Glossary A–ZLetter C
Creative review
Creative review is the check of a delivered advert before it runs on the screens.
It covers technical specifications such as format and length as well as content and legal admissibility. The creative is approved only once it has passed the review.
On the technical side, it concerns resolution, aspect ratio, file format, spot length and whether text is legible from the usual distance. On the content side, the network operator checks whether the creative breaches any laws, category exclusions or requirements of the venue partner, so there is no alcohol advertising in a paediatric practice, for example. Part of this can be automated, such as detecting sensitive image content.
Operators should put their criteria in writing and share them with advertisers in advance so that rejections are understandable. Automated checks do not replace a human decision; they pre-sort. Anyone rejecting a creative should state the reason. Who is answerable for the content of the creatives should be settled by contract before the first booking.