Adobe Labs

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Rich Media Advertising

Adobe is collaborating with EyeWonder, Greystripe, Medialets, Mediamind, PointRoll and Sprout to define two new full screen ad formats for smart phones that support Adobe® Flash® Player 10.1 software and/or HTML5.

As mobile advertising becomes an increasingly important medium to drive brand awareness and purchase intent, the new formats will give agencies the ability to retain control over creative design and development, while providing technical requirements to help ensure a consistent and interactive user experience. Additionally, we hope by using a common format, agencies and publishers can increase efficiency in ad creation, trafficking, delivery and reporting.

Learn more about Adobe’s solutions for Advertising


Examples of the ad format by participating companies:

Full Screen Rich Media Ad Formats for Mobile — Draft Version 1.16

Goal and Scope

  • Goal: Define technical and experience requirements that will ensure an excellent user experience. At the same time, do not impinge on the creative design and development.
  • Scope: The current formats are designed to provide reach across major mobile platforms and will eventually expand to tablets and other new device classes.

Format Overview

  • FS-microsite: Rather than expanding to a static image in a full screen banner, this ad format requires interactive product details and/or lead capture be built into the full screen expansion. It lets users stay in context and not be taken to a web browser, delivering more information in a rich, interactive experience, which helps drive brand recognition and awareness.
  • FS-video: This ad format delivers re-purposed broadcast ads or other high-quality video advertising to the end user, optimizing bandwidth and allowing agencies and publishers to re-use broadcast advertising assets for mobile.

Both formats include:

  • Banner with expansion to full screen
  • Full screen has standardized close button
  • Banner expands to full screen only on click/touch (no auto-expand)
  • Banner and full screen may be either flash or image (static or animated image)
  • Flash content should have backup images or HTML representation
  • Ads may be presented within the context of a web page or an application.


  • In general, the ad should be able to properly layout in each orientation (portrait or landscape) or to lock itself to an orientation.
  • Banner size: 320×50 (exact size may vary based on target handsets)
  • Full screen portion should be complete screen takeover (should adapt to screen dimensions)
  • Full screen portion must include a close button () 25×25 pixels in the upper right hand corner (-5px-5px from top right).

File Size & Ad Loading

  • Ads should be optimized for minimal display latency: the first banner view (first frame of animation) should be rendered within 3 seconds of client ad display request.
    • Non-prefetched/cached banner content should be 40kB max
    • In the case of prefetched (cached) ads, larger ad content may be loaded prior to ad display request
    • After start of banner rendering, ad may initiate a “polite” download of additional content.
    • Polite download content should be limited to 80k.
  • Full screen portion (first frame of animation) should render within 2 seconds of banner click/touch.
    • During full screen display, the ad may download an arbitrary amount of additional content.
    • Full screen portion of ad should have backup rendering (such as a static image) in case of failure to download polite or additional full screen content. Backup rendering may link to or redirect to online web content.

Spec for ad animations are as follows:

  • Animations (whether in banner or full screen) should be limited to 12 to 24 frames/second.
  • Banner animation occurs occurs in two phases (high and low animation):
    • During the first 15 seconds of animation, no more than 50% of the banner view should change per second. (Note: this implies no “flashing” banners.)
    • During the remainder of animation, no more than 5% of the banner view should change per second.
  • Expansion from banner to full screen may be animated in a vendor specific fashion.
  • In-application ads may dynamically refresh (to new content from different campaign or advertiser) no more than once per 30 seconds.

Audio Requirements

  • Audio only plays in full-screen mode
  • Ads with audio content must include a mute button clearly visible
  • Audio content must include pause and stop buttons while playing
  • Streaming audio must adapt bitrate to available bandwidth. At least two stream encodings must be available, one for low bit rate, one for higher:
    • Low bit rate stream must be <= 64kb/s
    • High bit rate stream should be >= 128kb/s
  • Recommended:
    • Mute button and other controls should be at least 25×25 pixels

Video Requirements for FS-video

  • Video may only play in full-screen mode
  • Video content must include pause and stop buttons while playing
  • Streaming video must adapt bitrate to available bandwidth. At least two stream encodings must be available, one for low bit rate, one for higher:
    • Low bit rate stream must be <= 64kb/s
    • High bit rate stream should be > 500kb/s
  • Recommended:
    • All controls should be at least 25×25 pixels
    • FS-video should be played in landscape format to ensure full screen coverage. i.e. automatic video flip to horizontal if necessary.


Engagement Metrics:

  • Required:
  • Total Clicks: The total number of clicks made on an ad.
  • CTR: The percentage of Total Clicks out of Served Impressions.
  • Total Interactions: The total number of user initiated actions. The number includes Clicks, ‘Panel’ open, Flash movie replay, Video Mute/’Sound On’/Pause, Full Screen Video mode Start/Pause/End, or Custom Interactions defined in an ad.
  • Interaction Rate: The percentage of Total Interactions out of Served Impressions.
  • Total Full Screen Expansions: The total number of Full Screen expansions (both user-initiated and auto-initiated).
  • Total Full Screen Rate: The percentage of Total Full Screen expansions out of Served Impressions.
  • Full Screen Average Duration (Sec): The average time the ad was in Full Screen mode.

Engagement Metrics for FS-video

  • Required:
  • Video Started: The number of times a video started. Both user- and auto-initiated videos are counted.
  • Video Started Rate: This value represents the number of time the video started out of Served Impressions.
  • Video Average Duration (Sec): The average duration of the video, which was played.


  • Adobe and partners plan to provide tools and example code for:
    • Validating ad download size and load time constraints (for banner and full screen)
    • Validating frame rate and banner refresh constraints
    • Validating ad performance across reference devices and reference web pages
    • Sample code for expanding from banner to full screen

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