Ad Specs

General Specifications

  • All banners must contain a black or gray 1 pixel border
  • All banners must be less than 40KB with Rich media being less than 100KB
  • Flash banners must, in addition, be accompanied by gif or Jpeg files
  • Flash banners must be supplied in .swf format
  • Flash banners must contain action script – see Flash guidelines for FS Command below
  • Expandable banners must expand on mouse over and must retract on mouse off
  • Expandable banners must contain a visible Close button
  • All audio in Rich Media must have a visible mute button
  • All streaming video must include play, stop, pause and volume control buttons

Flash Guidelines:

  • Flash creative require a so-called FS Command in order to track the number of clicks that have been generated by the creative.
  • The FS Command is a Flash Command that calls up a JavaScript function.
  • For all Flash creative we must also load an alternative GIF (.gif) creative for users who have not installed Flash.
  •  The Flash movie must not contain any URL
  • The Flash movie must contain an FS Command, that ‘OnRelease’ covers the entire clickable area of the creative and remains active the whole time. The FS Command contains only a parameter URL1, the second parameter remains empty.
  • All creative must contain the following code:

on (release) {
getURL (clickTAG, “_blank”);

 Banner Size  File Size
728×90 40KB
160×600 40KB
300×250 40KB
300×600 40KB

  • CPM (cost per thousand impressions), include agency commission and exclude VAT
  • CPM = Cost Per thousand impressions. (M is the Roman numeral 1,000.) The amount charged to the advertiser per 1,000 impressions.
  • An online advertisement impression is a single appearance of an advertisement on a web page. Each time an advertisement loads onto a users screen, the ad server counts that loading as one impression.
  • An impression is recorded whether the user clicks on the ad or not.
  • Impressions are booked for a time period stipulated by the client. This time period can be for one day, a week, month, a year or any date range specified. The ad server defaults to serving these impressions evenly over this time period, unless otherwise instructed by the client in terms of time- or day-part targeting.
  • CPC (cost per click) is the amount you earn each time a user clicks on your ad.
  • CPA (Cost Per Action) is an online advertising pricing model, where the advertiser pays for each specified action – for example, an impression, click, form submit (e.g, contact request, newsletter sign up, registration etc), double opt-in or sale.