Banner Ads. Advertising requirements

This document is a translation of Banner Ads in English. In case of conflict between the Russian version of Banner Ads and this translation - only the Russian version of Banner Ads is legally binding. The Russian version of Banner Ads can be found here:

1. Supported formats: GIF, JPEG, PNG, SWF, FLV (

2. Size of the banner file depending on the size in pixels:

Banner size in pixels

Banner file size


up to 35 Kb


up to 35 КБ


up to 35 Kb


up to 20 Kb


up to 15 Kb


up to 35 Kb


up to 35 Kb


up to 20 Kb


up to 15 Kb


up to 15 Kb


up to 35 Kb

220x50 [1]

up to 4 Kb

320x67 [1]

up to 10 Kb


up to 20 Kb


up to 20 Kb


up to 8 Kb


up to 8 Kb


up to 8 Kb


up to 6 Kb


up to 3 Kb


up to 10 Kb


up to 35 Kb

3. An alternative text for a banner may be 100 symbols maximum.

4. An advertising banner must have visible borders (must be framed in a colour different from the background colour) the banner’s background must not be transparent. For a mobile version banner the width of the frame must not exceed 1 pixel; the transparency of the frame colour must be at least 50%.

5. Banners with large flashing graphical or textual elements and/or background, with sudden relocations of elements that seriously interfere with the user’s attention when the user works with the site page (studies the page contents or enters a query) [2] are not accepted.

6. Banners that use third-party tools for counting statistics (except for to the counters of TNS and UTM tags) are not accepted.

7. There are additional requirements to the banner on the Yandex Main Page. The flash-banner script and the sequence of frames in the gif banner must be executed (played) for 10 seconds maximum [3]. Animation may be replayed but no earlier than in 1 minute. The flash banner must be also added with a “Play once again” control key, after the clicking on which the script will be re-run. The flash banner itself may be interactive and may respond to moving the mouse cursor and/or clicking on the banner, by moving images on the banner according to the action made.

7.1. Requirements to the 500х400 video block in the banner on the Yandex Main Page:

  1. Video clip;

  2. Size: 500х400;

  3. Parameters of the video clip (height and width) must be in metadata;

  4. Video file format: flv;

  5. Maximum size of the video file: up to 3 Mb;

  6. Video clip display duration: up to 1.5 minutes;

  7. Clicking on the “Show Video” key must be processed with the following code: on (release) {getURL('javascript:AwapsRM.ShowVideo()', '');};

  8. The banner with the launched 500x400 video block must have a “Show Video” control key to start the video clip.

8. Requirements to the banner on Yandex.Video:

  1. Video clip (File format: flv., swf.; maximum file size: 1 Mb);

  2. Parked image 300×250 pixels (File format: gif., jpg.; maximum file size: 25 Kb).

9. From 01.07.2011 additional requirements are set to the banner on Yandex.Maps and Traffic. The flash banner script and the sequence of frames in the gif banner must be executed (played) for 30 seconds maximum. Animation is not replayed, the last frame of the flash and gif banner must be static, without repeated frame scrolling.

10. Maximum amount of symbols in a link contained in banner (URL) shall not exceed 500 symbols.

11. No banners with embedded links containing redirects to automatically/forcibly redirect the user to a different Internet address (Redirect) shall be accepted, unless used for the purposes of:

11.1. Redirecting within the resource reached through the original link (e.g., redirect from to shall be allowed; redirect from to shall be forbidden);

11.2. Redirecting to any domain mirrors;

11.3. Redirecting along with a protocol change (e.g. changing http:// to https://).

The circumstances as set forth in 11.1-11.3 shall accept no more than three Redirect operations.



[1] Banners of the specified format are placed only on the Yandex mobile version (, that is why only *.gif files are accepted for placement.

[2] For example, flashing may include changes in the element colour (i.e. of any of parameters by the hue-saturation-brightness scale) by more than 40%, at an interval of more than once in 2 seconds. A sudden relocation may imply changes in the position of an element on the banner, at a speed of more than by 100% of the element size (or by 50% of the banner size) for 1 second.

The above estimates are not a criterion of a banner compliance with Yandex requirements but rather an illustration of our system of estimates. If a banner has creative problems outlined above, it is sure to be denied as non-corresponding to Yandex requirements. However, there may be situations when a banner with much lower values of changes is recognized as irritating, or, a banner with higher values of changes is accepted. The final decision is taken by the Chief Editor Board for the advertising policy regarding each separate doubtful case, on an individual basis.

[3] For scripts of the flash banner and the sequence of frames of the gif banner, containing information which is mandatory according to Federal Law No. 38-ФЗ dated 13.03.2006 “On Advertising” (Article 8, 9. 21, 22, 23, 24, 25, 28, 29, 30), the maximum time may be increased to 13 seconds.


Date of publication 05.09.2013 г.

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