Creative guidelines

Basic materials must be delivered by noon, no later than three (3) full working days before the start of the campaign (png, gif, jpg and flash materials, and third-party tag materials). Special materials must be delivered by noon five (5) full working days before the start of the campaign.

The address for delivering materials is: verkkomainonta(a)

In the subject field, please indicate the name of the advertising customer and the campaign period. Also indicate the following information in the body of the message:

1) name of the advertiser
2) campaign period
3) advertising solution (e.g. Alma RON, Almascope, mobile network)
4) Number of impressions
5) URL for redirecting clicks on the advertisement

Advertising materials can be delivered in picture file formats (jpg, gif and png) or in flash format. Alternatively, they can be delivered as third-party tags.

If the materials are in html format, please contact us at: verkkomainonta(a)

Basic advertising formats desktop

Basic advertising formats, desktop

Parade spot

980 x 400 px

80 kb


980 x 120 px

40 kb

Extended large banner

160 x 600 px 

40 kb

Giant box

468 x 400 px

40 kb


300 x 250 px

40 kb

Mobile advertising

Instructions concerning materials:

    Mobile advertising

    Please take the following special requirements concerning mobile advertising into account, along with the general instructions concerning materials.

    Picture advertisements

    • Materials for mobile panoramas: 600 x 300 px
    • Materials accessed via tags: 300 x 150 px
    • Materials for mobile parades: 600 x 600 px
    • Materials accessed via tags: 300 x 300 px
    • Materials for mobile boxes: 300 x 250 or 600 x 500 px
    • File formats: PNG, JPEG, GIF or AGIF, max 60 kB
    • The following redirect options are available for advertisements: website, mobile site, phone call, send text message, video, application store, save new contact, and passbook coupon.

    Rich Media solutions

    Click here for instructions concerning Rich Media advertising formats.

    HTML5 materials

    HTML5 materials

    General information

    As of autumn 2015, Flash support in popular browsers has declined. We recommend that animated/actionable materials are produced in HTML5 format. We do, however, still accept Flash materials. In the case of Flash materials, the advertiser must also supply a back up image that will be displayed on browsers that do not support Flash.


    • Using light libraries in materials is permitted. It is recommended that the libraries are included in the materials package. We do not recommend the use of jQuery.
    • The external loading of large font files is not recommended. The sizes of font files must be included in the calculation of kilobyte limits. A font can only be included in the package if the advertiser holds the relevant licence.
    • If data is retrieved from external servers, the server must have sufficient capacity to handle the traffic volume of the publisher’s website.
    • Connection errors must be taken into account in the functionality of the materials.
    • The effect of the materials on computing performance must be taken into account (maximum CPU load approximately 20%)
    • All external data must be loaded using the HTTPS protocol.

    Required functionality

    • The pointer must change on clickable areas to clearly indicate that there is a link there
    • Links must open in new tabs

    File sizes

    Initial loading

    • The advertisement’s initial loading size must be minimised. This can be achieved by optimising images and files and loading larger files after the page has loaded.
    • The size requirements for materials and recommended maximum kilobyte sizes for their initial loading are shown below.

    Size in pixels

    Maximum initial load size file


    100 KB


    100 KB


    100 KB


    100 KB


    200 KB

    1600x1200 (wallpaper)

    300 KB

    Lazy load/polite load

    • Refers to loading files included in the materials only after the page has been loaded.
    • This must be used if the size of the materials exceeds the kilobyte limits. The initial load file size must be within the kilobyte limit.
    • While loading additional data after the initial load is possible, unnecessary loading must be avoided.


    • Links in the materials must be made using the, …) command or as normal <a> tags
    • For materials produced using Adobe Edge, links must be created using the compositionReady event.
    • Clicks may not be registered in all materials—for example, if the clickable areas are created dynamically

    Delivering materials

    When delivering materials, the advertiser must indicate what browsers the materials are compatible with. A back up image may be displayed on incompatible browsers. The normal website kilobyte limits apply to back up images.

    HTML5 materials must be delivered in the form of zip archives that contain all files used in the materials. The index.html file must be in the root of the zip archive. The content of the advertisement is displayed inside an iframe.

    HTML5 files run via tags must also comply with these specifications.

    Additional information

    More information on Alma Media’s online advertising management: verkkomainonta(a)

    Flash and tag materials

    Flash and tag materials

    Instructions concerning flash and tag materials:

    • Backup images in gif or jpg format must be provided for flash materials. Flash advertisements can only be displayed on browsers with a relatively up-to-date version of Adobe Macromedia Flash Player (version 9 or newer). Older versions and devices that are incompatible with flash (such as iPads and iPhones) will display the backup image.
    • Flash advertisements loaded via tags must have the wmode=opaque or wmode=transparent parameter and a backup image must be provided.
    • The maximum file size is 40 kB (parade-sized materials 80 kB).
    • The Clicktag command must be written as follows (ActionScript 2.0): 
    • on(release){ getURL(_root.clickTAG, "_blank"); }
    • When delivering materials, the advertiser must always indicate the URL to which the materials will be linked. The link must open in a new window. The URL must not be contained within the flash file.
    • The advertiser must test the materials on popular browsers (such as Internet Explorer, Firefox, Chrome, Opera and the most common versions of Safari) If the advertisement is displayed via a tag, the advertisement must only be displayed on browsers and operating systems on which it has been tested.

    Performance-based advertising

    Perfomance-based marketing

    Please take the following special requirements concerning performance-based advertising into account, along with the general instructions concerning materials.

    • For each campaign, the advertiser must deliver at least three (3) advertising formats:
      • panorama 980 x 120 px or giant banner 728 x 90 px
      • box 300 x 250 px
      • large banner 140 x 350 px or extended large banner 160 x 600 px
    • Maximum file size 40 kB
    • The materials must direct the user to take action (action request, competition, special offer, etc.) and they must be clickable over the entire area of the advertisement. The materials may not include sound or video.
    • Only one (1) clicktag per material is permitted in performance-based advertising



    Instream video advertising

    Instructions for preroll video


    • Format: mp4
    • Codec: H.264
    • Resolution: 640x360 px
    • Bitrate: 2000 kbit/s
    • Framerate: 24, 25, 30 FPS
    • Duration: max. 20 seconds
    • AudioCodec: AAC-LC
    • Channels: Stereo
    • Data rate: 160 kbit/s
    • Sample rate: 48 kHz

    Target page URL must be indicated for advertising traffic.

    Instructions for third party tag videos


    • Format: mp4
    • Codec: H.264
    • Resolution: 640x360 px
    • Bitrate: 750 kbit/s
    • Framerate: 24, 25, 30 FPS
    • Duration: max. 20 seconds
    • Moov atom at the start of the file (Fast Start / Progressive download)
    • AudioCodec: AAC-LC
    • Channels: StereoData rate: 128 kbit/s
    • Sample rate: 48 kHz
    • Target page URL must be indicated for advertising traffic. 
    • VPAID implementation is not supported.

    The materials must be delivered no later than three (3) working days before the start of the campaign.

    Inread video ad

    • Resolution: max 1920*1080 – min 640*360
    • File size max: 200 MB
    • Videoformats: mov, flv, mpeg4, avi, etc.
    • Length: 30 sec max (additional costs for longer videos)
    • Aspect ratio: 16:9 (4:3 not supported)
    • Codec: all video codec formats, except: ProRes 4444, HDV 720p60, Go2 Meeting 3 & 4, ER AAC LD, REDCODE
    • Voice: on
    • URL redirect (by click) OR VAST redirect
    • File size max that can be hosted by an agency: 5 MB

    Inbanner video advertising