Economist Advertising Creative Guidelines

Transcription

1 Advertising Creative Guidelines Refer t these guidelines when develping all nline advertising creative fr The Ecnmist nline. All creative must meet the general guidelines listed belw in additin t specific guidelines listed under sectin. >Creative delivery All advertising creative shuld be supplied t The Ecnmist a minimum f 5 wrking days befre its live date. This allws fr adequate quality testing and implementatin. Creative received after this perid cannt be guaranteed t deliver in full and will nt be cmpensated Send creative t yur sales cntact and The Ecnmist reginal Ad traffic team APAC - APAC-AdServicing@ecnmist.cm US - US-AdServicing@ecnmist.cm EMEA - EMEA-AdServicing@ecnmist.cm >General guidelines Advertising is subject t Technical and Editrial apprval A general principle f The Ecnmist is that it shuld always be clear t the reader whether a piece f cntent has been paid fr r nt The cntent f any advertisement must nt imply endrsement by The Ecnmist Any cntent within an ad unit that culd be mistaken t have been written by The Ecnmist must be clearly labelled as Advertisement All creative must be SSL (https) cmpliant Click-thrugh URLs must pen in a new brwser windw Animatin is strictly limited t 3 lps max and 30 secnds max play time Radblcks can be a maximum f 3 advertising units n a subject page Any advertisement that has a detrimental effect n the site, n ur user experience, r fails t meet the specificatins defined may be pulled ff the site withut ntice, and withut cmpensatin, until the crrect creative has been supplied Any creative changes must be apprved by The Ecnmist r risk being pulled All creative, and click-thrugh URLs must be supplied a minimum f 5 wrking days prir t live date 1 pixel black brder arund the creative, particularly if the creative has a white backgrund All rich media campaigns must have a.gif back up All rich media and expandable creative must be third party served Fr all Rich Media units, the initial unexpanded layer f the creative must have a z-index value that is less than 9010, and the expanded layer must have a z-index value greater than The wmde must be set t transparent Preferably, all tags shuld be SSL Secure (https) tags t avid a blank ad being displayed if a nn SSL-tag is implemented n a secure page. (Fr Audience Extensin, nly SSL cmpliant tags are accepted). HTML5 can be served: 1. Thrugh 3 rd party vendr 2. HTML 5 zip bundle Must have click tag embedded Must fllw dimensin guidelines Must fllw clicktag guidelines >Items prhibited Creative that des nt fit with ur brand (r culd adversely affect ur brand) Transitinal adverts Ppup and/r Pp under adverts Overlays Creative with autmatic rllver expansin Ecnmist Advertising Creative Guidelines

2 Clear.gifs/beacns shuld nt be used n the site withut the publisher s permissin Advertising launching an upgrade/dwnlad page Onlad functin as a t trigger t initiate creative Ad Blcking tags are nt permitted >Caveat Any deviatin frm the specificatins listed here may result in the advertisement being rejected r a delay in the uplading f the creative fr which there will be n cmpensatin. Advertisement Specific >Rich media Advertising is restricted t a 40K max file size Javascript, DHTML, and Flash (subject t editrial and technical apprval) All rich media campaigns must have a.gif back up All ads shuld be cded s that click-thrugh launches a new brwser The Ecnmist Online can accept advertising frm the fllwing rich media prviders Sizmek Pintrll DCM IAS Flashtalking Atlas ADTECH Other prviders cnsidered subject t a testing and apprval prcess >HTML 5 advertising HTML5 creatives must be SSL cmpatible t serve t HTTPS sites Dimensin guidelines Set creative dimensins in yur HTML file with the size meta tag: <meta name="ad.size" cntent="width=[x],height=[y]"> HTML5 creatives can nly have fixed dimensins (e.g., 300x250 r 400x400) Fixed: fr fixed dimensins, (such as 300x250), enter as shwn belw <meta name="ad.size" cntent="width=300,height=250"> Animatin is strictly limited t 3 lps max and 30 secnds max play time Click tag guidelines: Click tags define click-thrugh URLs fr each exit n yur HTML5 creative. An exit is any area that can be clicked that directs the brwser t a landing page. Vide Make sure yur creative uses the click tag variable as the click destinatin The click tag shuld be easy fr the ad server t read n minificatin r bfuscatin, thugh yu can use minifers in the rest f yur cde and in ther files We d nt recmmend hard-cded click-thrugh URLs in yur asset because that prevents DFP frm tracking clicks and prevents traffickers frm updating the URL. After uplad, DFP will warn yu if there are hardcded URLs in the asset A stp buttn clearly visible within the advertisement Audi A maximum f 30 secs in length, Audi ff by default (user click t activate) Ecnmist Advertising Creative Guidelines

3 >Expandable advertising User activatin is required by click [requires clse buttn] by hver rllver with 1 sec pause [requires aut clse n rll ff] If the user mves the cursr utside the ad area befre expansin ccurs then the expansin time delay cunter must reset The expansin shuld nt exceed 40k in file size Creative t be hsted by a third party All leaderbards shuld expand dwn All MPUs shuld expand left Backup creatives must be prvided alng with all expandable creatives t ensure that the creative des nt blank when served in situatins where it cannt expand, such as in a third-party iframe. It is the respnsibility f the buyer t ensure expandable creatives are able t run frm bth friendly and third-party iframe tags using publisher-side files where necessary. Prduct Specific >Audience Tpic spnsrship Radblck f all Tpic categry impressins (des nt include articles within the tpic) 728x90 (banner) 300x600, 300x250 r 250x250 (MPU) 88x31 static GIF Spnsr lg >Ecnmist Asks spnsrship Radblck f Ecnmist Asks page categry impressins 728x90 (banner) 300x250 r 250x250 (MPU) 88x31 static GIF Spnsr lg >Classified advertising Text nly advertising These advertisements can be placed either thrugh sales rep r nline service: >Classified buttn 125x125 Can be JPG r GIF frmat with animatin strictly limited t 3 lps max and 30 secnds max play time N mre than 6 ads can run at ne time in a single getarget >Smartphne and Tablets Within Mbile pages 300x250 GIF, JPG and HTML5 Max 40K file size Animatin is strictly limited t 3 lps max and 15 secnds max play time >Radblck (Channel & Hme) Restricted t tw units: tp banner and the tp MPU 728x90 (banner) 300x250 r 250x250 (MPU) Fr expanding units see belw fr expanding directins: banner: expanding dwn Ecnmist Advertising Creative Guidelines

4 MPU: expanding left >Special reprt Radblck f all Special reprt impressins 728x90 (Banner) 300x250 r 250x250 (MPU) 88x31 (Lg) > newsletter Internal and external redirects can be used fr newsletters but these will nt display Flash in the newsletters JPEG and animated gif nly 300x250 (MPU) Cannt use 3 rd party impressins tracking >Nansites Within Ecnmist.cm, accepted frmats, lg and assets Nansites will be built in HTML5 300x350 (MPU) Nansite can expand left t a max size f 550x x600 (MPU) is nt an expandable unit 88x31 static GIF Spnsr Lg ( A Spnsred by label appears abve the spnsr s lg ) >ios Ads are placed n ecnmist.cm and sld n a Run f Site basis. 728x90 (Banner) 300x250 r 250x250 (MPU) Frmat accepted: GIF,.png nly ( n Flash), HTML5 >Pushdwn Unit The Pushdwn unit is an upsell t the Hme Page Radblck, same restrictins apply. 970x90 (Banner) Fr expanding units see belw fr expanding directins: Banner: expanding dwn Expand Size: 970x415 Creative shuld have a clse buttn n the tp right hand crner Expand n user initiatin (1 sec muse ver delay r n click) The initial Pushdwn lad can't exceed 50K Plite Lad SWFs + vide can't exceed a ttal f 1 MB >Billbard Unit The Billbard unit is an upsell t the Hme Page Radblck, same restrictins apply. 970x250 (Banner) In-banner vide allwed 15 secnds autplay, user-initiated sund Unlimited clip length with user-initiated click t play Ttal vide asset must be under 10 MB Static Image and r Flash max 75K file size Back up image fr Flash files shuld be prvided The initial Billbard lad can't exceed 50K Plite Lad SWFs + vide can't exceed a ttal f 1 MB >Filmstrip Unit Filmstrip enables enhanced creative stry-telling capabilities with five different segments. 300x3000 (Filmstrip) 300x600 (segment size) Ecnmist Advertising Creative Guidelines

5 Fr Filmstrip user directins see belw: Click n the next frame buttn within the unit Use scrll wheel n the muse t mve nt next frame >Page Peel Interactive advertising pprtunity (user initiated) Radblck which cnsists f leaderbard and either 1 r 2 small MPU units. Page Peel unit: rested 95x95, expanded 550x x90 (Banner) 300x250 and 250x250 (MPU) Back up GIF creative s (MPU & Leader) shuld be prvided fr users wh d nt meet min requirements (i.e. n Flash installed) >Vide Pre-Rll Pre-rll is n the Hmepage player and shws nce every tw vide plays. If it appears n all ther players, pre-rll will play ahead f every vide. 3MB (Max vide file size) - Max vide length 45 secnds Pre-rll up t 15 secnds in length will nt be skippable Pre-rll lnger than 15 secnds will be skippable after the 15 secnd mark 2 dbf ; 24 fps r belw (Audi/Vide spec) Pre-rll start, mid, and end 1x1 pixel tracking (Optinal) Vide pre-rlls can be FLV, MP4 frmat r VAST tags >In Cntent Vide In Cntent Vide plays n the article pages Max vide file size: 10MB Vide Length: 30 Secnds max Aspect rati: 16:9 Vide frmat: FLV, MOV r MP4 2dbf; 24 fps r belw Impressins pixel and click cmmand (Optinal) Sund can nly be enabled nly when user clicks, nt upn rllver. Advertiser has the ptin f prviding VAST redirect tags r vide file >Audience Extensin Mst cmmn requirements fr standards t serve n varius exchanges: 728x90 (Banner) 300x250 (MPU), 300x600 (Large MPU) Files types f creative must be JPEG, GIF, PNG, r SWF (Flash) Expansin must be specified, and can ccur nly n user initiated click r rllver/muse-ver; n aut-expand is permitted All GIF and SWF ads with a partial black r white backgrunds must include a visible brder with cntrasting clur t the majrity backgrund clur f the ad. Duratin f animated ads must be 30 secnds r less Flash ads shuld supprt versin 7-10 Flash ads supprt the clicktag variable All HTML5 ads must gracefully fall back t supprt basic HTML5. Creative may nt exceed a 150k initial lad. Additinal lad must be plite and may nt exceed 2.2MB Ads that autplay vide r autplay audi are prhibited Ads that pen a ppup windw r survers, r ads that spawn ppups r surveys, are prhibited Only 1x1 pixels are supprted fr third-party tracking site-served ad units, Javascript is nt allwed Fr all zip frmats, a backup image is required, and must have a click tag Only SSL cmpliant tags are accepted Ecnmist Advertising Creative Guidelines

6 >In-Scrll T build the unit, ur preferred vendr is Sled T build and test the unit, please allw 5 7 wrking days in US & EMEA, and 10 wrking days in APAC, and a prductin fee is applicable Large, verbal and icngraphic calls t actin High-res imagery ptimized fr file size lading and retina devices Branded fnt styling Mdular frmatting At least 1000px in width t allw fr prper image ptimizatin and sizing Designs and assets can be submitted as high-res images, vectr files, PSDs, r in HTML / CSS frmat Vides maybe be prvided in mp4, mv, mpg, avi, r similar frmats Direct links t image r vide assets may be submitted and the vendr can pull and frmat accrdingly Autplay: 15 secnds with audi muted User-initiated: N limit n length f clips (tap t play) Andrid devices: vide plays inline ios devices: vide plays in prprietary player at full screen >The Headline Standard/Vide Takever Takevers are served nly n the hmepage and sectin frnts (Business & finance, Culture, & Science & tech) T build the unit ur preferred vendr is Wayve T build and test the unit, please allw 5 7 wrking days in US & EMEA, and 10 wrking days in APAC, and a prductin fee is applicable Unit Functinality On lad, the unit can play a teaser vide (under 8 secs, sund ff), nnexpanded state Unit expansin shuld be user initiated, upn clicking play the site is pushed dwn Upn clse, the unit shuld cllapse t reminder bar, r previus state f 300px high Ad Specs: Phtshp (PSD) files PSD Files must be supplied with elements such as text and imagery n separate layers Individual layers that are hidden r nt required must be remved The file shuld be saved at a reslutin f 72 r 144dpi Vide Files: Vide files can be supplied in mst mainstream frmats, i.e. AVI Vide (avi), MPEG Vide (mpeg, mpg, m1v, mpv, mpe, m2v) MPEG-4 Cntainer Frmats (mp4, m4v, mp4v, m4p, 3gp, 3g2) Windws Media Vide (wmv, wvx) QuickTime Vide (mv, qt) Flash Vide (flv) Breakpints fr fully respnsive experience 320x250 - mbile prtrait 568x250 - mbile landscape 768x250 - tablet prtrait 1024x250 - tablet landscape 1400x200 - desktp 1900x200 - large desktp Final Creative Size The base file f any creative frmat can t exceed 150K. If this is the case, the creative will nt be able t be published and an errr message will be displayed. In such instances, it s best t further Ecnmist Advertising Creative Guidelines

7 Please cntact us fr further infrmatin and detailed specificatins ptimise the base files r cnsider reducing the amunt f assets used. The ideal file size fr the ttal creative is between 3-5 mb EXAMPLE: media.ecnmist.cm/sites/default/files/spnsrships/prerlls/shwcase/uber- Mega_Billbard_Shwcase.mp4 Initial Lad: Expanded with Vide: >Legal infrmatin Ecnmist Advertising Creative Guidelines

8 Online Advertising Specificatins Please read this dcument befre prducing creative fr campaigns running n The Ecnmist nline. All media shuld be delivered at least 5 days befre the campaign start date. Fr Asia campaigns send creative t APAC-AdServicing@ecnmist.cm Fr US campaigns send creative t US-AdServicing@ecnmist.cm Fr EMEA campaigns send creative t EMEA-AdServicing@ecnmist.cm >Display advertising specificatins Ad type Dimensins Expansin (max) Size Frmat Behaviur/Ntes Width Height Width Height Leaderbard Pushdwn Standard Display: 45k Standard Display GIF, JPG, PNG Billbard Flash 7-10 HTML5 MPU Large scale MPU Triple MPU Prtrait Ad Lg Classified buttn Rich Media Display *Initial Ttal Lad: 100k *Subsequent Plite Ttal Lad: 200k Rich Media In- Banner Vide *Initial Ttal Lad: 200k *Subsequent Plite Ttal Lad: 1.1 MB *HTML5 is the preferred specificatin fr animated banners - Expansin activated/deactivated by ne methd Click (with a clse buttn at bttm left) Rll ver (Hver) with > 1 secnd delay (cllapse n rll ut f banner area). If the user mves the cursr utside the ad area befre expansin ccurs then the expansin time delay cunter must reset Audi must be ff by default, user clicks t activate audi - 1px black brder - Ad Blcking tags are nt permitted - Animatin is strictly limited t 3 lps max and 30 secnds max play time - HTML5 can be served: 1. Thrugh 3 rd party vendr 2. By cnverting Flash Files t HTML5 and serving the surce cde 3. By client prviding us with the actual surce cde fr each size (preferred ptin) All have must have clicktag embedded * Rich Media 2015 The Ecnmist. All cntents, including ideas and intellectual prperty are the exclusive prprietary prperty f The Ecnmist.

9 Additinal Ntes: All flash creative must cntain clicktag functin, and be delivered with a gif backup with the same dimensins as the flash creative. All flash files will be cnverted t HTML5, which must cntain clicktag functin. >Mbile Web Ad type Dimensins Size Frmat Behaviur/Ntes Width Height MPU k JPG, GIF, PNG r HTML5 - iframe nly - Animatin is strictly limited t 3 lps max and 15 secnds max play time - Large, verbal and icngraphic calls t actin - High-res imagery ptimized fr file size lading and retina devices In-Scrll* - Branded fnt styling Device Vendr JPG, GIF, PNG, HTML, 250/365/480 - Mdular frmatting Respnsive Built PSD, CSS frmat - At least 1000px in width t allw fr prper image ptimizatin and sizing - Designs and assets can be submitted as high-res images, vectr files, PSDs, r in HTML / CSS frmat In-Scrll Vide* Device Respnsive 250/365/480 Vendr Built HTML5.mp4 vide Widescreen (16:9 but any supprted) 24 fps - Vides maybe be prvided in mp4, mv, mpg, avi, r similar frmats - Direct links t image r vide assets may be submitted and the vendr can pull and frmat accrdingly - Autplay: 15 secnds with audi muted - User-initiated: N limit n length f clips (tap t play) - Andrid devices: vide plays inline - ios devices: vide plays in prprietary player at full screen *Prductin csts apply 2015 The Ecnmist. All cntents, including ideas and intellectual prperty are the exclusive prprietary prperty f The Ecnmist.

10 >Vide pre-rll Ad type Dimensins Size Frmat Behaviur/Ntes Width Height Pre-rll Vide clip MB FLV,,MP4 r VAST tags Max 45 secs -2 bbfs; 24 fps r belw Start tag 1 1 N/A N/A Mid tag 1 1 N/A N/A End tag 1 1 N/A N/A - Start and end tags are 1x1 tracking pixels t cunt pre-rll vide start and finish - Pre-rll vide clip might be reduced in size t fit The Ecnmist media player windw - Max vide length 45 secnds - Pre-rll up t 15 secnds in length will nt be skippable Pre-rll lnger than 15 secnds will be skippable after the 15 secnd mark >In Cntent Vide Ad type Dimensins Size Frmat Behaviur/Ntes Width Height In Cntent Vide Max 10MB FLV, MOV, MP4, r VAST Max 30secs -2 bbfs; 24 fps r belw - Impressin and click tackers can be prvided. - Starts, Mids, Quartertiles, and Cmpletes can be prvided. - Sund can nly be enabled nly when user clicks, nt upn rllver. >Special reprt/tq spnsrship advertising specificatins Ad type Dimensins Size Frmat Behaviur/Ntes Width Height Lg k GIF, JPG - N animatin PDF page 210mm 297mm 3MB PDF - PDF page is inserted as the 2nd page f the Special reprt r TQ >Classified advertising specificatins Ad type Classified buttn Online classified page Frmat - 125x125 buttns can be clur in Gif r Flash frmat with animatin strictly limited t 3 lps max and 30 secnds max play time - PDF r Wrd file which will be cnverted t HTML 2015 The Ecnmist. All cntents, including ideas and intellectual prperty are the exclusive prprietary prperty f The Ecnmist.

11 > newsletter spnsrship advertising specificatins Ad type Dimensins Size Frmat Behaviur/Ntes Width Height New n Ecnmist.cm / Editr s picks - N expansin MPU k GIF, JPG, PNG - Animatin is strictly limited t 3 lps max and 30 secnds max play time - Text ad fr New n Ecnmist.cm, Business & Plitics this week must be 400 characters max including punctuatin and spaces. Click thrugh is nt included as part f the 400 characters and cannt be embedded in the text. - Cannt accmmdate 3 rd party impressins tracking >Audience Extensin Ad type Dimensins Size Frmat Behaviur/Ntes Width Height Creatives t be served n varius exchanges - Expansin must be specified, and can ccur nly n user initiated click r rllver/muse-ver; n aut-expand is permitted Leaderbard Animatin is strictly limited t 3 lps max and 30 secnds max play time - Ads that autplay vide r autplay audi are prhibited - Ads that pen a ppup windw r survers, r ads that spawn ppups r surveys, are prhibited - Flash ads t supprt versin Flash ads must supprt the clicktag variable 150k GIF, JPG, PNG,SWF,HTML5 - All HTML5 ads must gracefully fall back t supprt basic HTML5 (must cme in zip frmat) MPU Creative may nt exceed a 150k initial lad. Additinal lad must be plite and may nt exceed 2.2MB - Only 1x1 pixels are supprted fr third-party tracking site-served ad units, Javascript is nt allwed - Fr all zip frmats, a backup image is required, and must have a click tag Only SSL cmpliant tags are accepted Large MPU Vide pre-rll MB FLV, MOV, MP4, r VAST Max 30secs -2 bbfs; 24 fps r belw 2015 The Ecnmist. All cntents, including ideas and intellectual prperty are the exclusive prprietary prperty f The Ecnmist.

12 >1843 Ad type Dimensins Expansin (max) Size Frmat Behaviur/Ntes Width Height Width Height Leaderbard Billbard Standard Display: 45k Standard Display GIF, JPG, PNG Flash 7-10 HTML5 MPU Mbile MPU k Rich Media Display *Initial Ttal Lad: 100k *Subsequent Plite Ttal Lad: 200k Rich Media In- Banner Vide *Initial Ttal Lad: 200k *Subsequent Plite Ttal Lad: 1.1 MB *HTML5 is the preferred specificatin fr animated banners JPG, GIF, PNG r HTML5 - Expansin activated/deactivated by ne methd Click (with a clse buttn at bttm left) Rll ver (Hver) with > 1 secnd delay (cllapse n rll ut f banner area). If the user mves the cursr utside the ad area befre expansin ccurs then the expansin time delay cunter must reset Audi must be ff by default, user clicks t activate audi - 1px black brder - Animatin is strictly limited t 3 lps max and 30 secnds max play time - HTML5 can be served: 4. Thrugh 3 rd party vendr 5. By cnverting Flash Files t HTML5 and serving the surce cde 6. By client prviding us with the actual surce cde fr each size (preferred ptin) All have must have clicktag embedded - iframe nly - Animatin is strictly limited t 3 lps max and 15 secnds max play time 2015 The Ecnmist. All cntents, including ideas and intellectual prperty are the exclusive prprietary prperty f The Ecnmist.