. Afterwards, image must remain static. Maximum Frame Rate 24fps Video Permitted Yes Play, pause, and mute controls are required. Other Required User Controls for Video controls are permitted but not required. Audio Permitted Yes; must be initiated by user click only Closing Method Click-to-close Required. Close X must be displayed on the panel in Close Button 8x16 point font. It is recommended the close button be in the upper right corner of the panel. Required. The word Advertisement must be displayed Label on the panel in 8x16 point font. 10

11 In-Stream Video Creatives Specifications in the tables below apply to all in-stream video creatives (both desktop and mobile). In-stream video ads closely resemble TV advertisements. They may appear in pre-roll, mid-roll, or postroll positions. In-stream video can be served through a third party vendor or MaxPoint s in-house account (ad serving fees apply for in-house serving). Companion ads are not guaranteed. This is dependent on the publisher, as companions are viewed as added value. For Desktop Desktop In-Stream Video Creative Specifications Tags must adhere to VAST 2.0. Tag Standardization Creatives using VPAID must adhere to VPAID 2.0. Preferred:.mp4,.webm Media File Formats Accepted:.asf,.dv,.mpg,.mov,.wmv,.3gp,.3pg2,.avi Not Allowed:.flv Audio Codecs/Formats MP3, H.264/AAC preferred Preferred: 15s Length of Video Accepted: 30s and 60s (with limited inventory) Preferred: 4:3 Aspect Ratio Accepted: 16:9 Maximum File Size 1GB (extremely large files will be transcoded) Allowed Dimensions 480x360, 640x480, 720x540 Various bit rates per media file format is strongly recommended for widest inventory selection. Bit Rate kbps (low resolution) kbps (standard definition) kbps (high definition) Third Party Tags Third party tracking tags are accepted. Audio Volume Maximum of -12db Allowed Dimension Audio Allowed Formats Maximum File Size Rich Media Click-thru URL Animation/Looping Companion Ad Creative Specifications 300x250 Not permitted.jpeg,.png,.gif 70KB Not permitted A clickable ad is not required. If ad clicks, please provide a click-thru URL. Maximum animation length of 30 seconds. Unlimited looping within 30 seconds is allowed. Afterwards, image must remain static. 11

12 Border Requirements On all creatives with partially black/white backgrounds, a visible border of a contrasting color must be present. For Mobile Mobile In-Stream Video Creative Specifications Tag Standardization Tags must adhere to VAST 2.0. Creatives using VPAID 2.0 are acceptable. Media File Formats Accepted:.mp4,.webm Not Allowed:.flv Audio Codecs/Formats MP3, H.264/AAC preferred Length of Video Preferred: 15s Accepted: 30s and 60s (with limited inventory) Aspect Ratio Preferred: 4:3 Accepted: 16:9 Maximum File Size 1GB (extremely large files will be transcoded) Allowed Dimensions 480x360, 640x480, 720x540 Various bit rates per media file format is strongly recommended for widest inventory selection. Bit Rate kbps (low resolution) kbps (standard definition) kbps (high definition) Third Party Tags Third party tracking tags are accepted. Audio Volume Maximum of -12db Allowed Dimension Audio Allowed Formats Maximum File Size Rich Media Click-thru URL Animation/Looping Border Requirements Companion Ad Creative Specifications 300x250 Not permitted.jpeg,.png,.gif 70KB Not permitted A clickable ad is not required. If ad clicks, please provide a click-thru URL. Maximum animation length of 30 seconds. Unlimited looping within 30 seconds is allowed. Afterwards, image must remain static. On all creatives with partially black/white backgrounds, a visible border of a contrasting color must be present. 12

13 Digital Audio Creatives Specifications in the tables below apply to all digital audio creatives (both desktop and mobile). Flash is not supported. Digital Audio creatives are supported only from Sizmek. Inventory is limited consult with your MaxPoint account manager for details. Tag Standardization Media File Formats Audio Duration Maximum File Size Audio Bit Rate Third Party Tags Audio Volume Audio Creative Specifications A single Sizmek VAST 2.0 tag..ogg 15 or 30 seconds 500KB It is suggested to provide multiple bitrates for the same media file to increase inventory selection. It is recommended that the following bitrates be included: 64 kbps 80 kbps 96 kbps 128 kbps 192 kbps A single third party tracking 1x1 pixel is allowed. Maximum of -12db Allowed Dimensions Allowed Formats Maximum File Size Rich Media Click-thru URL Third Party Tags Synced Banner for Audio Creative Specifications 300x250, 640x640.jpeg 200KB No A clickable ad is not required. If ad clicks, a click-thru URL must be provided. A single third party tracking 1x1 pixel is allowed. 13

14 MaxPoint Policies MaxPoint reserves the right to reject any ad based on the nature of the content. This rejection may occur at any point prior to, or after, the campaign has launched. Creative Deadlines MaxPoint-Served Ads Third Party Tag Formats Testing and Approval Creative Changes Hardcoded Click-thru URLs Redirect/Landing Page Downloads Guaranteed Site Placements Creative Specifications QA Process Illegal Content Tobacco Products Policies Submit creative files or tags 5 business days prior to campaign launch. Must be sent in a.zip file and be accompanied by a click-thru URL. Please make sure that raw assets are built to allow for a click tag to be implemented. Please make sure that raw assets are built to the specified dimensions and file sizes. All third party tags must be sent in a.txt or.xls file. All creative components must be tested and approved by MaxPoint. MaxPoint must be notified whenever creative swaps are scheduled to be made by the ad server. The ad will need to be QA d again by MaxPoint to ensure that everything continues to work properly. Not accepted Must be live at least 24 hours prior to campaign launch Ads that initiate downloads may be subject to reduced volume of available inventory. These ads must be discussed with MaxPoint during the campaign planning process. MaxPoint cannot guarantee availability on any specific sites or category of sites. Some publishers may choose to block promotional ads from appearing on their sites. All campaign ads must abide by the specifications outlined in this document. All campaign ads are subject to MaxPoint s internal QA approval process. Campaign ads promoting illegal content are not permitted. MaxPoint does not run campaigns promoting tobacco products, or products countering tobacco use. 14

15 Ad Serving Fees Ad serving fees apply if MaxPoint manages ad serving. Fees vary by creative type inquire for rates. MaxPoint does not upcharge for ad serving. Third party fees are passed on at cost. MaxPoint Billing Third Party Billing: MaxPoint bills based on third party numbers. Access to third party reporting must be obtained 2 days prior to campaign launch. 15

16 Appendix A: HTML5 Creative Guidelines When possible, MaxPoint recommends providing HTML5 creative assets for display creatives. This is particularly important for mobile campaigns, as most modern browsers and mobile devices do not support Flash. MaxPoint s requirements for HTML5 creatives match those that are put forth by the IAB in HTML5 for Digital Advertising (Version 1.0.1). This document is an ideal resource for detailed information on HTML5 ad implementation. For easier reference, below are answers to some of the most common questions about HTML5 creatives. What do I need to provide MaxPoint when running HTML5 creatives? For each HTML5 ad creative, MaxPoint requires two items: A.zip archive containing all primary (non-backup) ad creative assets. A.jpg,.png, or.gif file to be used as a backup in the event that a browser does not support HTML5. For convenience, it s acceptable to zip the assets (both the.zip archives and the backup files) for multiple ad creatives into a single archive. Alternatively, these can be sent to MaxPoint individually. Each ad creative.zip archive should contain two things: A single master HTML file This is a fully-formed HTML document that functions as the primary asset of the ad creative. This HTML document may reference additional resources/assets. All resources that are referenced by the master HTML file If your creative master HTML file references any resources, these should be included within the.zip archive. This would typically include image assets, JavaScript files, or other resources that are referenced from within the master HTML file. Only files that are referenced by the master HTML file should be included within the creative.zip archive; please do not include any additional files that are not referenced by the master HTML file. It s acceptable to include the backup image within the creative.zip archive if (and only if) the backup is referenced by the master HTML file. In this case, please include an additional copy of the backup asset separate from the.zip archive. What makes an HTML5 creative secure? All references in the HTML file of the creative must use the HTTPS protocol and not HTTP protocol. This means that all links and references to external scripts/images must be hosted on a server that allows secure access via HTTPS. Any reference to a non-secure link using HTTP will disqualify the creative from being secure and usable. Can HTML5 creatives reference externally hosted JavaScript scripts? Yes. References to external scripts within an HTML5 creative are allowed, however all references must be made over HTTPS. Using insecure references will disqualify the HTML5 creative from being supported. None of the scripts can make use of the following JavaScript API s: indexeddb 16

17 localstorage opendatabase sessionstorage Where can I find an example HTML5 creative asset archive for reference? An example HTML5 creative asset.zip archive, made available by Google, can be found here: Google's Sample HTML5 Leaderboard Creative What is a Click Tag, and how do I implement support for this? Click Tag is an industry standard mechanism for passing click-through URLs into ad units. MaxPoint requires that all ad creatives implement Click Tag. Support for this mechanism within ad creative assets is necessary for ad servers to be able to dynamically control ad landing pages, and also for third parties to be able to track ad clicks. To implement support for this mechanism, the creative asset code must call the JavaScript window.clicktag property when a click occurs. Here is an example of how this can be done from within the creative master HTML file: <a href="javascript:window.open(window.clicktag, '_blank')"> The clicktag must also be properly declared. Here is an example of how to declare a clicktag: <script type="text/javascript"> var clicktag = " </script> Where can I find additional information on HTML5 creatives? The IAB has published the following document (earlier mentioned), which contains guidance on HTML5 for ad designers and creative technologists: HTML5 for Digital Advertising (Version 1.0.1) The IAB wiki also contains a page specifically focused on providing access to HTML5 resources: HTML5 for Digital Advertising Resources 17