Glossary A–ZLetter C
Creative specification
A creative specification sets out the technical form in which an advertisement must be delivered so that it plays correctly on a screen network.
It states resolution, aspect ratio, file format, length, file size and sound. Deadlines and the delivery route are added.
Advertisers and agencies prepare their creatives according to this specification. An example: 1080 × 1920 pixels in portrait, video as MP4 in a widely used codec, exactly ten seconds, without sound, no more than a set file size, delivered five working days before the start. Design guidance is often included as well, such as a safe area for text, a minimum font size or rules on motion for screens near roads.
A clear specification saves queries and prevents creatives from being distorted, cropped or not shown at all. Operators should provide it in writing and make it publicly accessible, giving separate details for each type where there are several screen types. Delivered creatives should be checked technically before they enter the loop. The technical specification does not replace the content review of creatives.