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Showstopper (CPM or Hero)

Guide to implementing Hero and CPM Showstopper ad products

As part of the 2024 NZH Redesign work, we’re rolling out the Hero and CPM Showstopper ad products, which are web interstitials under the hood.

Web interstitials are full-page web ads and are an additional inventory and revenue source. Publishers can monetize web pages with impactful ads while respecting Better Ads Standards.

To respect the user experience, web interstitials:

  • Have a clear exit option.
  • Have a configurable frequency cap—by default, a given publisher can show an ad to a user only once per hour per subdomain.
  • Match Google Search standards for avoiding intrusiveness.

Specifications:

This ad format:

  • Can be sold as either Hero Showstopper or CPM Showstopper:
  • Hero Interstitial:
    • Cross platform interstitial that is served when a user navigates between pages
    • The Hero Interstitial serves between the 1st & 2nd page consumed by a user on desktop & mobile web
    • It is the first interstitial seen on desktop & 2nd on mobile (appearing after the mobile showcase which is an 'on-load interstitial' served before a user enters the site)
    • Frequency capped to a maximum of 1 per user per day.
    • A premium Sponsorship ad type
  • CPM Interstitial:
    • Cross platform interstitial that is served when a user navigates between pages & is frequency capped to a maximum of 1 per user per hour
    • A Standard ad type

Trafficking Notes:

CPM Showstopper:

CPM Showstoppers are desktop only, mobile only or cross-platform interstitials that are frequency capped to once per user, per hour, per subdomain. This aligns with Google’s default for web interstitials, thus no explicit frequency capping on the line item/creative level needs to be done.

Sizings and creative formats:

  • Desktop:
    • Static image: 970x250, 970x545, 300x250, 320x480, or 336x280
    • Video: 9:16. Note that video creative will need to target ad unit size 320x480.
  • Mobile:
    • Static image: 300x250, 320x480, or 336x280.
    • Video: 9:16. Note that video creative will need to target ad unit size 320x480.
  • Cross-platform:
    • Static image: 320x480, 300x250, or 336x280

Example line item:

Trafficking Details:

  • Line item:
    • Line item type: Standard
    • Expected creatives: 320x480, 300x250, or 336x280. If the creative is a desktop billboard (970x250 or 970x545), choose only 300x250. For 9:16 video creatives, choose 320x480.
    • For Desktop targeting: Under Creative targeting - Add new targeting - under Add targeting preset choose Device Type = Desktop, Tablet, then add a name and Save
    • For Mobile targeting: Under Creative targeting - Add new targeting - under Add targeting preset choose Device Type = Feature Phone, Smartphone, then add a name and Save.
    • Custom targeting:
      • Inventory: web interstitial special ad unit
      • Subscriber is none of True
      • Device category: Desktop, Feature Phone, Smartphone (if both desktop and mobile were booked, otherwise choose only either Desktop or Feature Phone & Smartphone).
      • Inventory format: Interstitial
      • Adtest is none of "cypress" - this is important as the NZH QA team's test automation is blocked by interstitial ads.
  • Creative:
    • Desktop creative:
      • Upload a 970x250, 970x545, 300x250, 320x480 or 336x280 creative in case of a static image / 9:16 video in case of video creative.
      • Choose “Allow creative size to differ from ad unit size”
      • Creative targeting - choose the Desktop preset
      • Save creative
    • Mobile:
      • Upload a 300x250, 320x480 or 336x280 creative in case of a static image / 9:16 video in case of video creative.
      • If available, choose “Allow creative size to differ from ad unit size”
      • Creative targeting - choose the Mobile preset
    • Save creative
  • Cross-platform:
    • Upload a 320x480, 300x250, or 336x280 creative
    • Save creative

Hero Showstopper:

Hero Showstoppers are cross-platform interstitials that are frequency capped to once per user, per day, per subdomain.

Sizings and creative formats:

  • Desktop:
    • Static image: 970x250, 970x545, 320x480, 300x250, or 336x280
    • Video: 9:16
  • Mobile:
    • Static image: 320x480, 300x250, or 336x280
    • Video: 9:16

Example line item: https://admanager.google.com/83069739#delivery/line_item/detail/line_item_id=6580415697&line_item=true&li_tab=settings

Trafficking Details:

Similar trafficking details as for CPM Showstoppers, the only notable differences for Hero Showstoppers are:

  • Line item type: Sponsorship
  • Line item frequency capping: 1 impression per 1 day.