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Download specifications (PDF)
All ads must conform to the following specifications:
| Website Ad Units |
| Ad Unit |
Ad Size (pixels) |
Max File Size |
| Leaderboard |
728x90 |
30K |
| Banner |
468x60 |
15K |
| Vertical Banner |
120x240 |
25K |
| Square |
120x120 |
15K |
| Medium Rectangle |
300x250 |
30K |
| Skyscraper |
120x600 |
25K |
| Marketplace Links |
Text |
Up to 40 characters
(including spaces) |
| Newsletter Banner Ad Units -- Static Images Only |
| Ad Unit |
Ad Size (pixels) |
Max File Size |
| Medium Rectangle |
300x250 |
30K |
| Rectangle (custom) |
280x240 |
20k |
| Square 2 |
125x125 |
25k |
| Newsletter HTML Ad Units -- Static Images Only |
| 300x250 or 728x90, may include image/logo |
| Image/Logo Size |
158 x 63 pixels (if we receive a logo of a different size, it will be formatted down to this pixel width & height) |
| Image/Logo FIle |
.GIF or .JPEG -- 72 dpi preferred |
| Title |
50 characters maximum, including spaces |
| Body Copy |
60 words – one section of the body copy (up to a five word section) can be hyperlinked. |
Additional Guidelines |
| Copy should be provided with text formatting applied -- bold, italics, superscript for trademark/copyright, hyperlinked copy and underlining. Font style is preset and cannot be changed. |
| Rich Media |
| Ad Unit |
Ad Size (pixels) |
Max File Size |
| Interstitial (full page) |
800x600 max |
100k |
| Expandable Leaderboard |
728 x 90 closed Expands down to 728 x 210 maximum. |
Initial Size - 40k / Max Size - 100K |
| Expandable Skyscraper |
120 x 600 closed Expands left to 300 x 600 maximum. |
Initial Size - 40k / Max Size - 100K |
| In-Banner Streaming Video |
| Ad Unit |
Ad Size (pixels) |
| Ad Units |
728x90 -- 120x600 |
| Maximum File Size |
500k |
| Time Maximum |
30 seconds |
| Video Play/Page Load |
1 |
| Looping |
No |
| Audio |
User-initiated |
Max File Size for banner
(including player buttons) |
30K |
| Back-up Image File Size |
20K -- REQUIRED |
Initiated Streams -- Video plays on user click |
Uninitiated Streams -- Video plays after page has loaded without initiation by user. |
File Specifications
- File Format: GIF - JPEG - FLASH - HTML
- Resolution: 72 dpi
- Animation: Minimum 1 second delay between frames. 3 loops maximum. Up to 7 seconds per loop
- Border: 1x1px
- Required for Flash Media: The standardized Adobe click-through tracking method for rich media creatives designed with Flash is required in order to track click activity on all Flash ads. Please be certain to include the necessary ActionScript code in your Flash media files.
- Rich Media: Blood-Horse Publications makes it easy to use rich media, opening up the vast array of creative possibilities on the web. Ads are accepted from third-party vendors including Doubleclick, Eyeblaster, DART Motif and Pointroll. Other third-party vendors may also be accepted. Please contact your sales rep for more information.
Submission Instructions
- Submit banner creative via email to: ads@thehorse.com
- Include the following in all creative submissions: CLIENT NAME, CAMPAIGN/AD PLACEMENT DESCRIPTION, START & END DATE, ALT TEXT and TARGET URL
- Please indicate if the ad is to replace current creative or be added to the campaign rotation. If it is to be added to rotation, indicate relative weightings.
Campaign/ad updates lead time
- Implementation of new campaigns: 2 business days
- Creative refreshes: 1 business day
- Creative refreshes may be scheduled for Saturday, Sundays & Holidays by noon the previous business day.
web Ad Production fees
| Static Banner Ads |
Animated Banner Ads
(up to four frames) |
| Creation |
$100 |
Creation |
$125 |
| Edit (image/graphics) |
$30 |
Edit (image/graphics) |
$50 |
| Edit (text only) |
$20 |
Edit (text only) |
$30 |
| Resize |
$15 |
Resize |
$15 |
| Flash Banner Ads
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Rich Media/Video |
| Creation |
$175 |
Individually Quoted |
| Edit (image/graphics) |
$50 |
| Edit (text only) |
$30 |
| Resize |
$25 |
- The pre-roll is a 7-to-10-sec specialized Flash animation that leads off video features. Presentation uses provided images, graphics and copy. Additional fees apply for audio.
- Multiple ads of the same file format and identical design but of various sizes will incur the creation fee for the first ad and a resize fee for each additional.
- Creation charges include a two-time thru change and proof. Any additional processing will incur the Edit Fee (Images, graphics, animation, etc) for the associated file format.
- Pricing for planning and design of multi-media campaigns, landing pages, lead generation forms and other digital creative upon request.
Production Lead Times
New creative requests
- Static Banner Ads Only 1 business day
- Animated or Flash Banner Ads - 3 business days
Re-design requests (graphics & custom graphics)
- All Banner Ads - 2 business days
Banner Ad Edit Requests (text & photo only)
- Requests received by 11 am will be completed by the end of that business day.
- Requests received after 11 am will be completed by noon the next business day.
Creative Guidelines
- Maximum of 5 banners or unique URL's per placement.
- Within all ad formats, click-through interaction will open the destination URL in a new browser window.
- Animated and flash ads are not accepted for e-Newletters. Due to email platform limitations, static ads only may be placed in eNewsletters.
- Frequency cap limitations are imposed on all ads that, without user initiation, overlay or interrupt editorial content.
- Animation may be continuous but no strobing effects are allowed at any time. The Flash command which enables the creative to 'shake' may not be used anywhere on Blood-Horse Publications sites.
- Within all ad formats, mouse-over interaction with an ad can only provoke ad interaction within the current open browser window and can not link a user to a new website.
- Floating ads must include a prominently visible close button and may not run more than 12 seconds.
- Overlay ads must include a prominently visible close button and run a maximum of 10 seconds.
- Full page interstitial ads can appear for 10 seconds. Full page intromercial ads must be served with branding for the site that it is served on.
- For all ad types and creative, only sound that is user initiated will be accepted. All creative must include a prominently visible on/off button for sound.
- All versions of creative that will be served via a third party, must be provided for testing and approval prior to appearing on a BHP website.
Creative Modifications
When necessary, Blood-Horse Publications may make the following modifications to creative:
- Change the name of the file.
- Add a re-direct to our servers to the click-thru URL so that our ad server can count clicks.
- Add a command to open a new browser window when users click.
- Add a 1x1 pixel image to all HTML banners to allow our ad server to count impressions
For additional information or assistance please contact:
Leslie Neilson
Online Advertising Specialist
800-866-2361 ext. 6744
859-276-6744
lneilson@thehorse.com
Download specifications (PDF)
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