How do you comply with the rich media ads guidelines and standards?

Rich media ads are interactive, dynamic, and engaging ads that can include video, audio, animation, and other interactive elements. They can help you attract attention, increase engagement, and boost conversions. However, they also have to comply with certain guidelines and standards to ensure a smooth and consistent user experience across different devices, browsers, and platforms. In this article, you will learn how to comply with the rich media ads guidelines and standards for display advertising.

1 Know the specifications

The first step to comply with the rich media ads guidelines and standards is to know the specifications for your ad format, size, file type, and other technical aspects. Different publishers, networks, and platforms may have different requirements and limitations for rich media ads, so you need to check their specifications before creating and submitting your ads. You can also use tools like Google Web Designer or Adobe Animate to create and test your rich media ads according to the specifications.

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Ipsita Mund

Team Lead + Account-Ops at Databeat.io | Programmatic Advertising | Adtech | GAM | Header Bidding | Mediation | SPO | RTB | SSP
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To comply with rich media ads guidelines and standards, ensure your ads adhere to platform-specific specifications regarding file size, format, and dimensions. Follow best practices for user experience by limiting ad duration and avoiding intrusive elements. Include clear call-to-actions and ensure ads are responsive across devices. Adhere to privacy regulations by obtaining user consent for data tracking and providing an option to opt-out. Regularly review guidelines from major advertising platforms and update your ads accordingly to maintain compliance.

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Jaap den Hertog

Co-Founder / CTO at Men in Green & molo loco
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One thing that really helps is getting all the right specs from the right publishers before you start building your campaign. We often find that in larger campaigns you can find similarities between the different specs which allows you to streamline your productions. Personally I would recommend building Rich Media ads in a code editor. So without an editor such as Google Web Designer or Adobe Animate. But if you need to make a choice, I would choose Google Web Designer over Adobe Animate because of the seamless integration with platforms like DoubleClick Studio and Display & Video 360.

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Aswin Raaju V ↗️

Building TerraTern 🚀 | LinkedIn Top Voice | Certified Performance Marketer drafting strategies for Generating Highly Qualified Leads | Lead Generation | E-commerce | Amazon Advertising
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Take advantage of opportunities to learn from industry peers and experts. Share insights and experiences with colleagues, attend conferences or webinars, and participate in relevant professional communities to gain new perspectives and ideas for improving your rich media ad campaigns.

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2 Follow the best practices

The second step to comply with the rich media ads guidelines and standards is to follow the best practices for designing and developing your rich media ads. These include utilizing clear call-to-action buttons that motivate users to interact with your ad, optimizing its loading speed and performance by minimizing the file size, using compression, and avoiding unnecessary scripts and animations. Additionally, respect user choice and control by providing a close or skip button, limiting the auto-play duration and frequency, and avoiding sound or video that plays automatically or without user initiation. Finally, test your ad across different devices, browsers, and platforms to ensure compatibility and functionality.

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Aswin Raaju V ↗️

Building TerraTern 🚀 | LinkedIn Top Voice | Certified Performance Marketer drafting strategies for Generating Highly Qualified Leads | Lead Generation | E-commerce | Amazon Advertising
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Implement industry best practices when creating rich media ads. This involves designing ads that are visually appealing, engaging, and relevant to your target audience. Consider factors like ad placement, messaging, and call-to-action to maximize effectiveness.

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3 Adhere to the policies

The third step to comply with the rich media ads guidelines and standards is to adhere to the relevant policies and regulations. Depending on your target audience, location, and industry, you may have to comply with the Interactive Advertising Bureau (IAB) standards and guidelines, the Coalition for Better Ads standards for acceptable ad experiences, the General Data Protection Regulation (GDPR) and the California Consumer Privacy Act (CCPA) for data privacy and consent, the Children's Online Privacy Protection Act (COPPA) and the Children's Advertising Review Unit (CARU) guidelines for advertising to children, as well as the Federal Trade Commission (FTC) rules and guidelines for advertising disclosures and endorsements.

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Aswin Raaju V ↗️

Building TerraTern 🚀 | LinkedIn Top Voice | Certified Performance Marketer drafting strategies for Generating Highly Qualified Leads | Lead Generation | E-commerce | Amazon Advertising
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Ensure strict compliance with advertising policies set forth by platforms like LinkedIn. This includes guidelines related to content, targeting, and user experience. Failure to comply with these policies could result in ad rejection or account suspension.

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4 Monitor and optimize your ads

The fourth step to comply with the rich media ads guidelines and standards is to monitor and optimize your rich media ads based on their performance and feedback. You can use tools like Google Ads or Google Marketing Platform to measure and analyze your rich media ads metrics, such as impressions, clicks, interactions, conversions, and viewability. You can also use tools like Google Optimize or Visual Website Optimizer to run A/B tests and experiments to improve your rich media ads design, copy, and layout. By monitoring and optimizing your rich media ads, you can ensure that they are delivering the best results and meeting the expectations of your users and publishers.

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Aswin Raaju V ↗️

Building TerraTern 🚀 | LinkedIn Top Voice | Certified Performance Marketer drafting strategies for Generating Highly Qualified Leads | Lead Generation | E-commerce | Amazon Advertising
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Continuously monitor the performance of your rich media ads and make adjustments as needed to improve results. This may involve A/B testing different creative elements, targeting criteria, or ad formats to optimize for key metrics such as click-through rates or conversions.

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5 Stay updated and informed

The fifth step to comply with the rich media ads guidelines and standards is to stay up-to-date on the latest trends, developments, and changes in the industry. To do this, you can subscribe to newsletters, blogs, podcasts, and webinars that cover topics related to rich media ads. For example, the Google Ads Developer Blog offers updates and tips on Google Ads products and features, while the IAB Tech Lab Blog provides news and insights on IAB standards and initiatives. Additionally, the Better Ads Blog offers research and resources on better ad experiences, the AdExchanger Blog provides analysis and commentary on digital advertising and marketing, and the Display Advertising Podcast features interviews and discussions with display advertising experts and practitioners. By staying informed of these best practices, innovations, and opportunities in the rich media ads industry, you can remain compliant.

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Aswin Raaju V ↗️

Building TerraTern 🚀 | LinkedIn Top Voice | Certified Performance Marketer drafting strategies for Generating Highly Qualified Leads | Lead Generation | E-commerce | Amazon Advertising
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Keep abreast of any changes or updates to rich media ad guidelines and standards. Platforms like LinkedIn often update their policies and specifications, so it's important to stay informed to ensure ongoing compliance and effectiveness of your ads.

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6 Learn from others

To comply with the rich media ads guidelines and standards, you should learn from others who have successfully created and run rich media ads campaigns. You can browse through case studies, examples, and showcases of rich media ads that have achieved impressive results, such as the Google Rich Media Showcase for creative and effective ads across different formats, industries, and objectives, the IAB Gallery for award-winning and innovative ads from around the world, and the Rich Media Gallery for inspiring interactive ads from various publishers and networks. Learning from others will give you ideas, inspiration, and insights to help create your own successful campaigns.

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Aswin Raaju V ↗️

Building TerraTern 🚀 | LinkedIn Top Voice | Certified Performance Marketer drafting strategies for Generating Highly Qualified Leads | Lead Generation | E-commerce | Amazon Advertising
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Take advantage of opportunities to learn from industry peers and experts. Share insights and experiences with colleagues, attend conferences or webinars, and participate in relevant professional communities to gain new perspectives and ideas for improving your rich media ad campaigns.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Aswin Raaju V ↗️

Building TerraTern 🚀 | LinkedIn Top Voice | Certified Performance Marketer drafting strategies for Generating Highly Qualified Leads | Lead Generation | E-commerce | Amazon Advertising
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Accessibility: Ensure your ads are accessible to all users, including those with disabilities. Use alt text for images and ensure interactive elements can be navigated via keyboard. Localization: Tailor your ads to different geographic regions by considering cultural nuances and language preferences. Legal Compliance: Comply with all relevant advertising laws and regulations in the regions where your ads are displayed. Brand Consistency: Maintain consistent branding across all ads to reinforce brand recognition and trust. User Feedback: Collect and analyze feedback from users to identify areas for improvement and to better understand audience preferences. Security: Ensure your ads do not compromise user security.

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How do you comply with the rich media ads guidelines and standards?

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1 Know the specifications

2 Follow the best practices

3 Adhere to the policies

4 Monitor and optimize your ads

5 Stay updated and informed

6 Learn from others

7 Here’s what else to consider

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