TripAdvisor. TECHNICAL SPECIFICATIONS Standard Ads

Transcription

1 TripAdvisor TECHNICAL SPECIFICATIONS Standard Ads

2 Contents Ad Policies... 3 Ad Spec Update... 3 Ad Guidelines... 3 Specs and Implementation Timelines... 4 Standard Ads... 4 Example... 4 Rich Media Guidelines rd Party Rich Media... 5 Example... 5 Expandable Ads... 5 In-Banner Video... 5 Pushdown... 6 Example... 7 HTML5 AD SPECIFICATIONS... 8 General Guidelines... 8 JavaScript... 8 In-Banner Video... 8 Native External Ads... 9 Mobile Example Mobile Rich Media Content and creatives Prohibited Content Prohibited practices Restricted content Creative Standards Language Requirements SLA... 13

3 Ad Policies Ad Spec Update Flash is no longer accepted GIF, JPG, PNG, HTML5 are mandatory. For detailed information on HTML5 please refer to HTML5 Guidelines and Ad Specifications in the Ad Guidelines Section. SSL compliant creative and tracking links will be mandatory from now on, as our site is moving to full SSL compliance. For more information please contact your sales representative. Maintain and build the feeling of trust & quality with TripAdvisor site visitors. TripAdvisor may restrict certain industries or clients from advertising on the site: o o o No competitive advertisers are allowed (e.g. Fodors, Frommers, Zagat, etc.). Advertising for meta-search sites (kayak, etc.) in the travel and hotel space will also not be allowed. Decisions about non-travel advertising without a travel tie-in will be determined on a case-by-case basis as will advertising for other review or list sites. No advertising materials that are indecent, illegal, misleading, harmful, abusive, harassing, libelous, defamatory, or other offensive materials are allowed on the site. No advertisements that simulate TripAdvisor's editorial matter in appearance or style, or that are not readily identifiable as advertisements will be allowed on the site. TripAdvisor does not restrict any colors within advertisements; however creative could be rejected if it seems to mimic the colors, functionality, content or look/feel of the TripAdvisor site or brand. This also applies to creative that may be mistaken for TripAdvisor content such as lists, or Wiki-type functionality. Advertisers may not use the words "trip" and "advisor" or "advice" in a way that capitalizes on the TripAdvisor name or brand. No "flashy", "blinking" or "game" style ads ("punch the monkey"). No advertising for gambling, prescription drugs, tobacco, religion, politics, guns or sexually explicit themes will be accepted. TripAdvisor reserves the right to reject creative or request revision if the content or design of the ad deems to be unsuitable for the site or negatively impact user experience. Ad Guidelines Allowed formats: JPEG, GIF, PNG, HTML5 Backup images for site served HTML5 files are mandatory Max creative refresh 3 times per month Booking widgets: o Are not permitted in 728x90 ad size o Allowed only on the specific pages based on the client's industry (the list of the pages provided upon request) Third party tags o Creative swapping through 3rd party tags allowed but all new creatives should conform to our specs and guidelines o If rich media creatives are being added into rotation, prior approval by TripAdvisor is required Click through URLs must spawn a new browser window. Click-through in the same window is not allowed

4 Specs and Implementation Timelines Standard Ads Example

5 Rich Media Guidelines 3rd Party Rich Media Audio as well as Expansion (opening or closing) must be user initiated, no mouse over action will be accepted for either No out of banner ads (floating ads) HTML5 is recommended for rich media ad serving in mobile/tablet environments. HTML5 creative should follow the same advertising specifications as other Standard and Rich Media creative developed for each site. Tags must include an iframe buster. Approved vendors available on request. Example Expandable Ads Not allowed on the homepage Not allowed on network buys (TAMN) Only 3rd party ad-serving Expansion on click only. No mouse-over expandable Visible "close" button Requires TripAdvisor approval before launch Depending on its placement on a given page, the ad must be built as a multi directional ad unit, designed to expand either left/right or up/down on-click Tags must include an iframe buster. Approved vendors available on request. In-Banner Video Only 3rd party ad-serving. TripAdvisor doesn't host video files Visible "STOP" or "PAUSE" button Maximum length: 30 sec

6 Pushdown Not allowed on network buys (TAMN) Not allowed on Dao Dao site Only 3rd party ad-serving - approved vendors list on request Requires TripAdvisor approval and testing before launch Must receive the creative 7 business days prior to launch Tags must include an iframe buster. Approved vendors available on request. Pushdown: Collapsed Creative File Pushdown: Expanded Creative File

7 Example

8 HTML5 AD SPECIFICATIONS General Guidelines JavaScript Max file size: Initial load - 200K; Polite load 400K <noscript> Tag should be applied to serve a backup image to users who have disabled JavaScript or are using a browser that does not support client-side scripting. Backup Image format: JPG, GIF, PNG; Max file size: 40K Importantly, in order for us to track clicks, please define a clicktag variable in the HTML5 code. Click tags should be placed in the.html file without minification or obfuscation. This helps the ad server find the variable easily so that it can substitute the correct value. File Size Delivery: If you are sending any assets with combined file size exceeding more than 2MB, please upload them to an external drive e.g. DropBox or Google Drive, and share the link with us instead of attaching the creatives in your . This will prevent unsuccessful receipt of your creatives due to the large file size. JavaScript files require a.js extension, not.min.js. If you minify JavaScript files, you can't add tracking easily. If the client requests minifying, add tracking first and minify the.js file later. jquery is not recommended for HTML5 ads for these reasons: o Degraded performance on mobile devices because of reliance on time-based animations. o Unnecessary file weight: the majority of the library's functionality isn't required. As an alternative, you can use zepto.js. In-Banner Video Video source (uncompressed) files require an.mp4 extension. MP4 maximizes browser and device compatibility. The codec must be H.264. Supported compressed video file types: MP4, OGG, OGV, WEBM

9 Native External Ads Spec Standard Platform Mobile Web Mobile Ads Targeting Listing Placement Native External POS, IP, Servlet, and Geo ID required (30 max creative versions) After the second organic listing on restaurants and attractions listings pages Tracking 3rd Party Tracking Accepted Linking Must drive to a mobile optimized website Ad Serving First Party Only Deliverables Required: Headline: Max 27 characters Body Text: 2 max of 27 characters each No all caps! Max of 13 characters for double-byte characters Image: 250x250 pixels Optional: Brand Logo: Max height of 24 px Logo width must be at least 2x logo height PNG or Gif format only with transparent background Button: Text is customizable with special approval ( Book Now prohibited on /Hotels servlet) Targeting: IP, Geo, Audience Timing Received 10 business days before launch Available Servlets Additional Notes Attraction Listings Pages Restaurant Listings Pages Hotel Listings Pages All elements within creative must be SSL compliant. Design subject to change

10 Mobile Example

11 Mobile Rich Media TripAdvisor recommends advertisers use Mobile5 Media to build their rich media mobile unit TripAdvisor does not use the DoubleClick Adhesion We have our own adhesion specific code (with close button) Our adhesion placement is compatible with the DoubleClick HTML5 Engagement Ad Full screen ad wrapper Rich Media creative must be an expandable HTML 5 banner that will serve within our adhesion slot and must be safe-frame compatible NOTE: Not an adhesion expandable HTML 5 banner The Rich Media code must bust the iframe into the ad wrapper Not into the body/content of the page Not into another iframe The Rich Media code must set the correct point from which to expand Left Zero/Bottom Zero Expandable close icon When a Rich Media Expandable (that has escaped the Iframe) EXPANDS, the following TripAdvisor JS should be run to hide the TA Close Icon: top.fireadevent('richmediarequest', 'ExpandRequested ) When a Rich Media Expandable (that has escaped the Iframe) COLLAPSES, the following TripAdvisor JS should be run to display the TA Close Icon: top.fireadevent('richmediarequest', 'CollapseRequested')

12 Content and creatives Prohibited Content Charging for government forms and services Content that intends to, or does, induce user action through misleading appearance or behavior, including, but not limited to, creatives that mimic video players, functional buttons, errors or warnings about viruses, missing codecs, and corrupt disks. Displaying fake errors to induce user action, or messaging that implies knowledge of a users computer or operating system Enabling or Permitting Piracy Executes or Downloads Files without User Interaction Hate Speech or Defamatory Language Misappropriation of Copyright, Trademark, Trade Secret, or Patent Pornography, Nudity, Obscenity, or other "Adult" Content Sale of drugs, illegal pharmaceuticals, or paraphernalia Sale of, or instructions for creating, guns, bombs, ammunition, or weapons Prohibited practices Ads should be useful, varied, relevant, and safe for. As a result, we don't allow any of the following: malicious ads, sites, or apps ads promoting sites or apps that offer little unique value to users and are focused primarily on traffic generation businesses that attempt to gain an unfair advantage in the ad auction businesses that attempt to bypass our review processes Restricted content Adult content Alcohol Copyrights Gambling and games Helathcare and medicines Political content Financial Services Trademarks Legal requirements

13 Creative Standards Below is a listing of reasons creatives may be rejected during the auditing process. Click the list below or browse the table for details. Creative does not display properly Creative improperly rotates brands Creative does not click-through properly Creative does not contain sufficient brand notification Creative has no assigned landing page Landing page is only accessible from a mobile device Creative does not meet minimum standards Auto-refreshing creative Creative/Landing page prompts download Language Requirements Local language is preferred. English language allowed on all sites except for the following where local language is required: France (entire site) Japan (homepage) China (homepage) SLA Type of serving Dimensions Max Initial File Size 1st party served GIF, JPEG, PNG 2 business days prior to launch 1st paty served HTML5 5 business days prior to launch 3rd party tags HTML5 3 business days prior to launch