IAB Canada - In-Page & In-App Ad Guidelines 1 of 8 Digital Advertising Guidelines - In-Page & In-App As of January 2015 Maximum Max Initial File Load Initial Dimensions Expanded Size Allowance Subsequent Max Max Animation Max Animation & Submission Implementation Notes Creative Unit Name (WxH in pixels) & Dimensions Polite File Load & Video Frame Audio Initiation Minimum Required Controls Video Length Lead-Time & Best Practices Aspect Ratio (WxH in pixels) & (See further HTML5 Size Rate Aspect Ratio guidance in notes) Expands down: Flash/image: 40 KB Leaderboard 728x90 Expandable Creative: 728x360 HTML5: 100 KB Control = "Close X" on expanded panel and 30 seconds Standard Creative: "Expand" on collapsed panel Expands down: or less (loops included); Accepted file formats include: 900x150 Flash/image: 80 KB Font = 8pt (11px) - 16pt (21px) Large Leaderboard 900x450 15 seconds recommended; Standard Creative: .GIF or .JPG images, (6:1) HTML5: 150 KB maximum 3 loops Minimum 3 business days before Adobe Flash .SWF (not on tablet), or HTML5 (2:1) Retract Feature = Either click to close/expand or 2.2 MB Audio must be user- campaign start to publisher See HTML5 guidelines in notes. enable mouse-off retraction Expands left: Flash/image: 40 KB unlimited if streaming Recommended that final initiated (on click: mute/un- Must provide a standard GIF/JPEG image backup file. Big Box 300x250 24 FPS 600x250 HTML5: 100 KB video within the ad frame contains pertinent mute); default state is Expandable Creative: In-Banner Video: unit information muted Minimum 5 business days before Expandable Creative: Video must include: Play, Pause, Mute (and/or Expands left: campaign start to publisher, 10 Must provide a standard GIF/JPEG image backup file. Expansion must be 300x600 Flash/image: 80 KB volume control to 0). Note: A close button is not Half Page 600x600 Expandables: days to rich media vendor user-initiated. Pre-expanding ads NOT supported. Provide a call-to-action (1:2) HTML5: 150 KB required as the video resides within the ad unit Desktop - Laptop Desktop -Tablet (1:1) unlimited with user ("roll over to expand" or "click to expand") for clarity; retract instantly on itself interaction mouse-off. Expands left: Flash/image: 40 KB Skyscraper 160x600 Canadian UniversalAdPackage 600x600 HTML5: 100 KB Take note of the Z-Index guidelines Smartphone Fixed SD 300x50 GIF/JPEG: 40 KB (Fixed positioning) (6:1) HTML5: 50 KB 30 seconds Use only HTML5 or GIF/JPEG Smartphone Fixed HD 600x100 GIF/JPEG: 40 KB or less (loops included); (Fixed positioning) (6:1) HTML5: 100 KB 15, 10 or 7 seconds Controls = Play, Pause, Mute (and/or volume These units are commonly used for web or native apps Minimum 3 business days before recommended; maximum 3 control to 0) Smartphone Scrollable SD 300x100 Varies; see full screen ad GIF/JPEG: 40 KB Audio must be user- campaign start to publisher; 5 N/A 24 FPS loops; For all smartphone ad units, it is recommended to clearly define what (Within scrollable page) (3:1) units page HTML5: 50 KB initiated days for interstitials; 10 days to Video may be played in native player which has happens post-tap (e.g. call, app download, etc.) rich media vendor Smartphone Scrollable HD 600x200 GIF/JPEG: 80 KB Recommended that final standard controls (Within scrollable page) (3:1) HTML5: 150 KB frame contains pertinent Smartphone information Smartphone Fixed 2 SD GIF/JPEG: 40 KB Use only HTML5 or GIF/JPEG 320x50 (Fixed positioning) HTML5: 50 KB This unit is commonly placed in apps as an interstitial Controls = Play, Pause, Mute (and/or volume Some publishers will run video ads using VAST & VPAID; read more about 50 MB maximum for control to 0) these standards in the glossary attached to these guidelines video file load Provide largest resolution Minimum= 24 FPS 30 seconds or less, In-Stream Video Adaptive (confirm with Video may be played in native player which has Minimum 5 business days before available Maximum= 30 FPS 15 seconds recommended; Use largest codec available (Publishers may have their N/A publishers, especially Always permitted standard controls campaign start to publisher, 10 Use source when unlimited with user own specifications) 16:9 recommended for smartphone days to rich media vendor 1080p recommended possible interaction Commonly used: 640x360 10 MB in MP4, WEBM and FLV formats delivery); Custom video players must include: Play, Pause, unlimited if streaming Mute (volume control to zero (0) output may be All video ads should be presented alongside video content included instead of or in addition to mute control) Variable dimensions Include "Close X" button if covering content Max animation length: 10 Label = “Advertisement” Font = 8pt (11px) - 16pt (21px) Flash/image: 80 KB seconds (loops included, Font = 8pt (11px) - 16pt (21px) Aspect ratios HTML5: 150 KB maximum 2); disappears if no Audio must be user- recommended; see full Video must include: Minimum 5 business days before Interstitial Expansion not allowed 2.2 MB interaction; initiated (on click: mute/un- Recommended that final frame contains pertinent information and that a screen ad units page 24 FPS Play, Pause, Mute (volume control to zero (0) campaign start to publisher, 10 (Between the page) for this unit See full screen ad units page unlimited if streaming 30 seconds allowed only if mute); default state is frequency cap of 1 per hour per user be considered output may be included instead of or in addition to days to rich media vendor for further HTML5 files size user interacts within first 10- muted Contact individual Mute control) allowances sec of display (otherwise ad See the full screen ad units page for common aspect ratios & resolution websites for their disappears) sizes specifications/sizes Take note of the Z-Index guidelines Control = "Close X" Variable initial Font = 8pt (11px) - 16pt (21px) Label = "Advertisement" dimensions Max animation length: 10 Audio must be user- Minimum 5 business days before Font = 8pt (11px) - 16pt (21px) OTP Expansion not allowed Flash/image: 80 KB 2.2 MB seconds (disappears if no initiated (on click: mute/un- Other Interactive Ad Units Ad Interactive Other 24 FPS Video must include: Play, Pause, Mute (and/or campaign start to publisher, 10 (Over the page) Commonly used: for this unit HTML5: 150 KB unlimited if streaming interaction); unlimited with mute); default state is volume control to 0) days to rich media vendor A click on the transparent area should immediately stop the animation. 640x480 user interaction muted Contact individual websites for their specifications/sizes. 500x500 Take note of the Z-Index guidelines Control ="Close X" Expansion not allowed 30 seconds or less, no loop; Audio must be user- Font = 8pt (11px) - 16pt (21px) Minimum 5 business days before Catfish for this unit; see Rising Flash/image: 40 KB recommended that final initiated (on click: mute/un- Site width x 60 2.2 MB 24 FPS campaign start to publisher, 10 Must provide colour code for the filler sides (Bottom of the page) Stars Slider unit for HTML5: 100 KB frame contains pertinent mute); default state is Video must include: Play, Pause, Mute (and/or days to rich media vendor expanding option information muted volume control to 0) IAB Canada - In-Page & In-App Ad Guidelines 1 of 8 IAB Canada - In-Page & In-App Ad Guidelines 2 of 8 Important Notes & Conventions Important Notes: 1. If collecting or using behavioural advertising, ensure proper notice & user choice is present. IAB Canada recommends the Canadian Ad Choices Program: http://www.YourAdChoices.ca; Additional file size allowance for icon/notice: 5 KB 2. "User Initiation" defined: User-initiation is the willful act of a user to engage with an ad. Users may interact by clicking on the ad, and/or rolling over an ad (or a portion of an ad). A roll-over is defined as a willful pause of the user's cursor on the target portion of the creative (the "hot spot"), such pause lasting at least 1-second in duration, before an action may be initiated by the ad (i.e. trigger an expand, etc.). This pause/ delay prevents unwanted user-initiated actions, and false reporting of user engagement. 3. Max CPU usage of 20% for in-page and 30% for full screen is based on the publisher-defined benchmark end-user CPU for its audience. Consult with each publisher individually for their benchmark number for testing. With Flash, filters and vector art can cause excessive CPU usage. 4. Ad unit content must be clearly distinguishable from normal content (i.e. have a distinct dark grey border around it, to differentiate itself from the page's/app's content). 5. All interstitials are recommended to have a frequency cap of 1 per hour per user at minimum. 6. Ad units that are not fixed sizes should have portrait/landscape equivalent layouts. Pixel sizes listed above can be reversed. As the user adjusts their phone, the creative should load the appropriately resized ad. 7. Custom ad units not mentioned here (i.e. wallpapers, microsites, etc.) may be accepted by publishers, but specifications are based on individual website requirements and are not standardized by IAB Canada. 8. Creative should click through to a webpage, NOT an application or file, unless explicitly stated in the advertisement what the user can expect post-click. All links should open in a new window. 9. IAB Canada encourages displaying rich media type ads on devices such as smartphones & tablets, so long as they use HTML5 (Flash does not work on most devices). 10. Best practice is to have only one rich media ad unit per page. Recommended frequency cap is 1 per hour per user. 11. High resolution creatives may be accepted by some publishers for higher quality images on double-density/retina displays.