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Creative packs

Creative packs are the content of your ad campaigns. This article covers the following:

Creative asset specs

Important: Please review Unity's advertising content policy. Due to the sensitive nature of gambling ads across many of our publishers, Unity requires gambling advertisers to be managed accounts. Gambling creatives from unmanaged partners will be rejected in moderation. To become a managed partner or learn more about Unity's gambling ad policies, please contact us.

Videos

While only one video is required, uploading a video for each orientation yields better optimization. When a creative contains both, Unity’s valuation algorithm selects the best orientation to display.

  • 30 seconds or less.
  • H.264-encoded MP4 format.
  • 16:9 pixel ratio for landscape videos, or 9:16 pixel ratio for portrait videos.
  • Recommended file size is 10MB. Maximum file size is 100MB. Videos are re-encoded to be suitable for various bitrates. The final video shown will be optimized for the user's available network speed and cache settings.
  • (Apple only) Due to Apple requirements, Unity recommends only depicting the Apple app store logo. See Apple marketing guidelines for more information.

End cards

End cards are creative assets displayed at the end of an ad with a call to action for users to download the advertised product. In a later section of this doc, note that Unity now supports Video & Playable End Cards.

  • Use JPG, PNG, or GIF format.
  • Use one of the following dimension formats:
    • For square end cards, use 800 x 800 (1:1) pixel resolution.
    • Otherwise, use 800 x 600 (4:3) pixel resolution for landscape images and 600 x 800 (3:4) pixel resolution for portrait images.
  • (Apple only) Due to Apple requirements, Unity recommends only depicting the Apple app store logo on end cards for iOS videos. See Apple marketing guidelines for more information.

Note: Dynamic cropping may occur when using landscape and portrait images, to account for different device sizes. To avoid losing critical information, allow a 100-pixel buffer from the top and bottom edges of portrait images, or left and right edges for landscape images.

Playables

Playable ads allow users to play a quick interactive demo of your game. See below for the playable requirements.

Video and Playable End Cards

Interactive playable end cards add a layer of engagement at the end of your regular 15-30 second video ad, giving the end user a feel for the game before they choose to download.

Video

While only one video is required, uploading a video for each orientation yields better optimization. When a creative contains both, Unity’s valuation algorithm selects the best orientation to display.

  • 30 seconds or less.
  • H.264-encoded MP4 format.
  • 16:9 pixel ratio for landscape videos, or 9:16 pixel ratio for portrait videos.
  • Recommended file size is 10MB. Maximum file size is 100MB. Videos are re-encoded to be suitable for various bitrates. The final video shown will be optimized for the user's available network speed and cache settings.

Playable end card

  • A single, inline, responsive HTML file up to 5MB
  • Respect isViewable state
  • Playable can otherwise start along with video, see IAB page 21
  • CTA button, leading to play store/app store
  • Must adhere to MRAID 2.0 specification.
  • It must be minified.
  • End cards must be provided for both portrait and landscape versions.

Note: Do not use auto-redirecting playables. See these additional playable requirements. Also see MRAID methods below.

Managing creative packs

Creative packs are the set of files (creatives) that you use to create your ad campaign. This section describes how to work with creative packs and how to manage creatives.

  1. From the Apps page of the Acquire Dashboard, select or search to find the app that you want to manage. Apps page.

  2. The Campaigns page appears and displays all campaigns from this app. Apps2 page.

From the Campaigns page, click Creative packs from the left menu to create, assign, unassign, and delete creative packs across your campaigns.

Creative packs page.

This Creative packs page displays a summary of all your creative packs, including their type, moderation status, and number of campaigns they’re assigned to. You can use the search bar to filter creatives, click any column heading to sort by attribute, or click the chevron to expand a creative’s details. (You can also manage creative files individually rather than as part of a creative pack.)

Adding new creative packs

When you click Create, you will be able to choose between Video & End card, Playable, and Video & Playable end card.

Note: You can preload Creatives prior to creating creative packs, or you can add creatives as you create the creative pack.

Adding a new video or end card

From the Creative packs page:

  1. Click the Create button. Choose Video & End Card.
  2. Enter a creative pack name.
  3. Upload end card or video assets or select Choose existing if this applies. Be sure to provide the information requested (to learn more, see creative asset specs.
  4. Click the Create button to progress.

    Adding a new end card or video.
  5. Select the end card and video languages, then click the Create button again to save.

    Selecting video and end card language.

Your new creative pack now appears in the campaign’s creative packs list with moderation Pending (see section on [Moderation)[#moderation] below). Also, the creatives used in this campaign will be available to easily be added to other creative packs.

Adding a new playable

From the Creative packs page:

  1. Click the Create button. Choose Playable. Note: If you don't see the control for adding playable ads, contact support.
  2. Enter a creative pack name.
  3. Upload playable assets. Be sure to provide the information requested (to learn more, see section on playable specs, below).
  4. Click the Create button to progress.

    Adding a new playable ad.

  5. Click upload to upload a file, or Add by URL to add a URL. Click the down arrow to toggle between Responsive and Portrait & landscape to indicate URL's based on the shape of the playable ad. (For example, for a square ad, choose responsive.)

    Adding a new playable ad via URLS.

  6. Select the playable language(s), then click the Create button again to save.

    Selecting playable language.

Your new creative pack now appears in the campaign’s creative packs list with moderation Pending (see section on Moderation below). Note: You can also add new creative packs from the campaign configuration page.

Note: Playable ads are limited to 15 per month. If you need to upload more than 15 playable ads in a month, contact us.

Adding a new Video and Playable End Card

Before you begin:

Review the specs plus the additional playable ad requirements.

From the Creative packs page:

  1. Click Create.
  2. Choose Video & Playable end card.
  3. Review the creative requirements on screen in case there have been updates.

    Adding playable end card.

  4. Select Choose existing or Choose upload new creatives.

  5. Assign a language for new creatives.
  6. Add a name and click Create.
  7. A message will appear reminding you to test your playable.
  8. Follow the onscreen links to the testing app to preview the playable. See the Unity Ad testing app for more information.

Reporting

Track the performance of Video & Playable End Cards through the CreativeType dimension video+playable.

Managing creatives

To easily keep track of multiple creatives, you can now upload them in bulk, simultaneously tracking many files, creative packs, and campaigns. You can preload files, easily fine tuning creative packs by mixing and matching files more dynamically.

Uploading multiple creatives at once

To upload multiple video and end card images, so that they are ready to assign to a future creative pack or campaign:

  1. From the Acquire dashboard, select the app that you want to associate with the creatives you are uploading.
  2. Click Creatives from the left menu.
  3. From the Creatives page, click Upload.
  4. Drag your creative files or browse your computer to upload the required creatives.

Note: If you are uploading end cards, both portrait and landscape end card types are required. Ensure that both a portrait version and landscape version are uploaded together. If only one end card type is uploaded by mistake, delete it, and re-upload it again with the missing end card type.

  1. Click Assign language to set a language for all creatives, or set a language for each creative individually if the language differs by creative.
  2. Click the Upload button to upload your creatives. Uploading.
  3. Click Back to Creatives to return to the Creatives page. Uploading Back

Note: If you see an error, check the following:

  • The end card must have the correct dimensions for portrait or landscape
  • End cards must be provided for both portrait or landscape version (e.g. if only a portrait end card was uploaded and not the respective landscape end card, an error occurs)

Managing uploaded creatives

Use the Creatives page to track of your creatives and their moderation status. Use the eye icon to preview creatives.

Creatives Page

Refer to the “Used in” column to learn:

  • Where creatives are used
  • Which creatives are the most commonly shared resource for campaigns
  • Which creatives may or may not be easily deleted because of their use in other creative packs

You can’t delete a creative from this page because a creative might be tied to multiple creative packs or several apps. See Deleting creatives.

Deleting creatives

If a creative is already used in one or more campaigns, you must delete the campaigns that use the creative before deleting the creative itself.

Follow these steps to delete a creative for an app:

  1. Find the creative you want to delete, then note where it is used.
  2. Follow these steps to delete the creative pack(s) that contain the creative.
  3. Once the creative packs associated with the creative have been deleted, click Creatives from the left navigation menu.
  4. From the Creatives page, select the creative you want to remove, and click Delete. If you are still not able to delete a creative, that means you have not yet removed all the creative packs that use this creative.

Moderation

All new creative packs undergo a human moderation process when their associated campaigns go live for the first time. Moderators ensure that creatives adhere to Unity's advertising content policies. They also age rate creatives according to app store publisher guidelines based on scary, violent, or otherwise inappropriate content for an age category. Publishers can filter the ads that show in their apps based on these ratings.

Rejections

If Unity rejects your creative pack, the status in the Moderation column will be Rejected.

For information on why Unity rejected a creative pack, hover over its name. Some examples include:

  • The creative content does not adhere to Unity’s advertising content policies (for example, it depicts adult content or drug use).
  • Scaling or UI elements break due to orientation change.
  • The ad doesn’t function or look okay when switching between portrait and landscape orientation.
  • The ad does not respect device lock actions. When a user locks a screen the sound should stop, then restart when the user unlocks the screen.
  • The creative does not respond to the physical mute button on iOS. Flipping this switch should activate and deactivate the sound.

If Unity rejects your creative, fix the issue, then submit it again. For detailed requirements, see section on creative asset specs, below.

Important: Due to the sensitive nature of gambling ads across many of our publishers, Unity requires gambling advertisers to be managed accounts. Gambling creatives from unmanaged partners will be rejected in moderation. To become a managed partner or learn more about Unity's gambling ad policies, please contact us.

Note: Campaigns must contain at least one approved creative pack to go live. If your live campaign includes a mix of approved and pending creative packs, the pending ones will automatically run once approved.

Creative pack details

From the Creative packs page, click any creative pack’s name, or its chevron icon, to expand its details. Click the overflow icon to rename or delete the pack.

Important: Before deleting a creative pack, please read the section on deleting creative packs below.

You can also click Show QR code to test how the ad appears on a mobile device.

Creative Performance Tool

The Creative Performance tool is an insight tool in the Acquire dashboard campaign details page. It uses a traffic-light system to signal the performance status of creative packs in a campaign. You can see the tool in the Acquire dashboard, next to each creative pack.

Creative pack status

After a creative pack has been accepted in moderation, you will see the status cue next to it. The status reflects the current performance of the creative pack, and will change if the performance of the creative pack changes. The creative performance status is only valid on the level of the particular campaign the status is shown in, as a creative pack can perform very differently in different campaigns.

Each status is explained below.

Exploration

The creative pack has been accepted in moderation and is now being explored to find the audiences it works best for. The CVR and pace of accumulating impressions are not reliable until the exploration phase is complete. On CPI billed campaigns, you will be charged for the installs you accumulate during this phase. On CPM billed campaigns, you will be charged for the impressions you accumulate during this phase.

The exploration phase happens automatically and does not require any action from you. The best thing to do while there is a creative pack in the exploration phase in your campaign is to just let it run its course uninterrupted. This phase may last from a few hours to up to 12 days. Making changes to the campaign targeting during this phase may affect the pace of the exploration process; wider targeting can speed up the exploration, narrower or simply completely changing your targeting may slow it down. Adding new creative packs to the campaign will not affect the exploration process of existing creative packs unless the campaign budget becomes a limiting factor due to additional spend from the new creative packs.

If you wish to accelerate the exploration process, you can try increasing your CPI. You can do this by increasing the CPI in the already existing campaign either for the duration of the exploration process or permanently, or by placing the new creative pack in a separate campaign with a higher CPI if you do not wish to increase your CPI for all the creative packs you’re running. You can also try different, lower cost targeting in a separate campaign. As exploration is done on campaign level, you will see the “Exploration” cue next to the creative pack when you assign it to a campaign, regardless of whether it has been explored in another campaign before. Previous exploration in another campaign may help speed up the exploration process in the new campaign.

Live

The creative pack has been accepted in moderation and passed the exploration phase. It is live when the campaign is live.

Paused

The creative pack has been accepted in moderation but is paused because the campaign is paused.

Attention

The creative pack has been accepted in moderation but seems to be accumulating impressions quite slowly . This is not necessarily negative, but this creative pack might benefit from a little extra attention.

Check the number and quality of installs this creative is bringing you; maybe this creative pack finds the best quality of users for you, but there just aren’t that many of them. If you’re happy with the exposure and results you’re getting, you do not need to do anything about this creative pack. Let it run normally.

If you do want to give this creative pack a boost, you can try some of the following:

  • Try increasing the CPI of this campaign. Note that this will affect all creative packs in this campaign, so if you have other creative packs in the campaign and they are doing well, this may just increase your overall spending.
  • Move this creative pack to a different campaign so you can set a higher CPI and/or different, lower cost target audience just for this one creative.
  • Try some other creatives in this campaign. The creative pack may not be engaging enough for the audience of the campaign to gain impressions with the chosen CPI. Check our guidelines.

Note: If none of the above brings you the results you’re hoping for, consider stopping this creative in this campaign. Note that the creative pack may be performing well in other campaigns, so deleting it completely may not be the right thing to do.

  • If the creative pack is in an Audience Pinpointer ROAS campaign, the chosen ROAS goal may be too high or the max bid may be too low for the creative pack to accumulate more starts. Try changing these a little and see if you get more starts.
  • If the creative pack is in an Audience Pinpointer Retention campaign, the base bid or max bid may be too low. Try a higher bid.

If you have any further questions, contact your CPPA or customer-support.

Assigning creative packs

To assign creative packs to a campaign from the Creative packs page, select the creative pack(s) you want to assign, then click the Assign button.

Assigning creative packs to campaigns.

A list of available campaigns appears. You can assign more than one creative pack to a single campaign. When a campaign contains multiple creative packs, an algorithm determines the optimal one to show for each user. This means you don’t need to create multiple campaigns in order to run additional creative packs for the same campaign set-up. Multiple campaigns can share the same creative packs, as long as they’re for the same app. Check the campaign(s) you want to use with the selected creatives, then click Assign.

On the Creative packs page, the Assigned to column reflects each creative pack’s number of associated campaigns. You can click this field to view the associated campaigns.

Unassigning creative packs

To unassign creative packs, follow the same steps for assignment, but click the Unassign button instead.

Important: If you attempt to unassign the only creative pack assigned to a campaign, you will receive a validation message, because deleting the creative pack will stop that campaign.

Deleting creative packs

To delete creative packs, select the pack(s) you want to delete, then click the Delete button.

Note: Deleting a creative pack does not delete the assets that comprise it. Any other creative packs that share the same assets will not be affected. To delete the creative, see the section above.

Upon deletion, the selected creative packs will no longer appear on the Creative packs page.

Important: If you attempt to delete the only creative pack assigned to a campaign, you will receive a validation message, because deleting the creative pack will stop that campaign.

Testing playable ad implementation

We recommend testing and previewing all creative packs with the Ad Testing for Unity Ads App. To get started, download the test app for the appropriate platform, then follow the provided instructions.

For example, you can click Show QR code to test how the ad appears on an IOS mobile device.

Playable ads requirements

Playable ads have the following required specifications:

  • Use a single HTML.index file.
  • The index.html file must be inlined, with no links to other files or folders.
  • The file must be minified (optimized for machine-reading by removing empty spaces).
  • The file must be under 5MB.
  • The ad must comply with Mobile Rich Media Ad Interface Definitions (MRAID) 2.0 guidelines.

In addition, Unity requires the following specifications outside of MRAID:

  • Android games must use Android version 4.4 or higher.
  • iOS games must use iOS version 8.0 or higher.
  • Ads should support both portrait and landscape orientations.
  • Ads should not need any network requests (XHR).
  • Ads should link directly to the app store using mraid.open.
  • Wait for the MRAID viewableChange event before starting the playable content.

See Playable Ads on Unity for best practices, technical basics, and requirements.

MRAID methods

MRAID is the common API for mobile rich media ads running in mobile apps. MRAID is injected by the Unity Ads webview, so you can use MRAID methods detailed in the guidelines.

The following methods are particularly useful for working with playable ads.

Linking to app store pages

Use the mraid.open method to link to the game's app store page.

case "Android":mraid.open("https://play.google.com/store/apps/details?id=yourgame"); break;

case "iOS":mraid.open("https://itunes.apple.com/us/yourgame?mt=8");

Bootstrapping

Use this method to wait for the SDK to become ready:

// Wait for the SDK to become ready: 
if (mraid.getState() === 'loading') {
    // If the SDK is still loading, add a listener for the 'ready' event:
    mraid.addEventListener('ready', onSdkReady); 
} else {
    // Otherwise, if the SDK is ready, execute your function:
    onSdkReady(); 
}

// Implement a function that shows the ad when it first renders:
function onSdkReady() {
    // The viewableChange event fires if the ad container's viewability status changes.
    // Add a listener for the viewabilityChange event, to handle pausing and resuming: 
    mraid.addEventListener('viewableChange', viewableChangeHandler);
    // The isViewable method returns whether the ad container is viewable on the screen.
    if (mraid.isViewable()) {
        // If the ad container is visible, play the ad:
        showMyAd(); 
    }
}

// Implement a function for executing the ad:
function showMyAd() {
    // Insert code for showing your playable ad. 
}

// Implement a function that handles pausing and resuming the ad based on visibility:
function viewableChangeHandler(viewable) {
    if(viewable) {
        // If the ad is viewable, show the ad:
        showMyAd(); 
    } else {
        // If not, pause the ad.
    }
}

Additional notes

  • The Unity Ads SDK controls the ability to skip through an the ad.
  • Any start/view/click attribution is handled server-side.
  • A Unity Ads loading screen overlay will appear when the ad starts, and display for a minimum of 2 seconds. This allows for SDK initialization and prepares the player for the playable ad.
  • For more information and FAQs about playable ads, see Playable Ads on Unity .
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Last updated on 12th Jun 2021