The MTVN Lower 3rd Video Ad (300x50) ad unit will appear in the bottom of the video player after the content begins. The unit will not pause the underlying video content during the ad’s initial display time. If a user clicks on the Lower 3rd unit, it spawns a long-form video ad in the video player, or launches a new browser window to take the user directly to an advertiser’s website. If the user does not click the Lower 3rd unit, it collapses into a smaller Residual unit (300x25). Clicking on the Residual unit also spawns the same full length video ad or links directly to an advertiser’s website.
The MTVN Lower 3rd Video Ad unit is made up of 3 creative assets, Lower 3rd, Residual, Full Length Video, and 1 clickable URL destination.
( + ) Lower 3rd Video Description
(expand section for more detail)
The Lower 3rd unit is an initial call-to-action 300x50 banner that appears in the bottom portion of the main video window 10 seconds after the video content begins.
The Residual unit (optional) is a secondary call-to-action 300x25 banner that appears if the user does not click on the Lower 3rd after a configurable time delay. This can be text or a small graphic, each having the same click effect as the Lower 3rd. This unit is essentially a less-intrusive way to give users access to the ad after the initial Lower 3rd unit.
The Full Length Video Ad unit (optional) is an expanded video ad that covers the main video window when a user clicks on the Lower 3rd or Residual units. The main content video will be paused when the Full Length Video Ad unit is visible, and will resume after the video ad finishes playback or is closed by the user.
1) Video Content
2) Lower 3rd
0:00 to 0:10
0:10 to 0:20 or till click
3) Residual
4) Full Length Video Ad
0:20 till click
Full length video ad
Creative Asset Deliverables
Lead time is 10 business days.
The creative asset deliverables for the MTVN Lower 3rd video ad unit are as follows:
Lower 3rd:
Container size: 300x50 (does not include the “AD” text and Close button)
See Creative Specifications and Guidelines below for format and encoding information
( + ) Lower 3rd Creative
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Asset must be in .swf, .png, .gif or .jpg format. Vector images and
fonts are recommended.
When using Flash creative, please use the provided Lower 3rd creative
template FLA to ensure compatibility.
Dimensions (stage size) of creative should be set to 300x50 pixels.
The frame rate for Flash animations should not exceed 18fps.
Flash animations should be published as Flash 9 and ActionScript 3.0.
Because the ad creative takes approximately 1 second to roll up and
become fully visible, animation should be set to start after 1 second. The
correct starting frame is labeled in the provided Lower 3rd creative
template FLA.
Opacity of creative’s background should not exceed 70%. Text and images
may be 100% opaque.
Flash animations should not contain any built-in click functionality.
Flash animations should not open any URLs.
Flash animations should not load any external content; all creative
should be embedded and published in the resulting .SWF.
A "stop" action should be placed last frame of Flash animations to keep
from cycling back to Frame 1.
( + ) Residual Creative
(expand section for more detail)
The content of this state can be plain text OR an Flash/image asset
If using an Flash/image asset
Asset must be in .swf, .png, .gif or .jpg format. Vector images and
fonts are recommended.
When using Flash creative, please use the provided Residual creative
template FLA to ensure compatibility.
Dimensions (stage size) of creative should be set to 300x25 pixels.
The frame rate for Flash animations should not exceed 18fps.
Flash animations should be published as Flash 9 and ActionScript 3.0.
Because the ad creative takes approximately 1 second to roll up and
become fully visible, animation should be set to start after 1 second. The
correct starting frame is labeled in the provided Residual creative
template FLA.
Opacity of creative’s background should not exceed 70%. Text and
images may be 100% opaque.
Flash animations should not contain any built-in click functionality.
Flash animations should not open any URLs.
Flash animations should not load any external content; all creative
should be embedded and published in the resulting .SWF.
A "stop" action should be placed last frame of Flash animations to
keep from cycling back to Frame 1.
If using text
The number of characters should not exceed 40 alpha-numeric letters
including punctuation and spaces.
Exact spelling, case, and spacing should be specified.
Deliver text in as a separate text file.
( + ) Full Length Video Ad Creative
(expand section for more detail)
All standard definition deliverables must be adjusted for use within
NTSC color space. The 4:3 aspect ratio along with action safe and title
safe areas need to be considered at all stages of production.
To ensure that your video levels are broadcast safe, you will need to
use a waveform monitor and a vectorscope. A waveform monitor measures
brightness or luminance and a vectorscope measures color or chrominance.
Chrominance and Luminance are expected to be within NTSC legal limits:
Luminance levels should not exceed 100 IRE units.
Chrominance levels should not exceed 100 IRE units in bars and 110 IRE
units in program.
Setup/Black level should not exceed 0 IRE units (digital) or 7.5 IRE
units (Analog)
File naming conventions – Filenames should
contain no spaces, underscores "_" only.
Audio – Audio acquisition and mixing should utilize
24 bit 48khz PCM audio files. General consideration for Audio: In program
audio should average -15dBfs and not exceed -9dBfs. Program audio should
be delivered without static, dropouts, distortion, heavy dynamic
compression or heavy limiting.
High Definition Technical Specs:
All high definition deliverables must be adjusted so that chrominance
and luminance levels fall within legal limits.
Luminance levels should not exceed 100 IRE units.
Chrominance levels should not exceed 100 IRE units in bars and 120 IRE
units in program.
Setup/Black level should not exceed 0 IRE units.
File naming conventions – Filenames should contain no
spaces, underscores "_" only.
Audio – Audio acquisition and mixing should utilize
24 bit 48khz PCM audio files. General consideration for Audio: In program
audio should average -15dBfs and not exceed -9dBfs. Program audio should
be delivered without static, dropouts, distortion, heavy dynamic
compression or heavy limiting.
Reporting and Metrics
Detailed metrics and user behavior for each ad unit are tracked internally. Third party tracking is available for the ad unit as a whole.
( + ) Native tracking capabilities for the Lower 3rd
(expand section for more detail)
Lower 3rd Impressions
Lower 3rd Clicks
Lower 3rd CTR
Lower 3rd Closes
Lower 3rd Close Rate
Residual Impressions
Residual Clicks
Residual CTR
Residual Closes
Residual Close Rate
Lower 3rd + Residual State Clicks Total
Lower 3rd + Residual CTR
Total Lower 3rd + Residual Closes
Total Lower 3rd + Residual Close Rate
Viewed at least 50% of Full Length Video Ad %
Viewed 100% of Full Length Video Ad %
CTR on Full Length Video Ad
eCTR from Lower 3rd /Residual Impressions to Full Length Video Ad Click
