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Ad Formats & Specifications (Custom Creatives)

This overview covers all supported ad formats and the technical requirements for display, HTML5 and video ads.

Display Ads

Supported file formats: JPEG, PNG, GIF, HTML5
Maximum image file size: 150 KB
Maximum animation length: 30 seconds

320 × 50
728 × 90
300 × 250
300 × 50
320 × 480
120 × 600
160 × 600
300 × 600
970 × 250
300 × 300
800 × 250
970 × 90

Priority by reach

Very important:
320 × 50
300 × 250
300 × 50

Important:
300 × 600
160 × 600
320 × 480
970 × 250

Nice to have:
728 × 90
120 × 600

Optional:
970 × 90
800 × 250
300 × 300

Format Comment
300 × 250 Important: If dynamic ads are not desired
728 × 90 Important: If dynamic ads are not desired
300 × 600 Important: If dynamic ads are not desired
160 × 600 Important: If dynamic ads are not desired
320 × 50 Important: Increases mobile traffic
300 × 50 Important: Increases mobile traffic
120 × 600 Medium priority: Increases desktop reach
970 × 250 Medium priority: Highly eye-catching and generates strong clicks, but has lower reach
970 × 90 Medium priority: Highly eye-catching and generates strong clicks, but has lower reach
800 × 250 Medium priority: Highly eye-catching and generates strong clicks, but has lower reach
320 × 480 Medium priority: Highly eye-catching and generates strong clicks, but has lower reach – mobile format

 

HTML5 Specifications

Rich media formats open up new possibilities for interactive advertising. From clickable image galleries and embedded videos to games and multiple click-through destinations, HTML5 offers new ways to make your ads more effective.

Requirements

HTML5 creatives should be supplied as a ZIP file containing all graphics, CSS, JavaScript and other files. External libraries (e.g. jQuery) should be linked correctly and hosted on high-performance CDNs. Paths to local files must be relative to the index file.

HTML5 creatives must not exceed 150 KB on initial load. Otherwise, they will only be served on devices connected to Wi-Fi.

Clicktag

The clicktag must be implemented in accordance with IAB guidelines:
For a single clicktag, use: clicktag
For multiple clicktags, use: clicktag, clicktag1, clicktag2

Clicktag Test

Open the creative’s HTML file (e.g. HTML5Creative.html) in your browser and append the following parameter to the URL:
?clicktag=https://www.example.com

Example:
HTML5Creative.html?clicktag=https://www.example.com

If implemented correctly, clicking the creative opens the destination URL in a new browser tab.

Further information:
IAB HTML5 Guidelines (German)


Video Ads

Pre-roll / Mid-roll / Post-roll

These video ads are served before, during or after another video, such as a news, sports, or recipe video. They are always shown in conjunction with video content.

Outstream

Outstream video ads are displayed independently of video content. Placements include ads embedded directly within website content.

Technical Specifications

Maximum file size: 5 MB
Aspect ratio: 16:9
Audio: Stereo, sampling rate: 48,000 or 96,000 Hz
Video codec: H.264 recommended
Resolution: Full HD
File type: .MP4, .MPV, .MPG, .MPEG, .M4V, .MKV or VAST tag
Length: 1–60 seconds, 8–15 seconds recommended