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IAB New Ad Portfolio: Advertising Creative Guidelines

Transition Now to the IAB New Standard Ad Unit Portfolio: Lightweight, Cross-Screen, and Flexible size ads that implement LEAN principles

The New Ad Portfolio guidelines developed by the IAB Tech Lab Ad Portfolio Working Group are comprehensive recommendations of advertising experiences across diverse digital landscape including websites, mobile apps, social media, communication, and messaging experiences as well as new digital experiences like virtual reality and augmented reality.

The IAB New Standard Ad Unit Portfolio (“IAB New Ad Portfolio”) is comprised of:

  1. Display ads
  2. Native ads
  3. New media experiences like Emoji ads, 360-degree image and video ads, Virtual reality ads and Augmented reality ads

It emphasizes on better user experience, faster load performance and non-disruptive ad content based on the following principles:

  1. Respect: A consumer’s primary objective is consuming publisher content
  2. Control: A consumer has control over his/her advertising experience
  3. Choice: A consumer decides what content he/she wants to experience and for how long

Fixed Size Ad Specifications

Flexible Size Ad Specifications

Lightweight Ad Guidelines

New Ad Experience Guidelines (aligned with CBA Better Ads Standards)

Native Ad Specifications

New Media Ad Experiences Guidelines: AR, VR, Emoji & 360

Complete New Ad Portfolio Guidelines

Transition Guide for Flexible Ad Sizes

Flexible Ad Unit Examples

Publisher Guide for Flexible Ad Sizes

Advertiser Guide for Light Weight Ads

Release Notes

Quick Guide (Excel)

FAQ

Blog Post: What does it mean to be LEAN?

Read the Press Release

Contact Us

The IAB New Ad Portfolio replaces all the previous creative display guidelines for mobile and desktop – including the Universal Ad Package (UAP), rich media units, and other ad units’ related guidance. Streamline design and cross-screen production in this mobile world: Start transitioning your creative and ad placements to the new flexible ad units! 

The new ad units are based on aspect ratio and size range rather than fixed pixel sizes. Flexible sized ad units allow for ad delivery across multiple screen sizes and integration with responsive website design. The creative design can scale to different screen sizes.

Our working group has prepared these final portfolio guidelines along with some transition guidance and frequently asked questions, based on all the feedback received on the draft of the technical specifications and some extensive testing.

The Interactive Advertising Bureau released a complete overhaul of the IAB Standard Ad Unit Portfolio, updating its digital ad formats to adapt across screens, and to incorporate the LEAN Principles of lightweight, encrypted, AdChoices supported, and non-invasive advertising.

Aspect Ratio Examples

LEAN Ad Guidelines: Examples of Dos and Don’ts


Smartphone – Anchored Expandable
Ratio: 2:3
Guideline says: YES!

Smartphone – Anchored Expandable

Smartphone – Interstitial
Ratio: 2:3
Guideline says: YES!

Smartphone – Interstitial


Smartphone – No Pop-ups
Ratio: 2:3
Guideline says: NO!

Smartphone – No Pop-ups


Tablet – Full screen expandable
Ratio: 5:3
Guideline says: YES!

Tablet – Full screen expandable


Tablet – No Fixed Size Expansions
Ratio: 4:3
Guideline says: NO!

Tablet – No Fixed Size Expansions


Tablet – No Countdown
Ratio: 4:3
Guideline says: NO!

Tablet – No Countdown


Mobile Adhesion Banner
Ratio: 3:1
Guideline says: YES!

Mobile Adhesion Banner


Mobile Adhesion Banner
Ratio: 4:1
Guideline says: YES!

Mobile Adhesion Banner


Mobile Adhesion Banner
Ratio: 6:1
Guideline says: YES!

Mobile Adhesion Banner

Augmented Reality (AR), Virtual Reality (VR), 360-Degree Video Ads, and More New Digital Content Experiences: Video Examples

Example of an augmented reality ad
In a partnership with Spotify, Coca-Cola turned its Coke cans into digital jukeboxes playing the most recent chart-topping songs with Blippar. Users could interact with the cans by pointing their mobile phone at the Coke can and activating the augmented reality experience.

 

Example of a 360-degree image ad
360-degree images can create immersive content to engage users. View an example of mobile travel with PostTapGyro and JetBlue.

 

Example of a VR 360-degree video
Experience a 360-degree video ad example from the promotion of The Conjuring 2 Visions horror movie, produced by Immersv.

  • On a computer, you can point and drag your mouse on the video to experience the video in 360 degrees.
  • On a mobile device, you can view the original (or raw) film capturing 360-degree views. Click here to view the 360-degree interactive video on YouTube. You will be able to touch and drag or move your device sideways or up and down to experience the video in 360 degrees from your mobile.