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IAB DISPLAY ADVERTISING CREATIVE FORMAT GUIDELINES VERSION 1.0 DRAFT for PUBLIC COMMENT Public Comment Period: August 17 to September 18, 2015

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IAB DISPLAY ADVERTISING CREATIVE FORMAT GUIDELINES VERSION 1.0 DRAFT for PUBLIC COMMENT Public Comment Period: August 17 to September 18, 2015 IAB DISPLAY ADVERTISING CREATIVE FORMAT GUIDELINES VERSION 1.0 DRAFT FOR PUBLIC COMMENT Public Comment Period: August 17 to September 18, 2015 IMPORTANT DRAFT RELEASE NOTES: This is a draft for public comment, this comment period will close on September 18, 2015. Please submit feedback via Google Doc or via email to Shailley Singh, IAB lead on this initiative, at [email protected] prior to the deadline. You should take no reliance or action on this draft specification. Please wait for the final specification to be published. This document for Public Comments has been developed by the IAB Creative Display Guidelines Committee. The display guidelines in this document have been updated to reference HTML5 Ad requirements. Extensive ad load performance testing was done over a period of 4 -5 months to collect performance data of different types of ad units on real publisher pages across browsers and controlled network speeds to reflect average internet and mobile usage to conclude optimum file weights. The working group was led by: Francis Phan, Senior Manager Advertising UX at Yahoo Aaron Wood, Director Production Service AOL Premium Exepriences at AOL Platforms Steve Suthiana, Global Head, Digital Media and Operations at Mansueto Ventures Contributions for Testing and Ad creatives were provided by: AOL Celtra Crisp Media Pointroll Following IAB member companies were part of the working group that created this draft About.com DRAFTCrisp PGA TOUR Time Out America Adobe Facebook Medialets Tribune Publishing Aarki Dominion Digital Media PointRoll Universal McCann Addroid Demand Media Sizmek Time Warner Cable Media BabyCenter Hanley Wood OpenX Viacom Amazon Google Smaato Univision Communications AOL Gawker Media The Business Insider Inc. Bazaarvoice IAB UK Optimatic Titan Outdoor Bloomberg LIN Digital Spongecell Xaxis Condé Nast LA Times The New York Times Verve Mobile Centro Mansueto Ventures Company Turn Inc. comScore Moat The Huffington Post Yahoo Disney Interactive LinkedIn Time Inc. YuMe Discovery Communications Millennial Media Undertone Zillow This document should be printed in 11 x 17 (tabloid size) for better viewing experience DISPLAY ADVERTISING CREATIVE FORMAT GUIDELINES: QUICK REFERENCE GUIDE CONTROLS GENERAL AD DIMENSIONS NOTES BELOW) REQUIREMENTS FONT SIZE, ETC. USAGE (NOTE 3) Z-INDEX RANGEZ-INDEX (WXH IN PIXELS) (WXH IN PIXELS) VIDEO/ANIMATION VIDEO/ANIMATION (SEE NOTE 6 BELOW) INITIAL DIMENSIONS OR INTERACTIVE ADS MINIMUM REQUIRED CREATIVE UNIT NAME MAXIMUM EXPANDED MAX INITIAL FILE LOAD GUIDELINES (SEE VIDEO INITIATED FILE REQUESTS MAX NUMBER OF HOST- SIZE (SEE NOTE 6 BELOW) HOST-INITIATED SUBLOAD MAX PERCENTAGE OF CPU LABELING REQUIREMENTS, Billboard 970x250 This ad unit 200 1 MB 15 24 fps 0 - 4,999 40% Close X collapses ad 100% when Ad unit content must be Include mandatory small image file for 1 sec to visual-complete view. clicked, with “show ad” button clearly distinguishable collapses to KB Include IBA self-reg controls for ads using behavioral targeting (5 KB available that expands ad upon click. from normal webpage 30 sec max length max file size) "Show Ad" content (i.e. ad unit must (unlimited user- Video may omit controls until user text with icon have clearly defined Audio must be user-initiated. To allow for audio initiation in videos initiates interaction. Upon user initiated) borders and not be without player controls, a control may be included for user to initiate (or 88x31 interaction, video controls must confused with normal audio. image), or include Play, Pause, Mute or volume 2.2 MB max file page content) "Show Ad" size for host- control to zero (0) output Hotspot not to exceed 1/4 size of ad. Only initiated when cursor rests on text/icon initiated video hotspot for at least 1 sec. Must NOT initiate audio. Minimum lead time for ad file submission is 6 days before campaign with residual (unlimited user- Use control attributes in the HTML5 start. branding in initiated) video tag for controls instead of using 62x88 px or other files for control display Example: http://www.iab.net/billboard 196x31 px Style Guide: http://www.iab.net/billboard/pdf image Publishers: Please see Note 4 below. Please see style guide for details Filmstrip 300 x 600 Expansion 200 300 KB 15 24 fps 0 - 4,999 40% Controls dependent on modules used. Ad unit content must be Include mandatory small image file for 1 sec to visual-complete view. See style guide for control details, clearly distinguishable viewable not allowed KB Include IBA self-reg controls for ads using behavioral targeting (5 KB styles and specifications. from normal webpage 15 sec max length max file size) window in for this unit content (i.e. ad unit must (unlimited user- Video may omit controls until user which total have clearly defined Audio must be user-initiated. To allow for audio initiation in videos initiates interaction. Upon user initiated) borders and not be without player controls, a control may be included for user to initiate ad size of interaction, video controls must confused with normal audio. 300 x 3000 include Play, Pause, Mute or volume 1.1 MB max file page content) scrolls (5- size for control to zero (0) output Hotspot not to exceed 1/4 size of ad. Only initiated when cursor rests on hotspot for at least 1 sec. Must NOT initiate audio. 300 x 600 host-initiated video Use control attributes in the HTML5 segments) (unlimited user- video tag for controls instead of using Minimum lead time for ad file submission is 6 days before campaign initiated) other files for control display start. Please see Example: http://www.iab.net/filmstrip style guide for detail Style Guide:http://www.iab.net/filmstrip/pdf Publishers: Please see Note 4 below. Portrait 300x1050 Up to 200 350 15 24 fps 5000 - 40% Expanding modules must include Advertisement: width up Include mandatory small image file for 1 sec to visual-complete view. “Close X” in expanded mode to 270 px; height 15 px divided 580x460 KB KB for 1,999,999 Include IBA self-reg controls for ads using behavioral targeting (5 KB at the top aligned right into THREE depending creative 15 sec max length Other controls dependent on max file size) (unlimited user- applications used. See style guide Logo header: 270x40 distinct on module. files Audio must be user-initiated. To allow for audio initiation in videos for control details, styles and px below advertisement initiated) without player controls, a control may be included for user to initiate modules Expansion specifications. label allowed only audio. 1.1 MB max file Video may omit controls until user Optional header copy: Please see Hotspot not to exceed 1/4 size of ad. Only initiated when cursor rests on after user size for host- initiates interaction. Upon user 270x55 px below logo style guide hotspot for at least 1 sec. Must NOT initiate audio. initiation initiated video interaction, video controls must header for details include Play, Pause, Mute or volume Minimum lead time for ad file submission is 6 days before campaign (unlimited user- Footer copy: 270x50 px Please see control to zero (0) output start. initiated) at the bottom style guide Use control attributes in the HTML5 Unit-specific notes (15 px margins on right for details video tag for controls instead of using and left sides of entire The Portrait is a template for including interactive modular apps. other files for control display ad unit) Detailed specs are provided for application options and their controls. See IAB Portrait Style Style Guide: http://www.iab.net/portrait Guide for additional Example: http://www.iab.net/portrait/pdf details Publishers: Please see Note 4 below. Pushdown 970x90 970x415 200 300 KB 15 24 fps 0 - 4,999 40% Close button on expanded pushdown, Ad unit content must be Include mandatory small image file for 1 sec to visual-complete view. RISING STARS initiated by click clearly distinguishable KB Include IBA self-reg controls for ads using behavioral targeting (5 KB from normal webpage (optionally 15 sec max length Uninitiated expanded panel closes max file size) content (i.e. ad unit must (unlimited user- automatically and collapsed ad have clearly defined Audio must be user-initiated. To allow for audio initiation in videos 970x66 provides expand button that can be initiated) borders and not be without player controls, a control may be included for user to initiate is offered initiated with a click confused with normal audio. by some 1.1 MB max file Other controls dependent on modules page content) and Hotspot not to exceed 1/4 size of ad. Only initiated when cursor rests on publishers) size for host- used. See style guide for control framed within 15 px hotspot for at least 1 sec. Must NOT initiate audio. initiated video details, styles and specifications. border width Minimum lead time for ad file submission is 6 days before campaign (unlimited user- Video may omit controls until user Logo max WxH: 239x68 start. initiated) initiates interaction. Upon user px or 239x46 with brand interaction, video controls must copy height = 22 px Unit-specific notes include Play, Pause, Mute or volume below logo Expanding Pushdown ad units “push” page content down rather than control to zero (0) output Logo Location: top left expanding over page content. Use control attributes in the HTML5 (15 px from each edge) Example: http://www.iab.net/pushdown video tag for controls instead of using other files for control display Style Guide: http://www.iab.net/pushdown/pdf Publishers: Please see Note 4 below. Sidekick 300x250 850x550 200 300 KB 15 24 fps 5000 - 40% Close X on expanded Sidekick that Ad unit content must be Include mandatory small image file for 1 sec to visual-complete view.
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