Display and HTML5 Creative Guidelines

IAB Display Banner Ads and HTML5 Ads Creative Guidelines:

File Size and Weight:
- The IAB recommends a maximum file size of 150 KB for display ads.
- For HTML5 ads, the file size is often capped at 200 KB or more depending on the platform, but the general rule is to keep it as small as possible for faster loading and better performance.
- Important: If the creative file size exceeds 40KB, overage fees may be applied by some platforms or publishers.
File Formats:
- Display Banner Ads: The standard file types include:
  - JPEG (image-based, best for static images)
  - PNG (preferred for high-quality images)
  - GIF (best for simple animations)
  - HTML5 (for rich, interactive ads)
- HTML5 Ads: These ads use web technologies like HTML5, CSS3, and JavaScript to create interactive and animated ads that provide better user engagement.
Aspect Ratios:
- Standard Banner Ads: The IAB provides standard sizes for display banners that are widely accepted by publishers and ad platforms.
- HTML5 Ads: These can have more flexibility, allowing for creative interactivity or animations, but must adhere to standard display ad sizes and not interfere with user experience.
Ad Duration & Animation Guidelines:
- GIF and HTML5 Ads: If using animation, the IAB recommends that animations in display ads last for no longer than 15 seconds (with an option for users to skip or pause).
- Looping: GIF ads should loop no more than 3 times to avoid user frustration.
- For HTML5 ads, animations should be subtle, non-intrusive, and avoid auto-play sound.
Click-through Behavior:
- The IAB encourages clear, user-friendly actions with call-to-action (CTA) buttons on ads, ensuring that the experience is seamless.
- Ads should be clear about the CTA, such as “Learn More,” “Shop Now,” or “Sign Up,” without misleading users.
Mobile Optimization:
- Ads should be responsive and designed to fit on both desktop and mobile screens.
- HTML5 ads should be designed to resize or adapt to different screen sizes.

Best Recommended Ad Specs & Sizes:

The IAB defines standard ad sizes, which are accepted across most ad networks and publishers. These sizes ensure that your ads are likely to appear on the greatest number of websites and platforms. Below are the recommended and popular ad sizes:

Standard Ad Sizes (according to IAB guidelines):

Leaderboard (728x90 pixels)
- Most popular and common ad size for desktop placements.
- Ideal for website headers.
Medium Rectangle (300x250 pixels)
- One of the most widely accepted sizes across desktop and mobile devices.
- Can be placed in content or sidebar areas.
Wide Skyscraper (160x600 pixels)
- Often placed in sidebars for vertical ad placements.
- Highly visible for long-form content.
Large Rectangle (336x280 pixels)
- Popular in blog posts and news websites.
- Larger ad size offers more room for rich media and messaging.
Mobile Leaderboard (320x50 pixels)
- Standard size for mobile banners, placed typically at the top of the mobile screen.
Mobile Medium Rectangle (300x250 pixels)
- Popular for in-article ads and mobile display.
- Works well for both mobile and tablet screens.
Billboard (970x250 pixels)
- A large and impactful ad size for desktop, usually placed at the top of the page.
- Used for high-visibility branding.
Portrait (300x1050 pixels)
- This taller format is used to make ads more immersive and prominent.
- Commonly seen in sidebars.
Half Page (300x600 pixels)
- This larger format offers more visibility and real estate.
- Increasingly used for rich media and interactive ads.

HTML5 Ad Sizes (same as display ad sizes but with interactive features):

300x250 (Medium Rectangle): Popular for both desktop and mobile, allows for rich media interactions.
320x50 (Mobile Leaderboard): Optimized for mobile ads with HTML5 interactivity.
970x250 (Billboard): Often used for high-impact branding and interactive experiences.
728x90 (Leaderboard): Used for desktop sites, can be interactive with hover effects.

Publisher Acceptance and Compatibility:

Most publishers, especially those using major advertising networks (Google Ads, Xandr, etc.), accept the standard IAB ad sizes listed above. Here’s a breakdown of how they are typically used:

Banner Ads (728x90, 300x250): Generally accepted across most digital properties, including display networks and individual publisher sites.
Mobile Sizes (320x50, 300x250): These are typically accepted on mobile-optimized sites or mobile apps.
High-Impact Sizes (970x250, 300x600): These are seen in premium, high-visibility placements where engagement is prioritized.

The most widely accepted ad formats for HTML5 ads also align with these common sizes, but they will allow for animations, interactivity, and other rich media features.

Conclusion:

To maximize the reach and effectiveness of your digital ads, you should aim to use the most popular and widely accepted IAB standard sizes like 300x250, 728x90, and 320x50. While there are many more sizes available for specific use cases, these are the most compatible across platforms, mobile devices, and publishers. Additionally, ensure that HTML5 ads adhere to interactivity and animation best practices to maintain user engagement without disrupting the experience.

Reminder: Be cautious about creative file sizes—files over 40KB could result in overage fees, so always aim to optimize file sizes for better performance and cost savings.