Recommendations and requirements for ad design

A campaign can include different types of ads: text ads, ads with images, ads with videos, Playable Ads, and image ads. We recommend using as many options as possible so that ads are served on all available sites.

Recommendations for combinatorial ads

When creating Text & Image ads in the Campaign Wizard and combinatorial ads in a unified performance campaign, follow these recommendations:

Technical requirements for Playable Ads

An interactive banner is created based on an HTML5 banner: a ZIP archive including a single HTML file and JavaScript, JSON, CSS, JPEG, GIF, PNG, and SVG files. The maximum archive size is 3 MB.

The archive and files used in the HTML5 banner must meet the following requirements:

1. The file and directory names can only contain Latin letters, digits, and the characters -._~.

2. All links in an HTML5 banner must be relative and lead to other files in the archive.

3. The archive can contain up to 20 files. Include source code from JavaScript, CSS, and SVG in the HTML file and combine all bitmaps into a single file (a sprite atlas).

4. The maximum size of the archived index.html must be less than 500 KB.

5. The contents of the __MACOSX folders and the .DS_Store and Thumbs.db files will be ignored in the archive. These are the operating system's auxiliary files which are not necessary for the HTML5 banner to work.

6. A click on the banner opens the mobile app (if installed) or the app page in the store (if the app is not installed). Banner clicks must open this page by calling the yandexHTML5BannerApi.getClickURLNum(1) method.

   <a id="click_area" href="#" target="_blank">...</a>
   // после элемента "<a href ...></a>"
   // присваиваем для него значение атрибута href так:
   <script>
     document.getElementById("click_area").href = yandexHTML5BannerApi.getClickURLNum(1);
   </script>
   

7. The following banner sizes are allowed: 160×600, 240×400, 240×600, 300×250, 300×300, 300×500, 300×600, 320×50, 320×100, 320×480, 336×280, 480×320, 728×90, 970×250, 1000×120.

   Specify the banner size in the <meta> element:

   <meta name="ad.size" content="width=300,height=250">
   

8. External calls to Yandex-hosted JavaScript libraries are allowed. If an HTML5 banner uses a different library, include it in the archive source code.

Recommendations for displaying HTML5 banners

1. The advertised app or store page must open in a new window (and only after the user left-clicks on the HTML5 banner).

2. HTML5 banners should display correctly and work the same way for all users on all platforms throughout the ad campaign in the following browsers: Yandex Browser 14 and higher, Google Chrome 14 and higher, Mozilla Firefox 14 and higher, Opera 14 and higher, Internet Explorer 9 and higher, and Microsoft Edge. If applicable, relevant browser support should be considered in the file.

3. In HTML5, you can't use video or audio clips, script behavior that is annoying or malicious (like scripts that launch pop-ups or spoof IP addresses), browser extensions or plugins (Adobe Flash and others). The banner source code should not be obfuscated, meaning it should not be difficult to analyze.

Recommendations for image ads

You can only add one creative per ad.

To build a creative, you can use HTML5 banners or image files. Ad creatives uploaded from a computer or the internet must meet the following requirements:

• Maximum file size: 512 KB.

• File type:

• ZIP (for HTML5 banners). Technical requirements for HTML 5 banners.

• JPG, PNG, or GIF (for image creatives).

• The size of an HTML5 banner must exactly match the size of the ad unit (see the table). The size of an image creative in pixels can be two or three times larger.

Size of an ad unit in pixels	Recommended sizes of image creatives served on screens with a high pixel density
240 × 400	480 × 800 or 720 × 1200
300 × 250	600 × 500 or 900 × 750
300 × 500	600 × 1000 or 900 × 1500
300 × 600	600 × 1200 or 900 × 1800
320 × 50	640 × 100 or 960 × 150
320 × 100	640 × 200 or 960 × 300
320 × 480	640 × 960 or 960 × 1440
336 × 280	672 × 560 or 1008 × 840
480 × 320	960 × 640 or 1440 × 960
728 × 90	1456 × 180 or 2184 × 270
970 × 250	1940 × 500 or 2910 × 750

How to select a size for ad creative

If you are planning to create components without using Ad Builder, we recommend preparing them to fit the most common ad sizes first: 240 × 400, 300 × 250, and 728 × 90 pixels. Image ads with these types of creative will cover a significant audience.

Usually the following ad unit sizes are used for desktop versions of websites (in pixels): 240 × 400, 300 × 250, 300 × 500, 300 × 600, 336 × 280, 728 × 9, and 970 × 250.

We recommend uploading your creatives in double or triple resolutions if you want to serve them on screens with high pixel densities. That is, use the resolutions of 480 × 800 or 720 × 1200 pixels instead of 240 × 400.

Creatives that are 640 × 100, 640 × 200, 640 × 960, and 960 × 640 pixels are typically used for mobile versions of websites and mobile apps. Although smaller ad units are more common for ads served on mobile devices (320 × 50, 320 × 100, 320 × 480, and 480 × 320 pixels), Yandex recommends that you upload larger ad creatives so that your ads don't look blurry on screens with a high pixel density (for example, on Retina displays).

Your image ad needs to satisfy certain requirements in order to pass moderation. Learn more about requirements for image ads.

Questions?

 

IPM = (Conversions/Impressions) × 1000.