Media Kit - Rogers Media

SINCE 1928
S
www.cardonline.ca
2014 Media Kit
2014 Media Kit
CARDonline is
the definitive
source of
current media
information
for the
Canadian
advertising
industry—and
has been for
over 85 years.
SINCE 1928
S
www.cardonline.ca
Today, CARDonline profiles and classifies almost
8,000 media titles to help our subscribers plan
successful advertising campaigns and research
Canadian media. Circulation, advertising,
production and editorial information is researched
and updated daily allowing users to identify and
evaluate where to advertise quickly and easily.
comprehensive view of the opportunities relevant to
them and to make better, more informed decisions
when planning advertising campaigns.
Your sales message at CARDonline has the
potential to influence thousands of media planners
and buyers, guaranteeing exposure to qualified
advertising professionals.
Secure your competitive advantage by closing
these prospects at every opportunity.
Our sales team at CARDonline is eager to help
craft a sales and marketing program that focuses
the attention of planning and buying professionals
on you.
Call us to put our energy, creativity and contacts
in the service of your success.
Access an Influential Crowd
With almost 2 million page views last year,
CARDonline is the standard for complete,
comprehensive and accurate information on all
the media in Canada. Advertisers and agencies of
all sizes, from freelance specialists to international
media groups rely on our information to get a
85%
of the market
surveyed,
found CARDonline to
be the most credible
source of industry
information.
Subscriber
Classification by
geographic area
 Are you launching a
92%
found
CARDonline
met their information
needs
76%
said they
visited
the website of
an advertiser or
supplier mentioned
in CARDonline
Source: 2013 CARDonline
Subscriber Survey
Is your title in
CARDonline?
Northwest
Territories
0.1%
British Columbia
Newfoundland
& Labrador
2.6%
0.3%
0.7%
2.2%
7.7% 0.1%
1.0%
80.3% 0.1% 0.5%
4.5%
Saskatchewan
new title and want to
maximize your coverage?
 Are you looking to grow
your advertising revenue?
 Do you want to reach
key media planners and
buyers?
Alberta
Quebec
Manitoba
USA
P.E.I.
Ontario
New
Brunswick
Nova Scotia
Listings are free and
essential if you want to
attract new advertisers. Visit
http://pages.cardonline.ca/
add-a-listing-cardonline to
add your free listing today
Source: CARDonline, Jan 2014
Promote your brand
and be found by Active Buyers
Our statistics show that media decision-makers spend time at
CARDonline
 Total page views: 1,662,433
 Unique visitors: 75,475
 Total visits: 174,115
 Average time spent: 8 min 15 sec*
 Average pages viewed per visit: 9.55
*For logged in subscriber: 13 min 39 sec
Source: Google Analytics, Sept 2012-2013
Who is using CARDonline (%)
A
Advertisers & Marketers
b
Advertising Agencies
45.4
c
Advertising Services
6.2
D
Education & Government
7.8
E
Media
F
Others Allied to the Field
Source: CARDonline, Jan 2014
4.0
33.0
3.7
F A
E
B
D
C
Page 2
2014 Media Kit
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Display Advertising / Listing Enhancements
Increase your
exposure
Leaderboard
Mini
Banner
Featured
Listing
Appears at the top of all
search results. They are keyword
dependent with a maximum display
of 3 featured listings per keyword.
Additional keywords can be purchased for
$500 each. A Featured Listing is guaranteed
to appear in a search results page whenever
the purchased keyword is used in a search.
Featured Listings are identified in a yellow
box with the text "FEATURED LISTING"
displayed in the bottom right corner
next to the listing name on a
search results page. This is
premium positioning.
Sponsored
Link
Allows a listing to appear in
another type, topic or format in
addition to what it already qualifies to
appear in for free. This allows for greater
visibility and enhances the listing to be seen
in more searches. Sponsored Links appear
on the right side of any landing page, directly
below the search bar and above any Big Box ad.
Three advertisers display and rotate at any one
time. They are identified under the heading
"SPONSORED LINKS", with the logo to the
right of the listing name and the type,
topic or format below it. Clicking on
the listing name or logo takes
the user directly to the
listing.
Logo
Apply a logo
to your listing for
increased visibility.
Listings with logos are
displayed in alphabetical
order via any browse
function and by relevancy
via any keyword
search function.
Big
Box
Priority
Listing
Positioning
Statement
Takes a listing's generic
25-word limit profile description
to a 100-word profile description.
A longer Positioning Statement
allows for branding opportunities,
greatly enhancing visibility by all
who visit (with/without log in).
It also provides Endeca’s search
application with more words to
crawl, ultimately improving
your search ranking.
Appears below
Featured Listings and above
Logo and Free listings. Priority
listings allow for greater visibility
whenever any search is performed.
Results are displayed by relevance.
Priority Listings are identified with
the text “PRIORITY LISTING” in
the bottom right corner next
to the listing name on a
search results page.
Page 3
2014 Media Kit
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S
www.cardonline.ca
Listing Page Ads
Showcase
your brand
1
Leaderboard
1
BIG
BOX
2
HALF
BOXES
placed on your
individual listings
page to provide
additional sales
information
Add
Twitter
feed
Send all Listing Page Ads creative to
[email protected]
Page 4
2014 Media Kit
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Advertising Opportunities
Enhance your listing profile. Tell your brand story effectively.
DISPLAY ADVERTISING
RUN OF SITE
*CPM/RateDimensionsFile SizeFile Types
(w x h) Pixels
Leaderboard
(equal rotation between top & bottom)
$151
728 x 90
40 kb max
GIF, JPG, SWF, 3rd Party ad tags
Big Box 1, 2, 3 & 4 (equal rotation)
$140
300 x 250
40 kb max
GIF, JPG, SWF, 3rd Party ad tags
Mini Banner
$100
468 x 60
40 kb max
GIF, JPG, SWF, 3rd Party ad tags
MONTHLY SERVICES
INTERNAL/CATEGORY PAGES (browse/search by category)
CATEGORY-SPECIFIC ADVERTISING CAPABILITY
RateDimensionsFile SizeFile Types
(w x h) Pixels
Leaderboard
(equal rotation between top & bottom)
$2500
728 x 90
40 kb max
GIF, JPG, SWF, 3rd Party ad tags
Big Box 1 & 2 $2500
300 x 250
40 kb max
GIF, JPG, SWF, 3rd Party ad tags
INTERNAL/TYPE PAGES (browse/search by sub-category)
TYPE-SPECIFIC ADVERTISING CAPABILITY
RateDimensionsFile SizeFile Types
(w x h) Pixels
Leaderboard
(equal rotation between top & bottom)
$2000
728 x 90
40 kb max
GIF, JPG, SWF, 3rd Party ad tags
Big Box 1 & 2
$2000
300 x 250
40 kb max
GIF, JPG, SWF, 3rd Party ad tags
ANNUAL SERVICES
INDIVIDUAL LISTING PAGES
LISTING-SPECIFIC ADVERTISING CAPABILITY
RateDimensionsFile SizeFile Types
(w x h) Pixels
Leaderboard
(equal rotation between top & bottom)
$2500
728 x 90
40 kb max
GIF, JPG, SWF, 3rd Party ad tags
Big Box
300 x 250
40 kb max
GIF, JPG, SWF, 3rd Party ad tags
Half Box 1 & 2
300 x 125
40 kb max
GIF, JPG, SWF, 3rd Party ad tags
Twitter Feed
ALL RATES ARE NET
*Run-of-Site rates are Cost Per Thousand Impression (CPM-based)
25% premium for special treatments (ie. exclusive top leader board positioning)
Twitter ID ex.
“@cardonline”
Here’s what your peers
are saying about their
ads in CARDonline
“Adapt Media is extremely pleased
with the level of hits it receives
daily on its website as a result of
CARDonline’s priority listings and
logo spots. As a business decision, it
is important that we maintain this
in various categories throughout
the year.”
—Jamie Thompson, President,
Adapt Media
“In addition to providing wonderful
value with their priority and logo
listings, CARDonline has also
showcased tremendous service
in looking at various campaigns
to support our key new business
initiatives. Always a pleasure
working with CARDonline.”
—Joshua Siegal, Sr. Manager,
Pelmorex Media
“CARDonline is a wonderful tool.
We use CARDonline frequently
at ParentsCanada magazine as an
excellent resource to quickly find
information on our industry. The
vCards tool and the enhanced
search are very helpful indeed.”
—Jane Bradley, Group Vice-President,
Publisher, ParentsCanada Group
“CARDonline is an invaluable
tool for all our magazines. The
captive audience relies heavily
on CARDonline for their media
decisions and they’re exactly
who we want to speak with.
We’ve extended our messaging
beyond basic listings with their
advertising options and have
received excellent results in both
brand awareness and actual sales
opportunities.”
—John McGouran, Publisher, SHARP
Magazine, Contempo Media
“CARDonline is an important link
that keeps us connected with
media buyers, and gives our
magazine a better level of exposure
in an increasingly competitive
marketplace.”
—Glen Ashworth, Marketing Manager,
University Affairs Magazine
Page 5
2014 Media Kit
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S
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Advertising Opportunities
LISTING ENHANCEMENTS
IMPORTANT NOTES
•Featured Listing (max. 3 positions above organic
search results); includes logo & ownership of 3
keywords.................................................................$4000
•Keywords (extra): dependent on availability applies to
Featured Listing services only............................ $500 per
•Priority Listing.......................................................... $2800
• Positioning Statement (8000 characters, approximately
100 words; supplied by client)................................. $2500
•Sponsored Link (includes logo) 3 spots that rotate...$1975
•Logo (search results page & listing page).............. $1120
➊ All display advertising units adhere to IAB Canada
standard specifications. For additional information, please
visit www.iabcanada.com
OTHER CARDonline SERVICES
➎ Clients must supply click-through URL separately – do
not embed into SWF.
•e-Direct – targets media agencies and advertisers
directly....................................................................... $2000
•e-Newsletter – distributed to an engaged audience
of over 15,000 readers
- Listing Highlight 500-800 words, 2 images......... $2000
- Leaderboard 728 x 90............................................ $1500
- Video Highlight...................................................... $1000
RICH MEDIA AND CUSTOM
SPONSORSHIP OPPORTUNITIES
Ask your sales rep about Rising Stars ad units.
•Site takeovers (Wallpaper plus Roadblocking)
•Transitional Ads/Interstitial Ads
•Top Layer/Floating Ads (including expandable)
•Video Options
•Plus much more**
➋ e-Newsletters can only accommodate GIF or JPG ad
units. Flash (SWF) files are not supported. Files must
adhere to BPPG Flash instructions.
➌ Animated GIFs may only loop 3 times, ending on the last
frame.
➍ 3rd Party Ad Tags are accepted for ROS (run-of-site)
only.
➏ All SWF files must contain Universal clickTAG, for the
latest code and instruction, please visit www.iabcanada.com
➐ Website ads – only 1 click-through URL can be used per
image file.
➑ e-Newsletter ads – only 1 click-through URL can be
used per e-Newsletter deployment.
➒ e-Newsletter ads – Animated GIFs must include call to
action and logo.
Please note that animated GIFs are not fully supported by
all e-mail clients. We recommend that the key message be
placed into the first and last frame of animation.
Note: Ads should not click through to documents such as
PDFs, MS Word files or to e-mail addresses.
**Ask your Sales Manager about many more rich media opportunities
and for complete details and specs.
CUSTOMIZED WEB PROGRAMS
AND BRANDED OPPORTUNITIES
All online material to be supplied to BPPG Creative:
[email protected]
Late creative: All material must be submitted with a
minimum of 5 business days prior to campaign start date.
Late material will result in missed campaign start date
with full campaign being charged to advertiser.
ALL RATES ARE NET
*Run-of-Site rates are Cost Per Thousand Impression (CPM-based)
25% premium for special treatments (ie. exclusive top leader board positioning)
Page 6
2014 Media Kit
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E-Newsletter
Get noticed
and build your
brand with a
leaderboard.
Reach Canadian media buyers
and planners in a unique
editorial environment
http://www.marketingmag.ca/wp-content/uploads/2013/11/CARDonline-November12.html
CARDonline.ca
18/12/13 2:21 AM
View in Browser | Send to a Friend | November 2013
Advertise | Subscribe | Get Listed
NEWSLETTER
Listing Highlight
Featured Article
What will you do with the year's biggest issue
COMB GPS Research Tracks City Driving
of Sharp Magazine?
In the summer and fall of 2013, the Canadian Out-of-Home
Our December issue is chalk full of car
advice, opinions on sports and culture,
Promote
your message
with a listing
highlight. Tell your
unique story to over
15,000 qualified
readers in 500800 words.
awesome gift ideas and, of course,
Measurement Bureau (COMB) conducted GPS research
studies in Calgary CMA and Edmonton CMA to determine
the "in-market factor" that is applied to market populations
in the calculation of Outdoor advertising GRPs. GPS units
plenty of style guidance. Your options:
carried on study participants' key rings tracked their
put it on your desk so our cover guy,
movement and location every two seconds for a period of 9
Michael Fassbender can watch you do
days.
business; rip it up and fold 208 high-
» Read more
gloss paper airplanes; or, and this is
definitely the best option, read and re-read it until you know
it word for word, then pass it on to a loved one, like the
Video Highlight
prized possession it is.
Newad is making you relevant to the Young &
Affluent.
» Read more
Media Planner/Buyer of the Month
Brian Shivraj, Digital Strategist, Ignite Digital
1. If you were a super hero what powers
would you have?
Teleportation; beating traffic would be so
easy!
2. Winston Churchill. His leadership and
determination are inspiring.
Winston Churchill
What's New
3. If you could be on the cover of any
Chatelaine's Jane Francisco has been named editor-in-
magazine, what would you choose?
chief of Good Housekeeping. She will start her new post on
Forbes
Dec. 2.
Bring your
brand to lifePage 1 of 2
with a video
highlight.
Page 7
2014 Media Kit
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S
www.cardonline.ca
Mechanical Specifications | Website
Website
Online Opportunity
Specifications
Leaderboard
Dimensions: 728w x 90h pixels
File Size: 40kb
File Type(s): GIF, JPG, Flash SWFs,
3rd Party Ad Tags
Big Box
Dimensions: 300w x 250h pixels
File Size: 40kb
File Type(s): GIF, JPG, Flash SWFs,
3rd Party Ad Tags
Mini Banner
Dimensions: 468w x 60h pixels
File Size: 40kb
File Type(s): GIF, JPG, Flash SWFs,
3rd Party Ad Tags
½ Box
Dimensions: 300w x 125h pixels
File Size: 40kb
File Type(s): GIF, JPG, Flash SWFs,
3rd Party Ad Tags
Twitter Feed
Twitter ID – example
(@sharpmagazine)
Logo
File Type(s): EPS, GIF, JPG
Positioning Statement
100 words max. (8000 characters)
File Type: DOC
ebsite ads - only 1 click-through URL can be used per image file
W
Animated GIFs may only loop 3 times, ending on the last frame
 3rd Party Ad Tags are accepted for ROS (run-of-site) only
 Clients must supply click-through URL separately


Note: Ads should not click through to files, i.e., PDFs, Word, etc., and should
not click through to email addresses.
All online material to be supplied to [email protected] 5 business
days prior to posting date
Page 8
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Mechanical Specifications | Flash Instructions
Flash Instructions
Important Notes - for completing Flash Banners: (clickTAG instructions
follow on the next page)
Submit 3 items for Flash creative submission:
S
WF file (40K max)
 IMPORTANT - Use Actionscript 2 when building Flash
 Be sure the clickTAG button instance extends the entire length
of the animation timeline
 Detailed clickTAG coding instructions on next page
 Flash banners can be programmed to loop endlessly
B
ackup image file in JPG / GIF format (40K max)
 back-up file for visitors without Flash Player installed
 Animated GIF banners loops a maximum of 3 times and ends
on the last frame.
D
estination URL
 DO NOT code destination URL directly into your Flash animation
 Send the destination URL in your creative submission email
along with the SWF and GIF backup files
 URL and SWF must be separate
Set-up Instructions (clickTAG):
Step 1. C
reate your flash animation using Actionscript 2
Step 2. C
reate a new empty Layer at the top of the layer list (name the
Layer clickTAG)
Step 3. Draw a Box that covers the entire width and height of the ad.
3a) Convert the Box into a Button symbol. (name the Button
symbol clickTAG)
3b) Change the alpha blend of the clickTAG Button to 100%
(makes button transparent)
Step 4. O
pen the actions pane for the Button and paste in the
Universal clickTAG code, available on the next page.
Step 5: Save and publish your file as an SWF.
Please do not forget to provide a backup GIF or JPG.
Page 9
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Mechanical Specifications | Flash: Universal clickTAG code
//Universal clickTAG V1.0 By Ben Cormier (http://www.netprophets.com)
on (release)
{
function cFcTg(t) {
return (t.substr(0, 7) == 'http://' || t.substr(0, 8) == 'https://');
}
var fcTg = ''; var fcTt = '_blank';
var cTgM = 'clicktag'; var cTtM = 'clicktarget';
for (prop in this) {
var p = prop.toLowerCase();
if (p == cTgM && cFcTg(this[prop])) fcTg = this[prop]; if (p == cTtM) fcTt = this[prop];
}
if(fcTg == '' || fcTt == '_blank')
for (prop in _root) {
var p = prop.toLowerCase();
if (p == cTgM && cFcTg(_root[prop]) && fcTg == '') fcTg = _root[prop];
if (p == cTtM && fcTt == '_blank') fcTt = _root[prop];
}
if(fcTg == '' || fcTt == '_blank')
for (prop in _level0) {
var p = prop.toLowerCase();
if (p == cTgM && cFcTg(_level0[prop]) && fcTg == '') fcTg = _level0[prop];
if (p == cTtM && fcTt == '_blank') fcTt = _level0[prop];
}
if (cFcTg(fcTg)) getURL(fcTg, fcTt);
else getURL("http://noclicktagfound", fcTt);
}
Page 10
2014 Media Kit
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Mechanical Specifications | Rich Media – 3
rd
Party Vendors, Transitional Ads
NOTE: ALL RICH MEDIA ASSETS MUST GO THROUGH A 3rd PARTY RICH MEDIA VENDOR
PRIOR TO BEING SENT TO ROGERS BPPG UNLESS INDICATED OTHERWISE. SPECS
LISTED BELOW ARE THE MINIMUM REQUIREMENTS FOR BPPG SITES AND ADDITIONAL
REQUIREMENTS MUST BE ACQUIRED FROM THE 3RD PARTY VENDOR.
Approved 3rd Party Vendors

Doubleclick

Pointroll

EyeWonder

Klipmart

eyeReturn

Media Mind (Eyeblaster)
Rogers BPPG works with many 3rd party vendors. If you are working
with a 3rd party vendor not listed here, please contact your Account
Manager. Please also check with your Account Manager to consult
what ad placements support these formats.
 Rogers BPPG does NOT support ads with audio on by default.
Audio must be initiated by the user, on click.
 Rogers BPPG does NOT support pre-expanded ads.
Transitional Ads
Transitional ads are initiated when users click on a link and are
transferred to another page and an ad catches them in transition
before they arrive at the next page. The ad saturates the entire
browser window and the user must either close the ad via close
button, or wait for the ad to expire (which is generally between 10-15
seconds max).
Transitional ad creative assets should be supplied to a 3rd party
vendor to prepare.
Specs
aximum file size is 80k
M
Dimensions: 640(w) x 480(h) pixels
 Animation Time: 10 seconds (recommended)
 Do not include close box as part of the design
 Prepare one line of text to be placed above your creative to say,
“Click here to continue to www.website.com” (or for French sites,
“Cliquer ici pour aller à www.website.com”
 Embed universal clickTag* into your Flash creative
 Provide click-through URL separately
 Specify your ad frequency (recommended is twice per week
per user)


Universal clickTag: Visit www.iabcanada.com for more information.
Page 11
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Mechanical Specifications | Rich Media – Wallpaper Ads
Wallpaper Ads
The wallpaper is an ad which changes the background of the page
being viewed. Wallpaper ads can be hard-coded to run across the
entire site, or ad-served through DART (in which case they can be
targeted to sections of the site, i.e., home page, news page, etc.
Plus, they can be geo-targeted). Due to variations in site widths and
justifications, i.e., centered versus left aligned, it is best to keep any
important graphics or text as close to the edges or gutters as much as
possible. This will account for information being cut off due to different
screen resolutions.
* Finished creative is submitted directly to Rogers BPPG
Specs
aximum file size is 200k
M
We require one large wallpaper (with the centre blank to
accommodate the webpage content), rather than a separate
creative for each gutter
 The creative should be supplied in high-res (Rogers BPPG design
team will optimize for web where necessary)
 We only accept JPGs and static GIFs
 Cannot be clickable
 Cannot be animated
 We strongly recommend no repetition of logos
 Cannot be third party ad served
 Should not be text-heavy (makes for a better user experience,
especially considering various screen resolutions)


Note: If clients require Rogers BPPG creative design services, clients must
supply their logo and any other graphic elements 10 business days in advance.
Example: http://www.richmediagallery.com/galleryDetail/?id=35589
Page 12
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Mechanical Specifications | Rich Media – Sliver Ads
Sliver Ads
A sliver ad is a thin rectangular ad which spans the entire width of
the web page (generally placed close to the top of the page.) When
the user hovers or moves the cursor over the ad (“mouse on”), the ad
unit will expand down and the content on the page pushes down (as
opposed to the ad unit expanding and covering over the content). Then
the expanded ad can only be retracted by the user when he/she clicks
on the close button.
* The sliver ad creative should be supplied to a 3rd party vendor to prepare.
Specs
The width of this ad unit can vary depending on each individual site
width (contact your Account Rep for information)
 Height should be 50 pixels (non-expanded)
 Height should be 250 pixels (expanded)
 Creative will expand on roll-over (or click) and contract on click via
close button
 Close button must be positioned in the top right-hand corner of the
creative
 Embed universal clickTag* into Flash creative
 Provide click-through URL separately

* Universal clickTag: Visit www.iabcanada.com for more information.
Page 13
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Mechanical Specifications | Rich Media – Page Peels
Page Peels
A page peel ad appears in the top-right corner of the site homepage
and peels back with a small animation to attract the reader's
attention. When the user mouses over the corner, it opens to reveal
the rest of the ad, which can be animated. The user can click on the
call-to-action in the advertisement area or they can click on the close
button to retract the peel.
* The creative assets should be submitted to a 3rd party vendor to prepare.
Important


ust have a functional close button
M
When the user hovers or moves the cursor over the peel (“mouse
on”), the panel will peel back to reveal the ad message. When the
user clicks on the close button, the peel will retract to its original
position
Specs
Small: 75 x 75 when ad is closed; 500 x 500 when ad is open (half of
this is cut off due to angle)
 Large: 150 x 150 when ad is closed; 600 x 600 when ad is open (half
of this is cut off due to angle)
 File Type: Flash, frame rates must not exceed 15 FPS
 Total file size: 400k (without video)
 Animation/Video: Allowed; unlimited looping, each loop must be
15 seconds maximum, 80k initial load with 2.2 mb progressive load
(with video)
Video:
 Format: True Streaming; progressive download available on
click only
 Length: 30 seconds max
 File Size: 2.2 megs

Example: http://portfolio.bnpmedia.com/HTML/RichMedia/BNP_GUID_9-52006_A_10000000000000889464
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Mechanical Specifications | Top Layer Ads, Floating Ads, Digital Bellyband
Top Layer Ads / Floating Ads
For top layer (or floating) ads, the animation moves across the user's screen,
or floats above the content, and must disappear off the page or, if a combo
unit, must disappear into another ad unit such as the Leaderboard or Big
Box.
* The creative assets should be submitted to a 3rd party vendor to prepare.
Specs
nimation: Up to 7 seconds floating
A
Must include close "x" button, top right Arial 16 pt
 Flash: Maximum 30 frames/second, up to and including Flash 8.0
 Backup GIF or JPG required
 Click must open new browser
 Audio: User-initiated on click only. A functioning on/off button is required
 In-unit volume control is optional
 Embed universal clickTag* into Flash creative


* Universal clickTag: Visit www.iabcanada.com for more information.
Example: http://www.richmediagallery.com/galleryDetail/?id=18513
Digital Bellyband
Digital bellybands can run across the entire site or can be targeted to specific
sections of the site, i.e., home page, news section, etc. The bellyband must be
initiated by a Big Box ad counterpart. The ad will automatically expand/launch
via the Big Box once the page loads up. If the user chooses to close it via the
close button, then the bellyband disappears while the Big Box ad remains.
The Big Box ad must be designed with standard call-to-action creative
because it will still display on the web page after the bellyband is closed.
* The creative assets should be submitted to a 3rd party vendor to prepare.
Specs
The width of the bellyband ad unit will vary depending on each individual
site’s width (contact your Account Rep for information)
 Height of the bellyband ad should be 250 pixels
 A close button must be added to the top right-hand corner of the
bellyband ad
 Must include frequency cap (recommended once per user every 24hrs)
 Geo-targeting is available
 The Big Box ad will be positioned in the top right-nav position on the page,
where available (contact your Account Rep to confirm position availability on
the website)
 Supply both Big Box and Bellyband creative to the 3rd party vendor

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Mechanical Specifications | E-Directs – HTML E-mail Best Practices, General Tips
E-Directs
General Tips
 Be creative with Subject Lines without overselling
 Set realistic expectations and readers will be more
likely absorb or take action with the information
presented in the email body
 Avoid the word “free” which tends to trigger spam
filters
 “Help”, “percent off” and “reminder” do not
trigger spam filters but tend to negatively impact
performance
K
eep the reader’s attention – use concise and
engaging copy
 Copy should encourage the reader to take action
 Strong copy motivates click-throughs (e.g. drive
readers to the website URL to “Register or learn
more”)
 Include a Call to Action
 The call-to-action link should stand out from the
rest of the copy – perhaps code it in a table cell and
format it to look like a button
 Use an appropriate font size in a contrasting but
complimentary colour - perhaps a secondary colour
in your branding
C
onvey your key message “above the fold” within the top
400 pixels of the email
 Readers are bombarded with many emails and
distractions in their work environment – don’t waste
their time, show them why your message is worth
reading right away
 It is a good idea to include a call to action within this
area for optimal click-through performance
M
aximum width of images and HTML should be no
larger than 650 pixels
 Unless the email is specifically designed to “reveal”
for effect – do not make users scroll
 Again, do not “waste” the user’s time
 Also ensures the email is printer-friendly
 Keep your message within a width of 500 to 650
pixels so that it fits comfortably on smaller screen
resolutions
are on by default in various email systems and
images will not show until user prompts the system
(i.e., Outlook, Gmail, Lotus Notes, Blackberry)
 Text-based emails can be equally effective
 If you choose to use images heavily in your email
design:
 Don’t use images for important content such as
headings and call to actions
 Specify width and height of images and insert
“alt tag” descriptions
 Background images are not supported by many
business email systems, consider alternative
methods to integrate them into the design
 If you are using a large image in your email,
add one line of clickable text above or below the
image that links to the website
U
se dark-coloured text against light background colours
 Dark text against light backgrounds makes a printerfriendly document
 Explicitly define the background colour because
some email clients may default to a different colour
which could negatively impact your design
D
esign layout so they can be “contained” with tables
 Tables help keep design structures consistent define the height and width of table cells
 Use a stacked table structure rather than colspans
or rowspans – it is more stable when viewing across
email systems
K
eep coding in HTML emails simple and straightforward
 The more complicated the code (eg. CSS, relative
positioning, background images), the greater the
chance that there will be compatibility issues with
email systems
 Use text to convey key message
 Bold graphics are eye catching but image blockers
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Mechanical Specifications | E-Directs – HTML E-mail Best Practices, Coding Tips
CODING Tips
The following common design elements are not supported universally by
email systems; use alternatives:
ackground images
b
animated gifs
 float or absolute positioning
lt tags
a
list-style images
 margin and padding




Tip: Outlook 2007/2010 uses MS Word to render HTML. Therefore previewing in MS Word
will give a very close approximation of how it will look in Outlook 2007/2010. To test, open
your HTML in MS Word. If it doesn’t work there, it will definitely not work in Outlook
2007-2010.
U
se standard font tags (recommended and more universally accepted)
 Inline styles would be the second option and CSS in the header as the
last option
 Using the standard font tags will ensure formatting is not ignored –
some email systems strip out CSS altogether
T
able margins and padding are not universally supported
 Set up cells with blank spaces ( ) to replace the padding
 Alternatively, create 1x1 transparent GIFs and use them in cells with
defined width & height – place these cells to the left and right of your
content cell as padding (eg. <td width=“10” height=“20”><img
src=“1x1spacer.gif” width=“10”></td>
 Set cell height and valign=”middle” to create the illusion of padding
above and below
C
ell colspan and rowspan properties are not supported in Lotus notes
 Use nested tables instead (2 to 3 levels are ideal but you can probably
use up to 5)
D
efine all cell widths, align and valign properties (in HTML code not inline
CSS)
D
efine all table widths, border, cellpadding and cellspacing properties (in
HTML code not inline CSS)
S
et “fallback” background colours using the HTML “bgcolor” element.
<
div> elements are sometimes ignored, replace with table cells
 Include both font tags and inline styles to apply colour to headings, links
and alt tags (where supported) in the case that inline styles are dropped by
the email or webmail program. E.g., <font color=”FFFFFF”> (is a standard
font tag) and <p style=”color:#FFFFF”> (is an inline style). Note: Be sure
that both tags use consistent attributes.
C
SS stylesheets are removed in most webmail clients and images are
blocked by default
 Test your email with these elements turned off to make sure that it is
still readable
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Mechanical Specifications | Sponsor E-Directs
Material may be supplied in one of two ways:
 A completed HTML
layout (Recommended)
TML file: copy, images and
H
relevant URLs are embedded
and laid out as desired
 Dimensions:
Width - 600 pixels max
Height - 600 pixels max
 Images*
 Copy**
 Call to action: a clickable
area that compels the user
to take action – embed URL
or supply tracked links
separately (eg. Click here for
more information)
 Subject Line: 50 characters
max (including spaces)
S
eparate creative
material components
(BPPG to develop HTML layout)

Method A (Recommended)
An uncompressed PDF: which
allows for simple extraction of
images*, logo(s) and copy**
 Subject Line: 50 characters max
(including spaces)

- OR -
Method B
Layout notes: copy** with
guideline notes on layout and
image placement provided in
Microsoft Word
 Images*: Provide as separate
attachments
 Subject Line: 50 characters max
(including spaces)

* Images: 40Kb max. file size per image, acceptable file formats are JPG, GIF, PNG
** Copy: 150 words max. (Recommended)
BPPG will apply a Publication template to all E-Direct material – includes
header and footer.
FINAL SUBMITTED MATERIAL WILL BE SCREENED FOR
COMPLIANCE WITH BPPG STANDARDS.
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Mechanical Specifications | e-newsletters
E-Newsletters
LEADERBOARD
Dimensions: 728w x 90h pixels
File Size: 40kb
File Type (s): GIF, JPG
Send creative and MSG order to [email protected]
5 full business days in advance of email deployment.
Video Highlight
Send in any high resolution video format except AVI.
LISTING HIGHLIGHT
Dimensions: 7.5”w x 7.0”h
File Size: 500-800 words
Format: DOC
LOGO (New @ CARDonline section)
Specifications:120w x 80h pixels
File Type (s): GIF, JPG
NOTES
•Flash cannot run within e-newsletters. E-newsletters can only
accommodate GIF or JPG
•Animated GIFs may only loop 3 times, ending on the last frame;
animated GIFs are NOT universally accepted by all E-mail clients
and therefore may not display all frames; commonly, only the first
or last frame is shown; please adjust your material accordingly or
submit a static GIF.
•3rd Party Ad Tags are accepted for ROS (run-of-site) only
•Clients must supply click-through URL separately
•E-newsletter ads - only 1 click-through URL can be used per
E-newsletter deployment
•E-newsletter ads - Animated GIFs must include call to action and
logo on first and last slide/frame
Page 19
2014 Media Kit
CONTACT US
One Mount Pleasant Road, 7th Floor
Toronto, ON M4Y 2Y5 Canada
Tel: (416) 764-1507
Fax: (416) 764-1748
www.cardonline.ca
GENERAL MANAGER, ONLINE BRAND STRATEGY
Pamela Kirk
(416) 764-1573
[email protected]
NATIONAL ACCOUNT MANAGER
Yana Eventov (416) 764-1507
[email protected]
CUSTOMER CARE CONSULTANT
Joel Tenefrancia (416) 764-1620
[email protected]
EDITOR
Artemis Hall (416) 764-1785
[email protected]
DATA ASSISTANT
Darlene Mooney (416) 764-1615
[email protected]
DATA ASSISTANT
Serina Dingeldein (416) 1657
[email protected]
A division of
SINCE 1928
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www.cardonline.ca