TRIPADVISOR MEDIA KIT - AD SPECS
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TripAdvisor Media Kit – Ad Specs
TripAdvisor Media Kit – Ad Specs | June 2017 | p. 1
Table of Contents
3-4 Ad Policies
5-6 Standard Display Guidelines
7-8 Rich Media Guidelines
9-10 Mobile Specs
11-12 Video Specs
TripAdvisor Media Kit – Ad Specs | June 2017 | p. 2
TripAdvisor Media Kit – Ad Specs
Advertising Policies
Hotel Partner Advertising Policies
• TripAdvisor may restrict certain industries or clients from advertising on the site:
• Any creative that mimics the colors, functionality or content of the TripAdvisor site or brand
is not acceptable. Specifically, TripAdvisor will not accept creative that in any way mimics the
yellow booking commerce buttons found on the site.
• Advertisers are required to utilize a different color from their branding in the design of any
booking buttons on any creative running on TripAdvisor.
• Any creative that offers a specific or exclusive price or discount that is only available to all users
by booking on a partner’s site is not acceptable.
• Amenities offers or giveaways is acceptable
• Membership rates or similar gated offers is acceptable
• Creative that does not reference a specific price but instead uses copy such “lowest rates
guaranteed” is acceptable
• Any type of Flash sale creative is acceptable as long as the discount is not exclusively available
on partner’s site (e.g. sale price must be available on TripAdvisor as well)
• Advertising featuring competitor names or rates is not acceptable
Animal Welfare Creative Guidelines:
As of January 1, 2017, as part of TripAdvisor’s new Animal Welfare Policy, TripAdvisor will no longer
accept any advertising creative that features, via images or copy, the promotion of attractions where
tourists come into direct physical contact with captive wild animals or endangered species. This policy
applies to advertising creative and sponsored content. This includes but is not limited to:
• Elephant Rides
• “Swim with” programs where tourists touch dolphins
• Petting of captive wild or endangered species, etc.
The policy does have several caveats and exemptions and creative featuring the following
content will still be accepted:
• Domestic animals do not apply, e.g. horseback riding, petting rabbits at a petting zoo, etc.
• Aquarium touch pools used for education purposes
• Feeding programs under the supervision of zoo officials
• Scuba programs or Safaris
• Voluntourism programs for endangered species preservation at zoos, aquariums or sanctuaries
where it is possible that there might be some level of physical interaction with an animal
For more information on TripAdvisor’s Animal Welfare policy, click here
TripAdvisor Media Kit – Ad Specs | June 2017 | p. 3
TripAdvisor Media Kit – Ad Specs
Policies for all Advertisers
• No competitive advertisers are allowed (e.g. Fodors, Frommers, Zagat, etc.).
• Advertising for meta-search sites (kayak, etc.) in the travel and hotel space will also not be
allowed.
• Decisions about non-travel advertising without a travel tie-in will be determined on a case-by-
case basis as will advertising for other review or list sites.
• No advertising materials that are indecent, illegal, misleading, harmful, abusive, harassing,
libelous, defamatory, or other offensive materials are allowed on the site.
• No advertisements that simulate TripAdvisor’s editorial matter in appearance or style, or that
are not readily identifiable as advertisements will be allowed on the site.
• TripAdvisor does not restrict any colors within advertisements; however creative could be
rejected if it seems to mimic the colors, functionality, content or look/feel of the TripAdvisor
site or brand. This also applies to creative that may be mistaken for TripAdvisor content such
as lists, or Wiki-type functionality.
• Advertisers may not use the words “trip” and “advisor” or “advice” in a way that capitalizes on the
TripAdvisor name or brand.
• No “flashy”, “blinking” or “game” style ads (“punch the monkey”).
• No advertising for gambling, prescription drugs, tobacco, religion, politics, guns or sexually
explicit themes will be accepted.
• TripAdvisor reserves the right to reject creative or request revision if the content or design of
the ad deems to be unsuitable for the site or negatively impact user experience.
• Flash is no longer accepted GIF, JPG, PNG, HTML5 are mandatory. For detailed information on
HTML5 please refer to HTML5 Guidelines and Ad Specifications in the Ad Guidelines Section.
• SSL compliant creative and tracking links will be mandatory from now on, as our site is moving
to full SSL compliance. For more information please contact your sales representative.
TripAdvisor Media Kit – Ad Specs | June 2017 | p. 4
TripAdvisor Media Kit – Ad Specs
Standard Display Guidelines
Click here for the HTML5 Guide and Ad Specification
Allowed formats:
• Flash is no longer accepted
• JPEG, GIF, PNG, HTML5
• Backup images for site served HTML5 files are mandatory
• Max site rotation of 3 creatives per month, 3rd party or non-3rd party
Tags/Tracking:
• Please note that all creative and tracking links must be SSL compliant
Language Requirements:
Local language is preferred. English language allowed on all sites except for the
following where local language is required:
• France (entire site)
• Japan (homepage)
• China (homepage)
Booking widgets:
• Are not permitted in 728x90 ad size
• Allowed only on the specific pages based on the client’s industry (the list of
the pages provided upon request)
Third party tags:
• Creative swapping through 3rd party tags allowed but all new creatives
should conform to our specs and guidelines
• If rich media creatives are being added into rotation, prior approval by TA is
required
• It is best practice to provide DCM tags as Internal Redirects
• Any non-DCM 3rd party tags should be provided along with a publisher log in
for campaigns billed out of the US
Click through URLS:
• Must spawn a new browser window - spawning click-throughs in the same
window is not allowed.
Member Update:
See Example to the left
• 300x250 static gif/jpeg/png
• No 3rd party tags allowed
• Static images only, no animation allowed due to Outlook 07 limitations
• A third party click URL may be used but no impression tracking is available
TripAdvisor Media Kit – Ad Specs | June 2017 | p. 5
TripAdvisor Media Kit – Ad Specs
Standard Display Placements
Max Backup
Max Initial Max Polite Expansion HTML5
Unit Dimension Image File Animation
Size Size Size Specifics
Size
Leaderboard 728x90
Rectangle 300x250
60k for 30 sec limit
Wide 200k for 400k for
160x600 GIF, JPEG, unlimited no limitation 18 fps
SkyScraper HTML5 HTML5
or PNG looping
Medium
468x60
Leaderboard
Half Page Ad 300x600
Standard Display Timings
Type of Ad Serving Format Assets Due
Site served GIF, JPEG, PNG 2 business days prior to launch
Externally Hosted, Non 3rd Party Tags HTML5 5 business days prior to launch
Site served Native Sponsored Video 5 business days prior to launch
3rd party tags Expand/Video/Pushdown 5 business days prior to launch
3rd party tags HTML5 3 business days prior to launch
Newsletter GIF, JPEG, PNG 14 business days prior to launch
TripAdvisor Media Kit – Ad Specs | June 2017 | p. 6
TripAdvisor Media Kit – Ad Specs
Rich Media Guidelines
3rd Party Rich Media
• Audio as well as Expansion (opening or closing) must be user initiated, no mouse over action will
be accepted for either
• No out of banner ads (floating ads)
• Tags must include an iframe buster. Approved vendors available on request.
Expandable Ads
• Not allowed on the homepage
• Not allowed on network buys (TAMN)
• Only 3rd party ad-serving
• Expansion on click only. No mouse-over expandable
• Visible “close” button
• Requires TripAdvisor approval before launch
• Depending on its placement on a given page, the ad must be built as a multi directional ad unit,
designed to expand either left/right or up/down on-click
In-Banner Video
• Only 3rd party ad-serving. TripAdvisor doesn’t host in-banner video files
• Visible “STOP” or “PAUSE” button
• Audio must be user initiated
• Maximum length 30 sec
TripAdvisor Media Kit – Ad Specs | June 2017 | p. 7
TripAdvisor Media Kit – Ad Specs
Pushdown
• Not allowed on network buys (TAMN)
• Not allowed on China site
• Only 3rd party ad-serving - approved vendors list on request
• Requires TripAdvisor approval and testing before launch
• Must receive the creative 7 business days prior to launch.
Specification Pushdown - Collapsed Creative Pushdown - Expanded Creative
Ad Unit Dimensions 970w by 66h pixels 970w by 418h pixels
Expansion Direction N/A Down
Maximum File Size 200k 200k initial - 400k for polite download file
Animation 30 seconds maximum Unlimited
A clearly visible “click to expand” button A clearly visible “close (x)” button must appear in the
Open Button must appear at the bottom of the ad unit top right corner of the ad unit at all times and only
at all times close on click
Allowed, must start with sound off and must include a
Sound Not allowed
clearly labeled Audio on/off button.
Allowed, must be hosted by a 3rd party. TripAdvisor
Video Not allowed
cannot accept any video creative files directly
Frame Rate 18 fps max 18 fps max
The below sample denotes a 970w x418h pixel file dimension.
TripAdvisor Media Kit – Ad Specs | June 2017 | p. 8
TripAdvisor Media Kit – Ad Specs
Mobile Guidelines
Mobile Banners
Spec High Resolution Standard
Mobile Ad Size 640x100 (compressed to 320x50) 320x50
HTML5, GIF, Animated GIF, PNG, or
File Type GIF, Animated GIF, PNG, or JPEG
JPEG
3rd Party Accepted No Yes, HTML5 Only
Max File Size 50k 50k
3rd Party Tags or Click and Impression 3rd Party Tags or Click and Impression
Tracking
Tracking Accepted Tracking Accepted
Must be received 2 business days Must be received 2 business days
Timing
before launch before launch
Linking Must drive to a mobile optimized site Must drive to a mobile optimized site
Click to Call Available Available
The below samples denotes an adhesion banner measured at 320x50px
TripAdvisor Media Kit – Ad Specs | June 2017 | p. 9TripAdvisor Media Kit – Ad Specs
Mobile Native Advertising
Native Internal Linking
Spec Native Internal Linking Native External Linking
Platform Mobile Web + Mobile App (iOS) Mobile Web
HTML5, GIF, Animated GIF, PNG,
File Type GIF, Animated GIF, PNG, or JPEG
or JPEG
POS, IP, Servlet, and Geo ID
POS, IP, Servlet, and Geo ID –
Targeting – required (30 max creative
required (100 limit)
versions)
At top of restaurants and After the second organic listing
Listing
attractions listings pages on restaurants and attractions
Placement
(excluding Near Me Now filtering) listings pages
Bubble Restaurant or Attraction must have
N/A
rating a bubble rating of 3.5 or higher
Auto-populated via TripAdvisor’s
listings database: Required:
Title: Property Name Headline: Max 27 characters
Text
Text: A review title from the Body Text: 2 lines @ max of 27
most recent review matching the characters each
Business’ existing bubble rating
Large photo: pulled from
Photo Image: 250x250 pixels 60k file size
TripAdvisor’s listings database
3rd party impression tracking Native External Linking
Tracking 3rd Party Tracking Accepted
accepted
Required:
Headline: Max 27 characters
Body Text: 2 lines @ max of 27
characters each
Image: 250x250 pixels
Optional:
Deliverables Property ID and Listing URL Brand Logo: Max height of 24px
- Width must be at least 2x logo
height
Transparent background required
Button: Text is customizable with
special approval
Targeting: IP, Geo, Audience
Received 5 business days before Received 5 business days before
Timing
launch launch
Attraction Listings Pages
Available Attractions Listings Pages
Restaurant Listings Pages
Servlets Restaurant Listings Pages
Hotel Listings Pages
All elements within creative must All elements within creative must
Additional
be SSL compliant be SSL compliant
Notes
Design subject to change Design subject to change
TripAdvisor Media Kit – Ad Specs | June 2017 | p. 10TripAdvisor Media Kit – Ad Specs
Video Specs
Native Sponsored Video
Native Sponsored Video is a creative set complete with logo, companion, and master video file.
It plays in the TripAdvisor Large Photo Viewer as Sponsored Advertiser to desktop users.
• 300x250 static companion mandatory
• 100x40 static logo mandatory
• Video title optional with a 40 character limit and language must match targeted locale.
Pre-Roll
Pre-roll is a video ad experience in-stream, before the content is played for the viewer.
Video content is subject to approval.
TripAdvisor Media Kit – Ad Specs | June 2017 | p. 11TripAdvisor Media Kit – Ad Specs
Video and Companion Specs
Specification Pre-Roll Native Sponsored Video Companion
Video Duration 00:15 No Limitations N/A
webm, ogg, ogv, ogs, h.264,
Format webm, mp4, and mov JPEG, GIF, PNG
mp4, and mov
File Size 15MB 300MB 60k
Tracking 3rd Party Click & Impression 3rd Party Click & Impression 3rd Party Click Only
VAST Accepted Accepted Pre-roll only
BitRate 4 MBPS 4 MBPS N/A
FPS 24-30 FPS 24-30 FPS N/A
640x480 (521x391 min) 1920x1080 (16:9 Aspect
Display Dimensions 300x250
(4:3 Aspect Ratio) Ratio)
For more information on TripAdvisor’s Ad Specs please visit the Media Kit here »
TripAdvisor Media Kit – Ad Specs | June 2017 | p. 12You can also read
