NBCU Creative Guidelines

Digital Video

NBCUniversal’s long-form and shortform video advertising products are inclusive of Pre-roll and Mid-roll units that play within our full episode and shorter highlight, clips and news content across all screens and all platforms.

For Long-Form/Full Episode and Short-Form specs, please click the tiles below.

For any questions, please contact @NBC Uni Specs & Guidelines.

Available On:

 

Web       Mobile Web       Mobile App   Connected Devices

Video Ad Product Units

 

Longform Ad Unit

Pre-Roll

  • Length: :06s minimum to a max of :30s
  • Assets Allowed:
    • Site Served: Video Ad_ID, ISCI, .MOV, or MP4
    • Third Party: VPAID 2.0, VAST 2.0, VPAID / VAST Hybrid

Pre-Roll Skip*

  • Length: :06s minimum to a max of :60s
  • Assets Allowed:
    • VAST 3.0 only

Mid-Roll Non-Skip

  • Length: :15s, :30s, :60s
  • Assets Allowed:
    • Site Served: Video Ad_ID, ISCI, .MOV, or MP4
    • Third Party: VPAID 2.0, VAST 2.0, VPAID / VAST Hybrid

 

Short Form Ad Unit

Pre-Roll

  • Length: :06s, :15s everywhere; :30s allowed for all platforms except Mobile, and excludes on Movies sites/apps
  • Assets Allowed:
    • Site Served: Video Ad_ID, ISCI, .MOV, or MP4.
    • Third Party: VPAID 2.0, VAST 2.0, VPAID/VAST Hybrid

 

*Durations, Assets and Skippable allowances by Brand. See below for details*

Available Platforms

 

Web
Desktop
Tablet
Mobile
Mobile App
iOS
Android
Connected TVs
Amazon Fire
Apple TV
Android TV
Chromecast
Roku
Samsung
Xbox
PS4/PS5
Vizio
LG TV
X1

Creative Guidelines:

All Clients must be registered with Ad-ID and assign a valid Ad-ID code to each creative prior to submission of advertising creatives.

  • Clients can contact Ad-ID customer service at cs@ad-id.org or 646.259.4171 for assistance.
  • NBCUniversal will provide support in the onboarding process.
  • For information on Ad-ID, please visit: http://www.ad-id.org/

 

Video Ads – Required Specs

 

NBCU-Served Video Submission/Encoding:

 

Dimensions:

  • 1920×1080

Duration:

  • :06s, :15s, :30s accepted for Pre-Roll
  • :15s, :30s, :45s and :60s accepted for Mid-roll
  • Video duration must be the same length as the audio track or else video cannot be transcoded.

Max File Size:

  • 10 GB

File Format:

  • Formats Accepted:
    • Video Ad-ID is required
      • All clients must be registered with Ad-ID and assign a valid Ad-ID code to each creative prior to submission of advertising creatives. Clients can contact Ad-ID customer service at cs@ad-id.org or 646.259.4171 for assistance. NBCUniversal will provide support in the onboarding process. For information on Ad-ID, please visit: http://www.ad-id.org/
    • Quicktime (.MOV) strongly preferred
    • MPEG-2 (.mpg)
    • **NBCU also accepts MPEG-4 (.MP4), but .MOV & .mpg are preferred to ensure optimal transcode quality.
  • The file should include the ad only and not require any editing or clipping before transcoding:
    • Files must be formatted cut-to-cut
    • No bars/tone/slate or black is allowed at the top or tail
    • Content should begin at 01:00:00:00

Minimum Bit Rate:

  • Greater than 15Mbps

Frame Rate:

  • 23.98, 25, or 29.97 based on native frame rate. Preference of 29.97.
  • Frame Rate must be constant (CBR)
  • **In order to ingest and fulfill creatives in the most efficient and reliable manner, deliver content in native frame rate and scan mode. NBC does not accept any pre-processing (i.e apply Telecine, Inverse Telecine, scan mode conversion) of creatives. Applying any kind of pre-processing will hinder or degrade the creative renditions and thus, can impact monetization and viewer experience

Aspect Ratio:

  • 16:9

Video Codec:

  • Apple ProRes 422 HQ codec preferred (Video Bitrate must be at least 800 Kbps)
  • H.264 codec is accepted (Video Bitrate must be at least 50 Mbps)
  • DV codec | DVC Pro NTSC (DV25) or DVC Pro NTSC (DV50) accepted
  • Interlaced video is NOT accepted

Scan Type:

  • Native Scan Mode, Progressive or Interlaced (Ex. capture/edit in 23.98p, deliver in 23.98p, capture 29.97i/edit 29.97i, deliver 2997i)

Field Dominance:

  • Upper Odd (for 29.97fps)

Time Code:

  • Time code track & QuickTime wrapper. All 29.97 content must be Drop Frame. 23.98 and 25 must be Non-Drop Frame

Color Space:

  • 4:2:2

Audio Codec/Format:

  • PCM, Little Endian

Audio Tracks:

  • 2 CH Stereo
  • Note: If you are sending a promo without any sound, 2 MOS tracks are required.

Audio Track Assignments:

  • CH 1 – LT Stereo
  • CH 2 – RT Stereo
  • Audio must be discrete, single track audio (1 track per channel

Bit Depth/Sampling:

  • 24-Bit 48kHz

Bit Rate:

  • 96-194kbps

Average Loudness:

  • 2CH Stereo
  • -24 LKFS (Full Program Mix, not just Dialogue) using the ITU-R BS. 1770-3 measurement method

True Peak Limit:

  • -2 dbfs

Duration:

  • Audio track duration must be the same length as the video duration

Other Requirements:

  • Submission Lead Time: 5 Business Days
  • Max allowance of 6 site served creatives per placement at a time with a max of 3 swaps per quarter
  • For guidelines regarding competitive media, please reference NBCU’s Competitive Media Form
  • Secure 3rd Party Impression Tracking pixel tag (no script tag) accepted
  • Secure Research Tracking Pixel tag accepted (not STB)
  • Secure Click-Redirect | Click-Command to track clicks accepted
  • Secure 3rd Party Verification Tracking accepted (except STB. Ad impression blocking is NOT allowed.)
  • Comcast X1 Set-Top Box requires tracking pixels to support DualStack IPV4/IPV6 connectivity
  • Secure IAB Quartile Tracking accepted

 

VAST 2.0:

 

  • In order to hit rendition targets reflected in the NBCU specification (Mezz, High, Medium and Low) it is NBCU’s recommendation to use the highest quality source file.
  • To ensure accuracy across the various transcoding platforms in market we recommend a minimum bitrate threshold for source material of 50mbps.
  • Secure HTTPS tags only
  • All direct sold VAST tags are subject to internal NBCU QC processes and will be rejected if spec requirements are not met across all platforms.
  • For a detailed list of NBCU creative quality checks and descriptions, please Click Here
  • NBCU requires a total of FOUR files to run, no exceptions.
    • Mezz, High, Medium and Low. Details below.
    • This allows for the highest quality content and advertisement playback to run on all viewing endpoints: desktop, mobile web, apps and OTT.

 

Mezz
  • Dimensions/Resolution:
    • MP4/MOV: 1920×1080 HD
  • Max File Size:
    • 10 GB
  • Bit Rate:
    • A minimum of 15 Mbps required, but 15-30 Mbps recommended
  • Audio:
    • At least 192 Kbps
    • Sampling Frequency should be 48000Hz
  • Aspect Ratio:
    • 16:9
High
  • Dimensions/Resolution:
    • MP4 ONLY: 1920×1080 HD
  • Max File Size:
    • Variable based on bitrate
  • Bit Rate:
    • 3.25 – 5 Mbps
  • Audio:
    • At least 96 Kbps
    • Sampling Frequency should be 48000Hz or 44100Hz
  • Aspect Ratio:
    • 16:9 or 4:3
Medium
  • Dimensions/Resolution:
    • MP4 ONLY: 960×540 or 640×480
  • Max File Size:
    • Variable based on bitrate
  • Bit Rate:
    • 1 – 1.5 Mbps
  • Audio:
    • At least 96 Kbps
    • Sampling Frequency should be 48000Hz or 44100Hz
  • Aspect Ratio:
    • 16:9 or 4:3
Low
  • Dimensions/Resolution:
    • MP4 ONLY: 640×360 or 416×234
  • Max File Size:
    • Variable based on bitrate
  • Bit Rate:
    • 340-460 Kbps
  • Audio:
    • At least 96 Kbps
    • Sampling Frequency should be 48000Hz or 44100Hz
  • Aspect Ratio:
    • 16:9 or 4:3

Duration:

  • :06s, :15s, :30s accepted for Pre-Roll
    • Movies only accepts :15s
  • :15s, :30s, :45s and :60s accepted for Mid-roll
  • NOTE: VAST tag cannot rotate various durations within. A separate VAST tag per duration required.
Frame Rate:
  • 23.98, 24, 25, 29.97 or 30 based on native frame rate. Preference of 29.97.
  • In order to ingest and fulfill creatives in the most efficient and reliable manner, deliver content in native frame rate and scan mode. NBC does not accept any pre-processing (i.e apply Telecine, Inverse Telecine, scan mode conversion) of creatives. Applying any kind of pre-processing will hinder or degrade the creative renditions and thus, can impact monetization and viewer experience
Video Codec:
  • Interlaced video is not accepted
  • Apple ProRes 422 HQ or H.264 is accepted for mezzanine renditions
  • H.264 is required for all others (High, Medium, Low)
Audio:
  • Volume should not exceed the volume of the content and must be under –2dB.
  • Must follow CALM compliance loudness average of –24LKFS +/-2.
  • Secure HTTPS ONLY
Other Requirements:
  • VAST tags can also include MOV files, but MUST include a MP4 for each rendition: High, Medium and Low. If MP4 is not included for each then the asset will not pass and it must be revised or it cannot run.
  • For guidelines regarding competitive media, please reference NBCU’s Competitive Media Form
  • Flighting, Capping and Targeting to be applied by NBCU only to ensure contractual obligations and correct delivery.
  • Time targeting, Frequency caps, Demo targeting, Geo targeting, etc.
  • Stitched creatives are not permitted.
  • Please note – tags cannot rotate different durations on the back end, we only allow one duration per tag. Additionally, we cannot breakout tags per durations, for example, all 30s creatives desired must rotate on backend of one tag instead of being split out into several tags.
  • VAST/VPAID URL cannot exceed over 1024 characters.

 

VAST 3.0 Skippable

 

Available on YouTube’s NBC channels ONLY

 

Dimensions:
  • 16:9 – 854×480; 1280×720; 1920×1080
  • 4:3 – 480×360; 720×540; 960×720
Duration:
  • Up to :60s seconds (skippable ads)
  • :15s seconds (non-skippable ads)
  • :06s seconds (bumper ads)
File Formats:
  • H.264 (MP4) video file type must be included for each video creative (other formats such as WebM can be included but may not be used
Max File Size:
  • 10 MB
Bit Rate:
  • Must contain at least one media file under 1 Mbps
Frame Rate:
  • Up to 30fps
Aspect Ratio:
  • 16:9 or 4:3
Video Codec:
  • H.264 – Interlaced video is NOT accepted
Audio Codec:
  • MP3 or AAC preferred
Other Requirements
  • Approved third-party vendors accepted for site-served/ 1×1 tracking or 3rd Party VAST. No VPAID.
  • All tags must be secure.
  • Must comply with YouTube’s XML summary for VAST ad server response
  • Only VAST 3.0 tags are allowed for skippable video ads. VAST 2.0 will not be accepted.
  • Must be served via a linear VAST tag (pre-fetch tag) by a YouTube-approved vendor.
  • Must NOT have geo, browser or any other targeting on the third party end.
  • Please ensure your ad server returns a valid crossdomain.xml file. If you choose to explicitly list domains, please ensure all ad serving domains are included.
  • VAST-served video ads are not guaranteed to run on all mobile web browsers, game consoles or connected TV devices (most modern updated environments are supported)
  • Stitched creatives are not permitted.
  • Please note – tags cannot rotate different durations on the back end, we only allow one duration per tag. Additionally, we cannot breakout tags per durations, for example, all 30s creatives desired must rotate on backend of one tag instead of being split out into several tags.
  • VAST/VPAID URL cannot exceed over 1024 characters.

VPAID 2.0

 

  • HTML5 VPAID 2.0 AND FLASH VPAID 2.0 (must receive both) OR Dynamic VPAID 2.0 (containing both Flash AND HTML5). Most NBCU players are HTML5 compliant, but there are some exceptions
  • Site Served or VAST back-up file Mandatory with all VPAID formats (file specs above)
  • VPAID is not accepted for OTT and Set Top Box devices or Programmatic Inventory

 

Dimensions:
  • 1920×1080 Minimum
Duration:
  • :06s allowed for Pre-Roll only, :15s, :30s, :60s for Mid-Roll (limited inventory for :60s)
  • Multiple durations are not allowed within the same tag. They must be provided separately per duration
Max File Size:
  • 2MB
Bit Rate:
  • 420 kbps
Frame Rate:
  • 23.98, 24, 25, 29.97 or 30 based on native frame rate. Preference of 29.97.
  • In order to ingest and fulfill creatives in the most efficient and reliable manner, deliver content in native frame rate and scan mode. NBC does not accept any pre-processing (i.e apply Telecine, Inverse Telecine, scan mode conversion) of creatives. Applying any kind of pre-processing will hinder or degrade the creative renditions and thus, can impact monetization and viewer experience.
Aspect Ratio:
  • 16:9
Video Codec:
  • H.264 – Interlaced video is NOT accepted
Audio Bit Rate:
  • 96 kbps
  • 48 kHZ sample rate
  • Audio volume should not exceed the volume of the content and must be under –2dB
  • Must follow CALM compliance loudness average of –24LKFS +/-2.
Further Requirements:
  • Submission Lead Time: 5 Business Days
  • VAST or Site Served back-up file Mandatory with all VPAID formats
    • For Site Served: Max allowance of 6 site served creatives per placement at a time with a max of 3 swaps per quarter
  • Approved third-party vendors accepted for site-served/ 1×1 tracking or 3rd Party VAST. No VPAID for Skippable Creative
  • Secure HTTPS ONLY
  • Must comply with YouTube’s XML summary for VAST ad server response
  • Only VAST 3.0 tags are allowed for skippable video ads. VAST 2.0 will not be
  • VAST/VPAID URL cannot exceed over 1024 characters.
  • Must be served via a linear VAST tag (pre-fetch tag) by a YouTube-approved vendor.
  • Must NOT have geo, browser or any other targeting on the third party end.
  • Please ensure your ad server returns a valid crossdomain.xml file. If you choose to explicitly list domains, please ensure all ad serving domains are included.
  • VAST-served video ads are not guaranteed to run on all mobile web browsers, game consoles or connected TV devices (most modern updated environments are supported)
  • Stitched creatives are not permitted.
  • Videos should not directly include click messaging or call-to-action buttons, as most devices are not clickable
  • For guidelines regarding competitive media, please reference NBCU’s Competitive Media Form
  • Please note – tags cannot rotate different durations on the back end, we only allow one duration per tag. Additionally, we cannot breakout tags per durations, for example, all 30s creatives desired must rotate on backend of one tag instead of being split out into several tags.
  • All vendors must be approved – see Vendor section
  • Secure 3rd Party Impression Tracking pixel tag (no script tag) accepted
  • Secure Research Tracking Pixel tag accepted (not STB)
  • Secure Click-Redirect | Click-Command to track clicks accepted
  • Secure 3rd Party Verification Tracking accepted (except STB. Ad impression blocking is NOT allowed.)
  • Comcast X1 Set-Top Box requires tracking pixels to support DualStack IPV4/IPV6 connectivity
  • Secure IAB Quartile Tracking accepted
  • Must be served via a linear VAST tag (pre-fetch tag) by a YouTube-approved vendor.

 

Sensitive Ad Categories that Require Preliminary Ad Standards Review:

The following categories of Creatives will require prior approval of NBCUniversal, provided in its sole discretion, 72 hours prior to exhibition on Peacock:

Categories That Require Review

  • Advertisements containing Contest and Sweepstakes
  • Alcoholic Beverages (Hard Alcohol, Beer, Wine) – Not allowed on Movie Brand sites
  • Controversial Issue and Political Advertising
  • Dietary Supplements and Homeopathic Remedies
  • Fantasy Sports
  • Gambling
  • M-Rated Video Games
  • Medical Devices (including Pregnancy Tests)
  • Medications (Over-The-Counter and Prescription Drugs)
  • Personal Products (including Contraceptives)
  • R-Rated Movies
  • Telemedicine Platforms
  • Weight Loss

 

Prohibited Categories

  • Adult Products and Services
  • Astrology, Fortune Telling and Psychic Services
  • Cannabis, Marijuana and CBD Products
  • Competitive Streaming Content and Services
  • Firearms, Weapons and Fireworks
  • Get Rich Quick and Pyramid Schemes
  • Illegal Drugs, Products, Services, Publications or Paraphernalia
  • Lawyer Advertising
  • Religious Advertising
  • Tobacco Products (including E-cigarettes)

 

Available Partners:

 

Approved Creative, Research & Verification Vendors:

  • Secure 3rd Party Impression Tracking pixel tag (noscript tag) accepted
  • Secure Research Tracking Pixel tag accepted (not STB)
  • Secure HTTPS tags only
  • Comcast X1 requires tracking pixels to support DualStack IPV4/IPV6 connectivity
  • Secure Quartile Tracking accepted
  • For a list of approved third-party vendors please reference NBCU’s Approved Creative, Research & Verification Vendors

 

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