Digital Video Rising Stars Ad Units

IAB released a complete overhaul of the IAB Standard Ad Unit Portfolio, for public comment, updating its digital ad formats to adapt across screens, and to incorporate the LEAN Principles of lightweight, encrypted, AdChoice supported, and non-invasive advertising.

Please review the technical specifications and email your comments to [email protected] by December 22, 2016.

Read the press release and view all documents and examples here.


The IAB Digital Video Rising Stars are a key addition to the larger IAB Rising Stars initiative, which seeks to create new canvasses for brand advertising on digital platforms, including display and mobile ads. Once a Rising Stars unit has been selected, it will go through a testing process and, with success, be inducted into the IAB Standard Advertising Unit Portfolio, the definitive standards for the digital advertising industry.

The winning Digital Video Rising Star in-stream and linear interactive digital video ad product concepts are:

  • Filmstrip
  • Ad Control Bar
  • Time Sync
  • Extender
  • Full Screen

Winning submitters included CBS Interactive, Celtra, DG MediaMind, DoubleClick, Innovid, Jivox, Microsoft, Mixpo, Spongecell, Tremor Video, Yahoo! and YuMe. These winning companies will now collaborate with IAB, the Agency Working Group and digital video ad operations experts over the next 90-120 days to create detailed specifications for the units to run across screens and players.

Creative Unit Name: Filmstrip Ad Control Bar TimeSync Extender Full Player
Download Style Guide
(.pdf, 2.2 MB)
Download Style Guide
(.pdf, 930 KB)
Download Style Guide
(.pdf, 680 KB)
Download Style Guide
(.pdf, 1.3 MB)
Download Style Guide
(.pdf, 201 KB)
Total Dimensions: The overall size of the ad unit, including each of the individual components below, will scale appropriately to the size of the player that the ad is viewed in. The overall size of the ad unit, including each of the individual components below, will scale appropriately to the size of the player that the ad is viewed in. The overall size of the ad unit, including each of the individual components below, will scale appropriately to the size of the player that the ad is viewed in. The overall size of the ad unit, including each of the individual components below, will scale appropriately to the size of the player that the ad is viewed in. The overall size of the ad unit, including each of the individual components below, will scale appropriately to the size of the player that the ad is viewed in.
Dimensions of Base Ad Component: (File Type: JPG, PNG, SWF) Must be less than or equal to 1/5 the height of the player. Must be less than or equal to 1/5 the height of the player. Best practice is to use no more than 1/10 of the available player screen for each free-form annotation and no more than 1/5 for a fixed panel of annotations. Must be less than or equal to 1/5th the height of the player. Must be less than or equal to 1/5 the total player size.
Example: in a 640x360px player the Base Ad Component could be 300x70px Example: In a 640x360px player the Base Ad Component could be 500x70px Best practice is to use no more than 1/10 of the available player screen for each free-form annotation and no more than 1/5 for a fixed panel of annotations. Example: in a 640x360px player the Base Ad Component could be 300x70px. Example: in a 640x360px player the Base Ad Component could be 300x70px.
Max Initial File Load Size (KB, MB): Best Practice: 150KB
Dimension of Full Player Ad Component:
(File Type: JPG, PNG, SWF)
Best Practice:
Full Player Ad Component should occupy the entire screen of the player for each interactive module.

However, a buffer around the Full Player Ad Component may be used to allow for player infringement and for optimal creative rendering in uncommon player sizes.

Best Practice (optional):
Full Player Ad Component should occupy the entire size of the player.

However, a buffer around the Full Player Ad Component should be used to allow for elements native to the Digital Video Player (such as floating controls) and/or for optimal creative rendering in uncommon player sizes.

Best Practice:
Full Player Expanded Ad Components should occupy the entire available player screen.

However, a buffer may be used to allow for player infringement and/or for optimal creative rendering in uncommon player.

Expanded Ad Components that are not full player may be of any size and shape based on the creative design choice.

Best Practice: Full Player Ad Component to occupy the entire area of the video player.

However, a buffer area around the Full Player Ad Component should be used to allow for elements native to the Digital Video Player (such as floating ad controls) and/or for optimal creative rendering in uncommon player sizes.

Subsequent Max User-Initiated File Load Size: Best Practice:
Additional video content under 10MB in total (e.g., 1-2 MB per 15-30 second video.)
Subsequent Max Additional User-Initiated
File Size:
Best Practice:
Additional video content under 10MB in total (e.g., 1-2 MB per 15-30 second video.)
Dimensions of Controls (WxH in pixels):
(File Type: JPG, PNG, SWF)
Left & Right Arrows Example: 
140x70px

Close Button
40x40px or larger

Close Button
40x40px or larger
Close Button
40x40px or larger
Digital Video File: MOV, AVI, WMV, FLV MOV, AVI, WMV, FLV MOV, AVI, WMV, FLV MOV, AVI, WMV, FLV MOV, AVI, WMV, FLV
Recommended Video Aspect Ratio (WxH): 16:09 16:09 16:09 16:09 16:09
Recommended Video Frame Rate: 24 - 30 FPS 24 - 30 FPS 24 - 30 FPS 24 - 30 FPS 24 - 30 FPS
Recommended Video Length: 15 or 30 seconds 15 or 30 seconds 15 or 30 seconds 15 or 30 seconds
Extended Video Ad Component best practice: 15 to 120 seconds
15 or 30 seconds
Minimum Required Controls:
(Base Ad Component)
Launch Button:
Expand call-to-action button must be included
Launch Interactions from the Ad Features:
Ad features with call-to-action inviting interaction and foretelling expansion of an interactive state, such as a Full Player Ad Component.
Launch Button in Annotations:
Call-to-action button must be included.
Call-to-action (CTA) inviting interaction and foretelling initiation of the Extended Video Ad Component. Ad features with call-to-action inviting interaction and foretelling expansion of the Full Player Ad Component.
Minimum Required Controls:
(Full Player Ad Component)
Navigation Arrows:
Each Module must have two arrows, and should have a label.
Minimum Required Controls:
(Full Player Ad Component)
Close Button:
The close button is persistent throughout entire experience while Full Screen Ad Component is visible.
Close Button:
persistent throughout entire experience, while the Ad Control Bar and, if applicable, the Full Player Ad Component are visible.
Close Button:
persistent throughout entire experience while the Expanded Ad Component is visible.
CTA close overlay must be persistent throughout the entire Extended Video Ad Experience. Close button:
persistent throughout entire experience while the Full Player Ad Component is visible.
Submission Lead-Time: Min 10 business days before campaign start Min 10 business days before campaign start Min 10 business days before campaign start Min 10 business days before campaign start Min 10 business days before campaign start