Skype Non-Expanding Connection Hub Ad

Last Updated - March 17, 2015

Creative Acceptance Policy

All creative must meet the requirements of the MSA Creative Acceptance Policy

Ad Specifications
Ad Type / Initial Download File Max Initial Max Weight Max Weight Progressive Audio Specifications/ Animation/ Looping Alt
Ad Size Size Size (GIF/JPG) Download File Secondary (Polite) Download (Video/ Limit Limit Text
Size Download Streaming Only) Limit
Banner 320W X 35k 35k 100k 2.2mb Allowed on user click Allowed; Duration: 15 65 char
320x50 50H only; Duration: 30 sec sec, Video Duration: 30
sec
Banner 728W X 40k 40k 100k 2.2mb Allowed on user click Allowed; Duration: 15 65 char
728x90 90H only; Duration: 30 sec sec, Video Duration: 30
sec
Rectangle 300W X 40k 40k 100k 2.2mb Allowed on user click Allowed; Duration: 15 65 char
300x250 250H only; Duration: 30 sec sec, Video Duration: 30
sec
Skyscraper 160W X 40k 40k 100k 2.2mb Allowed on user click Allowed; Duration: 15 65 char
160x600 600H only; Duration: 30 sec sec, Video Duration: 30
sec
Skyscraper 300W X 40k 40k 100k 2.2mb Allowed on user click Allowed; Duration: 15 65 char
300x600 600H only; Duration: 30 sec sec, Video Duration: 30
sec

Accepted File Types

Flash
GIF
JPEG
PNG

The User Experience

The new Skype Classic Client Chat Ad Redesign displays the best ad placement based on Client window resize.

1. User opens Skype Client

2. User selects a contact from their contact list to open the Skype Connection Hub screen where they can start a chat
with that contact.
3. Only one of the five ad sizes (320x50, 300x250, 160x600, 300x600, or 728x90) will appear based on the size
of the users Skype window when displaying the Connection Hub screen.
4. If the user resizes their Skype window, the appropriate ad size will display based on pre -set parameters.

NOTE: As part of the Skype redesign, 728x90 and 160x600 ad placements may be cropped upon Skype Client
window resize.

1. It is up to the Advertiser to ensure that the creative design elements such as Advertiser branding, logos, and CTA
are positioned as detailed below to avoid cropping on Client window resize.
1. For 728x90 ad size, up to 145 pixels (~20% of default ad size) may be cropped from the right side.
2. For 160x600 ad size, up to 120 pixels (~20% of default ad size) may be cropped from the bottom.
2. If the Advertiser is including an AdChoices logo inside of the ad unit, the icon may be truncated if/when a user
resizes their Skype window. Therefore, we recommend adding the AdChoices logo in the top left corner to avoid it
getting cropped/covered.

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Ad Specifications

Audio must be user click-initiated and never automatic.

If audio is used, creative must include an On/Off switch for users.
Animation is limited to first 15 seconds. 15 seconds of looping is allowed.
Use animation carefully. Keep animation smooth and fluid, using slow motion and gentle fades. Fast and abrupt
motion is highly irritating. Avoid experiences that 'break through' the page or abuse the content.
Flash files require the ClickTag method embedded in the file Click Here for documentation
Creative must feature a 1 pixel border (gray [#666666] or black recommended, though any color that clearly
distinguishes the ad from the content may be used).
Click destination URL must open into a new browser.
All creatives/Tags MUST be tested in a live Skype QA environment.
Third party impression pixels and click tracking is allowed.

Load Requirements

Initial Load Size: Max 40KB

Subsequent Polite Load Size:
o Up to 4 additional download streams upon user click are permitted. Each additional stream may not
exceed 100kb.
o Up to 400kb for SWFs (animation/interaction) and 2.2mb for FLVs (video).

Audio Specification

User initiated only, duration 30 seconds

On-load Audio: No sound

Video Specification

User-initiated Video
Can include Click to Continue, Click to Play or Reply buttons
Must include: progress bar, play/pause/stop button, mute/un-mute button.
Actions on User Click: Once Pause or Stop is clicked; there should be zero animation or video. All sound and
animation should stop upon exit click.

Other Specifications

Ad cannot mimic Windows or Skype Products, any Skype experience, designs, graphics, colors or logos without
prior approval
Ad cannot have strobing effects
All ads must have a visible border
Z-index for rich media ads should be set to 1000000 and wmode=opaque
No pop-ups, floating ads, expanding ads, or any ads with un-user initiated audio.
Mouse effects are allowed provided that such effects must be user initiated (by rollover or click) and are always
under the control of the user.

Skype Connection Hub Example

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Certified Rich Media Vendors

AdForm
AdGear
Adition
Adman
Admotion
Adverticum
Conversant
Doubleclick
EyeReturn
FlashTalking
Interpolls
Jivox
Movad
PointRoll
Sizmek
Weborama

Data Reported

1st party ad impressions and clicks.

3rd party Rich Media partners will typically provide impressions and click-through data, as well as enhanced
metrics. Please consult your Certified Rich Media partner of choice (from the list above) for more details.

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Data Collection

Advertisers cannot generate a list of Skype users.

Advertisers may not give Skype user data collected through running an ad to any third party, including
information derived from targeting criteria.
Microsoft permits advertisers to collect user-provided personal information (for example, through web forms
embedded in ads).
Advertisers may be required to modify ad units or provide additional disclosure in order to be acceptable for
advertising on Microsoft sites.
Advertisers wishing to collect personal information (according to specifications above) within advertisements must
follow these guidelines:
o Clearly identify organization
o Provide link to privacy policy (usually adjacent to the web forms submit button)
o Identify purpose for collecting information

Ad Submission Guidelines
All creative must meet the MSA Ad Submission Guidelines

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