Formats

Advertising formats and specifications

Each format below says where it appears, what creative it takes, how it is sold and how we measure it. Every placement is labelled as advertising. Prices are quoted for your brief.

Send a brief Media kit

How delivery is measured

A viewable impression is at least 50% of the creative in view for at least one second.

Served
The advert was delivered to the page. Counted, but not what you pay for.
Seen
Viewable impressions: at least half the advert on screen for a second, not merely served.
Clicks and CTR
Clicks, and the click-through rate against impressions seen.
Conversions
Enquiries and paid tickets attributed to the campaign.
People
How many separate browsing sessions saw it, counted once each.
Spend
Worked out from viewable impressions at the rate agreed with you, so it reconciles with the report.
Per creative, per day
Each creative’s delivery side by side, and a day-by-day series.

If a booking delivers fewer viewable units than it was booked for, the quote’s make-good rule applies: the shortfall runs again, or the undelivered share is credited.

On the website

Positions the ad server runs on live pages. Sold by the week or by viewable impressions; targeting is described on the advertise page.

  • Section banners

    Wide band

    A wide band across the page: under the homepage hero and between its sections, and at the top of articles, events, the forum, products, podcasts, the dentist directory, awards, speakers and courses.

    Creative it takes
    Card, Image, Text, HTML, Video
    Sold
    per week, or per viewable impression
    Where it runs
    • Home — HeroDirectly under the homepage hero
    • Home — Between sectionsBetween the podcasts row and featured dentists
    • Home — Below foldFull-width band further down the homepage
    • Articles — Top bannerAbove the articles grid
    • Events — Top bannerAbove the events list
    • Forum — Top bannerAbove the forum list
    • Products — BannerAbove the products grid
    • Podcasts — Top bannerAbove the episodes list
    • Magazine — Between editionsBetween the current edition and the year archive
    • Directory — Top bannerAbove the results of the dentist directory and every place hub
    • Awards — Top bannerAbove the awards editions
    • Speakers — Top bannerAbove the speakers lens
    • Courses — Top bannerAbove the courses lens

  • In-content banners

    Wide band

    Inside the thing being read: between paragraphs of an article, after it, under an event description, an episode player or a product, and between a forum question and its replies.

    Creative it takes
    Card, Image, Text, HTML, Video
    Sold
    per week, or per viewable impression
    Where it runs
    • Article — Mid-articleBetween paragraphs, once the reader is committed
    • Article — After the articleBelow the text, before related reading
    • Event — Below detailsUnder the event description
    • Episode — Below playerUnder the episode player and notes
    • Product — Below detailsUnder the product description
    • Forum — In discussionBetween the opening post and the replies
    • Magazine — Under the readerBelow the PDF reader on one edition

  • Native tiles in listings

    Grid card

    A card the same size as the cards around it, inside the articles grid, the products grid and the listings of people — framed and labelled so it never passes for editorial.

    Creative it takes
    Card, Image, Text, HTML, Video
    Sold
    per week, or per viewable impression
    Where it runs
    • Articles — Inline cardA card inside the grid, repeated every few rows
    • Products — Inline tileA tile inside the grid, at the interval set in Products → Display
    • Directory — Inline cardA card inside a people listing, after the third result

  • Sidebar cards

    Rail card

    A portrait card in the reading rail beside an article, under an event’s registration panel, in a member’s profile rail and beside search results.

    Creative it takes
    Card, Image, Text, HTML, Video
    Sold
    per week, or per viewable impression

    A member can switch the profile rail off for their own page, and it never appears on an imported clinic listing.

    Where it runs
    • Article — SidebarTop of the reading rail, beside the text
    • Event — SidebarUnder the registration panel
    • Profile — SidebarIn the rail of a member profile; never on a clinic listing, and the owner can switch it off
    • Search — Results railBeside the global search results

  • Site-wide bands

    Wide bandSticky band

    A band above the footer of every page, and a slim sticky band at the foot of the screen on listing pages.

    Creative it takes
    Card, Image, Text, HTML, Video
    Sold
    per week, or per viewable impression

    The sticky band can be dismissed by the reader and shows at most once a day in a browser.

    Where it runs
    • Global — Above the footerSite-wide band above the footer, on every page
    • Global — Sticky anchorA slim band pinned to the foot of listing pages; dismissable, at most once a day

  • Interstitial and exit intent

    Sheet over the page

    A dismissable sheet over a listing page, or on desktop as the pointer leaves the page. The loudest format we run, so it runs under the tightest rules.

    Creative it takes
    Interstitial, Exit intent
    Sold
    per week, or per viewable impression

    At most once per session and once every 24 hours, never on the first page a reader opens, never over an article, a registration or a checkout, and only after an editor approves the creative.

    Where it runs
    • Global — InterstitialA dismissable sheet over a listing page; interstitial and exit-intent formats only, under hard caps

  • Newsletter sponsor block

    Wide band

    A disclosed sponsor block inside an email campaign. Every send counts as the impression, and clicks come back through a signed link.

    Creative it takes
    Card, Text
    Sold
    per newsletter send
    Where it runs
    • Newsletter — Sponsor blockA disclosed sponsor block inside an email campaign that names this creative

  • Sponsored article

    An article about your product, research or company, edited to our publishing standards, published at its own address with the sponsor and a disclosure shown above the text, and promoted through any of the positions above.

    Sold per article. The sponsor and the disclosure stay above the text through every later edit; our editors keep topic accuracy, clinical review and the final say. A sponsor does not buy a review, a verdict, a ranking or a followed link.

Ready to plan?

Send a brief and we reply with a written quote. Planning around a subject? See the editorial calendar.

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