tripadvisor media kit – ad specs · tripadvisor media kit – ad specs janar 2019 p 5 tripadvisor...

TripAdvisor Media Kit – Ad Specs | January 2019 | p. 1

TripAdvisor Media Kit – Ad Specs


Table of Contents

3-5 Ad Policies

6-7 Standard Display Guidelines

8-9 Rich Media Guidelines

10-12 Mobile Specs

13-14 Video Specs

15

TripAdvisor Everywhere Guidelines


TripAdvisor follows the better ads standards for desktop web and

mobile web, as developed by The Coalition for Better Ads.

Brand Safety Policy

TripAdvisor is the world’s largest travel site with over 630 million reviews and opinions, 7.5 million accommodations, airlines, experiences and restaurants. With an average of 455 million monthly unique visitors, it is no wonder that TripAdvisor remains the forum of choice for many agencies and brands to run their advertising campaigns.

TripAdvisor recognizes the importance of advertiser brand safety and integrity. TripAdvisor employs best in class internal resources to manage the safety and effectiveness of each of our advertiser’s campaigns.

All TripAdvisor site campaigns go through an internal, human vetting process before going live on our websites. During this vetting process, our team assesses, amongst other things, the quality of the advertising campaign and the content placement within the page environment in order to consider any brand safety implications.

An integral part of TripAdvisor’s business is the rich user generated content which is uploaded every minute of the day and valued so highly amongst the TripAdvisor community. All content submitted by users is moderated and published in accordance with review submission guidelines and our site terms and conditions. Similarly, any advertising content is published in accordance with advertising terms and conditions and a defined Insertion Order.

For campaigns that involve advertising on third party sites, such as via TripAdvisor Everywhere, we are using the best technology available, at the highest settings, to ensure inappropriate content and contexts are excluded. We operate on specific whitelists and/or blacklists, which can also be supplied by the advertiser. We use a combination of in-house and third party tools to monitor where advertisements are delivered.

In the unlikely event that an advertiser has a query about the placement of a campaign, highlighting a concern regarding their brand safety, TripAdvisor’s dedicated team of account managers are on hand of promptly investigate the concern and discuss a resolution. The contractual consequences of not taking down an ad in accordance with TripAdvisor’s Takedown Policy are evaluated and agreed with the buyer on a case by case basis.

Last updated: October 2018



Policies for all Advertisers

• No competitive advertisers are allowed (e.g. Fodors, Frommers, Zagat, etc.).

• Advertising for meta-search sites (kayak, etc.) in the travel and hotel space will also not be allowed.

• Decisions about non-travel advertising without a travel tie-in will be determined on a case-by-case basis as will advertising for other review or list sites.

• No advertising materials that are indecent, illegal, misleading, harmful, abusive, harassing, libelous, defamatory, or other offensive materials are allowed on the site.

• No advertisements that simulate TripAdvisor’s editorial matter in appearance or style, or that are not readily identifiable as advertisements will be allowed on the site.

• TripAdvisor does not restrict any colors within advertisements; however creative could be rejected if it seems to mimic the colors, functionality, content or look/feel of the TripAdvisor site or brand. This also applies to creative that may be mistaken for TripAdvisor content such as lists, or Wiki-type functionality.

• Advertisers may not use the words “trip” and “advisor” or “advice” in a way that capitalizes on the TripAdvisor name or brand.

• No “flashy”, “blinking” or “game” style ads (“punch the monkey”).

• No advertising for gambling, prescription drugs, tobacco, religion, politics, guns or sexually explicit themes will be accepted.

• TripAdvisor reserves the right to reject creative or request revision if the content or design of the ad deems to be unsuitable for the site or negatively impact user experience.

• Flash is no longer accepted GIF, JPG, PNG, HTML5 are mandatory. For detailed information on HTML5 please refer to HTML5 Guidelines and Ad Specifications in the Ad Guidelines Section.

• SSL compliant creative and tracking links will be mandatory from now on, as our site is moving to full SSL compliance. For more information please contact your sales representative.

Hotel Partner Advertising Policies

• TripAdvisor may restrict certain industries or clients from advertising on the site:

• Any creative that mimics the colors, functionality or content of the TripAdvisor site or brand is not acceptable. Specifically, TripAdvisor will not accept creative that in any way mimics the yellow booking commerce buttons found on the site.

• Advertisers are required to utilize a different color from their branding in the design of any booking buttons on any creative running on TripAdvisor.

• Any creative that offers a specific or exclusive price or discount that is only available to all users by booking on a partner’s site is not acceptable.

• Amenities offers or giveaways is acceptable.

• Membership rates or similar gated offers is acceptable.

• Creative that does not reference a specific price but instead uses copy such “lowest rates guaranteed” is acceptable.

• Any type of Flash sale creative is acceptable as long as the discount is not exclusively available on partner’s site (e.g. sale price must be available on TripAdvisor as well).

• Advertising featuring competitor names or rates is not acceptable.



TripAdvisor Media Kit – Ad SpecsAnimal Welfare Creative Guidelines:

As of January 1, 2017, as part of TripAdvisor’s new Animal Welfare Policy, TripAdvisor will no longer accept any advertising creative that features, via images or copy, the promotion of attractions where tourists come into direct physical contact with captive wild animals or endangered species. This policy applies to advertising creative and sponsored content. This includes but is not limited to:

• Elephant Rides

• “Swim with” programs where tourists touch dolphins

• Petting of captive wild or endangered species, etc.

The policy does have several caveats and exemptions and creative featuring the following content will still be accepted:

• Domestic animals do not apply, e.g. horseback riding, petting rabbits at a petting zoo, etc.

• Aquarium touch pools used for education purposes

• Feeding programs under the supervision of zoo officials

• Scuba programs or Safaris

• Voluntourism programs for endangered species preservation at zoos, aquariums or sanctuaries where it is possible that there might be some level of physical interaction with an animal

For more information on TripAdvisor’s Animal Welfare policy, click here

Alcohol Brand Policy

• Creative must not mention price. Nature of advertisement can NOT be promotional, retail or price-based. Examples: buy one get one free, sale pricing, retail co-op, purchasing online, etc. are NOT allowed.

• Creative cannot feature people consuming alcoholic beverages. Creative must promote the brand or product attributes (e.g. tastes great/less filling). Goals of campaign should be to create awareness or improve brand favorability. Direct response campaigns are not allowed. Creative must click through to brand website.

https://www.tripadvisor.com/PressCenter-i7796-c1-Press_Releases.html


TripAdvisor Media Kit – Ad SpecsStandard Display Guidelines Click here for the HTML5 Guide and Ad Specification

Allowed formats:

• Flash is no longer accepted

• JPEG, GIF, PNG, HTML5

• Backup images for site served HTML5 files are mandatory

• Maximum of 3 creative versions per ad size for site served creative

Tags/Tracking:

• Please note that all creative and tracking links must be SSL compliant

Language Requirements:

Local language is preferred. English language allowed on all sites except for the following where local language is required:• France (entire site)

• Japan (homepage)

• China (homepage)

Booking widgets:

• Are not permitted in 728x90 ad size

• Allowed only on the specific pages based on the client’s industry (the list of the pages provided upon request)

Third party tags:

• Creative swapping through 3rd party tags allowed but all new creatives should conform to our specs and guidelines

• If rich media creatives are being added into rotation, prior approval by TA is required

• It is best practice to provide DCM tags as Internal Redirects

• Any non-DCM 3rd party tags should be provided along with a publisher log in for campaigns billed out of the US

Click through URLS:

• Must spawn a new browser window - spawning click-throughs in the same window is not allowed.

• We recommend all landing pages to be mobile optimized to improve user experience and performance.

Member Update: See Example to the left

• 300x250 static gif/jpeg/png

• No 3rd party tags allowed

• Static images only, no animation allowed due to Outlook 07 limitations

• A third party click URL may be used but no impression tracking is available

http://www.tripadvisor.com/img2/adops/TripAdvisor_HTML5_Specs_19Sept2017.pdf


Standard Display Placements

Standard Display Timings


Type of Ad Serving Format Assets Due

Site served GIF, JPEG, PNG 2 business days prior to launch

Externally Hosted, Non 3rd Party Tags HTML5 5 business days prior to launch

Site served Native Sponsored Video 5 business days prior to launch

3rd party tags Expand/Video/Pushdown 5 business days prior to launch

3rd party tags HTML5 3 business days prior to launch

Newsletter GIF, JPEG, PNG 14 business days prior to launch

Unit DimensionMax Initial

SizeMax Polite

SizeMax Image

File SizeAnimation

Expansion Size

HTML5 Specifics

Leaderboard 728x90

200k for HTML5

400k for HTML5

150k for GIF, JPEG,

or PNG

30 sec limit unlimited

looping

No pixel limit on expansion

size but no full screen takeovers

allowed

18 fpsRectangle 300x250

Wide SkyScraper

160x600

Half Page Ad 300x600


Rich Media Guidelines

3rd Party Rich Media

• Audio as well as Expansion (opening or closing) must be user initiated, no mouse over action will be accepted for either

• No out of banner ads (floating ads)

• Tags must include an iframe buster. Approved vendors available on request.

Expandable Ads

• Not allowed on the homepage

• Not allowed on network buys (TAMN)

• Only 3rd party ad-serving

• Expansion on click only. No mouse-over expandable

• Visible “close” button

• Requires TripAdvisor approval before launch

• Depending on its placement on a given page, the ad must be built as a multi directional ad unit, designed to expand either left/right or up/down on-click

In-Banner Video

• Only 3rd party ad-serving. TripAdvisor doesn’t host in-banner video files

• Visible “STOP” or “PAUSE” button

• Audio must be user initiated

• Maximum length 30 sec



TripAdvisor Media Kit – Ad SpecsPushdown

• Not allowed on network buys (TAMN)

• Not allowed on China site

• Only 3rd party ad-serving - approved vendors list on request

• Requires TripAdvisor approval and testing before launch

• Must receive the creative 7 business days prior to launch.

The below sample denotes a 970w x418h pixel file dimension.

Specification Pushdown - Collapsed Creative Pushdown - Expanded Creative

Ad Unit Dimensions 970w by 66h pixels 970w by 418h pixels

Expansion Direction N/A Down

Maximum File Size 200k 200k initial - 400k for polite download file

Animation 30 seconds maximum Unlimited

Open ButtonA clearly visible “click to expand” button must appear at the bottom of the ad unit at all times

A clearly visible “close (x)” button must appear in the top right corner of the ad unit at all times and only close on click

Sound Not allowedAllowed, must start with sound off and must include a clearly labeled Audio on/off button.

Video Not allowedAllowed, must be hosted by a 3rd party. TripAdvisor cannot accept any video creative files directly

Frame Rate 18 fps max 18 fps max


Mobile Guidelines

Mobile Banners

The below samples denotes an adhesion banner measured at 320x50px


Spec High Resolution Standard

Mobile Ad Size 640x100 (compressed to 320x50) 320x50

File Type GIF, Animated GIF, PNG, or JPEGHTML5, GIF, Animated GIF, PNG, or JPEG

3rd Party Accepted No Yes, HTML5 Only

Max File Size 50k 50k

Tracking3rd Party Tags or Click and Impression Tracking Accepted

3rd Party Tags or Click and Impression Tracking Accepted

TimingMust be received 2 business days before launch

Must be received 2 business days before launch

Linking Must drive to a mobile optimized site Must drive to a mobile optimized site

Click to Call Available Available


TripAdvisor Media Kit – Ad SpecsMobile Native Advertising

Spec Native Internal Linking Native External Linking

PlatformMobile Web + Mobile App (iOS)

Mobile Web + Mobile App

File TypeGIF, Animated GIF, PNG, or JPEG

HTML5, GIF, Animated GIF, PNG, or JPEG

TargetingPOS, IP, Servlet, and Geo ID – required (100 limit)

POS, IP, Servlet, and Geo ID – required (50 max creative versions)

Listing Placement

At top of attractions listings pages (excluding Near Me Now filtering)

After the second organic listing on restaurants and attractions listings pages

Bubble rating

Attraction must have a bubble rating of 3.5 or higher

N/A

Text

Auto-populated via TripAdvisor’s listings database:Title: Property NameText: A review title from the most recent review matching the Business’ existing bubble rating

Required:Headline: Max 27 characters (13 characters for Japanese, Chinese, Korean letters) Body Text: 2 lines @ max of 27 characters each (13 characters each for Japanese, Chinese, Korean letters) No all caps!

PhotoLarge photo: pulled from TripAdvisor’s listings database

Image: 250x250 pixels, max 60k file size

Tracking3rd party impression tracking accepted

3rd Party Tracking Accepted

Native Internal Linking


TripAdvisor Media Kit – Ad SpecsMobile Native Advertising

Spec Native Internal Linking Native External Linking

DeliverablesProperty ID and Listing URL

Required:Headline: Max 27 characters (13 characters for Japanese, Chinese, Korean letters)Body Text: 2 lines @ max of 27 characters each (13 characters each for Japanese, Chinese, Korean letters)Image: 250x250 pixels, max 60k file sizeSponsor Name: Max 30 characters 3rd party tracking accepted, otherwise landing page URL is required

TimingReceived 5 business days before launch

Received 5 business days before launch

Available Servlets

Attractions Listings Pages

Mobile Web:Attractions Listings PagesRestaurant Listings PagesHotel Listings PagesMobile App:Attractions Listings Pages (currently not available on Android)Restaurant Listings Pages

Additional Notes

All elements within creative must be SSL compliant Design subject to change

All elements within creative must be SSL compliant Design subject to change

Native External Linking


TripAdvisor Media Kit – Ad SpecsVideo Specs

Native Sponsored Video

Native Sponsored Video is a creative set complete with logo, companion, and master video file. It plays in the TripAdvisor Large Photo Viewer as Sponsored Advertiser to desktop users.

• 300x250 static companion mandatory

• 100x40 static logo mandatory

• Video title optional with a 40 character limit and language must match targeted locale.

Pre-Roll

Pre-roll is a video ad experience in-stream, before the content is played for the viewer. Video content is subject to approval.



Specification Pre-Roll Native Sponsored Video Companion

Video Duration 00:15 No Limitations N/A

Formatwebm, ogg, ogv, ogs, h.264,

mp4, and movwebm, mp4, and mov JPEG, GIF, PNG

File Size 15MB 300MB 150k

Tracking 3rd Party Click & Impression 3rd Party Click & Impression 3rd Party Click Only

VAST Accepted Accepted Pre-roll only

BitRate 4 MBPS 4 MBPS N/A

FPS 24-30 FPS 24-30 FPS N/A

Display Dimensions640x480 (521x391 min)

(4:3 Aspect Ratio)1920x1080 (16:9 Aspect

Ratio)300x250

Video and Companion Specs


TripAdvisor Everywhere Guidelines

TripAdvisor Everywhere BasicsTripAdvisor Everywhere is an end to end solution that meets marketer goals by leveraging high value, proprietary, fresh data from the world’s most visited travel site to create unique, relevant audiences, extending campaign reach into premium ad positions on sites across the web.

Creative and Tracking Specifications Provide as many ad sizes as possible:

• 160x600

• 300x250

• 300x600

• 320x50

• 468x60

• 728x90

• Native Ad assets

DCM tracking: No InReds possible

Video:

• No 1x1 tracking URLs for raw video assets

• VAST tag required – no VPAID tags

• No added pixels for VAST tags - any additional pixels must be built in on the back end

• 3rd party tags must be skippable

Backup images are mandatory for site served HTML5 creative

Any creative related to tobacco, religion, politics, guns or sexually explicit themes is not allowed. Any creative related to gambling, alcohol, and pharmaceuticals will need to be submitted for approval.


For more information on TripAdvisor’s Ad Specs please visit the Media Kit here »

https://www.tripadvisor.com/InfoCenter-a_ctr.Media_Kit

tripadvisor media kit – ad specs · tripadvisor media kit – ad specs janar 2019 p 5 tripadvisor...

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