The New MSN

Custom Header Ad
Last Updated September 2014

Creative Acceptance Policy

All creative must meet the requirements of the MSA Creative Acceptance Policy

Ad Specifications
Ad Type /
Ad Size

Initial Size

Downlevel File
Size (GIF/JPG)

Max Initial
Download
File Size

Rectangle
1x1

2-Column
628W X 162H

2-Column
30 KB (628W X
45H)

50 KB

3-Column
970W X 250H
4-Column
1272W X 328H

Max
Secondary
Download
File Size
(polite)
300 KB

Max Initial
Video
Download File
Size
(progressive)
2.2 MB

Audio Specifications/ Animation and

Limit
Video Duration

Alt Text
Limit

Allowed on user click

only; Duration: 30 sec

65 char

Ad download: 15
sec
On user click: 30
sec

3-Column
40 KB (970W x
70H)
4-Column
50 KB (1272W X
92H)

Notes
The above represent Microsoft general specification parameters which submitted third party served Rich
Media must conform to. Specific creative build specifications must be provided by your third party Rich
Media Vendor.

US Homepage Only Ad Requirements

This spec is not for the US Homepage. Ads running on the US Homepage have additional creative
requirements covered in a separate specification document.

The User Experience

The Custom Header Ad is the largest ad on the new MSN Homepage and Verticals. Its also the only third
party-served Rich Media format built to take advantage of the responsive design of the New MSN. This
means that Advertisers can either scale a single creative across all three page widths (2, 3, 4-column
views), or customize the creative for each of the page widths. Similar to the IAB Billboard, the user can
hide the ad experience and then reopen it later.
The Custom Header Ad is offered to Microsoft advertisers via our partnership with leading Rich Media
providers (see list below under Certified Rich Media Vendors). They enable Advertisers to reach audiences
with unrivalled interactivity and engagement. These ad units can offer the full range of creative executions
from eye-popping animation, to video, dynamic data, interactive games, and more.

Ad Specifications

The Custom Header must include X Hide Ad button in the upper right corner allowing the user to hide
the ad unit.

The standard IAB Leave-behind will display an 88x31px Show Ad icon when the Custom Header is
hidden.

Non-user Initiated animation and video is limited to the 15 seconds, looping is allowed within 15
seconds.
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Individual video duration: 30 seconds max. Replay allowed with user initiation.

Light colored creative must feature a 1 pixel border (gray [#666666] or black recommended, though
any color that clearly distinguishes the ad from the content may be used).

Click destination URL must open in a new browser.

Actionscript 2 or 3 accepted.

Flash frame rate cannot exceed 24 fps.

Must be published as Flash 9 or higher.

Audio Specifications:

Audio must be user-initiated and never automatic.

Audio on/off toggle button must be present at all times when sound is available.

All ad audio must be muted or paused on click-through.

Video Specifications:

Non user-initiated progressive video must be 2.2 MB or less.

Individual video duration: 30 seconds max. Replay allowed with user initiation.

Minimum video controls required for all video players: Play/Pause and Mute/Unmute button

Volume Control, Time Scrubber and Replay button are suggested but not required.

Examples
4-Column View

Each of these vertical

content areas is called a
Column in this ad spec
doc

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3-Column View

2-Column View

Hidden Ad View

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Certified Rich Media Vendors

Sizmek
Others are coming!

Due to the responsive nature of this format, please consult your Certified Rich Media partner of choice
(from the list above) on build guidelines and asset requirements.

Data Reported

3rd party Rich Media partners will typically provide impressions and click-through data, as well as
enhanced metrics. Please consult your Certified Rich Media partner of choice (from the list above) for
more details.

Data Collection

Microsoft permits advertisers to collect user-provided personal information (for example, through web
forms embedded in ads).
Advertisers may be required to modify ad units or provide additional disclosure in order to be
acceptable for advertising on Microsoft sites.
Advertisers wishing to collect personal information within advertisements (according to specifications
above) must follow these guidelines:
o Clearly identify organization
o Provide link to privacy policy (usually adjacent to the web forms submit button)
o Identify purpose for collecting information

Ad Submission Guidelines
All creative must meet the MSA Ad Submission Guidelines

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