Online Advertising Production Requirements


The Globe and Mail online team follow online advertising specifications as established by IAB Canada for the majority of our available advertising formats. Our online production team is committed to working with you towards successful implementation of any creative format, especially the more unique in concept, delivery and functionality; to present your media in it’s most compelling and memorable form. Please note, if you do not see examples of the execution you are looking for on this website, or require clarification on any item, please contact us directly for further information and to begin discussing the best advertising opportunities for your brand.

For specific information and visual examples of our ad unit sizes/options, maximum file sizes and specifications, please download our Guide to Internet Advertising Specifications PDF and visit our advertising formats page.

Please Note:
  • All creative materials must be sent to traffic@globeandmail.com
  • All creative set to run on Globeandmail.com sites should be received at least 72 hours prior to air date, unless otherwise noted.

General Production Notes


ADVANCED CONCEPTS
With the scope of possibility within online advertising constantly opening up, we are happy to evaluate any concept or idea presented to us by a client that is beyond the technical and creative options listed within this website. We evaluate all concepts presented to us in detail, based on our technical and editorial considerations and advise our clients accordingly.

TESTING
  • All rich media or third party advertising on globeandmail.com sites is subject to a minimum of 5 business days testing before the selected placements will become active.
  • Please ensure all creative is fully tested to work in versions of Netscape and Internet Explorer.
  • All third party served ads must be tested prior to running on globeandmail.com sites.
DELIVERY
  • Please package all .gif files, HTML code and 1 .swf file -- if applicable -- within individual Zip files - one for each creative unit to be run.
  • Attach all associated files to an e-mail and send to traffic@globeandmail.com AND your sales representative.
    Gif files must have a naming convention which corresponds independently to each HTML file. i.e., HTML files cannot share a .gif file of the same name. Please try to use file names and associated .gif files that are similar.
APPROVAL
  • All ad units are subject to publisher approval based on motion path overlay, animation length, and/or content of advertising

Rich Media Creative
Please do not send code with <textarea><html></textarea>, <head>, <title> or <body> tags.

Please include a target=_top (preferred) or target=_blank attribute in all <a href>, <form action> and <area> tags, as well as in click throughs embedded into Java or Flash.

In order to track clicks on forms, method=get must be used. (Forms with method=post are able to run through DART, but we cannot track clicks on them.)

Please test your creatives before submitting them. Banners are run through script tags or iframes.

Audio/Video must be user initiated. Once the audio/video begins, there must be a clear and present "pause" or "stop" button.

Creative that expands on click may remain open until the user clicks a "close" button.

Creative that expand on mouseover must close on a mouseout.

Globeandmail.com will accept creative that includes a CGI script, though we are not able to host the script.

If creative requires a plug-in, then appropriate html 'sniffer' code must be present to detect whether the user has the correct plug-in. If not, a default banner must be served to them. A user must never be forced to retrieve the latest plug-in to view your banner. A backup .gif banner should be referenced in the HTML code and have a click through URL.

Note: Inventory cannot accurately reflect the number of users having specific plug-ins. As a result we cannot guarantee all impressions will be served to a plug-in enabled viewer. Defaults for rich media creative are required.

If sending flash creative, please ensure that the click tracking mechanism is properly coded or clicks on your creative will not be tracked.

All rich media creative requires a gif backup.


Flash Creative
Globeandmail.com recommends using Flash version 6 and above-- please communicate which version you have used when sending your files. All Flash creative must be sent with an accompanying .gif back up.

Enabling Click Tracking for Flash
The clickTAG is the tracking code assigned by the ad serving network to an individual ad. The clickTAG allows the network to register where the ad was displayed when it was clicked on. This click through data is reported to the ad serving servers so advertisers may determine the effectiveness of their campaign.

The code below must be used to allow ad serving networks to dynamically assign a clickTAG to their ad.

Code in Image screenshot for FLASH 6 creative is shown here:
on(release) {
getURL(clickTAG, "_blank");
}

Please use target="_blank", rather than top to ensure proper action on creative in all cases.
Flash 6: Be sure to check the expression box for the url field, as shown in the visual.

** PLEASE NOTE **
Please supply full play code, with version of published movie. Also include the .fla file to allow quicker identification of any potential activation issues if possible.
Please contact us at traffic@globeandmail.ca for information on creating any flash ads prior to building the files.

In this example, a getURL action is being assigned to a button that will navigate the browser to [clickTAG, "_blank"]. The "getURL(clickTAG, "_blank")" statement appends the variable data passed in via the OBJECT EMBED tag and navigates the browser to that location. It is the tracking code assigned by the ad serving network, which allows them to register a user's click on that advertisement.


Third Party Served Creative
We use DART for Publishers to serve and manage our advertising. By default all DFA clients should supply Internal Redirect tags to minimize reporting discrepancies.

Why internal redirects are used to serve DART for Advertisers ads to DART for Publishers ad networks

Internal redirects are used to serve DART for Advertisers ads to DART for Publishers sites because they:
  • simplify the trafficking process
  • prevent counting discrepancies between DART for Advertisers and DART for Publishers
  • allow DART for Advertisers ads to be served to DART for Publishers sites as quickly as DART for Publishers ads.
Simplifying the trafficking process: Normally, every ad that is displayed in DART for Publishers must be trafficked individually. With internal redirects, however, one ad in DART for Publishers can be used to serve any number of ads that have been trafficked in DART for Advertisers.

Preventing counting discrepancies: Normally, DART for Publishers records an impression as soon as an ad server determines which ad to send. When an internal redirect ad is chosen, however, DART for Publishers does not record the impression until a DART for Advertisers ad has been sent and an impression is recorded in DART for Advertisers. In this way, the internal redirect process prevents counting discrepancies between DART for Advertisers and DART for Publishers.

Eliminating latency: Because internal redirects are processed entirely within the DART ad servers, with no requests to any other servers, there is no increased latency. In other words, because internal redirects are used, it takes no longer to serve a DART for Advertisers ad than a DART for Publishers ad.


Process for placement of client-provided creative
If the internal redirect tags are provided, they will be used for the reasons outlined above. If none are supplied, the rich media tags will be used. The DFP ad placement will treat the delivery of the tag, or the opportunity to contact the viewer, as the realized impression. The responsiveness of the ad server in use by the Third Party tag will then impact the impressions recorded by the Third Party reporting system.

This can at times result in a difference of up to 10% or slightly greater with larger creative formats. Per IAB guidelines, agencies or clients using third party service should reconcile data, or provide reporting or access to reporting, for comparison re: delivery of value.


Transition Creative
  • Please include a target=”_blank” attribute in all <a href> tags, as well as in click throughs embedded into Flash.
  • Messaging or animation within banner should end before 5 seconds of play is over. (Flash ad should have a frame life (play time) of 5-6 seconds * if expected life is 7 seconds--or a timeout will be used to close ad). This ensures transition is smooth and message received properly, not chopped.
  • Animation cycle should be capped at one. With the buffer of frames at the end, this ensures movie is played in full and not chopped in appearance to user.
  • We need an anchor unit 728x90 creative as a follow point of contact for user. * NOTE * for most effective delivery .gif-- 25K max--flash is acceptable--up to 40K, with a .gif backup. In some cases other ad units may also be available. Please contact your sales rep with any questions as this is location sensitive.
  • All flash must be published using clickTAG as reference URL, with target set to "_blank". This ensures Transition Ad Creative will open in new window, and user will still be directed to their intended page.
  • Please review instructions on enabling click tracking in your Flash creatives and ensure you provide files to spec. If there are any questions please contact us or your sales rep immediately.
  • No 3rd Party delivery of transition units. It is possible to provide a 1x1 for tracking delivery and a click through tracking URL however.
  • Please forward the destination URL for both creatives. If possible, please provide a .gif backup for the transition Unit. This must be less than 35k.
  • Please fully test your creatives before submitting files to us.

Rollover Creative
Our specs are based on IAB standard size and action for rollover creative. Many options are available but there may be limitations on certain pages and sites. We recommend consulting with globeandmail.com production and your sales reps in advance of running this creative. Please allow 5 business days for testing of creative to ensure your campaign requirements can be met.


DHTML / Active HTML Creative
DHTML or active html ads are open to variance, depending on application, and location. This means simply that we attempt to allow flexibility in the spec as tied to the specific creative piece and contracted placement. That way the advertiser can tailor the creative to suit its goals, while attempting to eliminate negative impact on the user experience, and brand.

For example, if it is to run on a specific page, on one site, it may have different action, or display specs than it might on another site. For simplicity the common size available should be used, unless flash will allow you to have flexibility with display of your creative.

Basic guidelines or starting points for consideration towards creation of units are:

DHTML requires:
  • Companion 728x90 unit
  • 7 seconds animation life and close/done. If properly positioned and sized a hold is possible. If it could display off content or over banner space in use by advertiser, for example a hold could be accommodated. If you do not wish to use a banner, the space will present a house unit, and still be available for your use.
  • Clear and present close option with 'close' text, during play and hold.
  • Creative cannot hold over content on ending.
  • Creative cannot pass over any other advertiser creative.
  • Animation should not loop.
Exceptions are based on play location (site, page, etc) and concept, and require testing and approval of publisher. The actual unit for placement should require only minor changes if any. Only sizing, and specific positioning coordinates based on location. Final approval is based on publisher acceptance of working version.


Video Specifications
We are able to traffic 'in-player' streaming video ad units (pre-roll) into globeandmail.com video player windows.

Streaming or Broadband In-Player Video

Video is delivered and tracked at start of play. Companion ad will load and remain in view until next video ad begins unless noted otherwise, for example on a live event page.

  • All videos must be supplied as high quality formats: MPEG, Windows Media Video (.wmv), QuickTime (.mov) or Flash video (.flv) and in final edited format.
  • 1.2Mb max file size - preferred bit rate of 500kbps
  • Duration: 30 seconds or less
  • Maximum size: Video player is 576 x 324px
  • Aspect Ratio: 16:9 is preferable 4:3 is acceptable and will appear with black bars on left and right of video
  • Frame Rate: 30 fps recommended (standard frame rate)
Please Note: NO Third Party Serving of this unit

Advertiser may provide a start and/or end tracker for centralized reporting purposes.

A Video Ad placement requires the creation of a secondary companion ad.

Video Companion Ad

The Globe's video player companion ad unit is a 300 x 250 big box.
  • Rich Media / Flash units with animation are acceptable.
  • These ads should be clickable -- if Flash-based, please use clickTAG standard for tracking. The Click must open in new window.
  • No audio, video or expansion is permitted.
Please note: These ads may be third party served

Reporting and invoicing of the Video Product will be based on recorded ad plays as tracked by The Globe and Mail ad server placement for the Video Ad without exception.
We use Doublelick DART for Publishers ad serving technology.

Advertiser Exclusives
Globeandmail.com requires all HTML and text email creative for an Advertiser Exclusive at least 5 business days prior to deployment dated it running. All Advertiser Exclusives will be proofed to a seed list--please provide a list of email addresses and we will deploy proofs accordingly.

Requirements:
  • An HTML email should be a combination of text and images with a call-to-action within the text component.
  • Only text, JPG and GIF images are allowed.
  • Flash, Rich Media, Image Maps and JavaScript are not available in email products.
  • Use of Cascading Style Sheets (CSS), either externally or internally is NOT allowed
  • Subject lines should be provided by advertisers and made as enticing as possible.
  • Links to PDF, Word documents or other non-traditional "web page" links within an email MUST be clearly identified.
  • There MUST be a call to action above the first 400 pixels (height) of the email.
  • Text versions should be no more than 10K and may not include any image files.
  • Text for subject line must be provided and can not exceed 60 characters. We reserve the right to modify subject line text. Advertiser subject line will be followed by “A globeandmail.com advertiser exclusive”.
  • A blast that is entirely a linked image it NOT recommended, as today's email platforms block images.
  • All email HTML must be table-based layouts (tables must be created at time of coding.
  • There is a 600 pixels maximum width and up to 100K maximum file size (includes all images and html files).
  • Full image paths in the code must be used (ex: http://www.domain.com/images/graphic1.jpg) or all images must be provided to the globeandmail.com for hosting on our own servers.
  • We will provide 2 versions for testing: 1 text, 1 HTML.
  • Clients should provide detailed linking instructions. We require creative 5 days prior to first draft in order to secure deployment on booking date.


Should you have any additional technical questions related to our advertising specifications or require additional information, please contact your account manager, advertising services representative or email us at traffic@globeandmail.com.