Technical requirements


Requirements for ready-made advertisement files

  1. F/x-1a:2003 composite.
  2. Every file must contain only one page.
  3. PDF files must not contain any technical marking – checking scales for printing, names of colours, registration marks or crop marks. The document must be exactly the actual size of the advertisement, i.e. the page under the advertisement must be the same size as the advertisement size.
  4. Advertisements that require a bleed must include a bleed of 5 mm on all sides. For instance, an advertisement with the dimensions of 220×290 mm + bleed must be exactly 230×300 mm and must not contain crop marks or other technical markings.
  5. The resolution of images in files must be 170 dpi for newsprint, 220 dpi for coated paper.
  6. All the colour images and colour tones used in a ready-made design must be CMYK (not RGB, Lab or Pantone) and all the SPOT colours used must be converted to CMYK format.
  7. When designing, the use of 4-colour black (rich black) for texts and objects must be avoided. The percentage of process colours used in coloured texts and objects must not exceed 240% on newsprint and 300% on coated paper. The colour separation of images must be done with the colour profile (ICC priofile) of the respective paper, which is electronically available on the Kroonpress homepage (
  8. Newsprint – ISOnewspaper26v4
  9. Coated paper – ISO coated v2 300
  10. The ISO standard for newsprint allows misregistration of colours to a certain extent. If the technical requirements for newsprint are met, misregistration of colours is not visible. It becomes visible when the technical requirements are not properly fulfilled.
  11. Text sizes of 8 points or less must be avoided, as must line thickness of less than 0.3 mm and the use of white text (knockout) in coloured objects. The minimum size of Italic or Serif text in coloured objects is 10 points.
  12. The name of a sent file must contain a reference to the advertising content and/or campaign, the publication it is to be published in and the first publication date. For instance: Silberauto_Colt_PPM_1903.pdf, Pharma_jamsijuur_SAK_0206.pdf
Further information is available on the webpage of the printing house at

Advertising materials

  1. Advertising materials submitted in the following programmes are considered electronic advertising materials (NB! Logos, coats of arms, symbols and other graphic design elements must be in vector graphics): CorelDraw up to versioni X3 (*.cdr), Adobe Illustrator up to version CC (*.ai), (*.eps), (*.pdf)
  2. Text materials must be submitted as text and may be in the format of the most common word processing programmes (Word, Excel, Wordpad, Notepad and/or can simply be copied from the body text of an e-mail). Text materials must not be sent by fax or as an image attachment to an e-mail. The images used in advertisements must be of sufficient resolution according to the printed size and sent as separate files in CMYK or RGB colour mode. Images must not be sent in Word, Excel, PowerPoint or any other word processing programme files – suitable formats are TIFF and JPEG.

Uploading files

  1. The file name must contain a reference to the content of the advertisement, the product in which it is to be published, and the publishing date.
  2. The files must be uploaded to the server:
    • Server:
    • User: pmreklaam
    • Password: PM.r3klaam
  3. Direct link to the server:


General terms and conditions

  1. Postimees uses the most acknowledged ad server Google AdManager 360 to serve advertisements.
  2. Google AdManager 360 is algorithmically able to prefer the best sites, positions, dimensions and creatives for each campaign.
  3. Postimees uses and accepts advertisements in four formats:
    • Image file (.jpg, .png, .gif)
    • Video file (.mp4)
    • HTML: (
    • Serving script
  4. NB! Advertisements in Flash format are not allowed because of browser (Chrome and Firefox) users do not see Flash advertisements
  5. The advertisements must not imitate news nor the appearance of Postimees.
  6. When sending the advertisements, all files must be added to .zip container and must be sent as package.
  7. In addition to files, client needs to send URL addresses that advertisements refer to. Postimees does not use URL addresses in which adserver detects viruses or potentially harmful features. URL addresses must not contain characters with umlauts.
  8. In case of undelivering in campaign volume due to restrictions (frequency capping, subsite targeting, day and time targeting) Postimees will compensate missing impressions in the first opportunity.
  9. In addition to the conditions established by Postimees all advertisements must comply with the laws of the Republic of Estonia (including Advertising Act).
  1. The following formats can be served on a mobile: JPG, PNG, GIF, HTML, script, video (mp4)
  2. Upon serving HTML or script, please make the banner responsive. To do that, you need to set the width and height parameters to 100%.
Image file
  1. Image file must be in .jpg, .png or .gif format.
  2. Maximum permitted size of image file is 100 kb.
  1. Audio files must be in .mp3 format.
  2. The maximum allowed size is 2 MB.


  1. Video file must be in .mp4 format.
  2. Maximum permitted size of video file is 2 MB.
  3. For showing video banner advertisements we use HTML container which has buttons (play/paus and mute) and its default settings are:
    • Sound is OFF.
    • Automatic start is ON.
    • Automatic repeat is ON.
  4. When showing video advertisements as pre-, mid- or post-rolls, the user can choose to skip advertisement after 12 seconds.
  5. Metadata of video file must be in the beginning of the file.


  1. HTML-ad must be in correct .html format and all HTML, CSS and JavaScript functions can be used.
  2. Maximum permitted size of HTML advertisement is 150 kb. The size of HTML is measured by network traffic.
  3. The advertisement must not involve images, JS, CSS nor other files outside the .zip container sent to Postimees (except Google and Adobe CDNs).
  4. Elements of an image used in the advertisement should be sprite from one file.
  5. The code of the advertisement must compile without console errors.
  6. HTML advertisement must contain clickTAG. There are two steps for adding it:
    • Copy the following code between <head></head> TAGs.
      function getQueryStringValue (key) {
      return decodeURIComponent( RegExp("^(?:.*[&\\?]" + 
      encodeURIComponent(key).replace(/[\.\+\*]/g, "\\$&") + "(?:\\=([^&]*))?)?.*$", "i"), "$1"));
      window.clickTAG = getQueryStringValue("clickTAG");
    • Add clickTAG to <body> TAG, so it would look like:
      <body onclick="; return false;">
  7. In case of several different clickTAGs use:
    window.clickTAG = getQueryStringValue("clickTAG");
    window.clickTAG1 = getQueryStringValue("clickTAG1");
    window.clickTAG2 = getQueryStringValue("clickTAG2");
  8. To display HTML advertisement correctly add CSS rules:
     html, body
     { padding: 0; margin: 0; }
    img { border: none; }
  9. Tracking-pixels can be added inside HTML advertisements. It has to be remembered that tracking pixels are activated later (after displaying the advertisement) and because of that the statistics of impressions might vary.
  10. HTML advertisement is recommended to be responsive. For that, width and height parameters should be set to 100%.
  11. HTML advertisements created by tools (Edge, Swiffy, GWD) also need to meet the afore-mentioned requirements.

Serving script

  1. It is not possible to show advertisements in mobile with serving script (the solution is not responsive).
  2. Advertisements displayed with serving script must comply with all the afore-mentioned requirements.
  3. AS Postimees Grupp is not responsible for contents and/or technical errors made by third parties.
  4. AS Postimees Grupp guarantees the volume of impressions by Google AdManager 360. Differences in statistics of impressions are usual when using third party metrics because of technical reasons.
Content marketing
Customers can always write the content of the marketing text themselves, but we recommend using the service we offer where our copywriter creates the text. A content marketing story requires:
  1. Initial text input
  2. Images
  3. If necessary, links to the landing page which can be referred to in the text.
Sending banners
  1. When sending advertisements, all the files must be added to a .zip container and forwarded as packed.
  2. In addition to files, the URL or landing page addresses to which the advertisements have to refer must be sent.
  3. Postimees does not use URL addresses at which the advertising server detects attributes that are viral or otherwise potentially harmful for users. URL addresses must not contain dotted letters with diacritics.
  4. Please send the relevant files and URL addresses directly to the web sales manager.


  1. Audio clip formats:
    • .mp3 320 kbps CBR, 16 bit, 44,1 kHz
    • .wav 1411 kbps, 16 bit, 44,1 kHz (CD-formaat)
  2. The maximum allowed digital sound level range of a clip is -1 dB to -6 dB
  3. Sound must be compressed to 10 dB.
  4. The text must be understandable and clear and at least 6 dB louder than the audio background.
  5. Please send ready-made advertising clips by e-mail to


General terms and conditions

  1. 25 frames per second, interlacing, HD format 1920 x 1080 50i.
  2. No special requirements for compression (quality must be sufficient for the customer and the viewer).
  3. In order to maximise uploading to the server, please prefer more efficient standards like mpeg2, mpeg4, divx, xvid.

Uploading clips

  1. The name and the length of a clip must be clearly indicated and the name of the clip must match the name in the order.
  2. The files must be uploaded to the server:
    • Server:
    • Kasutaja: k2_anonymous
    • Parool: 4nonk2
    • Kaust: Reklaamid Kanal 2-le
  3. Direct link to the server:
  4. The clips will be deleted after downloading.

Detailed technical terms and conditions.

  1. HD
    • Video
      • Format : MPEG Video
      • Commercial name : XDCAM HD422
      • Format version : Version 2
      • Format profile : 4:2:2@Highv
      • Format settings, BVOP : Yes
      • Format settings, Matrix : Custom
      • Format settings, GOP : M=3, N=12
      • Format_Settings_Wrapping : Frame
      • Bit rate : 50.0 Mbps
      • Width : 1 920 pixels
      • Height : 1 080 pixels
      • Display aspect ratio : 16:9
      • Frame rate : 25.000 fps
      • Standard : Component
      • Color space : YUV
      • Chroma subsampling : 4:2:2
      • Bit depth : 8 bits
      • Scan type : Interlaced
      • Scan order : Top Field First
    • Audio #1 FullMixL
      • Format : PCM
      • Format settings, Endianness : Little
      • Format_Settings_Wrapping : Frame (AES)
      • Bit rate mode : Constant
      • Bit rate : 1 152 Kbps
      • Channel(s) : 1 channel
      • Sampling rate : 48.0 KHz
      • Bit depth : 24 bits
    • Audio #2 FullMixR
      • Format : PCM
      • Format settings, Endianness : Little
      • Format_Settings_Wrapping : Frame (AES)
      • Bit rate mode : Constant
      • Bit rate : 1 152 Kbps
      • Channel(s) : 1 channel
      • Sampling rate : 48.0 KHz
      • Bit depth : 24 bits
  2. SD
    • Video
      • Format : MPEG Video
      • Format version : Version 2
      • Format profile : 4:2:2@High
      • Format settings, GOP : M=3, N=12
      • Bit rate mode : constant
      • Bit rate : 15.0 Mbps
      • Width : 720 pixels
      • Height : 576 pixels
      • Display aspect ratio : 16:9
      • Frame rate : 25.000 fps
      • Standard : PAL
      • Color space : YUV
      • Chroma subsampling : 4:2:2
      • Bit depth : 8 bits
      • Scan type : Interlaced
      • Scan order : Bottom Field First
    • Audio, FullMixStereo
      • ID : 192 (0xC0)
      • Format : MPEG Audio
      • Format version : Version 1
      • Format profile : Layer 2
      • Bit rate mode : Constant
      • Bit rate : 192 Kbps
      • Channel(s) : 2 channels
      • Sampling rate : 48.0 KHz
      • Compression mode : Lossy