In addition to the points mentioned below that are valid for all ad formats, please consider the specifics for the follwing ad units:

High percentage creatives

Not every user has a broadband connection or a high-end computer like you (the agency) or we (the sales house) do. Therefore we might not always recognize Flash files programmed so that the user's computer will slow down considerably due to high processor usage of the creative.
High processor usage can arise in the users' perception in different ways: limited navigational possibilities on the website (as e.g. scrolling does not work anymore), Browsers freeze, systems crash et al. As a result, the user experience might be negative despite the websites' premium content, and advertising on the site will not get positive attention either.
As a consequence, we would like to ask you to sensibilise your creative agencies to pay attention to CPU usage. When creating a flash file, CPU usage should lean towards zero.

The total CPU load should not exceed 10%

We recommend the Macromedia standard of 10-15 fps and no recursive loops.


Please note the following for all placements:

  • Audio must be user-initiated by clicking within the banner which must contain clearly visible "mute" and "stop" functionality or a graphically depicted speaker.
  • The user has to be able to switch sound on/off at all times, irrespective of the length of the sound element.
  • Audio elements may not loop.
  • Audio may never be started by mouse-over functionality.

If your ad contains streaming, please note the following for SPIEGEL ONLINE: Streaming may not loop.

Adjustments for tracking of Adclicks – ClickTag procedure

Spiegel QC can only report on adclicks for creatives that are hosted on our servers. In addition, Flash files may not have the click url directly inserted into the creative. Instead, the click url needs to be supplied using the "clicktag" variable.
The undermentioned adjustments need to be made for us be to able to count ad clicks:

  • Please define a button for all areas of the creative that should be clickable.
  • This button needs to be assigned the event 'getURL', which will be executed once the user clicks on the banner and releases the mouse button.

on (release) {
 getURL(clicktag, clicktarget);

In this case both clicktag and clicktarget are added to the file name as a variable.

On the marketer’s side, in both cases the variable clicktag and/or clicktarget will be transmitted to the SWF file at delivery of the ad. This ensures that the marketer can perform click tracking, as the actual target URL will be diverted.
Important: If your 'clicktag' code differs to the described above, please make sure to let us know.


Please provide us with a dummy screenshot showing where the elements (superbanner, skyscraper, background image) are to be positioned. Once we have received your files, we will create a preview page where you can see and approve the wallpaper under live conditions.
If you would like the background picture to simply be one solid colour, all that is required is to send us the RGB colour code and we will create the picture.
Furthermore, the skyscraper can be a sticky ad in Internet Explorer on Windows systems. In all other browsers/systems, the skyscraper is fixed at its top position and does not move along as the user scrolls down. If you want the skyscraper to be sticky, please make sure its height does not exceed 600 pixel.
White areas or areas which cannot clearly be assigned to the wallpaper campaign will not be made clickable.

Local Connection for Wallpaper and Tandem Ads

Wallpaper or tandem ads frequently use local connection to synchronise animation between the different component files. In case a website including a wallpaper or tandem ad is opened in multiple browser windows, the communciation between superbanner (leaderboard) and skyscraper might be malfunctioning. As a result, the display or animation of the wallpaper/tandem ad is faulty. This phenomenon will even show across different browsers (Firefox vs. Internet Explorer vs. Safari).
The reason for this behaviour is the way Flash handles communication between objects. To prevent it, both Flash files need a unique name for the Local Connection (the mechanism used for the communication). The easiest way to do this is to suffix a random value to the name of the Local Connection e.g. a timestamp.
The following example should clarify this:
Next to "clicktag", an additional variable "localConnName" is passed on within the initial object- or embed-tag.
This variable "localConnName" contains a random value e.g. timestamp, which would be identical to the one used in redirects or clickcommands to prevent caching.
The unique timestamp is generated by the ad server every time the creative (wallpaper / tandem ad) gets delivered.[timestamp]

The variable "localConnName" needs to be added in the Actionscript of both Flash files to the Local Connections' name ('channel1' in the following example):

    sender = new LocalConnection();
    sender.send('channel1'+_root.localConnName, 'starter');

and likewise


This ensures that the channel on which the two creatives communicate is unique for every single ad (wallpaper / tandem ad), irrespective of the number of browser windows opened. So every single one of the wallpapers / tandem ad will work properly as cross-browser communication is made impossible.

Wallpaper delivery via redirect

The background image has to reside on our servers. Of course it is possible to deliver tracking pixels or click commands for your own reporting.
If you wish to serve the leaderboard and skyscraper from your own AdServer (or a third-party provider such as Eyeblaster or Eyewonder), please send two separate ad tags, either as iframes or Javascript redirect. SPIEGEL QC prefers iframes. Please be aware that in case you send Javascript redirects we will deliver them via iframes with the exception of expandable elements.
Please do not hesitate to send us all Wallpaper files; we would be happy to host the files for you. If you choose this option, it will also be possible to deliver tracking pixels or click commands for your own reporting.

Clipping for expandables

The expansion has to be realised within the Flash file itself in combination with a Javascript, both of which need to be provided. The Expandable Ad has to be within an element, similar to a layer. This needs to dynamically increase in size on expansion (or decrease if the ad returns to its non-expanded state). Please make sure there will be no transparent layer on the page when the ad is non-expanded. In order to ensure these functions, a clipping of the layer is necessary.

Please use the following commands to control the clipping when we are serving the creative:

  • Expansion: function qcAdexpand();
  • Closing: function qcAdcollapse();