Requirements and rules

• Technical specifications
• Links requirements
• Rules for illustration images
• Logo rules
• Additional features

The combined ads are subject to the common advertising rules. Combined ads must also comply with Seznam.cz’s general rules for creating advertising formats.

Before you start, please also make sure that you are not going to promote forbidden or restricted content on Sklik.

Technical Specifications

Images

Text

Logo

URL

Colours

Text field rules

• Short headline (max. 25 characters) – It is the first row of the ad. It is displayed in case the long headline is too long, so it does not fit in the defined advertising space. It usually contains a notice about a new product on the market, a sale, a product promotion or simply the name of the product.
• Long headline (max. 90 characters) – Will be displayed instead of a short headline if it fits in the advertising space. It contains the same message as the Short Headline, but more elaborated. In some cases, only the long headline is shown, so it is important to tell the user what they can expect on the landing page.
• Description (max. 90 characters) – complements the headline and calls the user to a specific action. The description can also include, for example, product details, actions, or other benefits.
• Company name (max. 25 characters) – must contain a business name or brand name. If the campaign is linked to Firmy.cz, the name is filled in automatically (as long as the company name from Firmy.cz meets the limit of 25 characters). If the campaign is not linked to Firmy.cz, or if the name of the linked company exceeds the character limit, the field will remain blank, and the company name must be filled in manually.

Links requirements

• Destination URL – contains the address of the page that the user will land on after clicking on the ad.
• Tracking template – optional field for entering a URL with an external metering system. This field is only filled in by users who use a third-party measurement system.

Rules for illustration images

• Images can be thematically the same, just with different dimensions.
• Images must be relevant to the text of the ad and the content of the landing pages.
• Images that contain text that is intentionally inserted are not allowed.
• The original product manufacturer’s logo is allowed in the image (but not the logo of the shop). If the manufacturer logo or product logo is identical to the e-shop’s logo, the logo cannot be used in the illustration.
• The image or photo may only contain the original text of the products, without any additional added text. Examples: clothing and accessories, product packaging, product-specific images/photographs, photographs and images of stores, billboards, magazines, books, games, etc.
• Images must not contain graphics that resemble operating features (e.g. CTA buttons).
• The image may be cropped by about 7% on some areas (e.g. HP Seznam.cz). The main graphic message should therefore be centred, and important visual elements should not be located on its edges.
• The image must cover the entire space of the graphic area, with no blank white spaces to fill the area.
• The image must not contain the logo of the e-shop. There is space reserved for logos.
• Image must not be a page preview.
• The image must not imitate text ads, system or web notifications, dialog boxes or the operating system environment – It must not have a transparent background.
• Animated images are not allowed. Only static images can be used.
• Supported image formats: JPEG, JPG, PNG, GIF

Examples of correct images:

Examples of incorrect images:

Logo rules:

• Choose a logo size (rectangular or square) that matches the proportions of the sides of your logotype and upload this logo.
• Enter your logo.
• Enter both logos only if you have a rectangular and square format.
• Do not enter a rectangular logo in a square area and the other way around.
• The logo image should cover the entire graphic area without unnecessary borders.
• The logo must have a white or transparent background.
• Supported image formats: JPEG, JPG, PNG, GIF

How the logo is displayed:

• Either the rectangular or square logo is displayed – never both at the same time.
• We do not guarantee the display of the logo, we choose it according to the advertising space (it occurs in about 50% of the graphic design of Combined Ads).
• Logo is not mandatory, if you do not enter it, we will display the Company name instead.

Examples of correct logo input:

Examples of incorrect logo input:

Recommendations for logo:

• It is not recommended to insert a logo with a slogan written in small letters.
• The logo should contain the text name of the company.
• Prefer a rectangular logo.

Additional features:

• By processing the target URL, you can further use in the ad design:
  • Favicon – if your website has a favicon, it can be displayed in the combined ad.
  • Visible URL – if the design of the ad space requires it (e.g. for native spaces), the combined ad displays your website domain extracted from the target URL