Creative guidelines
1 Content requirements
Content policies apply to ad creatives, landing pages, any inventory, or other content connected to advertising transactions. Ads must be distinguishable from a publisher’s content and cannot appear to be content or links on a publisher’s site
1.1 Prohibited content
The following content is prohibited: hate speech, defamatory language, tobacco, explosives and weapons, nudity, pornography, obscenity, references to sex or sexuality, illegal and recreational drugs, illegal pharmaceuticals or paraphernalia, illegal content or activities, violence, profanities, morally reprehensible content, dangerous or derogatory content, shocking content, sensitive events, animal cruelty, piracy, misappropriation or violation of intellectual property or copyright, trademark, trade secret, or patent, counterfeit goods, government forms or services, sales of free items, malware, spyware, phishing, spam, auto-downloads, auto-redirect, content that interferes with navigation or other ads, unusual CTR, deceptive content that intends to or induces user action through misleading appearance or behavior, fake hyperlinks, content resembling Windows, Unix or Mac dialogue boxes, fake interactivity, free gifts, links to quizzes and surveys, misleading or unproven claims, content enabling dishonest behavior, content that does not provide adequate privacy notice and information or does not obtain necessary user consent, content which attempts to reveal a user’s sensitive characteristics or attempts to exploit these, or which could be viewed to discriminate, embarrass, offend or otherwise cause a legal or significant impact on a user
1.2 Restricted content
The following content is restricted and may serve only under specific conditions: alcohol, gambling, pharmaceuticals, CBD, financial content related to complex speculative products, cryptocurrency exchanges and debt services, political and election/referendum content
2 Creative policies
The following recommendations apply to creatives of any type:
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Creative images must be clear, recognizable, relevant and must not contain illegible text
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Low-quality images are not allowed; this includes, but it is not limited to, crowded images with too many visual objects in one creative, blurry, distorted, low-resolution, pixelated, smudged or stretched images
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Images that are sideways, upside down or that don’t occupy the entire space of the chosen image size are not allowed
- All creatives with partially black, white, or transparent backgrounds must include a visible border of a contrasting color to the majority background color of the creative
- Strobing, flashing backgrounds, or otherwise distracting images are not allowed
- Ads may not play sound automatically and audio must be user-initiated on click. Users must have the option to mute all audio in the ad
- Ads may play video automatically, as long as the audio is muted
- All sound and animation (including video) must stop upon the exit click
- Auto-expansion, pop-up, pop-unders, timed or intermittent pop-ups, mock system warnings and pages that automatically initiate a survey or a download are prohibited
- Creatives might not automatically refresh or cause the entire webpage to refresh
- All creatives must open in a new tab or window and should not navigate away from the publisher’s page
- The landing page should not forcefully redirect the user to other pages or content
- It’s recommended that the language of the landing page match the language of the creative
- Each creative and landing page must have one identical and recognized brand/product offering associated with them
- Creatives should not rotate brands
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All creatives must contain sufficient brand notification and their branding must not be obfuscated (too small, too faint). At least one of the three things below must be included:
- a clearly identifiable logo: if the only branding is the logo, that exact logo must also be on the landing page
- a landing page URL: if the only branding on the creative is a landing page URL, that URL must be the URL the creative has as its landing page
- a distinct brand name: if the only branding on the creative is a distinct brand name, the brand name must not be an actual word and when it appears on the creative it cannot be confused for other, non-branded text
- Prior to running on any inventory, all creatives must pass an audit process to check technical and content criteria, and evaluate them against the requirements of our sellers. Impression capping, geo-targeting or similar blocking technology set outside our platform will interfere with the audit process and must be removed while the creatives are being audited
- The click-through URLs of all creatives must lead to landing pages that are crawlable by Google bots
- The duration of animated ads must be 30 seconds maximum
- The number of cookies set per creative must be 25 maximum
- The number of HTTP/HTTPS (fourth party) calls per creative must be 100 maximum
- The total ad download size of non-video creatives should not exceed 4MB
- Third-party creatives must not exceed 40% of the CPU capacity of a user’s device. Common causes of high CPU use are continued animation, heavy animation sequences, and animation that surpasses the 30-second limit
- Flash creatives and/or any Flash content, including Flash-based pixels, are not allowed
- Creatives may not use locally shared object (LSO) technologies or device fingerprints for purposes of online behavioral advertising, ad delivery, reporting, or multi-site advertising. LSOs include: Flash cookies, browser helper objects and HTML5 Local Storage. Prohibited uses include, but are not limited to: storing user IDs, interest segments, user browsing history, or other unique user data
- All creatives must be free of applications including, but not limited to, ActiveX, viruses, exit pops, spyware, and malware
- Creative coding may not use cross-domain scripting or set, read, write, modify or delete cookies in unapproved domains
- HTML5 ads must include a <!DOCTYPE html> declaration and must contain a <html>, <head> and <body> tag. Ad dimensions must match the placement dimensions to prevent distortions, and should have an ad size <meta> tag within the <head> tag. General guidance and specifications for ad designers and creative technologists can be found here
- All creatives must be SSL compliant and all calls made within the ads must be SSL-enabled. This includes all assets, trackers, ad responses and fourth-party calls to other technologies within the ad unit. All servers involved require full SSL certification. Note that the landing page is the only part of an ad that does not need to be secure
3 Standards and best practices
MiQ adheres to the LEAN program, an IAB initiative that aims to improve consumer experience and give users control of their privacy whilst reducing the use of ad-blocking technologies
The principles of the programs are:
L: Lightweight (ads)
E: Encryption (HTTPS)
A: Allowing Choice (adChoices, Transparency & Consent Framework)
N: Non-invasive ads (Coalition for Better Ads)
MiQ supports and recommends the adoption of LEAN principles across the industry, and is certified for the IAB UK Gold Standard and the EDAA Trust Seal, which are industry-wide programs that reference LEAN
3.1 Encryption
All creatives served by MiQ are SSL-compliant and all the calls made within the ads are SSL-enabled. This includes all assets, trackers, ad responses and fourth-party calls to other technologies within the ad unit. All servers involved have full SSL certification
3.2 AdChoices
As an EDAA participating company, MiQ only serves creatives that use the YourAdChoices icon. By clicking on the icon, users can access information about when and how data regarding their online interest is collected and used for online behavioural advertising (OBA) and by which companies. YourAdChoices icon also gives consumers control over the ads that use information about their interest as provides the ability to opt-out of the online behavioural ads from some or all the participating companies
3.3 Better Ads Standards
We actively encourage acknowledgment of the Better Ads Standards developed by the Coalition for Better Ads following a comprehensive consumer research
The following ad experiences fall beneath a threshold of consumer acceptability and the above standards. MiQ recommends alternative ad types or formats
Desktop Web
pop-up ads, auto-playing video ads with sound, prestitial ads with countdown, large sticky ads
Mobile Web
pop-up ads, prestitial ads, ad density higher than 30%, flashing animated ads, auto-playing video ads with sound, postitial ads with countdown, full-screen scrollover ad, large sticky ads
Short-Form Video
long pre-roll ads that can’t be skipped, mid-roll ads, large display ads
CREATIVE SPECIFICATIONS – USA & CANADA
CREATIVE SPECIFICATIONS – EMEA
CREATIVE SPECIFICATIONS – SAARC
CREATIVE SPECIFICATIONS – CHINA
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Creative specifications - USA & Canada
The US specs can also be accessed here
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Creative specifications - EMEA
1. Display
1.1 Dimensions
The most common dimensions are listed below
120 x 600 – Skyscraper
160 x 600 – Wide Skyscraper
300 x 250 – Medium Rectangle
300 x 600 – Half Page
336 x 280 – Large Rectangle
468 x 60 – Banner
728 x 90 – Leaderboard
970 x 250 – Billboard
970 x 90 – Super Leaderboard
300 x 50 – Mobile Banner
320 x 50 – Mobile Leaderboard
320 x 480 – Mobile Interstitial Portrait
480 x 320 – Mobile Interstitial Landscape
768 x 1024 – Tablet Interstitial Portrait
1024 x 768 – Tablet Interstitial Landscape
1.2 Types
1.2.1 Images
File type: .jpg, .png, .gif
File size: 150 KB maximum
Animation: 30 seconds maximum
1.2.2 HTML5
File type: .html, .css, .js, .mp4, .jpg, .png, .gif, .svg
File size: 300 KB maximum
Animation: 30 second maximum
- Each creative must be compressed in a single .zip file of 300 KB maximum (200 KB maximum recommended)
- Each .zip file must contain:
- a single .html file located in the root of the .zip file and not in a subfolder
- a .jpg or .png backup image of 150 KB maximum (40 KB maximum recommended)
- the images and other files that are referenced by the HTML file. Do not include any unnecessary files
HTML5 creatives can be built using the methods and tools referenced below
Each .zip file must be assessed against coding and technical errors by using
- the Workspace Validator to check compatibility and general requirements
- the validation messages to identify and fix any issues
1.2.3 Third-party
Tag type: HTML or JavaScript from approved ad servers
Initial load size: 150 KB maximum (40 KB maximum recommended)
Total load size: 4 MB maximum (2.2 MB maximum recommended)
Animation: 30 second maximum
2. Video
2.1 In-stream and out-stream
2.1.1 Video
File type:
- Hosted: .mp4
- Third-party:
- .mp4 (required)
- .web (recommended)
- .avi, .mov, .m4v, .mpeg, .mpg, .ogv, .wmv (optional)
File size:
- Hosted: 1 GB maximum (200 MB maximum recommended)
- Third-party: 10 MB maximum size for transcoded serving files
Dimensions:
- Horizontal (landscape)
- Aspect ratio 16:9: 640 x 360, 1280 × 720, 1920 × 1080 (recommended)
- Aspect ratio 4:3: 480 x 360, 640 x 480, 1440 x 1080
- Vertical (portrait)
- Aspect ratio 9:16: 720 × 1280, 1080 × 1920 (recommended)
- Aspect ratio 3:4: 360 x 480, 480 x 640, 1080 x 1440
- Square: 720 × 720, 1080 × 1080, 1920 × 1920
Length: 15 or 30 seconds recommended
Video codec: H.264
Video bit rate: 20 Mbps minimum recommended
Video frame rate: 23.98 or 29.97
Black bars: letterboxing or pillarboxing not allowed
2.1.2 Audio
Audio codec: PCM or AAC
Audio bit rate: 192 kbps minimum
Audio sample rate: 48 kHz
2.1.3 Companion
File type:
- Image: .jpg, .png, .gif
- HTML5: .html, .css, .js, .mp4, .jpg, .png, .gif, .svg
File size: 20 KB maximum recommended
Dimensions: 300 × 250, 728 × 90, 300 × 60 recommended
Animation: 15 seconds maximum recommended
Frame rate: 24 maximum recommended
Audio: not allowed
2.1.4 Tag format
VAST 2.0, VAST 3.0 and VPAID 2.0 from approved vendors
Two VAST wrappers maximum recommended
2.2 OTT and CTV
File type: .mp4
File size: 1GB maximum
Dimensions: 1280 × 720 minimum, 1920 × 1080 recommended
Length: 15 or 30 seconds
Bit rate: 2000 kbps minimum
Frame rate: 23.98 or 29.97
Audio sample rate: 48 kHz
Tag format:
- VAST 2.0 (recommended), VAST 3.0, VAST 4.0 from approved vendors
- VPAID and MRAID are not supported
Skippability: skippable videos are not supported
Certain requirements might vary drastically between publishers. It is recommended to refer to individual publisher specifications before submitting the creatives
2.3 TrueView
2.3.1 In-stream ad
The ad plays before, during, or after other videos. The viewer has the option to skip the ad after 5 seconds
Duration: any length (3 minutes maximum recommended)
Companion:
- Image automatically generated from the video in the YouTube channel (recommended)
- Image uploaded manually:
- File type: .jpg, .png, .gif
- File size: 150 KB maximum
- Dimensions: 300 x 60
Call to action: 10 characters maximum
Headline: 15 characters maximum (including spaces)
Third-party trackers:
- 1 x 1 image pixels supported for impression, view, and skip events
- 3 pixels maximum per event
- 3 redirects maximum per pixel
- JavaScript not supported
Viewability measurement: IAS and Moat available on request and subject to confirmation
2.3.2 In-feed video ad
The ad is a thumbnail image from the video with some text. When users click on the ad, they are redirected to the YouTube video or channel page
Duration: any length
2.3.3 Bumper ad
The ad plays before, during, or after other videos. The viewer has no option to skip the ad
Duration: 6 seconds maximum
Companion:
- Image automatically generated from the video in the YouTube channel (recommended)
- Image uploaded manually:
- File type: .jpg, .png, .gif
- File size: 150 KB maximum
- Dimensions: 300 x 60
Third-party pixel:
- 1 x 1 image pixels supported for impression, view, and skip events
- 3 pixels maximum per event
- 3 redirects maximum per pixel
- JavaScript not supported
Viewability measurement: IAS and Moat available on request and subject to confirmation
2.3.4 Non-skippable ad
The ad plays before, during, or after other videos. The viewer has no option to skip the ad
Duration: between 6 and 15 seconds
Companion:
- Image automatically generated from the video in the YouTube channel (recommended)
- Image uploaded manually:
- File type: .jpg, .png, .gif
- File size: 150 KB maximum
- Dimensions: 300 x 60
Third-party pixel:
- 1 x 1 image pixels supported for impression, view, and skip events
- 3 pixels maximum per event
- 3 redirects maximum per pixel
- JavaScript not supported
Viewability measurement: IAS and Moat available on request and subject to confirmation
The YouTube videos used for TrueView creatives must be “Public” or “Unlisted” on YouTube, not “Private”, and cannot be age-restricted, i.e. not visible to users who are logged out, are under 18 years of age, or have “Restricted Mode” enabled on their browser or device
Third-party pixels are accepted from vendors certified for measurement on YouTube. Third-party pixels that are not from one of the vendors below, or that make unapproved fourth-party calls to other vendors, are not supported:
comScore, DoubleVerify, IAS, Kantar, MOAT, Nielsen, Research Now, Google (including Google
3. Native
3.1 Image
Headline: 25 characters maximum (including spaces)
Body text: 90 characters maximum (including spaces)
Brand name: 25 characters maximum (including spaces)
Call to action: 15 characters maximum (including spaces)
Logo:
- File type: .jpg, .png
- File size: 1200 KB maximum
- Dimensions:
- 100 x 100 minimum
- 512 x 512 maximum
- 200 x 200 recommended
- Aspect ratio: 1:1
Image:
- File type: .jpg, .png
- File size: 1200 KB maximum
- Dimensions:
- 1200 x 627 minimum
- 1999 x 1999 maximum
- 1200 x 627 recommended
- Aspect ratio: 1.91:1
- Design: images should not contain text, brand name or logo
Landing page URL: 1024 characters maximum
3.2 Video
Headline: 25 characters maximum (including spaces)
Body text: 90 characters maximum (including spaces)
Brand name: 25 characters maximum (including spaces)
Call to action: 15 characters maximum (including spaces)
Logo:
- File type: .jpg, .png
- File size: 1200 KB maximum
- Dimensions:
- 100 x 100 minimum
- 512 x 512 maximum
- 200 x 200 recommended
- Aspect ratio: 1:1
Image:
- File type: .jpg, .png
- File size: 1200 KB maximum
- Dimensions:
- 1200 x 627 minimum
- 1999 x 1999 maximum
- 1200 x 627 recommended
- Aspect ratio: 1.91:1
- Design: images should not contain text, brand name or logo
Video:
- File type: .mp4
- File size: 1 GB maximum
- Dimensions: 1280 x 720 minimum recommended
- Aspect ratio: 16:9 recommended
- Length: 60 seconds maximum
- Bit rate: 2500 kbps minimum recommended
- Frame rate: 23.98 or 29.97
Landing page URL: 1024 characters maximum
4. Audio
4.1 Audio
File type: .mp3
File size: 1 MB maximum
Length: 15 or 30 seconds recommended
Bit rate: 192 kbps minimum
Sample rate: 44.1 kHz
Landing page URL: required
4.2 Companion
File type: .jpg, .png
File size: 20 KB maximum recommended
Dimensions: 640 x 640, 300×250
4.3 Tag format
VAST 2.0 and VAST 3.0 from approved vendors
DAAST is not supported
5 DOOH
5.1 Dimensions and aspect ratios:
- D6: 1080 x 1920, 9:16 (0.56)
- D48: 576 x 288, 2:1 (2)
- D48: 600 x 280, 2.14:1 (2.14)
- D48: 612 x 306, 2:1 (2)
- D48: 720 x 360, 2:1 (2)
Additional dimensions:
- 600 x 320
- 3840 x 2160
- 480 x 720
- 864 x 432
- 720 x 384
5.2 Static artwork
File type: .jpg, .gif, .png
Quality: High, Very High
Colour mode: RGB
Resolution: 72 DPI at exact pixel size stated
5.3 Motion artwork
File type: .mov, .mp4
Video codec: H.264
Frame rate: 25
Bit rate:
- 8 MB/s maximum
- variable
Audio: not allowed
Restrictions: typically any billboard placed near roadside is restricted to serve
moving creatives
5.4 Length
Typical ad lengths are 6, 10, 12, 15 and 30 seconds
Certain specifications might vary drastically among media owners and locations. It is recommended to refer to individual media owner and location requirements before submitting the creatives
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Creative specifications - SAARC
1. Display
1.1 Dimensions
The most common dimensions are listed below
120 x 600 – Skyscraper
160 x 600 – Wide Skyscraper
300 x 250 – Medium Rectangle
300 x 600 – Half Page
336 x 280 – Large Rectangle
468 x 60 – Banner
728 x 90 – Leaderboard
970 x 250 – Billboard
970 x 90 – Super Leaderboard
300 x 50 – Mobile Banner
320 x 50 – Mobile Leaderboard
320 x 480 – Mobile Interstitial Portrait
480 x 320 – Mobile Interstitial Landscape
768 x 1024 – Tablet Interstitial Portrait
1024 x 768 – Tablet Interstitial Landscape
1.2 Types
1.2.1 Images
File type: .gif, .jpeg, .png, .wbmp
File size: 150 KB maximum
Animation: 30 seconds maximum
1.2.2 HTML5
File type: .html, .htm, .js, .css, .jpg, .jpeg, .gif, .png, .json, .xml, .svg, .eot, .otf, .ttf, .woff, .woff2
File size: 10 MB maximum
Animation: 30 second maximum
- Each creative must be compressed in a single .zip or .adz file of 10 MB maximum
- Each .zip or .adz file must contain:
- a single HTML file located in the root of the .zip file and not in a subfolder
- a .gif, .jpg, .jpeg, .png or .wbmp backup image of 150 KB maximum (40 KB recommended)
- the images and other files that are referenced by the HTML file. The assets can be organized into subfolders, but the subfolders cannot be compressed. Do not include any unnecessary files
- 100 files maximum
- At least one click tag
Each .zip file must be assessed against coding and technical errors by using the HTML5 Validator
1.2.3 Third-party
Tag type: HTML or JavaScript from approved ad servers
Initial load size: 150 KB maximum (40 KB recommended)
Total load size: 4 MB maximum (2.2 MB recommended)
Animation: 30 second maximum
2. Video
2.1 In-stream and out-stream
2.1.1 Video
File type:
- Hosted: .mp4 or .mov
- Third-party:
- .mp4 (required)
- .web (recommended)
- .webm, .avi, .mov, .m4v, .mpeg, .mpg, .ogv, .wmv (optional)
File size:
- Hosted: 1 GB maximum (200 MB maximum recommended)
- Third-party: 10 MB maximum size for transcoded serving files
Dimensions:
- Horizontal (landscape)
- Aspect ratio 16:9: 640 x 360, 1280 × 720, 1920 × 1080 (recommended)
- Aspect ratio 4:3: 480 x 360, 640 x 480, 1440 x 1080
- Vertical (portrait)
- Aspect ratio 9:16: 720 × 1280, 1080 × 1920 (recommended)
- Aspect ratio 3:4: 360 x 480, 480 x 640, 1080 x 1440
- Square: 720 × 720, 1080 × 1080, 1920 × 1920
Length: 15 or 30 seconds recommended
Video codec: H.264
Video bit rate: 20 Mbps minimum recommended
Video frame rate: 23.98 or 29.97
Black bars: letterboxing or pillarboxing not allowed
2.1.2 Audio
Audio codec: PCM or AAC
Audio bit rate: 192 kbps minimum
Audio sample rate: 48 kHz
2.1.3 Companion
File type:
- Image: .jpg, .png, .gif
- HTML5: .html, .css, .js, .mp4, .jpg, .png, .gif, .svg
File size: 20 KB maximum recommended
Dimensions: 300 × 250, 728 × 90, 300 × 60 recommended
Animation: 15 seconds maximum recommended
Frame rate: 24 maximum recommended
Audio: not allowed
2.1.4 Tag format
VAST 2.0, VAST 3.0 and VPAID 2.0 from approved vendors
Two VAST wrappers maximum are recommended
2.2 OTT and CTV
File type: .mp4
File size: 1GB maximum
Dimensions: 1280 × 720 minimum, 1920 × 1080 recommended
Length: 15 or 30 seconds
Bit rate: 2000 kbps minimum
Frame rate: 23.98 or 29.97
Audio sample rate: 48 kHz
Tag format:
- VAST 2.0 (recommended), VAST 3.0, VAST 4.0 from approved vendors
- VPAID and MRAID are not supported
Skippability: skippable videos are not supported
Certain requirements might vary drastically between publishers. It is recommended to refer to individual publisher specifications before submitting the creatives
3. Native
3.1 Image
Headline: 25 characters maximum (including spaces)
Body text: 90 characters maximum (including spaces)
Brand name: 25 characters maximum (including spaces)
Call to action: 15 characters maximum (including spaces)
Logo:
- File type: .jpg, .png
- File size: 1200 KB maximum
- Dimensions:
- 100 x 100 minimum
- 512 x 512 maximum
- 200 x 200 recommended
- Aspect ratio: 1:1
Image:
- File type: .jpg, .png
- File size: 1200 KB maximum
- Dimensions:
- 1200 x 627 minimum
- 1999 x 1999 maximum
- 1200 x 627 recommended
- Aspect ratio: 1.91:1
- Design: images should not contain text, brand name or logo
Landing page URL: 1024 characters maximum
3.2 Video
Headline: 25 characters maximum (including spaces)
Body text: 90 characters maximum (including spaces)
Brand name: 25 characters maximum (including spaces)
Call to action: 15 characters maximum (including spaces)
Logo:
- File type: .jpg, .png
- File size: 1200 KB maximum
- Dimensions:
- 100 x 100 minimum
- 512 x 512 maximum
- 200 x 200 recommended
- Aspect ratio: 1:1
Image:
- File type: .jpg, .png
- File size: 1200 KB maximum
- Dimensions:
- 1200 x 627 minimum
- 1999 x 1999 maximum
- 1200 x 627 recommended
- Aspect ratio: 1.91:1
- Design: images should not contain text, brand name or logo
Video:
- File type: .mp4
- File size: 1 GB maximum
- Dimensions: 1280 x 720 minimum recommended
- Aspect ratio: 16:9 recommended
- Length: 60 seconds maximum
- Bit rate: 2500 kbps minimum recommended
- Frame rate: 23.98 or 29.97
Landing page URL: 1024 characters maximum
4. Audio
4.1 Audio
File type: .mp3
File size: 1 MB maximum
Length: 15 or 30 seconds recommended
Bit rate: 192 kbps minimum
Sample rate: 44.1 kHz
Landing page URL: required
4.2 Companion
File type: .jpg, .png
File size: 20 KB maximum recommended
Dimensions: 640 x 640, 300×250
4.3 Tag format
VAST 2.0 and VAST 3.0 from approved vendors
DAAST is not supported
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Creative specifications - China
CHINESE SSPS ONLY ACCEPT RAW CREATIVES AND 1X1 TAGS INSTEAD OF AD TAGS OR HTML5 CREATIVES.
We highly recommend using simplified Chinese language and a Chinese landing page in your creative message.
4 CREATIVE SPECIFICATIONS – CHINA
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Creative specifications - SEA
1. Display
1.1 Dimensions
The most common dimensions are listed below
120 x 600 – Skyscraper
160 x 600 – Wide Skyscraper
300 x 250 – Medium Rectangle
300 x 600 – Half Page
336 x 280 – Large Rectangle
468 x 60 – Banner
728 x 90 – Leaderboard
970 x 250 – Billboard
970 x 90 – Super Leaderboard
300 x 50 – Mobile Banner
320 x 50 – Mobile Leaderboard
320 x 480 – Mobile Interstitial Portrait
480 x 320 – Mobile Interstitial Landscape
768 x 1024 – Tablet Interstitial Portrait
1024 x 768 – Tablet Interstitial Landscape
1.2 Types
1.2.1 Images
File type: .jpg, .png, .gif
File size: 150 KB maximum
Animation: 30 seconds maximum
1.2.2 HTML5
File type: .html, .css, .js, .mp4, .jpg, .png, .gif, .svg
File size: 300 KB maximum
Animation: 30 second maximum
- Each creative must be compressed in a single .zip file of 300 KB maximum (200 KB recommended)
- Each .zip file must contain:
- a single .html file located in the root of the .zip file and not in a subfolder
- a .jpg or .png backup image of 150 KB maximum (40 KB recommended)
- the images and other files that are referenced by the HTML file. Do not include any unnecessary files
HTML5 creatives can be built using the methods and tools referenced below
Each .zip file must be assessed against coding and technical errors by using
- the Workspace Validator to check compatibility and general requirements
- the validation messages to identify and fix any issues
1.2.3 Third-party
Tag type: HTML or JavaScript from approved ad servers
Initial load size: 150 KB maximum (40 KB recommended)
Total load size: 4 MB maximum (2.2 MB recommended)
Animation: 30 second maximum
2. Video
2.1 In-stream and out-stream
2.1.1 Video
File type:
- Hosted: .mp4
- Third-party:
- .mp4 (required)
- .web (recommended)
- .avi, .mov, .m4v, .mpeg, .mpg, .ogv, .wmv (optional)
File size:
- Hosted: 1 GB maximum (200 MB recommended)
- Third-party: 10 MB maximum size for transcoded serving files
Dimensions:
- Horizontal (landscape)
- Aspect ratio 16:9: 640 x 360, 1280 × 720, 1920 × 1080 (recommended)
- Aspect ratio 4:3: 480 x 360, 640 x 480, 1440 x 1080
- Vertical (portrait)
- Aspect ratio 9:16: 720 × 1280, 1080 × 1920 (recommended)
- Aspect ratio 3:4: 360 x 480, 480 x 640, 1080 x 1440
- Square: 720 × 720, 1080 × 1080, 1920 × 1920
Length: 15 or 30 seconds recommended
Video codec: H.264
Video bit rate: 20 Mbps minimum recommended
Video frame rate: 23.98 or 29.97
Black bars: letterboxing or pillarboxing not allowed
2.1.2 Audio
Audio codec: PCM or AAC
Audio bit rate: 192 kbps minimum
Audio sample rate: 48 kHz
2.1.3 Companion
File type:
- Image: .jpg, .png, .gif
- HTML5: .html, .css, .js, .mp4, .jpg, .png, .gif, .svg
File size: 20 KB maximum recommended
Dimensions: 300 × 250, 728 × 90, 300 × 60 recommended
Animation: 15 seconds maximum recommended
Frame rate: 24 maximum recommended
Audio: not allowed
2.1.4 Tag format
VAST 2.0, VAST 3.0 and VPAID 2.0 from approved vendors
Two VAST wrappers maximum are recommended
3. Native Creatives
3.1 Image
Headline: 25 characters maximum (including spaces)
Body text: 90 characters maximum (including spaces)
Brand name: 25 characters maximum (including spaces)
Call to action: 15 characters maximum (including spaces)
Logo:
- File type: .jpg, .png
- File size: 1200 KB maximum
- Dimensions:
- 100 x 100 minimum
- 512 x 512 maximum
- 200 x 200 recommended
- Aspect ratio: 1:1
Image:
- File type: .jpg, .png
- File size: 1200 KB maximum
- Dimensions:
- 1200 x 627 minimum
- 1999 x 1999 maximum
- 1200 x 627 recommended
- Aspect ratio: 1.91:1
- Design: images should not contain text, brand name or logo
Landing page URL: 1024 characters maximum
3.2 Video
Headline: 25 characters maximum (including spaces)
Body text: 90 characters maximum (including spaces)
Brand name: 25 characters maximum (including spaces)
Call to action: 15 characters maximum (including spaces)
Logo:
- File type: .jpg, .png
- File size: 1200 KB maximum
- Dimensions:
- 100 x 100 minimum
- 512 x 512 maximum
- 200 x 200 recommended
- Aspect ratio: 1:1
Image:
- File type: .jpg, .png
- File size: 1200 KB maximum
- Dimensions:
- 1200 x 627 minimum
- 1999 x 1999 maximum
- 1200 x 627 recommended
- Aspect ratio: 1.91:1
- Design: images should not contain text, brand name or logo
Video:
- File type: .mp4
- File size: 1 GB maximum
- Dimensions: 1280 x 720 minimum recommended
- Aspect ratio: 16:9 recommended
- Length: 60 seconds maximum
- Bit rate: 2500 kbps minimum recommended
- Frame rate: 23.98 or 29.97
Landing page URL: 1024 characters maximum
4 Audio Creatives
4.1 Audio
File type: .mp3
File size: 1 MB maximum
Length: 15 or 30 seconds recommended
Bit rate: 192 kbps minimum
Sample rate: 44.1 kHz
Landing page URL: required
4.2 Companion
File type: .jpg, .png
File size: 20 KB maximum recommended
Dimensions: 640 x 640, 300×250
4.3 Tag format
VAST 2.0 and VAST 3.0 from approved vendors
DAAST is not supported
-
Creative specifications - Australia & New Zealand
1. Display
1.1 Dimensions
The most common dimensions are listed below
120 x 600 – Skyscraper
160 x 600 – Wide Skyscraper
300 x 250 – Medium Rectangle
300 x 600 – Half Page
336 x 280 – Large Rectangle
468 x 60 – Banner
728 x 90 – Leaderboard
970 x 250 – Billboard
970 x 90 – Super Leaderboard
300 x 50 – Mobile Banner
320 x 50 – Mobile Leaderboard
320 x 480 – Mobile Interstitial Portrait
480 x 320 – Mobile Interstitial Landscape
768 x 1024 – Tablet Interstitial Portrait
1024 x 768 – Tablet Interstitial Landscape
1.2 Types
1.2.1 Images
File type: .jpg, .png, .gif
File size: 150 KB maximum
Animation: 30 seconds maximum
1.2.2 HTML5
File type: .html, .css, .js, .mp4, .jpg, .png, .gif, .svg
File size: 300 KB maximum
Animation: 30 second maximum
- Each creative must be compressed in a single .zip file of 300 KB maximum (200 KB maximum recommended)
- Each .zip file must contain:
- a single .html file located in the root of the .zip file and not in a subfolder
- a .jpg or .png backup image of 150 KB maximum (40 KB maximum recommended)
- the images and other files that are referenced by the HTML file. Do not include any unnecessary files
HTML5 creatives can be built using the methods and tools referenced below
Each .zip file must be assessed against coding and technical errors by using
- the Workspace Validator to check compatibility and general requirements
- the validation messages to identify and fix any issues
1.2.3 Third-party
Tag type: HTML or JavaScript from approved ad servers
Initial load size: 150 KB maximum (40 KB maximum recommended)
Total load size: 4 MB maximum (2.2 MB maximum recommended)
Animation: 30 second maximum
2. Video
2.1 In-stream and out-stream
2.1.1 Video
File type:
- Hosted: .mp4
- Third-party:
- .mp4 (required)
- .web (recommended)
- .avi, .mov, .m4v, .mpeg, .mpg, .ogv, .wmv (optional)
File size:
- Hosted: 1 GB maximum (200 MB maximum recommended)
- Third-party: 10 MB maximum size for transcoded serving files
Dimensions:
- Horizontal (landscape)
- Aspect ratio 16:9: 640 x 360, 1280 × 720, 1920 × 1080 (recommended)
- Aspect ratio 4:3: 480 x 360, 640 x 480, 1440 x 1080
- Vertical (portrait)
- Aspect ratio 9:16: 720 × 1280, 1080 × 1920 (recommended)
- Aspect ratio 3:4: 360 x 480, 480 x 640, 1080 x 1440
- Square: 720 × 720, 1080 × 1080, 1920 × 1920
Length: 15 or 30 seconds recommended
Video codec: H.264
Video bit rate: 20 Mbps minimum recommended
Video frame rate: 23.98 or 29.97
Black bars: letterboxing or pillarboxing not allowed
2.1.2 Audio
Audio codec: PCM or AAC
Audio bit rate: 192 kbps minimum
Audio sample rate: 48 kHz
2.1.3 Companion
File type:
- Image: .jpg, .png, .gif
- HTML5: .html, .css, .js, .mp4, .jpg, .png, .gif, .svg
File size: 20 KB maximum recommended
Dimensions: 300 × 250, 728 × 90, 300 × 60 recommended
Animation: 15 seconds maximum recommended
Frame rate: 24 maximum recommended
Audio: not allowed
2.1.4 Tag format
VAST 2.0, VAST 3.0 and VPAID 2.0 from approved vendors
Two VAST wrappers maximum recommended
2.2 CTV and BVOD
File type: .mp4
File size: 1GB maximum
Dimensions: 1280 × 720 minimum, 1920 × 1080 recommended
Length: 15 or 30 seconds
Bit rate: 2000 kbps minimum
Frame rate: 23.98 or 29.97
Audio sample rate: 48 kHz
Tag format:
- VAST 2.0 (recommended), VAST 3.0, VAST 4.0 from approved vendors
- VPAID and MRAID are not supported
Skippability: skippable videos are not supported
Certain requirements might vary drastically between publishers. It is recommended to refer to individual publisher specifications before submitting the creatives
3. Native
3.1 Image
Headline: 25 characters maximum (including spaces)
Body text: 90 characters maximum (including spaces)
Brand name: 25 characters maximum (including spaces)
Call to action: 15 characters maximum (including spaces)
Logo:
- File type: .jpg, .png
- File size: 1200 KB maximum
- Dimensions:
- 100 x 100 minimum
- 512 x 512 maximum
- 200 x 200 recommended
- Aspect ratio: 1:1
Image:
- File type: .jpg, .png
- File size: 1200 KB maximum
- Dimensions:
- 1200 x 627 minimum
- 1999 x 1999 maximum
- 1200 x 627 recommended
- Aspect ratio: 1.91:1
- Design: images should not contain text, brand name or logo
Landing page URL: 1024 characters maximum
3.2 Video
Headline: 25 characters maximum (including spaces)
Body text: 90 characters maximum (including spaces)
Brand name: 25 characters maximum (including spaces)
Call to action: 15 characters maximum (including spaces)
Logo:
- File type: .jpg, .png
- File size: 1200 KB maximum
- Dimensions:
- 100 x 100 minimum
- 512 x 512 maximum
- 200 x 200 recommended
- Aspect ratio: 1:1
Image:
- File type: .jpg, .png
- File size: 1200 KB maximum
- Dimensions:
- 1200 x 627 minimum
- 1999 x 1999 maximum
- 1200 x 627 recommended
- Aspect ratio: 1.91:1
- Design: images should not contain text, brand name or logo
Video:
- File type: .mp4
- File size: 1 GB maximum
- Dimensions: 1280 x 720 minimum recommended
- Aspect ratio: 16:9 recommended
- Length: 60 seconds maximum
- Bit rate: 2500 kbps minimum recommended
- Frame rate: 23.98 or 29.97
Landing page URL: 1024 characters maximum
4. Audio
4.1 Audio
File type: .mp3
File size: 1 MB maximum
Length: 15 or 30 seconds recommended
Bit rate: 192 kbps minimum
Sample rate: 44.1 kHz
Landing page URL: required
4.2 Companion
File type: .jpg, .png
File size: 20 KB maximum recommended
Dimensions: 640 x 640, 300×250
4.3 Tag format
VAST 2.0 and VAST 3.0 from approved vendors
DAAST is not supported
5. SOCIAL BOOST
5.1 Platforms and post types
Platform: Facebook, Instagram, LinkedIn, Pinterest, Snapchat, TikTok, Twitter, YouTube
Post type: Photo, Link, Video, Carousel, Stories
5.2 Creative requirements
5.2.1 Post import
Supported for most Facebook, Instagram and Twitter creatives. Not supported for Facebook accounts, post links with geo or age restrictions, LinkedIn, Pinterest, Snapchat, TikTok, YouTube creatives
- Organic post URLs
- Facebook ad library URLs
5.2.2 Raw assets
Supported for Facebook and Instagram posts that are paid (dark), ad preview links, geo targeted or age targeted, and all Stories, LinkedIn, Pinterest, Snapchat, TikTok or YouTube creatives
Logo:
- File type: .jpg, .png
- File size: 2 MB maximum
- Aspect ratio: 1:1 recommended
- Dimensions:
- 100 x 100 minimum
- 500 x 500 maximum
Brand name: 25 characters maximum
Creative caption:
- Length: 700 characters maximum
- Truncation: automatically truncated to 300 characters with added “See More” link
- Emoticons: supported
Image:
- File type: .jpg, .png, .gif
- File size: 2 MB maximum
- Aspect ratio: 1:1 recommended
- Dimensions:
- 500 x 262 minimum
- 1222 x 640 maximum
Video:
- File type: .mp4
- File size: 3 MB maximum recommended
- Aspect ratio: 9:16 or 16:9 recommended
- Dimensions:
- 320 x 180 minimum
- 720 x 405 maximum
5.2.2.1 Stories
Image:
- File type: .jpg, .png, .gif
- File size: 1 MB maximum
- Aspect ratio: 9:16 or 4:5 recommended
- Width: 400 minimum, 1222 maximum
Video:
- File type: .mp4, .mov
- File size: 2 MB maximum
- Aspect ratio: 9:16 recommended
- Width: 320 minimum, 720 maximum
- Length: 15 seconds maximum
Title: automatically truncated to 30 characters
Description: automatically truncated to 100 characters
6. DOOH
6.1 Australia
File type: .jpg, .mov, .mp4
File size: 10 MB maximum
Colour mode: RGB, CMYK
Parent venue: Outdoor
Child venue: Billboards
Dimensions:
- 1224 x 324, 1400 x 400, 560 x 320, 1320 x 320, 468 x 720, 400 x 600, 570 x 670, 1152 x 384, 1232 x 308, 864 x 288, 1080 x 1920, 896 x 320, 700 x 370, 952 x 252, 448 x 672, 648 x 768, 312 x 390, 1836 x 432, 896 x 384, 480 x 800, 1920 x 480, 840 x 400, 600 x 600, 795 x 270, 924 x 308, 720 x 240, 1060 x 360, 1428 x 336, 495 x 720, 810 x 270, 360 x 450, 1850 x 455, 336 x 504, 616 x 924, 768 x 192, 768 x 384, 1240 x 320, 260 x 380, 784 x 208, 512 x 288, 640 x 360, 992 x 304, 1056 x 432, 1185 x 315, 612 x 396, 380 x 480, 810 x 270, 896 x 288, 1200 x 400
Static: Yes
Video: No
Child venue: Urban Panels (non-JCD)
Dimensions:
- 1080 x 1920
Static: Yes
Video: No
Child venue: Bus Shelters
Dimensions:
- 1080 x 1920
Static: Yes
Video: No
Parent venue: Transit
Child venue: Airports
Dimensions:
- 1080 x 1920
- 1920 x 1080
- 3840 x 1080
- 2400 x 540
Static: Yes
Video: No
Parent venue: Point of care
Child venue: Doctors Offices
Dimensions:
- 1080 x 1920
- 1920 x 1080
Static: Yes
Video: Yes
- Tonic 1080×1920: 10 seconds with audio
- Tonic 1920×1080: 15 seconds
If the available assets don’t meet the full duration it’s fine for the creatives to freeze on the end frame to make up the full number of seconds
Parent venue: Retail
Child venue: Grocery
Dimensions:
- 1080 x 1920
- 1920 x 1080
Static: Yes
Video: Yes
- SMG 1080 x 1920: 7 seconds
- VMO 1080 x 1920: 10 seconds
- VMO 1920 x 1080: 10 seconds
If the available assets don’t meet the full duration it’s fine for the creatives to freeze on the end frame to make up the full number of seconds
Child venue: Malls
Dimensions:
- 3840 x 1080
- 2160 x 3840
Static: Yes
Video: Yes
- SMG: 7 seconds
- VMO: 10 seconds
Dimensions:
- 1080 x 1920
- 1920 x 1080
Static: Yes
Video: Yes
- SMG 1080 x 1920: 7 seconds
- VMO 1080 x 1920: 10 seconds
- VMO 1920 x 1080: 10 seconds
- Scentre 1080 x 1920: 10 seconds
If the available assets don’t meet the full duration it’s fine for the creatives to freeze on the end frame to make up the full number of seconds
Child venue: Gas Stations
Dimensions:
- 1080 x 1920
- 1920 x 1080
Static: Yes
Video: Yes
- VMO 1080 x 1920: 10 seconds
- VMO 1920 x 1080: 15 seconds with audio
- QMS: 10 seconds
- Motio: 10 seconds
If the available assets don’t meet the full duration it’s fine for the creatives to freeze on the end frame to make up the full number of seconds
Child venue: Convenience Stores
Dimensions:
- 1920 x 1080
- 1080 x 1920
- 3840 x 1080
- 960 x 1080
- 1366 x 768
- 3840 x 2160
- 1920 x 1036
Static: Yes
Video: Yes
- Motio: 7 seconds with audio
If the available assets don’t meet the full duration it’s fine for the creatives to freeze on the end frame to make up the full number of seconds
Child venue: Pharmacies
Dimensions:
- 1080 x 1920
Static: Yes
Video: Yes
- Tonic: 10 seconds
If the available assets don’t meet the full duration it’s fine for the creatives to freeze on the end frame to make up the full number of seconds
Parent venue: Health and beauty
Child venue: Gyms
Dimensions:
- 1080 x 1920
- 3840 x 1080
Static: Yes
Video: Yes
- VMO: 10 seconds
If the available assets don’t meet the full duration it’s fine for the creatives to freeze on the end frame to make up the full number of seconds
Parent venue: Entertainment
Child venue: Movie Theatres (cinema entrance & waiting areas)
Dimensions:
- 1080 x 1920
Static: Yes
Video: Yes
- VM – Cinema: 15 seconds
If the available assets don’t meet the full duration it’s fine for the creatives to freeze on the end frame to make up the full number of seconds
Child venue: Sports Entertainment
Dimensions:
- 1080 x 1920
Static: Yes
Video: Yes
- Motio: 10 seconds
If the available assets don’t meet the full duration it’s fine for the creatives to freeze on the end frame to make up the full number of seconds
Parent venue: JCDecaux
Child venue: Urban Panels (Street Furniture)
Dimensions:
Smartframes
- 1080 x 1920
- 2160×3840
Static: Yes
Video: No
Child venue: Billboards (Large Format – Landscape)
Dimensions:
Spectacular
- 1584 x 368
- 1836 x 432
- 1888 x 448
Supersite
- 1040 x 272
- 1152 x 304
- 1224 x 324
- 1248 x 320
- 1656 x 360
- 952 x 252
Super-8
- 1000 x 250
- 800 x 200
- 992 x 256
Static: Yes
Video: No
Child venue: Billboards (Large Format – Portrait)
Dimensions:
LF Portrait
- 1080 x 1920
- 504 x 792
- 512 x 768
- 528 x 800
Static: Yes
Video: No
6.2 New Zealand
File type: .jpg, .mov, .mp4
File size: 10 MB maximum
Colour mode: RGB, CMYK
Parent venue: Outdoor
Child venue: Billboards
Dimensions:
- 84 0x 400
- 496 x 256
- 1008 x 256
- 768 x 192
- 1152 x 288
- 288 x 576
- 1080 x 1920
- 1400 x 400
- 384 x 576
- 416 x 560
- 576 x 648
- 1064 x 224
- 1120 x 280
- 396 x 468
- 570 x 600
Static: Yes
Video: No
Parent venue: Entertainment
Child venue: Sports Entertainment
Dimensions:
- 840 x 400
Static: Yes
Video: Yes
- Go Media: 8 seconds
Dimensions:
- 1008 x 256
- 1440 x 360
Static: Yes
Video: No
Parent venue: Transit
Child venue: Airports
Dimensions:
- 1920 x 1080
- 1080 x 1920
- 3840 x 1080
- 2400 x 540
Static: Yes
Video: Yes
- Go Media: 15 seconds
Parent venue: Offices
Child venue: Office Buildings
Dimensions:
- 1920 x 1080
Static: Yes
Video: Yes
- VMO: 10 seconds
6.3 VMO
6.3.1 Media type
Static image:
- File type: .jpg, .png
- File size: 5 MB maximum
Full motion video:
- File type: .mp4
- File size: 12 MB maximum
6.3.2 Screen class
Shop (All):
- Screen type: Full Motion Digital
- Length: 7 Seconds
Active Reach:
- Screen type: Full Motion Digital
- Length: 7 Seconds
On-The-Go Reach (C-Store):
- Screen type: Full Motion Digital
- Length: 7 Seconds
On-The-Go TV (Pumps):
- Screen type: Full A/V (audio enabled)
- Length: 15 Seconds
6.3.3 Orientation
Landscape:
- Aspect ratio: 16:9
- Dimensions: 1920 x 1080
- Spot length: 7 seconds
- Static image: Yes
- Full motion video: Yes
- Audio enabled: No
Portrait:
- Aspect ratio: 9:16
- Dimensions: 1080 x 1920
- Spot length: 7 seconds
- Static image: Yes
- Full motion video: Yes
- Audio enabled: No
Landscape A/V:
- Aspect ratio: 16:9
- Dimensions: 1920 x 1080, 1280 x 720
- Spot length: 15 seconds
- Static image: Yes
- Full motion video: Yes
- Audio enabled: Yes
Ultrawide A:
- Aspect ratio: 32:9
- Dimensions: 3480 x 1080
- Spot length: 7 seconds
- Static image: Yes
- Full motion video: Yes
- Audio enabled: No
Ultrawide B:
- Aspect ratio: 36:9, 4:1
- Dimensions: 4320 x 1080
- Spot length: 7 seconds
- Static image: Yes
- Full motion video: Yes
- Audio enabled: No