NBCU Creative Guidelines

Programmatic Digital Deals

This page provides creative guidelines for programmatic buying across NBCU’s streaming portfolio.

The following guidelines apply to private marketplace (PMP) deals across Peacock Premier and Peacock AX.

Ad Unit:

  • Pre-roll & mid-roll

Duration:

  • 6s, :15s, :30s, :45s, :60s, and :90s
  • Ad length dependent on content type. Speak to your account representative.
  • Video duration must be the same length as the audio track or else video cannot be transcoded.

Creative format:

  • VAST Mezzanine required (no VPAID accepted)

Dimensions/Resolution:

  • MP4/MOV: 1920×1080 HD

Mezzanine Max File Size:

  • 10GB

Audio Bit Rate:

  • A minimum of 192 Kbps. Sampling frequency should be 48000 Hz.

Audio Loudness:

  • Volume should not exceed the volume of the content, must be under –2dB, and must follow CALM compliance loudness average of –24LKFS +/-2. Secure HTTPS only

Aspect Ratio:

  • 16:9

Frame Rate:

  • Native frame rate as 29.97 fps
  • In order to ingest and fulfill creatives in the most efficient and reliable manner, deliver content in native frame rate and scan mode. NBCU does not accept any pre-processing (i.e., applying telecine, inverse telecine, or scan mode conversion) of creatives. Applying any kind of pre-processing will hinder or degrade the creative renditions, impacting monetization and viewer experience.

Video Codec:

  • Interlaced video is not accepted. Apple ProRes 422 HQ or H.264 is accepted for mezzanine renditions, while H.264 is required for all others (high, medium, low).

Additional Notes:

  • For TV shows and movies, DDT (day, date and time) is not allowed.
  • Stitched creatives are not permitted. We also cannot accept two ads stitched together to create one larger duration (i.e., two separate :15 ads stitched together to create a :30 ad)
  • Advertisers are required to refresh creative quarterly to avoid ad fatigue.
  • The ad countdown clock safe area should be a 320×80 box for the countdown and copy
    • The box is positioned with the top left corner at X:128, Y:943 (i.e., 128px from the left, 943 pixels from the top)
    • Subtitles are permitted; however, be mindful of the countdown clock positioning. Left-aligned will be blocked by the countdown clock.
  • The mezz file required for NBCU can also be used for Hulu, but creative targeted directly to Hulu must follow Hulu’s technical specs and acceptance policy. Also, NBCU cannot utilize Hulu’s programmatic offering: Third Party Tags – Programmatic.

The following guidelines apply to programmatic guaranteed (PG) deals across Peacock Premier and Peacock AX.

Ad Unit:

  • Pre-roll & mid-roll

Duration:

  • 6s, :15s, :30s, :45s, :60s, and :90s
  • Ad length dependent on content type. Speak to your account representative.
  • Video duration must be the same length as the audio track or else video cannot be transcoded.

Creative format:

  • VAST Mezzanine required (no VPAID accepted; VAST responses containing VPAID will be flagged and quality control will fail)

Dimensions/Resolution:

  • MP4/MOV: 1920×1080 HD

Mezzanine Max File Size:

  • 10GB

Mezzanine Video Bit Rate:

  • A minimum of 15 Mbps required, but 15-30 Mbps recommended

Audio Bit Rate:

  • A minimum of 192 Kbps. Sampling frequency should be 48000 Hz

Audio Loudness:

  • Volume should not exceed the volume of the content, must be under –2dB, and must follow CALM compliance loudness average of –24LKFS +/-2. Secure HTTPS only

Aspect Ratio:

  • 16:9

Frame Rate:

  • Native frame rate as 29.97 fps
  • In order to ingest and fulfill creatives in the most efficient and reliable manner, deliver content in native frame rate and scan mode. NBCU does not accept any pre-processing (i.e., applying telecine, inverse telecine, or scan mode conversion) of creatives. Applying any kind of pre-processing will hinder or degrade the creative renditions, impacting monetization and viewer experience.

Video Codec:

  • Interlaced video is not accepted. Apple ProRes 422 HQ or H.264 is accepted for mezzanine renditions, while H.264 is required for all others (high, medium, low).

Additional Notes:

  • For TV shows and movies, DDT (day, date and time) is not allowed
  • Stitched creatives are not permitted. We also cannot accept two ads stitched together to create one larger duration (i.e., two separate :15 ads stitched together to create a :30 ad).
  • Advertisers are required to refresh creative quarterly to avoid ad fatigue.
  • The Ad Countdown Clock safe area should be a 320×80 box for the countdown and copy.
    • The box is positioned with the top left corner at X:128, Y:943 (i.e., 128 px from the left, 943 pixels from the top).
    • Subtitles are permitted; however, be mindful of the countdown clock positioning. Left-aligned will be blocked by the countdown clock.
  • The mezz file required for NBCU can also be used for Hulu, but creative targeted directly to Hulu must follow Hulu’s technical specs and acceptance policy. NBCU cannot utilize Hulu’s programmatic offering: Third Party Tags – Programmatic.
  • Flighting, capping, and targeting (e.g., time targeting, frequency caps, demo targeting, geo targeting, etc.) to be applied by NBCU only to ensure contractual obligations and correct delivery.

Lower Renditions:

    (To be transcoded from mezzanine file)

  • High, MP4 only: 1920×1080 HD, Video Bit Rate: 3.25-5 Mbps, Audio: At least 96 Kbps, Sampling Frequency should be 48000Hz or 44100Hz
  • Medium, MP4 only: 960×540 or 640×480, Video Bit Rate: 1.-1.5 Mbps, Audio: At least 96 Kbps, Sampling Frequency should be 48000Hz or 44100Hz
  • Low, MP4 only: 640×360 or 416×234, Video Bit Rate: 340-460 Kbps, Audio: At least 96 Kbps, Sampling Frequency should be 48000 Hz or 44100 Hz

The following apply to all programmatic deals across Peacock Premier and Peacock AX.

  • Secure 3rd-party impression tracking pixel tag (no script tag) accepted
  • Secure research tracking pixel tag accepted (not STB)
  • Secure HTTPS tags only
  • Comcast X1 requires tracking pixels to support dual-stack IPV4/IPV6 connectivity
  • Secure quartile tracking accepted
  • Peacock supports standard (non-JS) 1×1 survey pixels served via the node within a VAST 2.0 response
  • Peacock does not support survey nodes and any other interactive elements or implied interactivity. Contact your account representative for more information.
Certified DSPs:

  • Adobe
  • Amazon
  • Amobee
  • Basis (PMP only)
  • Beeswax
  • Blockboard (PMP only)
  • DeepIntent (PMP only)
  • Display & Video 360 (DV360)
  • Madhive (PMP only)
  • Octillion (PMP only)
  • Roku OneView
  • Samsung (PMP only)
  • Simpli.fi (PMP only)
  • StackAdapt (PMP only)
  • The Trade Desk
  • Viant
  • Xandr
  • Yahoo

Certified for Creative Hosting

Hosted by DSP:

  • Amazon
  • Basis (PMP only)
  • Beeswax (PMP only)
  • Blockboard
  • Madhive (PMP only)
  • Octillion (PMP only)
  • Roku OneView
  • Simpli.fi (PMP only)
  • StackAdapt (PMP only)
  • The Trade Desk
  • Viant
  • Xandr
  • Yahoo

Hosted by ad server:

  • Campaign Manager 360 (CM360)
  • Extreme Reach
  • Flashtalking
  • Innovid
  • Sizmek


Certified Pixel Vendors
  • Adelaide
  • Adform
  • Adjust
  • Adobe
  • Alphonso
  • Atlas by Facebook
  • BlueKai
  • C3 Metrics
  • Comscore
  • Cuebiq
  • Data Plus Math
  • DISQO
  • DoubleVerify
  • Dynata
  • Evidon
  • Exelate
  • Experian
  • Extreme Reach
  • Flashtalking
  • Foursquare (formerly Placed)
  • Google (DV360 & CM360)
  • Infillion (formerlyTrueX)
  • InMarket (formerly NinthDecimal)
  • Innovid
  • Integral Ad Science (IAS)
  • IQVIA
  • iSpot
  • Kantar
  • Kochava
  • LiveRamp
  • Lucid
  • Method Media Intelligence
  • MetrixLab
  • MikMak
  • Neustar
  • Nielsen
  • Oracle Advertising (formerly Moat)
  • Phoenix
  • Prodege
  • Rockerbox
  • Samba TV
  • Sizmek
  • Tapad
  • Tatari
  • Truste
  • tvScientific
  • TVSquared
  • Upwave (formerly Suvata)
  • Veeva Crossix
  • Visual IQ

 

The following categories of creatives are sensitive and require prior approval of NBCUniversal, provided in its sole discretion, 72 hours prior to exhibition:

      • CBD Products (Topical, Non-Ingestible)
      • Controversial Issue and Political Advertising
      • Dietary Supplements
      • Fantasy sports
      • Gambling
      • Homeopathic Remedies
      • R-Rated Movies
      • Medications (over-the-counter and prescription drugs)
      • Personal products (including contraceptives)
      • R-rated movies
      • Weight Loss Products

The following categories of creatives are prohibited:

    • 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)