Sponsored Screensaver

• Background image should look clear on a high-definition television (HDTV); don't include upscaled images; image retouching is photorealistic; avoid defects in gradients, shadows, and perspective.

✔ Do:





✘ Do not:




• Imagery should be engaging, enticing customers with key characters of the content or exciting elements from the product.
• For entertainment ads: Use imagery that features the content that’s being promoted.
• For non-entertainment ads: Use imagery that communicates a story about the advertised brand, products, services, or promotional events to viewers. Make sure the subject of the background image matches the ad copy used in the logo image.
• Physical products: Imagery should show the advertised product, customer using the product, or be brand focused.
• Service products: Imagery should show customer using the service or the amenity that’s being advertised, or be brand focused.
• Brand focused: Brand-focused imagery should feature branded characters (e.g. brand mascots, ambassadors, or characters from brand’s commercials), show brand events (e.g. A trail day event from an outdoor product company), or include branded illustrations. Brand-focused imagery must communicate a clear brand story, or a brand’s products or services. Imagery that doesn’t provide context to the ad (e.g. generic patterns and graphics) is not allowed.

✔ Approved



This creative shows the advertised product.

✔ Approved



This creative shows a customer is using the advertised product.

✔ Approved



This creative shows a customer is using the advertised service.

✔ Approved



This creative shows the context (an airplane) of the advertised service.

✔ Approved



This creative features the brand’s mascots.

✔ Approved



This creative shows imagery that features an event sponsored by the brand.

✔ Approved



This creative shows branded illustrations that provides context for the brand’s products.

✘ Not approved



Why? The illustration in this creative looks generic and doesn’t help articulate a brand story.

• Ensure that the focal point (e.g. key subjects or character heads) of a background image is inside the green safe zone.
• Ensure that there is sufficient open space to the left side of the background image, which is where the logo image overlays.

✔ Do:



✘ Do not:


• Fill the safe zone with the key subject of the background image as much as possible. Make sure that the composition looks balanced; avoid cut-off key subjects and very large faces.

✔ Do:



The key subject fills the safe zone and looks balanced.

✘ Do not:



The key subject is too small.

✔ Do:



The key subject fills the safe zone and looks balanced.

✘ Do not:



The face is too big and it will be cut off when this creative is showing on TV.

• Use a single image asset that extends all the way to the edge of a background image (full bleed). The following scenarios are also allowed when meeting our requirements:
• A single image that’s not big enough to fill the background image: The image asset should fill at least the right half (50%) of the background image with no gaps around the edges, while additional visual treatment can be added on the left side of the background image to fill the empty space. Avoid a straight division (vertical line) between the image asset and the additional visual treatment.

✔ Approved





✘ Not approved






• Multiple images need to show in one image: The combined image should have an edge-to-edge background that situates the image assets. The composition of a combined image should be balanced and prioritize the key subjects from the image assets. Avoid using plain background or visual treatment that has no association with the image assets.

✔ Approved





✘ Not approved




• A TV screen must not be inside the safe zone.

✔ Do:



✘ Do not:


• Don’t use high-contrast patterns. A contrast ratio of 5:1 or lower is strongly recommended.

✔ Do:



✘ Do not:


• Don’t use imagery with predominantly white or light backgrounds that are harsh on eyes and don’t provide enough contrast for UI elements. Brightness and/or saturation should be reduced if such backgrounds are used.

✔ Approved



✘ Not approved


• Don’t add text or logos to the background image. (This doesn’t apply to content rating label, legal text, or multi-title creative, or text and logos that exist organically in the background image, such as on product packaging or on a backdrop in a news room.)

✔ Approved



✘ Not approved



Why? The background image has an added logo in it.

• Don’t include the translucent overlay when exporting the background image.

Dimensions: 640 x 360px
Format: JPEG
Maximum file size: 450KB

• Only include necessary information in the logo lockup. Up to five lines of logo elements are allowed, as it helps maintain a clear visual hierarchy of the logo lockup.
• Keep the logo lockup left aligned and vertically centered.

✔ Do:



✘ Do not:


• When a content title logo is included, it should have the highest visual priority when compared to other logo elements. For example, the content title logo is in a brighter color or bigger size than other logos and text.
• All logos must be legible: the primary text of a logo should be at least 24 pt (Arial regular or equivalent size). Otherwise, the smallest text of a logo should be at least 14 pt.
• The logo image must contrast well with the background image; a minimum of 3:1 contrast ratio is required.
• Don’t duplicate logos or text copy. (This doesn’t apply to logos or text that exist organically in the background image.)
• A trademark symbol is discouraged and will be removed by default.

• Ad copy should be clear, direct, accurate, and understandable to the average customer.
• Avoid end punctuation.
• Maximum font size for prices is 48 pt (Arial regular or equivalent size).
• All text should be at least 24 pt (Arial regular or equivalent size).
• Do not include “fine print,” copyright statements, or legal symbols.
• For entertainment ads, use a recommended CTA whenever possible.
• CTA text must:
• Communicate the action that the customer is expected to take.
• Reflect customer experience on the landing page.
• Start with a verb.
• Be at least 28 pt.
• Not be used to message an offer (e.g. “Save $5”).
• Disclaimer text
• Subscription required – If the content promoted requires an additional paid subscription beyond a Prime Video subscription, this must be made explicit in the creative by one of the following methods:
• Within the Call-to-Action text: “Watch with a subscription”, “Subscribe to watch now”, etc.
• As legal text within the creative: “Subscription required”, etc.
• Within the Call-to-Action text plus legal text: “Watch with 7-day free trial” plus additional legal text “Restrictions apply”, etc.
• Rent/Buy – If the content promoted requires payment to rent/buy/purchase the app or piece of content, this must be made explicit in the creative.
• Within the Call-to-Action text: “Buy or Rent on Prime Video”, “Available to Rent”, “Available to Buy”, “Own it today”, “Stream with Purchase”, “Prime Member Deal”, “Watch now [+ Prime Video Cinema logo lockup]”, etc.
• Standard guidelines for call to action text apply.
• Claims and substantiation: follow guidance for Claims and Substantiation.

All ad copy (including disclosure) in Screensaver creatives should meet creative acceptance policies when applicable.

A content rating label can be placed either in the blue safe zone on the background image or in the logo image. A content rating label is required for content rated for 12/13 years and older when the ad drives directly to a video or a page where video is featured.

Examples

• Use the content rating labels provided in the PSD template.
• Ensure that content rating labels are legible. For example, adjust the background image or the color of the rating label when necessary; and avoid applying drop-shadow effects to the rating label.
• Ensure that the content rating label is reflecting the rating of the content title or app being advertised.
• Use the default position of a content label when placing it in the background image.

Legal text such as copyright statements and legal symbols will be removed by default. If legal text is used, adhere to the following requirements:

• Place legal text in the blue safe zone on the background image.
• Do not stack legal text with a rating label. Place legal text on the left side of the content rating label (if applicable).
• Use 14pt font.
• Keep up to two lines of text.
• Legal text must not overflow the safe zone.

Example