Creative Standards

Merchenta supports a range of creative formats, including :

All Merchenta IntelliAds automatically comply with all the technical and creative standards. There are no additional requirements for compliance.

For client-supplied ad creative, there are a set of technical and content standards that should be observed when submitting ads to Merchenta. All client-supplied ads are subject to review and approval prior to campaign commencement. All campaigns are subject to periodic automated verification to ensure compliance.

Summary of Content Standards

These standards apply to all client-provided ads. Merchenta reserves the right to remove any ads which are deemed misleading, inappropriate or offensive.

Ads may not:

  • Contain misleading content
  • Contain fake hyperlinks
  • Contain racist or hate-speech
  • Resemble Windows, Unix, or Mac dialog boxes
  • Simulate fake interactivity
  • Contain “adult” content
  • Promote weapons or weaponry
  • Contain audio (exception: user-initiated rich media ads)
  • Initiate downloads
  • Be intrusive
  • Advertise competitive content
  • Contain or link to “malware”, viruses or similar content
  • Reference other advertisers’ trademarks or brands unless they have provided prior written approval

Summary of Technical Standards

File Types Maximum file size (initial) Maximum file size – polite (additional) Animation length Maximum frame rate
Unit sizes Image Flash Maximum host- initiated play Maximum user- initiated play (click required)
120×600 (Skyscraper)
160×600 (Wide Skyscraper)
200×200
250×250
300×250 (Medium rectangle/IMU)
300×600
336×280
468×60 (Standard Banner)
728×90 (Leaderboard)
JPEG, PNG, GIF SWF (Flash versions 4-10) 50K 2.2MB 30 seconds 4 minutes 24fps

For additional ad unit sizes, please contact your Account Manager.

Facebook Ads

fbx retargeting

Facebook ads are comprised of an image plus a title and additional body text. We recommend that you choose an eye-catching image and use the text to explain your offering as succinctly as possible.

Technical standards :

  • The image width must be set to 254, and the height must be set to 133. The recommended aspect ratio for images is 1.91:1.
  • Title can be a maximum of 25 characters including spaces, with no word having more than 20 characters
  • Body text can be a maximum of 90 characters including spaces, with no word having more than 20 characters
  • Title and body text cannot start with punctuation
  • Title and body text cannot consist entirely of capital letters
  • Title and body text cannot include duplicate consecutive punctuation characters with the exception of 3 ellipses…
  • Title and body text cannot include double spaces
  • Title and body text cannot include more than 2 consecutive 1 character words
  • Title and body text cannot include the following characters:
    • \ ^ ~ _ = { } [ ] | < >
    • International Phonetic Alphabet (IPA) Symbols, e.g., etc.
    • Superscript and subscript characters with the exception of TM and SM

For additional rules, please see https://developers.facebook.com/docs/reference/ads-api/adcreative/

Rich Media – HTML5/JavaScript

Accepted file formats :

  • HTML5
  • JavaScript
  • Additionally, Merchenta is certified for Celtra & MobileAds rich media units. For additional certifications, please contact your Account Manager.

Technical standards :

  • The ad must contain all content & script/code required for rendering without plugins or further downloads.
  • All ad content and associated libraries must be rendered over SSL.
  • The ad should have a 1 point black rule (border) around the outside of the unit.
  • You must include a clickTag layer as the topmost layer in the ad.
  • All animation should stop within 30 seconds .
  • Ads must animate no more than 24 FPS.
  • All ad clicks should open a new browser window. The target window for the clickthrough URL must be set to “_blank” so the clickthrough will open in a new window.
  • All ads must be free of applications including, but not limited to, viruses, exit pops, spyware, and malware

Rich Media – Flash

Accepted file formats :

  • Adobe Flash .SWF built for Flash versions 4 or higher
  • JPEG, PNG or GIF companion ad to serve if the target browser does not support Flash (eg Safari on iPad)

Technical standards :

  • The ad should have a 1 point black rule (border) around the outside of the unit
  • All ad content and associated libraries must be rendered over SSL.
  • You must include a clickTag layer as the topmost layer in the ad.
  • All animation should stop within 30 seconds – the final frame of the animation must include the following code in actionscript: “stop()”.
  • Ads must animate no more than 24 FPS.
  • When running, ads must not exceed 50% of a user’s CPU.
  • All ad clicks should open a new browser window. The target window for the clickthrough URL must be set to “_blank” so the clickthrough will open in a new window.
  • All ads must be free of applications including, but not limited to, ActiveX, viruses, exit pops, spyware, and malware.

What is a ClickTAG?

This is a click tracking standard used across industry for Flash/ActionScript banners. It involves inserting a transparent button as the top layer of your Flash ad. This button has a clickTAG handler assigned to it so that when someone clicks on the ad, the ad redirects the user to the click URL specified in the campaign configuration. This means that the clickthrough URL can be changed without changing the ad itself.

The instructions for inserting the clickTAG are slightly different depending upon the version of Flash/ActionScript you are using. It is important that the word “clickTAG” is spelled exactly and without variation in lower/upper case.

Flash 10

If your topmost clickTAG button is called MyClickTagButton, use this fragment of code :

    MyClickTagButton.addEventListener(
        MouseEvent.CLICK,
        function():void {
            if (root.loaderInfo.parameters.clickTAG.substr(0,5) == "http:") {
                navigateToURL(
                    new URLRequest(root.loaderInfo.parameters.clickTAG), "_blank"
                );
            }
        }
    );

Flash 8 or 9

on (release) {
    if (_root.clickTAG.substr(0,5) == "http:") {
        getURL(_root.clickTAG, "_blank");
    }
}

Image Media

Accepted file formats :

  • JPEG, PNG or GIF

Technical standards :

  • The ad should have a 1 point black rule (border) around the outside of the unit.
  • All animation should stop within 30 seconds.
  • All ad clicks should open a new browser window. The target window for the clickthrough URL must be set to “_blank” so the clickthrough will open in a new window.
  • All ads must be free of applications including, but not limited to, ActiveX, viruses, exit pops, spyware, and malware.

Video Media

Video media (VAST 2.0/3.0 & VPAID) is supported across the platform via RTB API for desktop and mobile video. Please contact your Account Manager for further details.

File Types Maximum file size Video clip (mandatory) Companion ads (optional) Maximum frame rate
Unit sizes Video Audio Image Flash
480×360 [4:3]
640X360 [16:9]
1920X800 [5:2]
MP4 (H.264)WebM MP3 or AAC 2.2 Mb Video resolution must be a minimum of 720p – additionally, 1080p is recommended.Maximum clip length is 60 seconds – however, for maximum reach we strongly recommend clips < 15 seconds.

Audio must be user-initiated (click-to-play) – auto-play is not permitted. Users must have the option to mute audio from within the ad.

All ad assets must be SSL compliant.

 

 

Static GIF, JPG, or PNG in size 300×250 SWF with backup GIF/JPG (Flash 7 through 11.2; AS2 & AS3) in size 300×250 24fps

VAST & VPAID Standards

We recommend working to VAST 2.0 or higher and VPAID 2.0 or higher standards.

Useful Resources 

The following resources may prove helpful when creating ro validating video tags :

 

Dynamic, personalised, relevant

Our IntelliAds are personalised in real-time for each individual consumer, every time. We determine the best performing ad, branding, messaging and product selections in milliseconds every time we see a consumer. Merchenta uses sophisticated behavioural analytics to glean insight from seemingly random consumer behavioural. Through knowing the consumer, relevance drives results.

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We’re excited at the opportunities Merchenta can bring - and are looking forward to further success as we roll IntelliAds out across Europe.