Please contact your Crimtan Client Services contact if any creative falls outside these minimum specifications or if it is not listed here.
Insertion orders and creative must be submitted at least four working days before campaign launch date. For more information contact us on 020 7821 6864 or email ads@crimtan.co.uk.
All campaigns will be invoiced based on Crimtan server statistics.
Brand safety & ad fraud
Crimtan has been certified to meet the IAB Gold Standard which aims to raise standards in digital advertising and ensure a sustainable future for the industry. Crimtan was the first company to issue a Primary Agreement and Digital Trading Statement that provides agencies with complete transparency about how we protect advertisers’ brands online. We were first awarded a JICWEBS DTSG Seal(view certificate) in May 2014, renewed in May 2015, 2016, 2017 and 2018 – and added JICWEBS Ad Fraud Seal in 2018 (view certificate). These cross industry set of best practice standards aim to minimise the risk of programmatic advertising placement on inappropriate content.
The Better Ads Standards
The Coalition for Better Ads was created by leading international trade associations and companies involved in online media to improve consumers’ experience with online advertising. The Better Ads Standards provide insight into consumers’ ad experiences and identify those more preferred by consumers.
Crimtan supports the Better Ads Standards initiative to Improve the digital advertising experience by adhering to the standards set by the Coalition for Better Advertising.
Programmatic Advertising General Specifications
Standard
120 x 600
160 x 600
300 x 250
300 x 600
468 x 60
728 x 90
970 x 250
Expandable
160 x 600 (expandable to 600×600)*
300 x 250 (expandable to 600×250)*
728 x 90 (expandable to 728×315)*
* Subject to some serving restrictions. Please contact your Account Manager before building
Maximum file size
Initial: 150K maximum
Total load size*: 2.2 MB maximum
*Total load size includes initial and subsequent/polite loads
NB. Smaller file sizes can improve loading speeds and inventory reach.
Video and animation duration
Maximum animation length: 30 seconds
Maximum host-initiated play: 30 seconds
Maximum 3 loops with overall maximum duration of 30 seconds
Audio – User initiated
Maximum frame rates
Video – 24fps
GIF- 12fps
File types
Image: JPEG, PNG, GIF
Flash: SWF (Flash versions 4-10)
Due to major browser limitations in supporting Flash it is highly recommended that HTML5 or image creatives are supplied.
HTML5: JavaScript, JPEG, PNG, and GIF
HTML5 Video: suitable for cross-browser delivery – discuss with your campaign manager
For HTML5 Creatives
All creatives must:
- Be free of applications including, but not limited to, ActiveX, viruses, exit pops, spyware, and malware.
- When clicked, landing page should open in a new tab/window.
- Creative must include a minimum 1px border of contrasting colour to the background colour of the creative.
- HTML5 creative files should be provided in a ZIP-archive format which contains all files in one folder. No subfolders are supported.
- ZIP archives should contain one HTML file called index.html. All other files, if any need to be within the same folder.
- Total files sizes after archiving should not exceed 150KB.
- Creative must include a minimum 1px border of contrasting colour to the background colour of the creative.
- All calls from HTML5 creative, including those within the index.html file need to be secure.
All ad and third party tracker calls must be secure
Ads must not exceed 50% of a user’s CPU.
Creative coding must not use cross-domain scripting or set cookies in unapproved domains.
All landing pages must be crawlable
The requirements above are applicable to HTML5 creatives hosted on Crimtan’s side. HTML5 creatives hosted externally only need to be compliant with requirements outside this section.
Pre-roll Video Asset Specifications
Video
File format: .mov or .mp4
Dimensions: 1280×720, 1920×1080, or 1440×1080
Aspect ratio: 16:9 or 4:3
Codec: H.264
Frame Rate: 23.98 or 29.97
Bitrate: At least 20 Mbps
Length: 15 or 30 seconds
File size: Up to 500MB (smaller the size the better)
Black bars: No black bars
Letterboxing: No letterboxing
Audio
Codec: PCM (preferred) or AAC
Bitrate: At least 192 Kbps
Bit: 16 or 24 bit only
Sample rate: 48 kHz
Audio settings: Required
Optional Companion Creatives
Companion banner size 20K.
Companion can be an image or HTML5.
Companion banner animation time should be 15 seconds.
Companion banner 18-24 FPS.
Include 300×250, 728×90, and 300×60 companion banner options.
Mobile Advertising General Specifications
- IMG files (gif/jpg/png format) or HTML mobile creative must be provided – with impression and click trackers in addition to any other tag types. Third party tags are accepted, however they may result in limited reach.
- Creative must be approved at least 48 hours prior to campaign launch.
- Creative must include a minimum 1px border of contrasting colour to the background colour of the creative.
- As a minimum a 320×50 / 300×50 format must be provided for any campaign targeting smartphones.
- HTML 5 mobile creative: maximum size 150KB and 2.2MB polite load
- Best Practice: For times when a user’s browser does not support creative functionality (e.g HTML5), please provide a standard image file.
Smartphone
Format | Dimensions | Max file size |
Standard banner | 300 x 50 | 25 KB |
Standard banner (Wide) | 320 x 50 | 25 KB |
Tablet
Format | Dimensions | Max file size |
Leaderboard | 728 x 90 | 50 KB |
MPU | 300 x 250 | 50 KB |
Feature phone
Format | Dimensions | Max file size |
Small | 120 x 20 | 3 KB |
Medium | 168 x 28 | 4 KB |
Large | 214 x 36 | 5 KB |
Rich media
Format | Dimensions (expanded 320 x 480) | Max file size |
Standard banner | 300 x 50 | 50 KB |
Standard banner (Wide) | 320 x 50 | 50 KB |
Display Ads Best Practices
Tracking
- If you are not using a major third party adserver, please provide instructions for third party click tracking.
Supported creative
- HTML5, gif, jpg, png.
- Due to incompatibility with mobile and tablet devices we do not accept Flash® tags.
Pixels
- We are able to utilise existing Crimtan pixels.
- If we are implementing Crimtan pixels please ensure they are implemented and firing at least 48 hours prior to campaign live date.
- Pixel type, placement and quantity to be discussed prior to signing IO.
Rich Media
- Crimtan works with most commercial rich media companies. All rich media applications, such as video or DHTML, should occur within the standard purchased pixel space. Expanding units must be user initiated.
Animation | Looping
- Total animation time may not exceed 30 seconds and may not exceed 3 loops of animation within the 30 second limit.
- Ads may not employ persistent rapid or “strobing” animation of any graphic, copy or background elements.
Audio
- Audio default state is mute and activation must be user-initiated on click.
- Audio shut-off functionality must be clearly visible to the user.
Ad expansion
- Ad expansion must be user-initiated
- Ad expansion or contraction functionality must be clearly visible to the user
- The method of ad expansion and contraction must be the same (e.g. rollover or click)
- Close on roll off or must have [x] or “close [x]” on upper right corner of ad
Video
- Video time may not exceed 30 seconds unless it is streamed, in which case there are no time restrictions
- Video can play on initial load or be user-initiated via rollover or click
- Audio must be user-initiated by click
Distinctive content
- Ads must not be designed to mimic news or editorial content
- Ad content must be clearly distinguishable from normal web page content and have clearly defined borders
Native Assets Best Practices
Asset | Description | Requirements | COPY (Filled by client) |
*Advertiser name | Advertisers name to display in the creative | Maximum 25 single byte characters | |
*Logo image | Advertisers logo | Minimum size: 100 x 100 pixels Supported image file formats: jpg, png Maximum width/height: 2000 pixels Maximum file size: 1200 KB Aspect ratio: 1 : 1 Color model: RGB (CMYK is not supported) | |
*Image | Image to promote the advertiser’s product or service | Minimum size: 1200×627 pixels Supported image file formats: jpg, png Maximum width/height: 2000 pixels Maximum file size: 1200 KB Aspect ratio: 1.91 : 1 Color model: RGB (CMYK is not supported) | |
*Headline | The headline to display in the creative | Maximum 25 single byte characters | |
Long headline | An alternate, longer version of the headline. This only appears in certain native layouts | Maximum 50 single byte characters | |
*Body text | Body text describing the product or service | Maximum 90 single byte characters | |
Long body text | An alternate, longer version of the body text describing the product or service. This only appears in certain native layouts | Maximum 150 single byte characters | |
*Call to action | The text on the ad’s call-to-action button or link. For example, “Shop now” | Maximum 15 single byte characters |
*Assets required
Connected TV General Specifications
Ad size: 1920×1080 for 1080p
File format: MP4
Frame rate: Minimum of 30 fps (29/9)
Video duration: 15 to 30 seconds (Longer creatives subjected to approval)
Compressions/codec: H.264/MPEG-4 AVC
Aspect ratio: 16:9
Video bitrate: Minimum of 1.5 mbps and maximum of 8 mbps
Audio compression: AAC minimum 64 – 128 kbps
Instream and Outstream Video General Specifications
Instream | Outstream | |
Ad size | 1920×1080 for 1080p | 720×720, 1920×1080 or 1280 x 720 |
File format | MP4 | MP4 |
Max file size | 100MB | 100MB |
Frame rate | Minimum of 30 fps | Minimum of 30 fps |
Video duration | 15 to 30 seconds. Up to 3 minutes allowed on some supply | 15 or 30 seconds |
Compressions/codec | H.264/MPEG-4 AVC | H.264/MPEG-4 AVC |
Aspect ratio | 16:9 | 16:9 or 1:1 |
Bitrate | 15000-30000 kbps | 15000-30000 kbps |
Audio compression | AAA-LC up to 48kHz | AAA-LC up to 48kHz |
Third-party tracking | Yes | Yes |
VAST Support | VAST 2.0, 3.0, 4.0 | VAST 2.0, 3.0, 4.0 |
Skins Ad General Specification
Images: High resolution logos, high resolution images, accompanying copy(text), call to action
Fonts: OTF, TTF
Storyboard/scamp: PDF/JPG
Video (if applicable):
- 15 seconds autoplay (desktop) and 15 seconds recommended (mobile)
- 30 seconds maximum length
- MP4 format (highest quality possible)
Video file sizes:
- Maximum autoplay video weight: 1.4MB
- Maximum autoplay 15 seconds on desktop
- User initiated is unlimited (30 seconds recommended)
Technical specs:
- Intro animation time should not exceed 15 seconds
- Maximum creative weight on initial load 800kb
- Maximum autoplay video weight 1.4MB
Design recommendations
- Keep all important brand, campaign imagery and copy within safe area to maximise visual engagement
- Re-introduce some of your key brand elements on user scroll
Digital Out of Home D6 General Specifications
Screen pixel dimensions: 1080 (width) x 1920 (height)
File format: JPEG
Colour mode: RGB (CMYK not accepted)
DPI: 72 to 300 dpi
Animation file format: H264.mp4 (8mbps)
Animation length: 10 or 15 seconds
For other Digital Out of Home panels general specifications, please contact our Customer Success Team.
Crimtan Creative Studio
Crimtan Creative Studio is a bespoke creative building platform that utilises features and is compatible with tools such as Photoshop, Illustrator and more. From the supplied assets, our creative studio team is able to build out animated creative layered in with additional features such as API connections (weather, pricing, etc.). We can utilise the platform to serve multiple versions of creative messaging to different audiences throughout the user journey.
All you need is to provide us with the following:
- Logo: ai/eps/psd
- High resolution images (key visuals): psd/jpg/png
- Fonts: otf/tft/woff
- Video files: mov/mp4/mpg, HD 1080p, 1920×1080, 16:9
- Product feed/matrix: xslx/xml/txt
- Brand guidelines: ppt/pdf
- It’s also good to share with us some past example creatives in the format of HTML/psd/jpg/gif/swf
- In addition, you can also share your layered master files in ai/psd.
Advertising Policy
All advertisements are subject to approval by Crimtan. Crimtan reserves the right to refuse any ad submission which does not meet the requirements specified above, or is deemed otherwise inappropriate, distracting, or harmful to the online user experience. Please also see our Advertising Terms & Conditions.