Skyscanner Display Ad Formats

Skyscanner Native Inline Formats

Skyscanner Sponsored Formats

City Guide Page Sponsored Components

Resources & Tracking Policy

Skyscanner require all partners using third party tags and/or tracking to ensure adops.eu@skyscanner.net is credentialed as a 'read only' user within their ad server. This will allow Skyscanner to see our first-party delivery data alongside our partner's third-party volumes.

Standard iAB (Static image creatives)

DESKTOP MPU Double MPU Leaderboard Super Skyscraper
Dimensions (WxH) 300x250 300x600 728x90 160x600
Max File Size 150Kb 250Kb 150Kb 150Kb
Ad Format JPEG, PNG, GIF JPEG, PNG, GIF JPEG, PNG, GIF JPEG, PNG, GIF
Example Example Example Example Example

Requirements

  • SSL compliant redirects.

Notes

  • Available on desktop only.

Assets must be supplied a minimum of 5 working days prior to going live.

Standard iAB (3rd party served tags)

DESKTOP MPU Double MPU Leaderboard Super Skyscraper
Dimensions (WxH) 300x250 300x600 728x90 160x600
Max File Size 450Kb 600Kb 450Kb 450Kb
Max Initial Load 150Kb 200Kb 150Kb 150Kb
Max Polite Load 300Kb 400Kb 300Kb 300Kb
Max CPU utilisation 30% 30% 30% 30%
Ad Format 3rd party tags 3rd party tags 3rd party tags 3rd party tags
Example Example Example Example Example

Requirements

  • SSL compliant redirects.

  • Wrapped tags not accepted.

  • Safe frame compliant.

  • No flash creatives accepted.

  • To format click tags, use the “click tag” variable for storing the click destination as shown in the following example: var clickTag = www.example.com whether handled by anchor tags (), window.location, window.open, or any other method of navigating the user.

  • For HTML5 creatives, a .gzip bundle should be provided. The click through URL should not be hard-coded.

  • For animations and video, max 3 loops at 15fps is recommended for performance but rates up to and not exceeding 25 fps will be accepted.

Notes

  • Available on desktop only.

Assets must be supplied a minimum of 5 working days prior to going live.

Native Display - Dynamic MPU

All partners wishing to run dynamic ads must be integrated into the flight search results in order for prices to be populated.

DYNAMIC MPU
Dimensions (WxH) 300x250
Creative Requirements
1 Logo 276x44px max, PNG, transparent background
2 Background Colour Provided as hex code (#xxxxxx)
3 Main Text Colour Provided as hex code (#xxxxxx)
4 Button Colour Provided as hex code (#xxxxxx)
5 Button Text Colour Provided as hex code (#xxxxxx)
Additional Options
3 Itinerary View Include details of Itinerary from search results
5 Direct Flights Only Only display price for direct flights
Example Dynamic MPU 300x250

Requirements/Notes

  • SSL compliant redirects.

  • Only single block colours can be used for the background (JPEGs or GIFs cannot be used).

  • Static click tracker.

  • 1x1 impression pixel.

  • Tracked backup URL.

Notes

  • The ad shows a live price and deeplinks in the same way a priced native inline ad does.

  • Viewability measurement is not available for this format.

  • Ad verification tracking or code cannot be appended to this format.

  • Available on desktop only.

Assets must be supplied a minimum of 5 working days prior to going live.

Native Display - Dynamic Double MPU

All partners wishing to run dynamic ads must be integrated into the flight search results in order for prices to be populated.

DYNAMIC Double MPU
Dimensions (WxH) 300x600
Creative Requirements
1 Logo 120x60px PNG transparent background
2 Background Colour Provided as hex code (#xxxxxx)
3 Main Text Colour Provided as hex code (#xxxxxx)
4 Branding Message Max 102 characters (including spaces)
5 Button Colour Provided as hex code (#xxxxxx)
6 Button Text Colour Provided as hex code (#xxxxxx)
Example Dynamic MPU 300x600

Requirements

  • SSL compliant redirects.

  • Only single block colours can be used for the background (JPEGs or GIFs cannot be used).

  • Static click tracker.

  • 1x1 impression pixel.

  • Tracked backup URL.

Notes

  • Available on desktop only.

  • Featured image is dynamically pulled from an internal feed which changes based on the destination. Custom imagery is not supported.

  • The ad shows a live price and deeplinks in the same way a priced native inline ad does.

  • The ad has 2 frames: the first frame can display a 102-character branding message below the image and the second one displays the flight times.

  • The branding message on the first frame is not compulsory, but if not supplied, the ad will display a blank space under the image.

  • Viewability measurement is not available for this format.

  • Ad verification tracking or code cannot be appended to this format.

Assets must be supplied a minimum of 5 working days prior to going live.

Native Inline - Standard

All partners wishing to run a dynamic in-line adverts must be integrated into the flight search results in order for prices to be populated.

Creative Requirements
1 Logo 360x180px (Desktop), 120x30px (Mobile) PNG or JPG, Max file size of 50kb
2 Headline Max 50 characters (including spaces)
3 Body Text Max 90 characters (including spaces)
Priced Brand Inline Priced
Unpriced Brand Inline Unpriced
Mobile standard-inline-mobilev2

Requirements

  • SSL compliant redirects.

  • Static click tracker.

  • 1x1 impression pixel.

  • Tracked clickthrough URL (if displaying unpriced).

Notes

  • Live prices are displayed on the ad for integrated partners.

  • Deeplink directs to the partner’s results page or booking funnel.

  • We can dynamically populate outbound and destination location names within the ad copy (Book flights from Outbound City to Destination City on ...).

  • Viewability measurement is not available for this format.

Assets must be supplied a minimum of 5 working days prior to going live.

Native Inline - Itinerary

All partners wishing to run a dynamic in-line adverts must be integrated into the flight search results in order for prices to be populated.

Creative Requirements
1 Logo 120x60px (Desktop), 120x30px (Mobile) PNG or JPG, Max file size of 50kb. This can be pulled from meta integration.
Desktop Itinerary Inline
Mobile Itinerary-Mobile-v2
*COVID ratings & Flexible ticket icons included from meta integration

Requirements

  • SSL compliant redirects.

  • Static click tracker.

  • 1x1 impression pixel.

Notes

  • Live prices are displayed on the ad.

  • Deeplink directs to the partner’s results page or booking funnel.

  • Viewability measurement is not available for this format.

Assets must be supplied a minimum of 5 working days prior to going live.

Native Inline - Itinerary Plus

All partners wishing to run a dynamic in-line adverts must be intergrated into the flight search results in order for prices to be populated.

Creative Requirements

1

Logo

Max width 360 OR Max height 54px (whichever suits logo best) White logo PNG file with transparent background.

2

Headline

Max 30 characters (including spaces, sentence case only). Displayed on Desktop, Mobile & App.

3

Banner Colour

RGBA or HEX code (white background not permitted)

4

Sub Heading

Max 55 characters (including spaces, sentence case only). Displayed on Desktop only.

5

More Info Message (Optional)

Max 150 characters (including spaces, sentence case only). Displayed on Desktop only.

Collapsed

Itinerary-Plus-collapsed

Expanded

itinerary-plus-expanded-1

Mobile

Itinerary Inline Plus Mobile
*COVID ratings & Flexible ticket icons included from meta integration. Mobile & App format will display headline, logo and banner colour only

Requirements

  • SSL compliant redirects.

  • Static click tracker.

  • 1x1 impression pixel.

Notes

  • Live prices are displayed on the ad.

  • Deeplink directs to the partner’s results page or booking funnel.

  • Viewability measurement is not available for this format.

  • On Mobile and App, only the headline message will display (see mobile example above).

Assets must be supplied a minimum of 5 working days prior to going live.

Native Inline - Brand Banner

Creative Requirements
1 Logo Max width 480px OR Max height 96px (whichever suits logo best, see asset guide linked below) PNG file with transparent background.
2 Headline Max 30 characters (including spaces, sentence case only)
3 Body Text Max 75 characters (including spaces, sentence case only)
4 Image 220x168px PNG or JPG file (Image will be cropped by 35px from left and right on mobile devices. Please refer to asset guide linked below).
5 CTA Button Text Max 15 characters (including spaces, sentence case only). Displayed on Desktop only.
Desktop Inline Brand Banner
Mobile Inline Brand Banner Mobile

Requirements

  • SSL compliant click-through URL (please provide static or embedded click tracker, if applicable).

  • 1x1 impression pixel.

  • Viewability measurement is not available for this format.

Notes

Assets must be supplied a minimum of 5 working days prior to going live.

Native Inline - Car Hire

Creative Requirements
1 Logo 180x90px, PNG or JPG, Max file size of 50kb
2 Headline Max 24 characters (including spaces)
3 Body Text Max 150 characters (including spaces)
Desktop Car Hire Inline
Mobile Car Hire Inline Mobile

Requirements

  • SSL compliant click-through URL (please provide static or embedded click tracker, if applicable).

  • 1x1 impression pixel.

Notes

  • Due to the structure of the Car Hire vertical, you must specify a pickup airport, city or country (if targeting is required). For example, London Heathrow would be targeted to the LHR airport code.

  • No live prices are displayed on the ad.

  • Viewability measurement is not available for this format.

  • The ad will appear in either position 1 or 2 (this is not controllable).

Assets must be supplied a minimum of 5 working days prior to going live.

Homepage Hero

Desktop Creative Requirements
1 Background Image Selected from Skyscanner's curated archive of travel photography, image size 1800x1375px. Please refer to asset guide linked below.
2 Sponsored Destination City and country name of featured destination (sentence case only) e.g. Antalya, Turkey. This should not be a specific description of the featured image location.
3 Marketing Message Sentence case only, translations must be supplied if running across several locales. Character count should not exceed 70.
4 Destination Pre-fill (Optional) Autopopulate the 'To' field in our flight search which your desired city/airport (desktop only).
5 Logo White logo with transparent background sized max width 480px OR max height 72px (whichever suits logo best, see asset guide linked below) to be supplied in PNG or vector format (preferably SVG).
Example homepage-hero
Mobile & App Creative Requirements
1 Cover Image Image aspect ratio is 3:4, optimal size 1200×1600px, PNG or JPG.
2 Logo White logo with transparent background sized max width 500px OR max height 280px (whichever suits logo best) in PNG format.
3 Subtitle 25 characters (including spaces, sentence case only). Please note the subtitle appears above the title, see example below.
4 Title 50 characters (including spaces, sentence case only).
Examples (App & Mobile Web) App Homepage HeroBanana Homepage Hero

 

Notes

  • Homepage Hero is targeted on a market and locale basis.

  • The marketing message should be inspirational, in the form of a call to action and give an indication of what to expect when clicking the link. This must link to another Skyscanner onsite landing experience e.g. Sponsored City Guide Page.

  • The background image will act as a visual prompt for the "Let the journey begin" headline on our homepage. This should be immediately recognisable and celebrate the sponsored destination. Our team will work with you to source and select the perfect image to inspire our travellers.

  • On the Skyscanner app the Homepage Hero will appear in the second position in the feed.

  • Click here to access our guide for providing creative assets.

Assets must be supplied a minimum of 5 working days prior to going live.

Sponsored Results - Airline

Creative Requirements
1 Header Image 1440px x 240px PNG or JPG
2 Logo White logo with transparent background to be supplied in PNG or vector format (preferably SVG).
Example filtereddayview

Notes

  • Header image is optional, if not provided we can supply this from our internal bank of travel photography.

  • General destination image preferred, images with text are not permitted.

Assets must be supplied a minimum of 5 working days prior to going live.

Sponsored Results - Destination

Creative Requirements
1 Sponsored Destination Name of city to be sponsored.
2 Marketing Message Max 113 characters (including spaces, sentence case only). Translations must be supplied if running across several locales.
3 Header Image Optimal size 3840x1646px PNG or JPG
4 Logo Max width 450px OR Max height 144px (whichever suits logo best, see asset guide linked below) PNG file with transparent background.
Guidebook (Optional)
5 Guidebook Image Optimal size 490x180px PNG or JPG
6 Need to Know (Optional)

Title: 30 characters (including spaces, sentence case only).

Body copy: 5000 characters (including spaces, sentence case only).

Translations must be supplied if running across several locales.
7 Getting to the city centre (Optional) This widget is auto-poulated via Skyscanner's API therefore no assets are required.
8 Things to do (Optional) This widget is auto-poulated via Skyscanner's API therefore no assets are required.
9 Guidebook Logo See item 4 for specs, the same logo file is used in both sections.
Example Sponsored-Result-Destination

 

Notes

  • Available on desktop only.

  • Header image will crop dynamically therefore landscape/destination based imagery with lots of visual interest is recommended rather than those featuring one focal point.

  • Text/logo overlay not permitted on header image. All images subject to Skyscanner approval.

  • Sponsored results is targeted on a market and locale basis.

  • Things to do and Getting to the city centre guidebook dropdowns are auto-populated via an internal api and cannot be customised.

  • Click here to access our guide for providing creative assets.

Assets must be supplied a minimum of 5 working days prior to going live.

Destination Spotlight - City (Everywhere Search)

Creative Requirements
1 Logo image size 165x165px; PNG or JPG
2 Detail Headline Max 21 characters (including spaces). Translations must be supplied if running across several locales
3 Brand Message Max 44 Characters (including spaces). Translations must be supplied if running across several locales
Example (Closed) City Highligther Everywhere Search Collapsed
Example (Open) City Highligther Everywhere Search Expanded

Targeting Specifications

  • City to Highlight (e.g. EDIN)​.

  • Locale (e.g. en-GB)​.

  • Guide Page URL can be swapped for Hubpage / Microsite.​

Notes

  • 1x1 impression pixel can be provided.

  • Destination image cannot be customised.

Assets must be supplied a minimum of 5 working days prior to going live.

Destination Spotlight - City (Country Search)

Creative Requirements
1 Logo image size 165x165px; PNG or JPG
2 Detail Headline Max 21 characters (including spaces). Translations must be supplied if running across several locales
3 Brand Message Max 44 Characters (including spaces). Translations must be supplied if running across several locales
Example City Highlighter Country Search Desktop

Targeting Specifications

  • City to Highlight (e.g. EDIN)​.

  • Locale (e.g. en-GB)​.

  • Destination Country (e.g. UK)​.

  • Guide Page URL can be swapped for Hubpage / Microsite​.

Notes

  • 1x1 impression pixel can be provided.

  • Destination image cannot be customised.

Assets must be supplied a minimum of 5 working days prior to going live.

Destination Spotlight - Country (Everywhere Search)

Creative Requirements
1 Logo image size 165x165px; PNG or JPG
2 Detail Headline Max 21 characters (including spaces). Translations must be supplied if running across several locales
3 Brand Message Max 44 Characters (including spaces). Translations must be supplied if running across several locales
Example (Closed) Collapsed Country Hightlighter everywhere Search Desktop
Example (Open) Expanded Country Hightlighter everywhere Search Desktop

Targeting Specifications

  • Country to Highlight (e.g. UK)​.

  • Locale (e.g. en-GB)​.

Notes

  • 1x1 impression pixel can be provided.

  • Destination images cannot be customised.

Assets must be supplied a minimum of 5 working days prior to going live.

Sponsored Header Image

Creative Requirements
1 Background Image Minimum 1920x575px PNG or JPG
2 Logo Max width 450px OR Max height 144px (whichever suits logo best) White logo PNG file with transparent background
3 Headline Max 40 Characters (with spaces). Translations must be supplied if running across several locales
4 Sub-Header Max 160 Characters (with spaces). Translations must be supplied if running across several locales
Example Sponsored-Header-Image

Notes

  • Destination image with lots of visual interest recommended due to cropping which will take place on mobile devices.

Assets must be supplied a minimum of 5 working days prior to going live.

Sponsored Header Video

Creative Requirements
1 Thumbnail Image

Minimum 1920x575px PNG or JPG. This image will display while the video loads
2 Video 1920x1080px max resolution. 15MB MP4 maximum file size required.
3 Logo Max width 450px OR Max height 144px (whichever suits logo best) White logo PNG file with transparent background
4 Headline Max 40 Characters (with spaces). Translations must be supplied if running across several locales
5 Sub-Header Max 160 Characters (with spaces). Translations must be supplied if running across several locales
Example sponsoredheadervideo2

Notes

  • Video must be less than 30 seconds in length.

  • The video will auto-play and loop without sound.

  • On mobile devices, the video will be cropped and adapted to the size of the header. In particular, only central part of the video will be visible to the user on mobile.

  • We recommend videos that showcase general landscapes of the destination rather than people as video will be cropped for mobile devices.

  • Videos which feature text are not permitted.

Assets must be supplied a minimum of 5 working days prior to going live.

Sponsored Articles Widget

Creative Requirements
1 Headline Max 50 characters (including spaces). Translations must be supplied if running across several locales
2 Sub-Header Max 150 characters (including spaces) Translations must be supplied if running across several locales
3 Number of Boxes The number of articles to display; minimum 2, maximum 5
4 Box Heading Max 16 characters (if a single word) and 32 characters (if more than one word, including spaces).
Translations must be supplied if running across several locales
5 Box Clickthrough URL Article clickthrough URL for each desired user locale
6 Box Image Minimum 1000x312px PNG or JPG file
Example Sponsoredarticleswidget

Notes

  • General landscape images are highly recommended.

  • Background images featuring text are not permitted.

Assets must be supplied a minimum of 5 working days prior to going live.

Sponsored Flight Search Widget

Creative Requirements
1 Background Image Minimum 1920x575px PNG or JPG file
2 Panel Colour RGBA or HEX code (white or green panel colours not permitted)
3 Logo Max width 480px OR Max height 120px (whichever suits logo best) White logo PNG file with transparent background
4 Trip Type Preset field to either: One-way, Return or Multi-city
5 Destination Preset field to a city or airport. If Multi-city trip type is selected the 'To' destination will display as the stopover destination
6 Departure Date (Optional) Preset outbound date of travel, left blank if not specified
7 Return Date (Optional) Preset inbound date of travel, left blank if not specified
8 Cabin Class (Optional) Preset field to either: Economy, Premium economy, Business or First-class. Defaults to Economy if not specified
Example sponsoredflightswidget

Notes

  • 'From' city will autopopulate based on the traveller location.

Assets must be supplied a minimum of 5 working days prior to going live.

Sponsored Video Component

Creative Requirements
1 Video URL URL for YouTube or Vimeo video
Example sponsiredvideowidget

Notes

  • We are only able to accept videos hosted on YouTube or Vimeo.

  • Thumbnail displayed on the page will pull directly from Youtube/Vimeo.

Assets must be supplied a minimum of 5 working days prior to going live.

Skyscanner Newsletter

Creative Requirements
1 Logo Provide a high res PNG logo file with transparent background sized at 450px wide x 144px high. The logo must be left aligned and/or centred to the canvas. Please see the guide linked below for visual examples of how to set up your logo.
2 Image Optimal size 580x246px PNG or JPG
3 Article Headline Max 84 characters, translations must be supplied if running across several locales
4 Article Description Max 240 characters, translations must be supplied if running across several locales
5 CTA Button Text Max 25 characters, translations must be supplied if running across several locales
Example Newsletter

 

Notes

  • The article headline and description should be inspirational and give an indication of what to expect when clicking the link. This must link to another Skyscanner onsite landing experience.

  • Destination or landscape imagery with lots of visual interest is recommended.

  • Submitted images are subject to internal approval in accordance with brand guidelines.

  • Images with text or logos overlaid are not permitted.

  • Click here to access our guide for providing creative assets.

Assets must be supplied a minimum of 5 working days prior to going live.

Accepted Tracking for Skyscanner Ads Manager

The following table is a comprehensive list of all currently certified technologies for ad serving, creative tracking, and similar services.

Click tracking

We only accept static click trackers from our list of certified vendors below.  The URL must NOT be called via the 3rd party adserver.  Skyscanner Ads team need the ability to alter the URL in cases where we're deep-linking users through our native formats.

Impression tracking

Impression pixels must be supplied via URL form, in order to work with our native solutions.  

Skyscanner App tracking

We do not support any form of third party click or impression tracking on our app platform. We do allow the use of utm parameters to measure performance.  

Third Party Providers

Channel

Additional Policies
 

Desktop

Mobile Web

Mobile App (1x1)

  

AdForm

X

X

 

  

DoubleClick

X

X

 

  

Flashtalking

X

X

 

  

Integral Ad Science

X

X

 

  

Sizmek

X

X

 

Approved for ads being served in Europe and North America.

MOAT

X

X

 

  

Travelspike

X

X

 

Approved for ads being served in North America.

Adara 

X

X

  

Approved for ads being served in Europe and North America.

Arrivalist

X

X

 

Approved for ads being served in Europe and North America.

* Skyscanner Ads Manager does not accept any form of javascript tag, nor does the platform have the ability to serve such a tag.