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Digital Ad Specifications

Standard Formats

The below information shows specifications for creating Standard ad formats.

Creative Name Initial Dimensions
(WxH in pixels)
Maximum Expanded Dimensions
(WxH in pixels)
Max Initial File Load Size Host-Initiated Subload Animation / Video Guidelines Z-index Range Unit-Specific Notes
MPU 300×250 None 200 KB n/a 15 sec max animation length.
Video not allowed.
0 – 4,999
Skyscraper 120×600 None 200 KB n/a 15 sec max animation length.
Video not allowed.
0 – 4,999
Wide Skyscraper 160×600 None 200 KB n/a 15 sec max animation length.
Video not allowed.
0 – 4,999
Leaderboard 728×90 None 200 KB n/a 15 sec max animation length.
Video not allowed.
0 – 4,999
Super Leaderboard 970×90 None 200 KB n/a 15 sec max animation length.
Video not allowed.
0 – 4,999
Billboard 970×250 None 200 KB n/a 15 sec max animation length.
Video not allowed.
0 – 4,999
Half Page 300×600 None 200 KB n/a 15 sec max animation length.
Video not allowed.
0 – 4,999

Abbreviations: px = pixel, sec = seconds

Standard Homepage Takeover and Section Takeover

Standard homepage takeovers and section takeovers are special sections and can be filled with a combination of standard formats:

  • 2 Skins: 170×1086 (Static only) gif, png or jpeg images (max. file size 200KB)
  • 1 Half Page 300×600 and 1 MPU 300×250 or 2 MPUs
  • 1 Billboard 970×250 or 1 Leaderboard 728×90 or 1 Super Leaderboard 970×90

Screen resolution

The below information shows statistics of Independent.ie users and their screen resolution. When creating Skins, please optimise the creative to take these into account.

Screen Resolution % Sessions
1366×768 26%
1920×1080 14%
1440×900 10%
1280×1024 9%
1280×800 9%

Mobile Web Specs

Creative Name Initial Dimensions
(WxH in pixels)
Maximum Expanded Dimensions
(WxH in pixels)
Max Initial File Load Size Host-Initiated Subload Animation / Video Guidelines Z-index Range Unit-Specific Notes
MPU 300×250 None 200 KB n/a 15 sec max animation length.
Video not allowed.
See “In-Banner Video” & Rich Media units below
0 – 4,999
Adhesion Mobile Banner 300×50, 320×50 None 50 KB 200 KB 15 sec max animation length.
(unlimited user-initiated)
Video not allowed.
0 – 4,999 Close button on Upper Right Hand Corner; Must be compatible with MRAID 1.0 and MRAID 2.0

In-App Specs

Creative Name Initial Dimensions
(WxH in pixels)
Maximum Expanded Dimensions
(WxH in pixels)
Max Initial File Load Size Host-Initiated Subload Animation / Video Guidelines Z-index Range Unit-Specific Notes
Adhesion Mobile Banner 300×50, 320×50 None 50 KB 200 KB 15 sec max animation length.
(unlimited user-initiated)
Video not allowed.
0 – 4,999 More info Close button on Upper Right Hand Corner; Must be compatible with MRAID 1.0 and MRAID 2.0
Smartphone Rich Interstitial 320×480 None 200 KB 300 KB More info Minimum 24 fps for video. 15 sec max length for animation. 30 sec max length for video (unlimited user-initiated). 2.2 MB additional file size for host-initiated video (unlimited user-initiated) 0 – 4,999 More info Landing pages must be mobile optimized; include dimensions in file name; use MRAID specifications when appropriate.

Video Specs

The below information shows specifications for creating Video ad formats

Max. video length 30 seconds for Pre-roll, 60 seconds for In-Article video
Format H.264 (MP4) and WebM video file types must all be included within each video creative (other formats may be included but may not be used)
Aspect Ratio / Sample Resolution 720p or below is required, the optional inclusion of 1080p is recommended – either 16:9 or 4:3 aspect ratios are acceptable. Examples of each are 16:9 – 854×480; 1280×720; 1920×1080 and 4:3 – 480×360; 720×540; 960×720
Audio Format MP3 or AAC preferred
Frames per second Up to 30fps
Maximum file size 10 MB