advertiser creative guidelines

ADVERTISER CREATIVE GUIDELINES
STANDARD GIF/JPG/SWF
AD FORMAT
Leaderboard Med. Rectangle Skyscraper Wide Skyscraper Small Rectangle Half Page Square Banner Pop‐Under Interstitial AD SIZE
728 x 90 300 x 250 120 x 600 160 x 600 180 x 150 300 x 600 250 x 250 468 x 60 Up to 800 x 600 Up to 800 x 600 MAX SIZE GIF/JPG
40 kb 40 kb 40 kb 40 kb 30 kb 50 kb 50 kb 40 kb 50 kb 70 kb 40 kb 40 kb 40 kb 40 kb 30 kb 50 kb 50 kb 40 kb 50 kb 60 kb GENERAL All creative with a white background is required to have a one pixel black border. The entire banner needs to be clickable at all times. 1
© 2014 Conversant. All rights reserved. Rev. 4/14/14
MAX SIZE FLASH
IN‐BANNER VIDEO •
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Ad size / Dimensions / Resolution (pixels): No more than 720 pixels Max file size: No real limit, typically less than 100MB Format length: 15 or 30 seconds Format Accepted: All major formats including mpeg4, mov, avi, flv Encoded Bit Rate: Any for original advert. Will be encoded into 256, 512, 1023kbps Frame Rate: Up to 30 frames per second Aspect Ratio: Any Key Frame Interval: Any Color Depth: Any AUDIO Off by default (user initiated). All units with sound events are flagged for audion and subject to publisher exclusions and inventory limitations. ANIMATION Animation not to exceed 15 seconds, including auto‐play video. FLASH All Flash creatives require the use of a backup image (GIF, JPG or PNG) that is in the same dimensions as the Flash creative. FRAME RATE 18 frames per second is recommended. 3RD PARTY RICH MEDIA PROVIDERS All major 3rd party rich media providers are accepted. Our approved list includes DoubleClick, PointRoll, Eyeblaster, Eyewonder, MediaPlex, OggiFinogi, Spongecell, Interpolls, Flite, and iGuiders. Any other provider not mentioned must be tested before approved. 2
© 2014 Conversant. All rights reserved. Rev. 4/14/14
EXPANDABLE BANNERS
AD FORMAT
Leaderboard Med. Rectangle Skyscraper Wide Skyscraper Banner INITIAL AD
SIZE
728 x 90 300 x 250 120 x 600 160 x 600 468 X 60 FINAL AD
SIZE
728 X 270 500 X 400 300 X 600 480 X 600 468 X 180 MAX FILE SIZE
INITIAL LOAD
MAX FILE SIZE
FINAL LOAD
PANEL EXPAND
DIRECTION
40 KB 40 KB 40 KB 40 KB 40 KB 125 KB 125 KB 125 KB 125 KB 125 KB Down Any Left / Right Left / Right Down GENERAL A close button that retracts the banner on click is mandatory. 3
© 2014 Conversant. All rights reserved. Rev. 4/14/14
S P E C I F I C AT I O N S
VIDEO
SHOWCASE YOUR BRAND WITH
ENGAGING VIDEO FORMATS
VIDEO
STANDARD PRE-ROLL, INTERACTIVE PRE-ROLL, PERSONALIZED PRE-ROLL
DETAILED SPECIFIC ATIONS
VIDEO
VIDEO
COMPANION
BANNER
SOCIAL
SOLUTIONS
STANDARD
PRE-ROLL
INTERACTIVE
PRE-ROLL
Video
Video
Companion Banner
Companion Banner
Interactive Components
PERSONALIZED
PRE-ROLL
SOCIAL
SOLUTIONS
Video
YouTube Views
Companion Banner
Earned Media
Personalized Components
© 2014 CONVERSANT, INC.. ALL RIGHTS RESERVED.
THIS DOCUMENT IS NOT TO BE DISTRIBUTED WITHOUT PRIOR CONSENT. ALL NAMES AND LOGOS ARE TRADEMARKS OR REGISTERED TRADEMARKS OF THEIR RESPECTIVE OWNERS. REV. 04142014
BASIC INTERACTIVE COMPONENTS
(Basic Interactive Components apply to Interactive Pre-Roll
ad units only; Each Basic Interactive Pre-Roll is unique and
creative specifications will be determined by Account
Management team.)
DIMENSIONS
16:9 (Widescreen) or 4:3 (Standard)
ASPECT RATIO
640 x 360+
FILE TYPES
.JPG / .PNG / .GIF
FILE FORMAT
.MOV (preferred) / .MP4 / .FLV / .WEBM
MAX DURATION
30 seconds (longer duration available
upon request)
FILE SIZE
200MB
FRAME RATE
24+ fps
BIT RATE
600+ Kbps
CODEC
H.264
CUSTOM INTERACTIVE COMPONENTS
(Custom Interactive Components apply to Custom
Interactive Pre-Roll ad units only; Each Custom Interactive
Pre-Roll is unique and creative specifications will be
determined by Account Management team.)
PERSONALIZED COMPONENTS
COMPANION BANNER
FILE TYPES
.JPG / .PNG / .GIF / .SWF
DIMENSIONS
300 x 250
MAX FRAME RATE
24 fps
MAX INITIAL LOAD
40KB
Turnaround Time
(In business days)
Add engagement button(s) - 20+ options, multiple videos,
microsite and social solutions
STANDARD
PRE-ROLL
(Personalized Components apply to Personalized Pre-Roll ad
units only; Each Personalized Pre-Roll is unique and creative
specifications will be determined by Account Management
team.)
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BASIC
INTERACTIVE
PRE-ROLL
2-5
CUSTOM
INTERACTIVE
PRE-ROLL
5-15
PERSONALIZED
PRE-ROLL
2-5
Upon receipt of assets
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CONTENT GUIDELINES
The following guidelines identify creative content that will be flagged for a content filter. If a campaign is flagged for creative content, publishers will be alerted to this in their campaign listings. Publishers have the ability to automatically filter out campaigns that contain all or some of these filters. ALLOWED CONTENT WITH FILTERS Audio: Audio that plays automatically or is user‐initiated. Instream videos will not be flagged for audio content. Casino: Any content that advertises or references casinos, casino products or any other form of gambling. Provocative: Bathing suits that reveal inappropriate body parts and lingerie. Images of people in positions or activities that is excessively suggestive or sexual. Text or creative themes that reference sexual behavior. Alcohol/Tobacco: Any creative that mentions or pictures alcohol and tobacco even those that do not explicitly promote the consumption, use or purchase of alcohol or tobacco products. Extreme Animation: Any creative that shakes, flashes, blinks or has any dizzying animation that takes over 1/10 of the ad unit’s surface area. Dating Services: Online dating services or personal listing content. Political/Controversial: Political candidates, organizations or initiatives. Controversial issues such as abortion rights, religion, alternative lifestyles and other “hot button” issues. NOT FLAGGED
Do you like President Bush? – Yes or No Is the price of oil too high? – Yes or No Military ad promoting the service
FLAGGED
Bush is a horrible president – Yes or No Click here to stop buying oil from the Middle East Join the Military or end up in Jail or Homeless
Expandable Creative: Any creative that expands or changes shape outside of its default ad size. Take Over (DHTML): Ads that “float” on the page. In‐banner Video: Video that plays automatically or is user‐initiated within a regular banner ad. In‐stream videos will not be flagged for video content. Multiple Advertisers: An ad tag or campaign that rotates or contains more than one advertiser. Interactive Content: Any creative that requires the user to click multiple times or perform more than a single click action to open the landing page. This is typically in the form of “mouse‐over” actions that allow the user to interact with the creative without clicking on the content. This also includes creatives that have mini games, mini browsers or forms. 4
© 2014 Conversant. All rights reserved. Rev. 4/14/14
USER EXPERIENCE •
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The use of fake user interfaces that imitate the Microsoft Windows or DOS operating systems must contain the word “Advertisement” either in the creative or in the title bar if a pop‐under. Creative cannot spawn a new window at any time without user interaction. Creative cannot spawn an exit window when the current window is closed. Creative may not install or attempt to download any software. The landing page may not install or attempt to download any software without the user’s consent, knowledge, and/or interaction. The use of ‘Focus’ commands that bring a pop‐under ad to the current focus is not allowed. •
Software Downloads: Advertisers running campaigns advertising a software download must complete the Application Based Advertiser Questionnaire. Software may not be automatically downloaded without a user’s expressed action (click) to perform a download. Landing Pages: A landing page may not spawn more than three (3) pop‐up/pop under windows to the user whether served directly or indirectly by the advertiser. All landing pages must click‐through and open in a new window. Pop‐under Pages: Pop‐under pages may not spawn any pops or browser alerts on page load or on window close whether served directly or indirectly by the advertiser. PROHIBITED CREATIVE CONTENT •
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Excessive violence towards a human being, domesticated animal, livestock, or humanoid creature. Excessive gore or blood from a human or animal Adult content and nudity Profane language or imagery ‘Flashing’ creative that has a frame delay of less than one tenth of a second Content that promotes any illegal activity Online gambling content targeting US users 5
© 2014 Conversant. All rights reserved. Rev. 4/14/14
TRACKING PIXELS
Tracking Pixels Conversant Media highly recommends the implementation of a tracking pixel for advertisers who desire a specific action or set of actions from the user after their initial click‐through (such as purchase, registration, etc.). By placing a tracking pixel, we can manage to your cost per acquisition (CPA) goals, improving ROI and providing you visibility into CPA performance at the creative, category and subcategory level. Pixel‐tracking optimization will create a virtual network of sites customized to your performance requirements. Sites that do not achieve the desired CPA goal are removed from the campaign’s rotation, ensuring you only spend marketing dollars on sites that deliver. WHAT IS A TRACKING PIXEL? The tracking pixel is a piece of code that you can place on your final acquisition page (typically a “thank you” page) to harness the full power of Conversant Media’s progressive optimization technology. The code forms an invisible 1 x 1 pixel image that counts and reports actions back to Conversant Media’s reporting system. WHAT DOES IT DO? The tracking pixel tracks actions or events that occur on the page where the pixel is placed ONLY for people who have viewed or clicked on your advertisement on the Conversant Media network. By placing the tracking pixel, you can see how many users navigated to the particular page where the 1x1 pixel is located. The pixel then sends the information back to Conversant Media, reporting which campaign performed best on which site in which category. Not only is this data available for your review, it also drives our optimization technology to work at peak efficiency, ensuring the highest performance available. Conversant Media’s optimization technology will monitor your campaign, creative and the sites your ad is running on hourly to ensure that you always receive the highest possible return on investment. TYPES OF ACTION TRACKING. Click‐through tracking: This type of tracking measures the action of a user when they click on an ad or link and are transferred from the site they are currently viewing to the specified landing page. Through the use of a 30‐day cookie, Conversant Media will credit the action of the visitor who clicked on an ad served by Conversant Media in the past 30 days. View‐thru or post‐impression tracking: This type of tracking measures brand impact by tracking users who, at initial ad exposure, do not click on the ad but go to the site at a later time to complete the action. This action can take place any time within the duration of the cookie, which can be customized to fit your timeframe preferences. 6
© 2014 Conversant. All rights reserved. Rev. 4/14/14
DOES THIS AFFECT MY PRIVACY? Conversant Media highly respects the user and our advertiser’s privacy. We do not collect data of any kind, and we will never release information regarding your relationship with Conversant Media without your written consent. You can read our privacy policy in full at http://valueclickmedia.com/privacy.shtml. HOW DIFFICULT IS IT TO IMPLEMENT? Implementation of the tracking pixel is simple:
• Conversant Media will send you either a secure or non‐secure pixel code depending on the type of thank you page. • Paste the code within the <body> and </body> HTML tags of the page. The code can be placed anywhere within the body, but it is easiest to work with if placed at the bottom. • The Conversant Media tracking pixel can be placed on multiple confirmation pages. Only one action will be counted per unique user within a 30‐day window. If tracking multiple actions per unique user is preferred, please request a unique CID pixel. If your site has special needs, please contact your account representative. 7
© 2014 Conversant. All rights reserved. Rev. 4/14/14