Creative Guidelines and Specifications - For AudienceScience Creative Partners V 1.4
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V 1.4
Creative Guidelines and
Specifications
For AudienceScience Creative Partners
The latest version of this document available at:
http://www.audiencescience.com/AudienceScience Creative_Specs.pdf
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Checklist for Agencies and Tag Providers
Desktop - Display
□ Landing page URL declared correctly and leading to functioning webpage
□ Landing page must be according to AudienceScience guidelines
□ No creative rotation of multiple sizes or brands
□ Tags do not make mixed calls (https – Secure, http – Non Secure) within same tag
□ Animation Length (See pg 6)
□ OBA Icon present (In relevant markets)
□ Visible Border present
□ Creative does not render blank
□ Creative is clickable
□ Secure Ad Tag delivered to AudienceScience
□ LSO object/ 4th Party call not present on the tag
□ Creative do not contain FLASH file(s) (.swf, .flv)
□ Creative to be pure HTML5 compliant
Desktop - Video
□ Landing Page URL declared correctly and leading to functioning webpage
□ Landing page must be according to AudienceScience guidelines
□ No creative rotation of multiple lengths or brands
□ Tags do not make mixed calls (https – Secure, http – Non Secure) within same tag
□ Video Length (See pg 10)
□ All video formats are present (.mp4, .flv, .webm)
□ Skip node present for skippable creative
□ Creative does not render blank
□ Creative is clickable
□ Secure Ad Tag delivered to AudienceScience
□ LSO object/ 4th Party call not present on the tag
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AudienceScience.com 2Mobile – Display (web and App)
□ Landing Page URL declared correctly and leading to functioning webpage
□ Landing page must be according to AudienceScience guidelines
□ Tags do not make mixed calls (https – Secure, http – Non Secure)
□ Creative must be static image
□ Creative does not render blank
□ Creative is clickable
□ OBA Icon present (for regions with self-regulatory programs)
□ Secure Ad Tag delivered to AudienceScience
□ LSO object not present on the tag
□ Creative do not contain FLASH file(s) (.swf, .flv)
□ Creative to be pure HTML5 compliant
□ Tags delivered to be in JavaScript format (for App)
□ No support for IFRAME (for App)
Mobile – Video (web and App)
□ Landing Page URL declared correctly and leading to functioning webpage
□ Landing page must be according to AudienceScience guidelines
□ Skip event/node present
□ Tags do not make mixed calls (https – Secure, http – Non Secure)
□ All video formats are present (.mp4, .flv, .webm)
□ Creative does not render blank
□ Creative is clickable
□ Secure Ad Tag delivered to AudienceScience
□ LSO object not present on the tag
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AudienceScience.com 3Introduction
In order to ensure campaign delivery and performance, the creative assets and the ad serving tags, need to be
submitted to AudienceScience for each campaign in the proper formats compliant with all Inventory Sources.
This document provides the guidelines for which:
• Creative Agencies need to follow when creating the display, video or mobile advertisements
• The Media Buying Agency needs to follow when creating the Ad Serving Tags
• The final deliverables to Audience Science are the Ad Serving tags from the media buying agencies
Table of Contents
Contents
Checklist for Agencies and Tag Providers ......................................................................................................................... 2
Recent Industry Update: ..................................................................................................................................................... 4
Display ................................................................................................................................................................................. 5
General Requirements ................................................................................................................................................... 5
Display – Expandable ..................................................................................................................................................... 8
Display – In Banner Video .............................................................................................................................................. 9
Video .................................................................................................................................................................................... 9
Video – In stream ........................................................................................................................................................... 9
Mobile – Display (web and inApp) .............................................................................................................................. 12
Mobile - Video (web and inApp) .................................................................................................................................. 13
Ad Vendors Approved by AudienceScience .................................................................................................................... 14
AdChoices icon ................................................................................................................................................................. 14
3rd Party Reporting.......................................................................................................................................................... 14
Creative Verification Tools ............................................................................................................................................... 14
Recent Industry Update:
Starting in September 2015, Chrome will roll out a new feature that will pause any peripheral plugin content that is
not part of the main webpage content. This change will cause auto play Flash creatives to appear in a paused state
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AudienceScience.com 4and will not animate until a user clicks on the player. Users will need to click Flash creatives a second time before they
are redirected to advertiser’s landing page. In order to optimize the performance of your creatives and for better user
experience, we highly recommend developing your ads in HTML5 instead of flash. To learn more: Chrome blog.
Display
General Requirements
Below are the minimum requirements for all display creatives. For specific requirements for Display – Expandable,
please refer to the respective section.
HTML5/Static ads are animated web banners that employ complex animations and are often interactive or can also be
static ads (without any animations).
Format
CREATIVE AGENCY TAG PROVIDERS (SSL Requirements)
Required Ad Sizes 1. Always provide a set of secure tags. (Secure tag must
• 300 x 250 only load secure pixel calls)
• 728 x 90
2. Non-secure tags are optional
• 160 x 600
Do not rotate SSL and Non-SSL creative at the backend
Accepted Additional Ad Sizes after the tag is trafficked. If you have to, please notify
AudienceScience prior to change.
• 180 x 150
• 468 x 60 Click tracking URL
• 300 x 600
3rd party tags must be able to track clicks through
external URL.
*For more sizes please inquire:
File Size Tag Format
150KB max file size (Initial download size of flash/ static file) IFRAME or JavaScript or both (In HTML5 format)
300 KB total size (including all pixels loads & actual ad file size)
Backup GIF/JPG
Required for all display creatives. In instances when the user's browser does not support creative functionality (i.e.
HTML5), AudienceScience then serves a standard image.
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AudienceScience.com 5Animation
CREATIVE AGENCY TAG PROVIDERS
Animation Length Looping
15 seconds max (Including background effects). Should stop after 3 times.
Max Framerate Audio
24fps User-initiated by click only.
Functionality TAG PROVIDERS
CREATIVE AGENCY Window
All ad units, when clicked upon, must open in new
Border
Required for all ad units (i.e. Visible/ Contrast color tab or window.
border and not be confused with normal page
content).
Advertiser’s Click-Through Page
When users click upon the ad unit, they should be
directed to a live and functioning webpage, and the
tag should not cause redirects.
Additional
CREATIVE AGENCY
Brand Logo
Brand logo on ad unit must match the advertiser's page details. One brand allowed per creative.
Content
Ad units should contain content that is:
• Considered family safe
• Clear (does not trick users into clicking)
• Recognizable
TAG PROVIDERS
LSO Objects (aka: Flash cookies)
AudienceScience does not permit use of LSO objects on ads.
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AudienceScience.com 6OBA Icon:
It is a policy to implement the OBA icon on all ad units if the region serving the ad is a part of the self-regulatory
program. Please visit the following for more information:
• DAA OBA
• IAB AdChoices program
• NAI homepage
Pop Ups are not allowed.
Click tag code requirement
Click-through functions must use the ‘getURL’ command:
on(release){ getURL(_root.clickTag,”_blank”); }
Invalid fourth-party call
If invalid 4th party call is present, the vendor must send over URL to Google to be verified. If it is not verified, the
creative containing the call will not have access to Google's inventory. Please refer to the complete list of Google
approved vendors.
Facebook as a 4th party call is allowed in form of 302 redirect only:
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AudienceScience.com 7Display – Expandable
Rich Media Expandable ads expand from a display banner when a user takes an action to interact, such as rolling their
mouse over the ad, to reveal a larger ad space that can contain interactive content including video or audio.
In additional to the display requirements, below are specific guidelines for expandable creatives:
CREATIVE AGENCY TAG PROVIDERS
Max Expand Dimensions Tag Format
Creative must be JavaScript only
(In HTML5 Format)
• 160 x 600 to 600 x 600
• 300 x 250 to 600 x 250
• 728 x 90 to 728 x 315 IFRAMEs
Expand Direction
• 160 x 600 – Right/Left
• 300 x 250 – Right/Left
• 728 x 90 – Down only
Expansion Triggers
Click to expand preferred, but mouse-over/ off
accepted.
File Sizes
• 200KB Initial Load
• 300KB Polite Load
• 2.2MB User Initiated Load
Only pertains to display creatives with video embedded.
Video Length Audio
If included should be 30 seconds max. User-initiated by click only.
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AudienceScience.com 8Display – In Banner Video
Display in banner video advertisements are display HTML5/ static banners with video embedded. They usually follow
standard IAB banner sizes (including 728x90, 160x600 and 300x250) and are available on a wide range of websites.
CREATIVE AGENCY TAG PROVIDERS
Video Length Tag Format
Creative must be IFRAME or Javascript or both
30 seconds max.
Video Format
File Sizes Recommended Codecs MPEG2, WMV, Hx264/
AAC, WebM, MP4.
• 200KB Initial Load
• 100KB Polite Load
Audio
• 2.2MB User Initiated Load
User-initiated by click only
Video
Video – In stream
In Stream video ads are in the video player itself and are injected into the stream that is being sent to a client video
player. In Stream includes pre-, mid-, and post- roll ads. AudienceScience supports Pre-rolls only.
Note:
VPAID 1.0 does not work on Flash-less environments. However Video SDK now supports VPAID 2 JavaScript for mobile and
desktop web. By implementing VPAID 2 you will be able to deliver video ads through VPAID technologies in HTML5 environments
Ad Format
CREATIVE AGENCY TAG PROVIDERS
Accepted Ad Sizes Tag Format
4:3 Small
- VAST 2.0
16:9 Medium - VPAID wrapped in VAST 2.0
5:2 Large (Note: Pure VPAID tags are not supported)
*For more sizes please inquire
File Sizes
• 10MB max for Video total file size (including pixels)
• 40KB for companion file
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AudienceScience.com 9Video Length Video Format
VAST tags with all of the following formats are required.
• Creative lengths must not exceed 30
Missing any of the below will result in rejection in exchanges:
seconds.
• For all creatives that are 16 – 60 seconds, • HTML5: WebM and MP4
we need 2 sets of tags: • .FLV
1) A set of tags with skippable version HTML5 should be declared before .FLV
2) A set of tags with non-skippable version Call all required media types, including HTML5, within valid
• Creatives that are 15 seconds or less are not VAST XML.
required to have a skippable version, but it
is highly recommended in order to expand
Video Length
reach.
Exact length must be stated correctly.
No creative rotation at the backend allowed unless
notified. Rotated creatives must be same length and
type. SSL Requirements
1. Always provide a set of secure tags (Secure
tag must only load secure pixel calls).
2. Non-secure tags are optional.
Do not rotate SSL and Non-SSL creative at the backend after
the tag is trafficked. If you have to, please notify
AudienceScience prior to change.
Click tracking URL
3rd party tags must be able to track clicks through
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AudienceScience.comFunctionality
CREATIVE AGENCY TAG PROVIDER
Companion Banners Window
Inventory is not guaranteed for companion assets. All ad units, when clicked upon, must open in new tab or
Supports – 300 x 250/300 x 60 SWF, GIF, JPG, with window.
40k max size.
Skippable/Non-skippable Vast tags Should
For regions with self-regulatory programs ensure,
include node that triggers skippable or
OBA icons are included on all companion banners.
non-skippable labeling.
All additional requirements for companion banners
All creatives longer than 15 seconds are recommended to be
must comply with the same display ad guidelines.
skippable.
Audio Advertiser’s Click-Through Page
User initiated by click only. When users click upon the ad unit, they should be
directed to a live and functioning webpage, and the tag
should not cause redirect.
Additional
CREATIVE AGENCY
Brand Logo
Brand logo on ad unit must match with the
advertiser’s page details. Only one brand
allowed, per creative.
TAG PROVIDERS
LSO Objects (aka: Flash cookies)
Content
AudienceScience does not permit use of LSO objects on
Ad units should contain content that is: ads or advertisers’ landing pages creative.
• Considered family safe
• Clear (does not trick users into clicking) Pop Ups
• Recognizable Not Allowed.
OBA icon Invalid fourth-party call
OBA is required for all the VPAID wrapped in VAST If invalid 4th party call is present, vendor must send URL to
creatives. Google to be verified. If it’s not verified, the creative
containing the call won’t get access to their inventory.
Please refer to complete list of Google aproved vendors.
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AudienceScience.comMobile
Mobile – Display (web and inApp)
Display ads are animated web banners that employ complex animations and are often interactive or can
also be static ads (without any animations).
Ad Format
CREATIVE AGENCY TAG PROVIDERS
Required Ad Sizes for Tag Format
Smartphones/Tablets Web - Creatives can be IFRAME or JavaScript
• 300 x 250 or both (In HTML5 format only)
• 320 x 50
• 728 x 90
inApp- Javascript only (In HTML5 format only)
• 320x50
File Format
• 300x50
• JPEG
Additional Accepted Ad Sizes
• PNG/ GIF (Static only)
160 x 600
336 x 280 SSL Requirements
1. Always provide a set of secure tags (Secure
File Size tag only loads secure pixel calls from within the tag)
50KB Initial Load
200KB Initiated Load 2. Non-secure tags are optional
Do not rotate SSL and Non-SSL creative at the
backend after the tag is trafficked. If you have to,
please notify AudienceScience prior to change.
Click tracking URL 3rd party tags must be able to
track clicks through external URL.
Additional
All additional requirements for mobile display ads on the web and inApp must comply with the same
display ad guidelines as desktop ads. OBA Icon: From September 1st 2015, all behaviorally targeted
mobile in-app and Mobile Web display ads must include the OBA icon.
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AudienceScience.com 12Mobile - Video (web and inApp)
In Stream video ads are in the video player itself and are injected into the stream that is being sent to a client
video player. In Stream includes pre-, mid-, and post- roll ads. AudienceScience supports Prerolls only.
Functionality
CREATIVE AGENCY TAG PROVIDERS
Companion Banners Window
Inventory is not guaranteed for companion assets. All ad units, when clicked upon, must open in new tab
Supports – 300 x 250/300 x 60 SWF, GIF, JPG, with or window.
40k max size.
Skippable
For regions with self-regulatory programs ensure, All creative must be skippable (including 15 seconds).
OBA icons are included on all companion banners.
All additional requirements for companion banners Advertiser’s Click-Through Page
must comply with the same display ad guidelines When users click upon the ad unit, they should be
directed to a live and functioning webpage, and the
tag should not cause redirects.
Audio
User initiated by click only.
SSL requirements
Always provide a set of secure tags.
Additional
All additional requirements for mobile video ads on the web and inApp must comply with the same video ad
guidelines as desktop ads.
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AudienceScience.com 13Ad Vendors Approved by AudienceScience
For a list of approved 3rd party vendors, contact AudienceScience:
http://www.audiencescience.com/AudienceScience_Approved_Ad_Vendors.pdf
If you have any questions contact us at: Christopher.Mori@audiencescience.com
AdChoices icon
It is P&G’s policy to implement the OBA icon on all ad units if the region serving the ad is a part of the
self-regulatory program. Regions currently part of the program are: US, Canada, and all EU (UK, France,
Germany, Switzerland, Austria, Poland, Italy, Spain) countries. The P&G OBA icon must be viewable in
the ad.
77 p
15 p
8p
Please visit the following for more information:
• DAA OBA
• IAB AdChoices program
• NAI homepage
3rd Party Reporting
3rd Party Ad Server login / automated reporting required for discrepancy monitoring
Creative Verification Tools
• Calls made are fully secure: HttpFox
• To convert existing Flash creatives to HTML 5: Google Swiffy
• LSO Object is not present: BetterPrivacy
• Aspect Ratio check for Video tags: Aspect Ration Calculator
• VAST XML check: Video Suite Inspector
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AudienceScience.com 14Version 1.4.1 Release Notes
This guideline is based on information available at the time of publication and will be updated on a regular
basis.
V1.4.2 Updated Content
All the creatives delivered must be completely HTML5 compliant.
Display creative file sizes updated
o 150KB Max Size and 300KB Total Size
Display - Expandable file sizes updated
o 200KB Initial Load and 300KB Polite Load
Display - In Banner file sizes updated
o 200KB Initial Load
VPAID 1.0 does not work on Flash-less environments. However Video SDK now supports VPAID 2 JavaScript for
mobile and desktop web. By implementing VPAID 2 you will be able to deliver video ads through VPAID
technologies in HTML5 environments
OBA icon required for all the VPAID wrapped in VAST cretives
Added 300x50 and 320x50 to the tablets/smartphone AdSizes.
Added file sizes for tablets/smartphone.
V1.4.1 New Content
Recent Industry Update: Starting 1st Sept it is highly recommended to create ads using HTML5 instead of flash.
Flash ads will be paused on Chrome due to a new update on their side: Chrome blog.All tags need to be in
HTML5 format including Desktop (Display/Video) and Mobile (Display/ Video).
Secure tags are mandatory for all (Desktop and Mobile). Non secure tags are optional.
VPAID creatives are accepted in VAST 2.0 wrappers. Pure VPAID tags are not allowed.
OBA icon is necessary for all Mobile web and inApp display tags.
Mobile App ads must be in JavaScript format only
All Mobile App ads must be secure.
V1.4 Updated Content
Video creatives longer than 15 secs should be provided in both versions: 1 set of skippable version and 1 set of
non-skippable version.
LSO Object should not be present on any ad tag type (Desktop and Mobile).
Desktop: Display ads total file size allowed is 150 kb (including all pixel loads).
Additional tools added under Creative verification tools section. Page: 14.
V1.3 Updated Content
• Display – Flash Size
o Added: (Initial download size of flash file)
• Display – Max Number of Loops
o Added: Total animation cannot exceed 15 seconds.
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AudienceScience.com 15• Video – Length
o Clarified requirements for skippable videos
V1.2 Updated Content
• Top 3 Display creative sizes are now required
o 300 x 250
o 728 x 90
o 160 x 600
V1.2 New Content
• Checklist of Agencies and Tag Providers
V1.1 Updated Content
• Mobile – Video: All creative lengths must be skippable (contain skip event/node)
V1.1 New Content
• Mobile – Video Section (Page 9)
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AudienceScience.com 16You can also read
