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