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creative-formats


(DRAFT) Working standards around OOH creative formats

Goals:

  • Reduce the difficulty of larger buys in OOH (esp. multi-publisher)

Stategy: Define the smallest reasonable set of currently accepted OOH creative aspects to allow execution at scale across multiple publishers

What is an OOH Creative?

A Creative is a unit of advertising to create a single exposure. Creatives are specified as a set of options for:

  • Dimensions or physical space an ad will occupy
  • A duration (time window) an ad will be displayed for
  • File formats an ad can be transferred as

Key Creative Aspects

Dimensions

Resolution - Height and width of a creative defined in Device Independent Pixels. Candidates for standard sizes:

  • 1080x1920 (1080p landscape - can be upscaled to 4K or downscaled to 768x1366, 720x1280)
  • 1920x1080 (1080p portrait - can be upscaled to 4K or downscaled to 1366x768, 1280x720)
  • 1024x768 (landscape - can be downscaled to 800x600, 640x480)
  • 1400x400 (landscape - can be upscaled to 1920x540 or downscaled to 720x208, 560x160)
  • 840x400 (landscape)

Handling mis-matches. Upscaling or downsampling 250?-50?% of the original resolution is an acceptable way for publishers to handle mis-matches between a creatives resolution and native screen resolution w/o prior coordination with buyers

Aspect Ratio - Width vs. height of a creative defined as a ratio. Candidates for standard aspect ratios:

  • 16x9 (landscape)
  • 9x16 (portrait)
  • 4x3
  • 7x2

Handling mis-matches. Letterboxing up to 10%? of the area of a screen is an acceptable way for publishers to handle mis-matches between creative and native screen sizes w/o prior coordination with buyers. Cropping creatives is not an acceptable way to handle mis-matches.

Duration

Duration - amount of time an ad can/will play for. In practice, can be defined as a range for the purpose of sizes a publisher or advertiser will accept (e.g. in the case of display creatives). Candidates for standard durations:

  • 6s
  • 10s
  • 15s
  • 30s

Handling mis-matches. If a publisher allows a shorter video in a longer slot (e.g. a 10s video in a 15s slot) advertisers are expected to provide a video creative suitable for freezing the last frame for display until the end of the slot.

File Formats

Media Containers

  • HTML5 (text/html) - as either a zip file or web link. May also include: HTML, Javascript, image, and video tags consistent with containers, and codecs specified below
  • JPG (image/jpeg)
  • PNG (image/png)
  • MP4 (video/mp4)

Items we could consider, but may want to choose not to standardize/promote:

  • WebM
  • Ogg
  • MOV
  • Flash
  • PDF
  • PPT/Microsoft Office

Video Codecs

  • AVC (H.264)

Items we could consider, but may want to choose not to standardize/promote:

  • MPEG2
  • VP8
  • VP9

Audio Codecs

  • AAC
  • MP3

Items we could consider, but may want to choose not to standardize/promote:

  • FLAC
  • Vorbis

File sizes

  • May be up to 5MB? in size

Questions

  • Event Handling (e.g. quartiles)
  • Audio ads?

References

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