Campaign Creative Requirements 2.0

🖼️ STATIC BANNERS

A static banner is a completed image with no movement or interaction.

*While .GIFs are accepted, they come with limitations. Ready about the file size hurdles with .GIFs here.

STATIC BANNER DIMENSIONS:

These are common dimensions, not a guarantee that every size is available in every market. See top performing sizes per market here. You can also use the Traffic Discovery Tool for data from the past 30 days (see set by step instructions to do this here).

The Creative Studio team can help with resizes - resizing work usually takes 24 hours depending on seasonal capacity. To assist with this, the Creative Studio requires Open Files from the client team. 

🎞️ ANIMATED BANNERS

These requirements apply for a completed HTML5 banner built by their own developer or creative agency.

TECHNICAL REQUIREMENTS

The creative team (whether in-house with Eskimi Creative Studio, or the client's own internal or agency creative team) must ensure that:

• The creative is fully SSL compliant

• All files and resources load through secure https connections

• The landing page also uses https

• The main index.html file contains the campaign landing-page URL

• A supported click macro is included

• The click-through opens in a new browser tab or window

• The click target is set to _blank

• The HTML and JavaScript code is valid

• The creative passes the W3C code validator

• The browser console contains no errors

Supported click macros include:

• {CLICK_URL}

• {CLICK_URL_ENC}

• {CLICK_URL_ASYNC}

PLAIN LANGUAGE DEFINITIONS FOR NON-DEVELOPERS:

An HTML5 banner is basically a tiny website inside an advert. These rules make sure it is safe, works correctly and records clicks.

• SSL compliant / HTTPS: Everything must use a secure, locked internet connection; no part of the banner or landing page may use an unsafe http link
• index.html: This is the banner’s main instruction file; it must know which website to open when someone clicks the advert
• Click macro: This is a temporary placeholder for the final tracking link; when the advert runs, Eskimi replaces it with the correct URL so the click can be recorded
• Supported macros: {CLICK_URL}, {CLICK_URL_ENC} and {CLICK_URL_ASYNC} are different versions of that placeholder; the developer chooses the correct one
• Open in a new tab: Clicking the advert should open the client’s website without closing the page the person was viewing
• _blank: This is the code instruction that tells the browser to open the link in a new tab or window
• Valid HTML and JavaScript: The banner’s code must follow the correct rules, like a sentence following grammar rules
• W3C validator: This is an online “spell-checker” for website code. It looks for mistakes
• No browser-console errors: The browser has a hidden area where it reports technical problems; that area should not show any errors

In simple terms: the client must supply a finished banner that is secure, opens the correct link, tracks clicks and contains working code. If they cannot provide that, they should send the editable design files and ask Creative Studio to build it properly. 

*Read more about HTML5 creative requirements and validation here.

These are developer requirements. If the client cannot provide a finished and technically compliant HTML5 file, submit the open files and brief Creative Studio to produce the banner instead.

ANIMATED BANNER DIMENSIONS:

As with static banners, these are common dimensions, not a guarantee that every size is available in every market. See top performing sizes per market here. You can also use the Traffic Discovery Tool for data from the past 30 days.

The Creative Studio team can help with resizes - animation work usually takes 24-48 hours depending on seasonal capacity. To assist with this, the Creative Studio requires Open Files from the client team. 

📌 STICKY ADS

A sticky ad remains visible in a fixed position while the user moves through the page.

*See above about .GIF limitations.

SUPPORTED DIMENSIONS

*Everything you need to know about Sticky Ads.

✨ TEMPLATED RICH MEDIA

The Rich Media Template Builder is a self-serve tool inside the Eskimi DSP that lets you turn static images and videos into interactive, high-impact rich media ads in minutes, without any coding. Users choose from 20+ pre-designed templates (such as Carousel, 3D Cube, Pixel Pages, Parallax and Scratch to Reveal), upload their assets into the template's frames, and are immediately ready for campaign go-live. It's available to every client tier, including self-service, with no Creative Studio involvement or minimum budget. Custom rich media, by contrast, is built by the Studio and carries a minimum spend.

*See Pitch-ready presentation slides here.

WHAT TO PROVIDE

• High-quality .PNG or .JPG images in the required banner dimensions

  • We usually prefer to deliver them in double the dimensions to prevent any pixelation - here’s how it works using a standard 300x250 banner as an example: 

    • The actual “slot” on the website is 300x250 pixels

    • If we provide a file that is exactly 300x250, it can look blurry on those sharp screens

    • To fix this, we create the image at 600x500 (double the size)

    • The website then “squeezes” those extra pixels into that original 300x250 slot

    • This isn’t about making the banner physically bigger on the page - it’s a compression tactic to make sure the image stays crisp and sharp

    • See this in action here
• .MP4 videos in the relevant dimensions for video templates
• File size is recommended as 150 KB each, but the DSP can accept higher - however it may begin to impact performance

*See this in action here.

SUPPORTED DIMENSIONS

*See dimensions per template format here.

The Creative Studio team can help with resizes - resizing work usually takes 24 hours depending on seasonal capacity. To assist with this, the Creative Studio requires Open Files from the client team. 

HOW MANY IMAGES ARE REQUIRED?

The number of required images depends on the selected template - previews of all available Eskimi Templated Rich Media can be found here. 

HOW MANY VIDEOS ARE REQUIRED?

The DSP Template Builder also supports video formats - either as video only, or as video + images. 

Some formats have additional requirements. Check the individual format specifications before confirming the execution with the client.

*Learn how to upload Templated Rich Media to the DSP here.

🧩 CUSTOM RICH MEDIA

Custom Rich Media is designed and developed specifically for the campaign rather than built from an existing template.

WHAT TO PROVIDE

• Editable .PSD or other approved Open Files from the client team

• Brand guidelines or brand book (especially useful for a first time client)

• Logos

• Font files

• Final copy (especially if the campaign is not in English, and the language uses any special characters)

• Final CTA
  

• All required banner dimensions

• A short explanation of the required user journey

• Any legal disclaimers needed

Brief in your custom request here. (COMING SOON)

WHAT IS THE USER JOURNEY?

The user journey explains what happens when someone sees or interacts with the advert.

For example:

1. The product appears

2. The user selects an option.

3. The advert displays the result

4. The user clicks the CTA to visit the client’s website

A few clear sentences are enough for an initial brief. More complex experiences may require a storyboard before development begins.

*See a very thorough example here.

🧊 FORCED PERSPECTIVE AND 3D FORMATS

Forced Perspective and other 3D formats require both the campaign design and accurate product references.

STANDARD BRAND ASSETS

For ALL projects, please provide:

• Editable brand or campaign files, such as .PSD, .AI or .FIG
• High-resolution logos
• Font files
• Brand guidelines, if available
  
• Final, approved copy
• Final call to action (CTA)
• Music as an .MP3, or an approved music reference if relevant
• Legal copy and mandatory disclaimers

🧊 ASSETS REQUIRED FOR 3D PROJECTS

If the project includes a 3D product or object, we also need:

• An existing 3D model of the product
  • 3D model file format: .GLTF for web 3D format, .FBX or .OBJ
  • UV wrapped with provided texture image files
• If 3D assets don't exist, we would need the below to create a 3D model from scratch:
  • Flat label or sticker artwork in .AI, .EPS or print-ready PDF format
  • Packaging layouts and dielines
  • Material and finish details, such as matte, gloss, metallic or transparent
  • Clear reference photographs from different angles (IE. orthographic reference photos)

*Read more details on 3D format creative requirements here.

💥 HIGH IMPACT FORMATS

High Impact formats use larger or more unusual placements to create a more noticeable experience.

WHAT TO PROVIDE

• Editable .PSD or other approved Open Files from the client team

• Brand guidelines or brand book (especially useful for a first time client)

• Logos

• Font files

• Final copy (especially if the campaign is not in English, and the language uses any special characters)

• Final CTA
  

• All required banner dimensions

• A short explanation of the required user journey

• Any legal disclaimers needed

A responsive format adjusts to the size of the screen where it appears. This means the design must work across different screen sizes instead of being created at only one fixed dimension. Creative Studio may request additional background images, safe areas or layered assets depending on the selected format.

🔄 DYNAMIC ADS

Dynamic ads automatically change some content using an external source of information.

For example, an advert may display different:

• Products

• Prices

• Locations

• Weather conditions

• Promotional messages

WHAT TO PROVIDE

The requirements depend on what will change.

*Learn more about Dynamic Ad requirements and setup here.

**Access the Pitch presentation with examples here.

***Read about Dynamic Ads with product feeds here.

A product feed is a structured file containing information such as product names, images, prices and links. An API is a connection that allows the advert to request information from another system.

DYNAMIC AD DIMENSIONS

NATIVE AND SOCIAL FORMATS

📰 NATIVE ADS

Native ads are designed to fit the look and structure of the website or app where they appear.

REQUIRED ASSETS

*Character limits include spaces and punctuation.

OPTIONAL INFORMATION

Depending on the placement, you may also provide:

• Number of likes

• Number of downloads

• Price

• Sale price

• Phone number

• Address

• Star rating

• Additional description

• Display URL

📱 FACEBOOK AND INSTAGRAM IN-FEED ADS

Before launch, the client’s Facebook account must be correctly connected. Contact Ad Operations for help with account integration and permissions.

REQUIRED ASSETS

*Character limits include spaces and punctuation. Keep text within the image to a minimum.

VIDEO AND AUDIO FORMATS

🎮 IN-GAME ADS

In-game advertising may use a banner or video displayed inside a game environment.

ACCEPTED FILES

BANNER DIMENSIONS

VIDEO SPECIFICATIONS

▶️ IN-BANNER VIDEO

In-banner video places a video inside a display banner. 

Also provide:

• A short description

• CTA wording

• An optional 300 × 250 companion banner in .PNG, .JPG or finished HTML5 format

🎬 VAST VIDEO

VAST is a standard method used to deliver video ads across compatible websites and apps. 

Also provide:

• A short description

• CTA wording

• An optional 300 × 250 companion banner in .PNG, .JPG or finished HTML5 format

🎁 REWARDED VIDEO

Rewarded video gives a user an in-app reward for watching the advert. 

Also provide:

• A short description

• CTA wording

• An optional 300 × 250 companion banner in .PNG, .JPG or finished HTML5 format

📺 CONNECTED TV ADS 

Connected TV, also called CTV, refers to video advertising shown through internet-connected television services and devices.

*VPAID and OMID are not supported. This means viewability cannot be tracked using these technologies.

🔊 AUDIO ADS

*Some limited inventory supports audio up to 60 seconds. Confirm availability before promising a longer execution.

⏭️ YOUTUBE BUMPER ADS

A bumper ad is a short YouTube video advert.

REQUIREMENTS

• The video must be no longer than 6 seconds

• The final video must be uploaded to YouTube

• The YouTube video link must be provided

📹 YOUTUBE IN-STREAM ADS

REQUIREMENTS

• Recommended video duration: 15, 20 or 30 seconds

• The final video must be uploaded to YouTube

• The YouTube video link must be provided