Native Video Creative Guidelines + Spec

The User Experience

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native-video-1.png native-video-2.png native-video-3.png
  1. Users will scroll through and see (muted) native videos auto-play in their app
  2. When the video is clicked during playback, it will expand into a modal window and continue to play. Once the video ends, the video will remain on screen until the close button is clicked
  3. After the video has been closed, the user will see the video in-feed with the option to watch the video again.

A closer look at the elements of a native ad: native-video-4.png

MoPub Native Video User Experience

  • Auto-play video when the video is 50% in view on the app, impression after 2s
    • 50% in view is calculated as the rectangle’s size within the phone’s viewport. So if 50% of the ad is “on screen” it is 50% in view. This is also when our impressions tracker fires.
    • Note: Viewability standards may vary by agency, DSP and individual advertiser
  • Videos are muted by default, users can click bottom left icon or tap to expand the ad to unmute
  • Native videos will expand when tapped
    • Expanded videos will be letter-boxed, unless they are full-screen vertical videos
  • User can click the always present call to action (CTA) at any point of video play
    • If the user is viewing the video in feed, the click will be tracked anywhere (but the privacy icon)
    • If the user has tapped the video, and it expands, then the click will be tracked on the CTA

Delivering the Native Ads

MoPub Specification

  • .MP4 file via VAST
  • H.264 compression codec recommended
  • 9:16 or 16:9 aspect ratio recommended (3:2 and 4:3 accepted)
  • Bid request/response in MoPub’s native publicly available spec and below

Requirements

  • Maximum video length: 120s or 2min (no min)
  • Max Video File Size: 5MB
  • Title characters: 50 characters max (text may truncate with an ellipsis to 25 characters)
  • Text characters: 150 characters max (text may truncate with an ellipsis to 100 characters)
  • Image (static): 800x417px min (with a 1.91 ratio, (<100KB for phones and <150KB for tablets recommended)
    • Important note: static image required as this image will display if video fails
  • Icon Image: 80 x 80px (<15KB recommended)
  • Call to Action (CTA) recommended: 15 characters max (UPPERCASE ONLY if ENGLISH ALPH.)
    • Recommendations: PLAY, READ MORE, ORDER NOW, BUY TICKETS, SIGN UP, WATCH, SHOP NOW, LISTEN

Additional Notes

  • Both vertical and horizontal videos are permitted, videos will play in same orientation of user’s device
  • MoPub adds “INSTALL” CTA to all ads by default, please modify if campaign does not require install
  • The click is tracked on the full ad during non-expanded format. The click is tracked in expanded format on the CTA. The privacy icon is not tracked.
  • MoPub allows both SSL and non-SSL creatives at this time (March 2018)
  • End cards not supported today (March 2018)

How to Get Started on MoPub

  1. Connect with your account representative to let him/her you’re planning to run native video
  2. Account rep will turn on native video for you or you can do this in the MoPub Demand Platform
  3. Confirm with account rep that you are indeed seeing live requests

Creative and Technical Best Practices

Creative Best Practices

  • Native video CTA will default to install, DSPs should adjust CTA to match campaign or to to an ‘evergreen’ CTA (i.e. Read More, Learn More, etc.)
  • Brevity is the soul of wit…keep your videos short if possible. Succinct, impactful messages are more likely to be watched in their entirety and therefore more likely to result in driving performance metrics.
  • Adding a description will give the user more context about the brand and products, which will can lead to better brand recall and downstream engagement
  • Ensure that you are using correct punctuation and grammar throughout your text, title and call to action.

Technical Best Practices

  • Bid Response:
    • DSPs must respond with every asset that is submitted marked as required in the request. For native video, at least 5 assets will be required for the publisher to display the video
      • Title
      • Text
      • Main Image
      • Icon
      • Video
  • Break out native video into a new creative ID, for improved reporting and optimization

Targeting Best Practices

  • Targeting wifi enabled users will result in better user experience (format is not pre-cached)
    • If there are not enough wifi users, then gradually include other data connections, but keep in mind that poor data connections can result in suppressed performance.
  • Targeting users on the latest MoPub SDK and latest phone OS is preferable.
  • Targeting users on the most recently released phone also tends to improve performance.

Relevant Documentation

VAST Guide and Best Practices Native Guide and Best Practices

Bid Request/Bid Response Samples

Bid Request Sample

Sample Native Video Bid Request from MoPub

{
   "native":{
      "assets":[
         {
            "data":{
               "len":15,
               "type":12
            },
            "id":5,
            "required":0
         },
         {
            "id":3,
            "img":{
               "hmin":80,
               "type":1,
               "wmin":80
            },
            "required":1
         },
         {
            "id":2,
            "img":{
               "h":627,
               "hmin":417,
               "type":3,
               "w":1200,
               "wmin":800
            },
            "required":1
         },
         {
            "data":{
               "len":100,
               "type":2
            },
            "id":4,
            "required":1
         },
         {
            "id":1,
            "required":1,
            "title":{
               "len":25
            }
         },
         {
            "id":7,
            "required":0,
            "video":{
               "maxduration":120,
               "mimes":[
                  "video/mp4"
               ],
               "minduration":5,
               "protocols":[
                  2,
                  3,
                  5,
                  6
               ]
            }
         }
      ],
      "layout":6
   }
}

Bid Response Samples

6.2.8 Native Video Bid Response (adm)

{
   "bidid":"abc1234",
   "cur":"USD",
   "id":"1234567890",
   "seatbid":[
      {
         "seat":"xyz12345",
         "bid":[
            {
               "ext":{
                  "crtype":"native"
               },
               "id":"12345678",
               "adid":"314",
               "cat":[
                  "IAB1-6"
               ],
               "adm":"{\"native\":{\"link\":{\"url\":\"http:\/\/www.mopub.com\"},\"imptrackers\":[\"https:\/\/imptrackers1.com\/mopub\/win\/${AUCTION_ID}\/${AUCTION_BID_ID}\/${AUCTION_IMP_ID}\/${AUCTION_SEAT_ID}\/${AUCTION_AD_ID}\/${AUCTION_PRICE}\/0.999\",\"https:\/\/imptrackers2.com\/mopub\/win\/${AUCTION_ID}\/${AUCTION_BID_ID}\/${AUCTION_IMP_ID}\/${AUCTION_SEAT_ID}\/${AUCTION_AD_ID}\/${AUCTION_PRICE}\/0.999\"],\"assets\":[{\"id\":1,\"title\":{\"text\":\"Title\"}},{\"id\":2,\"img\":{\"url\":\"http:\/\/d30x8mtr3hjnzo.cloudfront.net\/creatives\/8003cbe865a24282a47ce346ff271000\",\"h\":627,\"w\":1200}},{\"id\":3,\"img\":{\"url\":\"http:\/\/d30x8mtr3hjnzo.cloudfront.net\/creatives\/a7b528d5c537426da5e42f418cc35e47\",\"h\":80,\"w\":80}},{\"id\":4,\"data\":{\"value\":\"This is the text\"}},{\"id\":5,\"data\":{\"value\":\"CTA Text\"}},{\"id\":6,\"data\":{\"value\":\"4.5\"}},{\"id\":7,\"video\":{\"vasttag\":\"<<INSERT VAST XML>>\"}}]}}",
               "adomain":[
                  "advertiserdomain.com"
               ],
               "bundle":"com.foo.mygame",
               "cid":"campaign111",
               "crid":"101409",
               "impid":"1",
               "iurl":"http://adserver.com/pathtosampleimage.jpg",
               "price":0.999
            }
         ]
      }
   ]
}

6.2.9 Native Video Bid Response (ext.admnative)

{
   "bidid":"abc1234",
   "cur":"USD",
   "id":"1234567890",
   "seatbid":[
      {
         "seat":"xyz12345",
         "bid":[
            {
               "ext":{
                  "crtype":"native",
                  "admnative":{
                     "native":{
                        "link":{
                           "url":"http://www.mopub.com"
                        },
                        "imptrackers":[
                           "https://imptrackers1.com/mopub/win/${AUCTION_ID}/${AUCTION_BID_ID}/${AUCTION_IMP_ID}/${AUCTION_SEAT_ID}/${AUCTION_AD_ID}/${AUCTION_PRICE}/0.999",
                           "https://imptrackers2.com/mopub/win/${AUCTION_ID}/${AUCTION_BID_ID}/${AUCTION_IMP_ID}/${AUCTION_SEAT_ID}/${AUCTION_AD_ID}/${AUCTION_PRICE}/0.999"
                        ],
                        "assets":[
                           {
                              "id":1,
                              "title":{
                                 "text":"Title"
                              }
                           },
                           {
                              "id":2,
                              "img":{
                                 "url":"http://d30x8mtr3hjnzo.cloudfront.net/creatives/8003cbe865a24282a47ce346ff271000",
                                 "h":627,
                                 "w":1200
                              }
                           },
                           {
                              "id":3,
                              "img":{
                                 "url":"http://d30x8mtr3hjnzo.cloudfront.net/creatives/a7b528d5c537426da5e42f418cc35e47",
                                 "h":80,
                                 "w":80
                              }
                           },
                           {
                              "id":4,
                              "data":{
                                 "value":"This is the text"
                              }
                           },
                           {
                              "id":5,
                              "data":{
                                 "value":"CTA Text"
                              }
                           },
                           {
                              "id":6,
                              "data":{
                                 "value":"4.5"
                              }
                           },
                           {
                              "id":7,
                              "video":{
                                 "vasttag":"<<INSERT VAST XML>>"
                              }
                           }
                        ]
                     }
                  }
               },
               "id":"12345678",
               "adid":"314",
               "cat":[
                  "IAB1-6"
               ],
               "adomain":[
                  "advertiserdomain.com"
               ],
               "bundle":"com.foo.mygame",
               "cid":"campaign111",
               "crid":"101409",
               "impid":"1",
               "iurl":"http://adserver.com/pathtosampleimage.jpg",
               "price":0.999
            }
         ]
      }
   ]
}

Last updated October 17, 2018

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