> For the complete documentation index, see [llms.txt](https://docs.exoclick.com/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://docs.exoclick.com/exoclick-docs/ad-formats.md).
# Ad Formats
There are many different ad formats which Advertisers can use in their campaigns and Publishers can see in their ad zones.
## Web
### Banner
These are classic display banners, which are available in a range of different sizes.
**Available Pricing Models**
* CPC
* CPM
* Smart CPM
* Smart Bid
**Creatives Requirements**
* Image: JPEG, PNG or GIF in one of the following dimensions: 300×250, 300x500, 728×90, 160×600 or 900×250 (maximum weight 300 KB)
* Video: MP4 video in one of the following dimensions: 300×250, 300x500, 728×90, 160×600 or 900×250 (maximum weight 1500 KB)
* Iframe: iframe code with width and height attributes corresponding to the chosen dimension: 300×250, 300x500, 728×90, 160×600 or 900×250.
* Creatives with multiple images merged together into one are not permitted.
{% hint style="info" %}
* Campaigns using MP4 video banners will not display on the UC Browser.
* Video Banners are not to be confused with [Video Ads](#video).
{% endhint %}
### Sticky Banner
A display banner that can be made to "stick" in a specific position on a desktop screen. The sticky banner comes in various sizes.
**Available Pricing Models**
* CPC
* CPM
* Smart CPM
* Smart Bid
**Creatives Requirements**
Maximum weight of 300 KB:
* Image: JPEG, PNG or GIF in one of the following dimensions: 300×250, 728×90, 160×600 or 900×250 (maximum weight: 300 KB)
* Video: MP4 video in one of the following dimensions: 300×250, 728×90, 160×600 or 900×250 (maximum weight: 1500 KB)
* Iframe: iframe code with width and height attributes corresponding to the chosen dimension: 300×250, 728×90, 160×600 or 900×250.
* Creatives with multiple images merged together into one are not permitted.
### Popunder
After the user clicks a link from the publisher's website, the advertiser URL is displayed in a new browser tab. While the focus remains on the publisher's website, the advertisement will be displayed once the user closes the current browser tab.
Publisher can customize the ad zone to display when clicking any link from the website or when clicking links with a specific class.
**Available Pricing Models**
* CPM
* Smart CPM
* Smart Bid
**Creatives Requirements**
* Advertiser's landing page URL
### Instant Message
This is typically a copy of the Instant Messenger chat box. This ad format appears to users by displaying a 300×250 ad at the bottom of the page.
**Available Pricing Models**
* CPC
* CPM
* Smart CPM
* Smart Bid
**Creatives Requirements**
* Image: 300×250 JPEG, PNG or GIF (maximum weight: 300 KB)
* Video: 300×250 MP4 video (maximum weight: 1500 KB)
* Iframe: 300×250 iframe code
* Creatives with multiple images merged together into one are not permitted.
### Desktop Fullpage Interstitial
Large 1600 x 900 horizontal banner that fills the screen after the user clicks a link from the website. There is a small padding so that the Publisher’s site is still visible underneath. User navigation resumes as usual when the visitor moves to a different tab or when the **Close Ad** button is clicked.
This ad format works only in Desktop, Smart TV and Console devices screens.
**Available Pricing Models**
* CPC
* CPM
* Smart CPM
* Smart Bid
**Creatives Requirements**
* Image: 1600x900 JPEG, PNG, GIF (maximum weight 300Kb)
* Video: MP4 video (maximum weight 1.5 Mb)
* iFrame: responsive landing page optimized to 1600x900
### Direct Link
Direct Link are a flexible, premium format which can be presented in multiple ways by publishers based on how their users behave. Targeting users per vertical, this CPC based format is most popular in the form of full-page tabs, push notifications and backbutton offers. **Available on selected Publishers by request only.**
**Available Pricing Models**
* CPC
* Smart CPC
* Smart Bid
**Creatives Requirements**
* Advertiser's landing page URL
### Email Clicks
An email is sent to the end user containing a call to action that, when clicked, directs the user to the advertiser’s landing page or sign up form.
The recipient of the email comes from the publisher's userbase. Every email is personalized based on the publisher's preference.
**Available Pricing Models**
* CPC
* Smart CPC
* Smart Bid
**Creatives Requirements**
* Advertiser's landing page URL
## Video
### In-Stream Video (VAST)
Automatically plays when a user clicks on a website's video content. Customizable with clickable calls to action and features a Skip ad button. HTML5 video players must be [**VAST-compatible**](/tutorials/tutorials/publishers-tutorials/compatible-vast-wrapper-players.md) in order to display In-Stream ads.
{% hint style="info" %}
If you don't know which HTML5 video player to use, we recommend using [Fluid Player](https://www.fluidplayer.com/), which is a free HTML5 video player that is lightweight, easy to integrate and fully compatible with our In-Stream ad zones.
{% endhint %}
**Requirements for in-stream video (VAST)**
The video quality needs to be high enough to be easily viewable to all site visitors:
* Type: MPEG-4 video (video/mp4)
* Video Codec: H.264
* Audio Codec: MPEG-4 AAC
* Maximum size: 51.2 MB.
* Aspect Ratio: Popular video players automatically resize the video so that it fits to their dimensions while keeping the ratio. Nevertheless, a ratio matching the player ratio (if known) is preferable. Most common video aspect ratio used is **16:9**.
* Resolution: The resolution should be viewable by all site visitors.
* Duration: The minimum duration is 10 seconds and the maximum duration is 30 seconds.
* When using a **VAST link creative**, the skipoffset attribute of the linear element must be set to **00:00:05**. See our sample [**VAST tag**](/publishers/vast.md) for reference.
**Available Pricing Models**
* CPM
* Smart CPM
* CPC
* CPV
* Smart Bid
### Vertical Video (VAST)
A short-form vertical video format (9:16) designed for placement inside Reels, Shorts, and TikTok-style feeds. The format is served as a **VAST tag**, so all UI, playback behaviour, and interaction logic are owned by the Publisher’s own video player.
The Vertical Video format works best when integrated into a short-form video feed containing **at least 20 organic video items** (not ads), with the ad inserted between two organic videos and following the same swipe/scroll behaviour as the surrounding content.
This format is intended for use inside a vertical feed of full-page video elements that scroll or swipe one at a time, like TikTok or Instagram Reels.
**Recommended user interaction patterns (Publisher-controlled)**
The following behaviours are common in vertical video carousel implementations. They are **implemented by the Publisher’s player** and are not enforced by ExoClick:
* The ad can be swiped away immediately (from 0 seconds).
* The video typically autoplays on mute when visible, and pauses when no longer in view.
* The video may loop while in view until the user swipes to the next item.
* Upon completion, the video may remain visible and optionally offer a replay action.
* Impression tracking follows standard **VAST impression and quartile reporting**, consistent with other Video formats.
* It is recommended that the player does not re-request a new VAST ad when the user scrolls back to a previously served ad within the same session; the player should replay the cached creative locally instead of triggering a new VAST call.
**Available Pricing Models**
* CPM
* Smart CPM
* CPC
* CPV
**Creatives Requirements**
* **Type:** MPEG-4 video (video/mp4)
* **Video Codec:** H.264
* **Audio Codec:** MPEG-4 AAC
* **Maximum size:** 51.2 MB.
* **Aspect Ratio:** 9:16, with a ±10% tolerance (8.1 – 9.9 : 14.4 – 17.6).
* **Recommended dimensions:** 480×854 (minimum). 720×1280 and 1080×1920 are also accepted.
* **Minimum dimensions:** 480 × 854.
* **Maximum dimensions:** 1080 × 1920.
* **Duration:** Minimum 5 seconds, maximum 30 seconds.
* **Mandatory campaign material:** Video file + Friendly URL.
* **Optional campaign material:** Call to Action (CTA), Title, Description, Interaction Buttons.
***
**Note:** Creatives that do not match the 9:16 aspect ratio (within the ±10% tolerance) or fall outside the allowed duration are rejected at upload with the same validation errors used for other video assets.
***
### Video Slider
Video format that slides in from the bottom right of the website. Features a close ad button.
**Available Pricing Models**
* CPM
* Smart CPM
* CPC
* CPV
* Smart Bid
**Creatives Requirements**
Same as [**In-stream**](#requirements-for-in-stream-video-vast).
### Outstream Video
A responsive video format that can be placed anywhere on a site. It plays when more than 50% of it is revealed:
* Plays on mute and can be unmuted by the user.
* Features a **Close Ad** button on the top right. Simply disappears when closed.
* Multiple outstream videos can be used on a single page.
* Will not show in containers smaller than 200px.
* Publishers can set whether the video responds to container size, or enter a custom size from 200-1080 pixels.
**Available Pricing Models**
* CPM
* Smart CPM
* CPC
* CPV
* Smart Bid
**Creatives Requirements**
Same as [**In-stream**](#requirements-for-in-stream-video-vast).
### In-Video Banners (VAST)
Non-linear VAST ads displayed within a video player. Note that this format refers to static and animated images only.
**Available Pricing Models**
* CPC
* CPM
* Smart CPM
* Smart Bid
**Creatives Requirements**
* Image: 300×250 JPEG, PNG or GIF (maximum weight: 300 KB)
* Creatives with multiple images merged together into one are not permitted.
## Native
{% hint style="info" %}
Please check our [**Guidelines**](https://www.exoclick.com/guidelines/) to find out about Native additional creative requirements.
{% endhint %}
### Recommendation Widget
Our native advertising offers a fully customizable recommendation widget that features images and a short piece of text with a title and description. Ad zones can be configured to be fully responsive based on various screen sizes.
**Available Pricing Models**
* CPC
* CPM
* Smart CPM
* Smart Bid
**Creatives Requirements**
* Image ratio can be 16:9, 4:3, and 1:1. Image size can range from 300x300px to 900x900px as long as it is within the previously mentioned aspect ratios. Image will be automatically resized to fit the ad zone settings. Image file must be PNG or JPEG.
* Title Text: Maximum 90 characters.
* Description Text: Maximum 90 characters.
* Brand Test: Maximum 30 characters.
**Optional Video Thumb (Preview on Touch/Hover)**
You can optionally add a video thumb with the following requirements:
* **File size**: Less than 1.5 MB
* **Duration**: Under 10 seconds
* **Aspect ratio**: 16:9
## Push Notifications
Push Notifications 720x480 (icon + image) or 192x192 (icon only) and text are sent to opted in users of a publisher's website. Users receive them on their desktop, tablet and mobile devices even when they are not browsing the Internet. As users have opted in, they provide 100% high quality traffic and high CTR. Users can opt out through their browser settings.
{% hint style="info" %}
Push Notifications work on the following **browsers/devices**:
* Desktop: PC / OS X : Chrome, Firefox, Opera
* Mobile devices : Chrome, Firefox, Opera, Edge, Samsung Internet
* Safari (OS X, iOS) does not allow web push notifications
* Push Notifications won’t work on HTTP sites, only with HTTPS sites.
{% endhint %}
{% tabs %}
{% tab title="720x480 (Icon + Image)" %}
This format allows users to upload one 720x480 image to use for both the icon and the main image of your push notification ad.
**Available Pricing Models**
* CPC
* CPM
* Smart CPM
* Smart Bid
**Creatives Requirements**
* 720×480 JPEG, PNG or GIF (maximum size 300 KB).
* Title Text: Maximum 50 characters.
* Description Text: Maximum 90 characters (please note some browsers restrict the amount).
{% endtab %}
{% tab title="192x192 (Icon)" %}
This format allows you to upload one image in the 192 x 192 format, which will be used for the icon only (where the device supports it).
**Available Pricing Models**
* CPC
* CPM
* Smart CPM
* Smart Bid
**Creatives Requirements**
* 192×192 JPEG, PNG or GIF (maximum size 300 KB).
* Title Text: Maximum 50 characters.
* Description Text: Maximum 90 characters (please note some browsers restrict the amount).
{% endtab %}
{% endtabs %}
### In-Page Push Notifications
As opposed to the other Push Notification formats, In-Page Push ads are displayed within the publisher's website and they do not need user opt in to be displayed. Publishers can configure the ad zone to display up to two notifications within the same page. Notifications can be closed easily using the close button shown in the ad.
{% hint style="info" %}
In a situation where an In-Page Push and a [Desktop Interstitial](#desktop-fullpage-interstitial) or a [Mobile Interstitial](#mobile-fullpage-interstitial) are being shown on a page at the same time, the Desktop or Mobile Interstitial ad will display over the In-Page Push.
{% endhint %}
**Available Pricing Models**
* CPC
* CPM
* Smart CPM
* Smart Bid
**Creatives Requirements**
* 192×192 or 720x480 JPEG, PNG or GIF (maximum size 300 KB).
* Title Text: Maximum 50 characters.
* Description Text: Maximum 90 characters (please note some browsers restrict the amount).
## Mobile
### Mobile Banner
The Mobile Banner format displays classic banners in sizes optimized for mobile: 300x250 & 300x100
**Available Pricing Models**
* CPC
* CPM
* Smart CPM
* Smart Bid
**Creatives Requirements**
* Image: 300×250, 300x100 and 300x50 JPEG, PNG or GIF (maximum weight 300 KB)
* Video: 300×250, 300x100 and 300x50 MP4 video (maximum weight 1500 KB)
* Iframe: iframe code with width and height attributes corresponding to the chosen dimension: 300×250, 300x100 or 300x50.
* Creatives with multiple images merged together into one are not permitted.
### Mobile Popunder
After the user clicks a link from the publisher's website, the advertiser URL is displayed in a new browser tab. While the focus remains on the publisher's website, the advertisement will be displayed once the user closes the current browser tab.
Publisher can customize the ad zone to display when clicking any link from the website or when clicking links with a specific class.
**Available Pricing Models**
* CPM
* Smart CPM
* Smart Bid
### Mobile Instant Message
The Mobile Instant Message format looks similar to an instant messenger chat box. This ad format appears to users by displaying an ad at the bottom right of the mobile page. It is very efficient for dating and live cam products.
**Available Pricing Models**
* CPC
* CPM
* Smart CPM
* Smart Bid
**Creatives Requirements**
* Image: 300×100 JPEG, PNG or GIF (maximum weight: 300 KB)
* Video: 300×100 MP4 video (maximum weight: 1500 KB)
* Iframe: 300×100 iframe code
* Creatives with multiple images merged together into one are not permitted.
### Mobile Fullpage Interstitial
Large 900x1600 vertical banner that fills the screen after the user clicks a link from the website. There is a small padding so that the Publisher’s site is still visible underneath. User navigation resumes as usual when the visitor moves to a different tab or when the **Close Ad** button is clicked.
This ad format works only in Mobile and Tablet devices screens.
{% hint style="info" %}
This ad format does not show if the mobile device is in horizontal mode. If this ad format is displaying and the device is changed to horizontal mode, it will close automatically.
{% endhint %}
**Available Pricing Models**
* CPC
* CPM
* Smart CPM
* Smart Bid
**Creatives Requirements**
* Image: 900x1600 JPEG, PNG, GIF (maximum weight 300Kb)
* Video: MP4 video (maximum weight 1.5 Mb)
* iFrame: responsive landing page optimized to 900x1600
{% hint style="info" %}
When using an iFrame, this ad can show in horizontal mode.
{% endhint %}
## Multi-Format
**Multi-Format** ad zones allow Publishers to combine up to ten of their existing **Banner** and **Native** ad zones into a single zone. This allows them to:
* Choose multiple existing ad zones and let them compete against each other, showing the one with the highest eCPM multiple times, horizontally or vertically.
* Choose multiple existing ad zones and let them compete against each other, showing the one with the highest eCPM only once.
### Benefits
* As a Publisher, using **Multi-Format** ad zones enable you to increase the performance of your ad zones, as they allow you to show multiple ad formats in a single zone.
* As an Advertiser, **Multi-Format** ad zones allow you to serve multiple ad formats in a single zone. This can enable you to reach more users without the need to create specific creatives for each placement.
### Requirements
* Up to ten Banner or Native ads (Recommendation Widget) can be added to a Multi-Format ad zone.
* The maximum size for a Multi-Format ad zone using Banners is 1200 px vertical or horizontal.
---
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