DPAA Standard Advertising Units for Digital Place Based Media
Sections on this page:
A network will need to do two things to activate the DPAA’s Standard Advertising Units:
Landscape HD Sixteen by Nine (16:9) refers to the advertising unit in High Definition formatted for landscape presentation with a ratio of width of 16 to a height of 9.
Landscape HD Four by Three (4:3) refers to the advertising unit formatted in High Definition for landscape presentation with ratios of width of 4 to a height of 3.
Portrait HD Nine by Sixteen (9:16) refers to the advertising unit formatted for portrait presentation in High Definition with ratios of width of 9 to a height of 16.
Consumer Experience is the way the Primary Ad unit is experienced by a person watching the screen.
Primary Ad unit orientation should be referred to as either Landscape or Portrait.
Primary Ad unit – refers to the dominant area of advertising displayed on the screen. The Primary Ad unit should be described as either Full screen or Partial screen.
Other accepted file types: Each network should also provide additional file types that they readily accept.
Below are suggested specifications to include on a network spec sheet:
Describe the consumer experience of the ad unit.
Example: Sample Network* offers full screen and partial screen ad opportunities. We accept the following DPAA Standard Advertising Units.
Additional network specific needs (should be listed below):
Example: Sample Network additional network specifics:
* Example only. Not a currently known name of a digital place-based network
Q. What is the DPAA Creative Standardized Advertising Unit document?
A. An introduction of common nomenclature and three Standard Advertising Unit shapes in a single file format to make it easy for creatives to produce works that most Digital Place-based networks accept and can play. The document also introduces common nomenclature for agency creatives, planners, buyers, network creatives and sales and marketing executives.
Q. What are the Standard Advertising Unit formats?
A. High Definition (HD) format that all networks can accept from an agency or advertiser. (see grid above for the list of formats)
Q. What is a Codec?
A. A codec is software that is used to compress or decompress a digital media file, such as a song or video. Providing ad creative that uses a standard codec ensures that most DPAA networks can easily run digitally-trafficked spots. [Source: Microsoft FAQ’s - Codec]
Q. Why did DPAA create Standard Advertising Units?
A. It was found that there is a misconception that the variety of networks makes it difficult to execute creative for the medium. Standard Advertising Units demonstrate that advertising can easily be placed on the overwhelming majority of digital place-based networks with very little, if any, extra work from a creative.
Q. What kind of software converts file formats?
A. There are a wide variety of file conversion software solutions ranging from “freeware” to professional versions that offer greater file control.
Q. What does a network need to do to state the network’s acceptance and compliance with the Standard Advertising Units recommendation?
A. A network will need to do two things to utilize the Standard Advertising Units:
Q. What about all the other advertising opportunities a network offers?
A. It will be up to each network to convey the benefits of additional advertising opportunities they offer in addition to the Standard Advertising Units.
Q. What other information should networks provide?
A. An agency should be able to place a multi network buy and know that if the creative is provided in the three Standard Advertising Unit formats that the ad would be able to run efficiently across most networks in the buy. However there are a variety of additional variables that may be taken into consideration for network specific execution. Additional specifications that may be provided:
Q. What about networks that offer “L” bar advertisements?
A. The DPAA Standard Advertising Units focus on primary ad units in context of what is on the screen. Therefore “L” bar advertisements will need to be addressed on a network by network basis. Following the Common Nomenclature in the Standard Advertising Units recommendation, “L” bar advertisements should be referred to as “Companion Ads.”
Q. Does the network play the ad exactly as submitted?
A. Each network has the ability to accept the Standard Advertising Unit. If necessary, networks will convert the file to perform at optimum quality across their network, but in no case will a network operator make changes to the provided creative.
Q. Do all networks accept the Standard Advertising Units?
A. Most networks offer a method of screening the ad in one of the three Standard Advertising Unit formats. There are some exceptions not covered by the Standard Advertising Units such as networks that offer Companion Ads that that do not match the 16:9, 4:3 or 9:16 formats. In such cases the network should have a suggested ad unit format and associated creative specs.
Q. Will the quality of the ad change if the file format is converted?
A. The purpose of asking for a high definition file is so that, even if file conversion is required, the network will be able to run the file at the optimum quality.