AD SPECIFICATIONS Updated 3/12/2015

Transcription

1 AD SPECIFICATIONS Updated 3/12/2015

2 Table of Contents Advertising Guidelines Homepage Solutions Inventory Search Opportunities Innovative Ads Mobile Platform Solutions 2

3 ADVERTISING GUIDELINES 3

4 Advertising Guidelines Advertising Requirements Overview AutoTrader.com has developed a comprehensive guide to advertising and rich media for the consumer site. This includes supported vendors, formats, and governing standards. Our goal is to support a wide variety of product that can be used to satisfy the growing demands of our automotive advertisers. Product Management serves as an advocate for every area of the business, facilitating the connection between media vendors, sales and our advertisers. Advertising Guiding Principles AutoTrader.com is committed to maintaining the following principles in advertising: AutoTrader.com provides a stronger ROI for our customers' advertising dollars than traditional media and online competitors. AutoTrader.com strives to maintain a quality consumer experience at all times. AutoTrader.com utilizes the most effective technology solutions to serve targeted advertising content. AutoTrader.com offers a streamlined product set to simplify the business process. AutoTrader.com adheres to strict standard of decency in advertising content. AutoTrader.com is committed to continuously developing and delivering innovative online advertising solutions to remain a market leader. Submission Guidelines Ads must conform to specifications outlined herein. Elements not meeting specifications will be returned for revision, which may delay the launch date. Creative Lead Times: Standard IAB ad units: creative materials must be received 5 business days prior to start date. Custom ad units: n-rich media creative materials must be received 5 days prior to start date. Custom ad units: Rich media creative materials must be received 20 business days prior to start date. Client provided homepage creative must be received 7 days prior to start date for thorough QA. New Rich Media Vendors/Tags: New vendor tags must be submitted 30 days prior to launch to enable thorough testing. A deployment may be required for new vendor tags, please plan accordingly. Third-party tags must be live at the time of submission to enable thorough testing before launch. For Flash ads, an alternate image conforming to the designated gif/jpg specifications must be provided for use in the event that user s browser does not support Flash 7.0 and above. Cookies Advertisers CANNOT set cookies on AutoTrader.com sites without written permission. 4

5 Advertising Guidelines Advertising Imagery and Content Guidelines AutoTrader.com reserves the right, at its sole discretion, to reject or discontinue, for any reason and at any time, any advertising for any product or service. AutoTrader.com reserves the right to make changes and/or exceptions to these guidelines at any time in its sole discretion. Advertisers must agree to be bound by any such changes. thing in this document is intended to constitute an offer to enter into a binding agreement, and this document should not be viewed as such. AutoTrader.com reserves the right to reject any ad on behalf of, or which promotes AutoTrader.com competitors or products, services or activities contrary to AutoTrader.com s competitive position or interests (i.e. ads which disparage the Internet as a medium). Avoid deceptive messaging; Ads may not use faux operational error messaging or symbols, (e.g., a "your system may be vulnerable" message, icons signifying system problems, system folders or icons, system status indicators/message, etc.) AutoTrader.com requires that all advertisements be in 'good taste' (as determined by the publisher') and not include vulgarity, hate, and/or sexually explicit content. All ads should have a clear distinction from AutoTrader.com and must have: Distinct border to clearly identify where the page ends and the advertisement begins. Advertiser name Logo Ads may not be designed to blend into the screen to give the appearance of AutoTrader.com content/functionality. The sponsor of the advertising message must be clearly identified in the ad unit. It is the advertiser's responsibility to ensure that all product claims, warranties, guarantees or other assurances comply with applicable laws & regulations. Advertisements Cannot: Contain pixilated or unclear designs/logos/images. Imagery that appears to have functionality but does not; such as drop-down menus, radio buttons, etc. fake or simulated HTML interactivity. Ads cannot mimic the colors or look & feel of AutoTrader.com without approval. Imagery that does not accurately reflect what is being offered which could mislead the consumer. Creative cannot use the AutoTrader.com name or logo without pre-approval from AutoTrader.com. 5

6 Advertising Guidelines Flash Version: 7, 8, 9, & 10 (AS2 & AS3) Frame Rate: fps. Adobe (Macromedia) recommends keeping the frame rate as low as possible. Backup Image: A backup image must be supplied in order to ensure smooth delivery. GIF or JPG are acceptable. Clicktags/Tracking: Click-through functions must use the "Get URL" command. All flash files must open in a new window. The "W Mode" must be set to "opaque". It should not be set to "transparent" or no setting at all. The action script code needed for the button layer in your Flash file should look exactly as it is below. Keep the button on its own layer at the top of all the layers so it is never covered. on(release){ geturl(_level0.clicktag,"_blank"); AS2 code provided, AS3 code available upon request HTML Following are requirements for submitting HTML creative: Ads must be live and fully functioning at time of submission JavaScript except for onchange events ( <SCRIPT> tags) nested TABLEs Reference images locally and submit image fragments along with the HTML code Do not include <HTML>, <META>, <HEAD>, <TITLE> or <BODY> tags divs ( <div> tags) cascading style sheets (CSS) flash fragments The only acceptable FORM method is GET. Method=POST is not allowed Image maps must be client-side "mailto" tags Forms must have a unique name The arrangement of the form and table tags should be as follows: <FORM><TABLE></TABLE></FORM> Z-index must be equal to or less than 1000 Target URL may not exceed 200 characters Use a color palette of 256 or less adaptive colors with flat, web-safe colors } Designer must test creative across all major browsers and versions prior to submission. At minimum, Firefox versions 3.5 and higher, Internet Explorer versions 6.0 and higher, and Safari 3.0 and higher must be tested. 6

7 Advertising Guidelines Initial WxH Full Expanded WxH Alt Image Max File Size Initial Download Max File Size Max # of Panels Max Weight Per Panel Panel Expansion Direction 728x90 728x315 20k 40k 5 60k Down* 160x x600 20k 40k 5 60k Left 180x150 N/A 20k 40k N/A N/A N/A 300x x300 20k 40k 5 60k Left 300x x250 20k 40k 5 60k up Rich Media Guidelines Approved Rich Media Partners: PointRoll, DG/MediaMind, DoubleClick, Atlas Tag Types Accepted: Javascript (preferred format), Standard, and 1x1. Iframe tags not permitted. Expansion Guidelines: There is a 100k total Max Weight on the page at any given time unless otherwise noted. The roll over " hot spot" can only take up to 33% of the ad space. The ad must have a clearly marked "call to action that is clearly associated with the hot spot, (e.g., Rollover to Expand ). The action that causes the panel to expand MUST also cause the panel to retract. Click open/click close: The creative can be set to expand with the user click; the panel retracts when the user clicks a clearly marked close button. Mouse over/mouse off: When a user passes a mouse over the creative, the panel expands; the panel retracts when the mouse is removed. The creative still needs a clearly marked close button that closes the panel upon click. *If 728x90 In-Line Promo ad expands, the rich media provider must package this placement with Push Down functionality as opposed to Expandable functionality. 7

8 Advertising Guidelines Audio host-initiated banner audio is permitted. All audio must be user initiated by click. Where Host-initiated animation is permitted; accompanying audio must be off until user-initiated by click. Visible Stop/Play and pause or mute functionality MUST be visible. Looping: Looping, user may select additional looping. Length: 30 seconds maximum on audio served in conjunction with a video stream. Audio served independent of a video stream may be 15 or 30 seconds. Video Video may be host initiated except on the Homepage. Max Time: 30 seconds. File Size Restrictions: 1MB Broadband; 500k Narrowband. Audio is defaulted to "Off" and must be user initiated by click. Must contain functioning stop/pause and play, and audio controls. Looping: User can select additional loops by using play functionality. Bandwidth detection is required. 115 kbps and above = Host-initiated video experience. Under 115 kbps = User-initiated video / back-up graphic (GIF, JPEG, SWF) / or appropriately encoded Host-initiated video. Video must be engineered to load after all page elements have loaded (JavaScript "onload) Video In-banner: Available in all AutoTrader.com approved ad sizes. Must be built by an approved Rich Media vendor. File Size: Alt image GIF/JPG = 20k; Initial Flash = 40k; Total File Size = 2.2MB (with video). Animation/Looping: Allowed; unlimited looping within 15 seconds. Video: True Streaming; progressive download available on click only; 30 seconds maximum length; 2.2MB maximum file size. Audio: Available on click only; 30 seconds maximum on audio served in conjunction with a video stream. Audio served independent of a video stream may be 15 or 30 seconds. Hot Spot Restrictions: Hot spot should be no more than 33% of the entire ad unit. Button Restrictions: Stop/Mute & Start buttons required. Play, Stop/Pause, and Mute buttons preferred. 8

9 HOMEPAGE SOLUTIONS 9

10 Homepage Billboard: 970x250 Advertiser: Tier 1 New Car, Certified Primary State: 970x250; Retracted State: 970x66 (Retracted state remains for duration of campaign unless user replays event) General Guidelines: Rich Media: 60k initial load,110k polite load Default Ad: Alt image GIF/JPG=20k, Additional 1.5mb available on user interaction (no rollover to initiate load) 2.2mb in-banner video Zindex must = 1000, Wmode must = opaque, FPS = 24 Rich Media Specifications: Permitted; Length:7 seconds max Video/Audio: True Streaming; Progressive download; on click only; User initiated play: 30 seconds max; File Size: 2.2megs; Audio is user-initiated only; Animation permitted in expanded state Images: Flash: Trackers: Other: All images, logos and fonts needed in layered PSD Send all FLA files and fonts in addition to the SWF File Size: 60k initial; 50k additional as user-initiated subsequent load (110k total) Provide third-party tracking pixels and click trackers 7 day campaign; M-Su Packaged with Homepage 300x250 and mobile See Rich Media guidelines for further information, page 7 10

11 Homepage Regional Billboard: 970x250 Advertiser: Tier 2 General Guidelines: Primary State: 970x250; Retracted State: 970x66 (Retracted state remains for duration of campaign unless user replays event) Rich Media: 60k initial load,110k polite load Default Ad: Alt image GIF/JPG=20k, Additional 1.5mb available on user interaction (no rollover to initiate load) 2.2mb in-banner video Zindex must = 1000, Wmode must = opaque, FPS = 24 Rich Media Specifications: Permitted; Length: 7 seconds max Video/Audio: True Streaming; Progressive download; on click only; User initiated play: 30 seconds max; File Size: 2.2megs; Audio is user-initiated only; Animation permitted in expanded state Images: Flash: Trackers: Other: All images, logos, and fonts needed in layered PSD Send all FLA files and fonts in addition to the SWF File Size: 60k initial; 50k additional as user-initiated subsequent load (110k total) Provide third-party tracking pixels and click trackers 30 business day SLA to accommodate the building and testing of multiple ads; 7 day campaign; M-Su; packaged together with the Homepage 300x250 and mobile See Rich Media guidelines for further information, page 7 11

12 Homepage Headline: 970x66 Advertiser: Tier 1 File Size: Video/Audio: Expanded State: 970x250 Initial retracted State: 970x66 (Height may be less than 66) Collapsed State 970x66 Load: 40k Initial, Alt image GIF/JPG=20k, 60k subsequent Initial flash= 40k, Rich Flash=60k, Max FPS=24 Expanded Panel 970x250: Max File Weight= 1mg (w/o video), 2.2mgs (w/ video), Max # of panels=4 Z-index = 1000, wmode = opaque True Streaming; Progressive download; click only. Length: 30 seconds max following user-initiated expansion of ad. User initiated expansion of panel - 30 second video. File Size: 1mg Audio is User-Initiated Only Permitted in expanded state. Duration 15 seconds (w/o video), 30 seconds (w/ video.) Frame Labels: prompt= Ad reaches min height (66) the playback head displays label. Must contain the collapsed 970x66 portion of the ad. Expanding=During expansion downward, playback head displays label Must contain static imagery when ad expands. Animate=Expanding completed at max height (250) playback head displays label. Must contain all animation. Other: Expansion: user initiated on click only; auto expansion is not permitted. Ad format must push down site content. Duration: if no action occurs within 30 seconds the expanded panel will auto-collapse to the 970x66 initial state. Click open/click close: creative can be set to expand with user click; panel retracts when user clicks a clearly marked close button. Clearly defined Expand & Close click button Close button required in top right corner, bold 11 px font, 4 px padding. Mouse over is not permitted to activate expansion. Retract on user close button click. Action that causes the panel to expand, must cause the panel to retract. See Rich Media guidelines for further information, page 7 12

13 Homepage 300x250 (Medium Rectangle) Advertiser: Tier 1 General Guidelines: Content & Messaging: Video Enabled: Audio Enabled: Rich Media Enabled: 300x250 (IAB) Download file size: 40k initial; 60k subsequent; 100k total Expansion NOT permitted New Model focus Available on click only Available on click only Audio defaults to off 30 seconds maximum length Flash animation limited to 3 loops 15 seconds. See Rich Media guidelines for further information, page 7 13

14 Homepage Tier 2 300x100 (3:1 Rectangle) Advertiser: Tier 2 General Guidelines: 300x100 (IAB) Download file size: 40k initial; 60k subsequent; 100k total Expansion permitted; Rollover OK Ad can only expand up Full Expanded WxH: 300x250 Alt Image Max File Size: 20k Max # of panels: 5 Max weight per panel: 60k Content & Messaging: New Car; New Model focus, Tier 2 incentives Video Enabled: Audio Enabled: Rich Media Enabled: Available on click only Available on click only Audio defaults to off 30 seconds Maximum length Flash animation limited to 3 loops or 15 seconds See Guidelines 14

15 Homepage Native Ad Certified Sponsor Advertiser: Certified Pre-Owned Content & Messaging: Certified Native Video Enabled: General Guidelines: Total Sponsored Area: 300x200 Graphic Area: 300x150, which includes 5 rows of text for CPO Program features Audio Enabled: Rich Media Enabled: See Guidelines Sponsor Label/Logo: Max size 100x30 Sponsored Label/CTA: Roboto Regular 15px; Max width 185px Two click opportunities available one click opportunity on-site and one off-site Tier 1 Homepage exclusivity Multiple OEM s may appear on Homepage at one time Third party and CMS/Site served Execution designed and built by AutoTrader.com 15

16 Homepage Certified Sponsor 300x100 (3:1 Rectangle) Advertiser: Certified Pre-Owned Content & Messaging: Certified 300x100 (IAB) Video Enabled: Available on click only General Guidelines: Initial download, maximum file size: 40k Expansion permitted, Rollover OK Full Expanded WxH: 300x250 Ad can only expand up Alt Image Max File Size: 20k Max # of panels: 5 Audio Enabled: Rich Media Enabled: Available on click only Audio defaults to off 30 seconds Maximum length Flash animation limited to 3 loops or 15 seconds See Guidelines Max weight per panel: 60k 16

17 Homepage Search Links Advertiser: Page: General Guidelines: Tier 1 or Certified Pre-Owned Native Homepage Make name only, no additional copy Model name only, no additional copy Third-party click tags are accepted. Internal tracking is also available. Content & Messaging: Video Enabled: Audio Enabled: Rich Media Enabled: Make and Model Name Appears on core homepage and mobile make and model fly outs 17

18 Homepage Native Ad Comparison Sponsor Advertiser: Tier 1 General Guidelines: Native Execution designed and built by AutoTrader.com Tier 1 exclusivity on Homepage; Multiple OEMS may appear on Homepage at same time Client may provide three comparison vehicles Spec information to be determined Content & Messaging: Video Enabled: Audio Enabled: Rich Media Enabled: Tier 1, New Car 18

19 Homepage Homepage Hero Unit Panel Advertiser: Tier 1 General Guidelines: Native Native placements are designed collaboratively with client and developed with AutoTrader.com production team Clients may supply videos to be featured on pages they are sponsoring; videos will be identified as sponsored Video Enabled: Audio Enabled: Rich Media Enabled: Yes Yes Other: Tier 1 exclusivity on Homepage - Multiple OEMs may appear on Homepage at one time Spec information and final design to be determined 19

20 INVENTORY SEARCH OPPORTUNITIES 20

21 Inventory Search Wallpaper Advertiser: Tier 1 General Guidelines: 1280x1050 Static, jpg or png image Page: Make Landing Page and Style Page OEM logo allowed; It should not be displayed in the top left corner Duration: Creative should be updated quarterly Expansion not permitted Third-Party Tracking: 40K maximum page weight click actions permitted Impression tag (1x1) Video/Audio Enabled: Rich Media Enabled: Other Information: Images can be supplied by Advertiser or AutoTrader.com. 21

22 Inventory Search Certified 180x150 Advertiser: Certified Page: 180x150 Make Landing Page General Guidelines: Initial download is 40K Expansion not permitted Duration: Third-Party Tracking: Video Enabled: Rich Media Enabled: Creative should be updated quarterly Yes Yes. Max length is 30 seconds, sound defaults to off t permitted Yes. Must follow standard AutoTrader.com guidelines Other Information: Final creative must be approved by Product Management prior to launch. 22

23 Inventory Search 300x250 (Medium Rectangle) Advertiser: Tier 1 300x250 (IAB) General Guidelines: Initial Download File Size: 40k Maximum File Size: 60k Expansion Permitted: Left Full Expanded WxH: 560x300 Alt Image Max File Size: 20k Max # of Panels: 5 Max Weight Per Panel: 60k Content & Messaging: Video Enabled: Audio Enabled: Rich Media Enabled: Other Information: New, Used, or Certified Available on click only Available on click only Audio defaults to off 30 seconds Maximum length Flash animation limited to 3 loops or 15 seconds See Guidelines Opportunities may exist to target regionally 23

24 Inventory Search 300x600 (Half Page) Advertiser: Tier 1 300x600 (IAB) General Guidelines: Initial Download, Maximum File Size: 40k Content & Messaging: Video Enabled: Audio Enabled: Rich Media Enabled: New, Used, or Certified Available on click only Available on click only Audio defaults to off 30 seconds Maximum length Flash animation limited to 3 loops or 15 seconds See Guidelines 24

25 Inventory Search 300x175 Advertiser: Tier 1 300x175 Custom General Guidelines: Initial Download, Maximum File Size: Expansion NOT permitted Max File Size: Images: 20k 20k Maximum Number of Text Links: 20 Text Link Character Limit: 30 Content & Messaging: Video Enabled: Audio Enabled: Rich Media Enabled: OEM Logo only; Border required; vehicle or other images permitted; Contextual look & feel New, Used, or Certified Other Information: Opportunities may exist to target regionally. Retention only. Tier 2 ads will not include search drop down. 25

26 Inventory Search 300x100 Advertiser: Tier 2 300x100 (IAB) General Guidelines: Initial Download, Maximum File Size: Expansion Permitted Full Expanded WxH: Alt Image Max File Size: Max # of Panels: 5 Max Weight Per Panel: 40k 300x250 20k 60k Content & Messaging: Video Enabled: Audio Enabled: Rich Media Enabled: New Car; New Model focus Available on click only Available on click only Audio defaults to off 30 seconds Maximum length Flash animation limited to 3 loops or 15 seconds See Guidelines 26

27 Inventory Search 360x166 (Spotlight Base) There are Spotlight options available to meet campaign objectives. The Spotlight Base option includes one link and one image. Advertiser: Tier 2 360x166 (Custom) General Guidelines: Maximum file size: 20k Expansion NOT permitted Please See Next Page for Additional Details Content & Messaging: Video Enabled: Audio Enabled: Rich Media Enabled: Tier 2 Incentives Other Information: Flash.FLA & Photoshop.PSD template available on request. 27

28 Inventory Search General Guidelines: 360x166 (Spotlight Base) Example 1 Model Focus Version Example 2 Special Offer Focus Version 1. Ad Container Size 360px by 166px Background color - #ffffff Inside border 1px #ffffff 2. Top Horizontal Header Bar Background gradient: top #cccccc bottom #ffffff 3. Divider Line Size 356px by 1px Line color - #cccccc 4. Headline Font 16pt Arial Bold Color - #505fbb Approx 38 characters 5. Optional Disclaimer Text CTZ size 8pt Arial Regular Color # Click reveals legal copy over ad 6. Price/Offer Lead In Copy Font 10pt Arial Line Color - # Approx 34 characters 7. MSR/APR/Offer Font 16pt Arial Bold Color - #505fbb Approx 20 characters 8. Offer Details/ Other Copy Font pt Arial Bold Color - # Approx up to 40 characters, 2 lines 9. Call to Action Font 12pt Arial Regular Color - #4b61bf Approx 25 characters 10. Vehicle Thumbnail Size 122px by 92 px 11. OEM/OEMAA Logo Image size Max 50px by 50px 12. Advertiser/DBA Name Size 10pt Arial Regular Color - # Approx 46 characters 28

29 Inventory Search 360x166 (Spotlight Plus) There are Spotlight options available to meet campaign objectives. The Spotlight Plus option includes up to three links and one image. Advertiser: Tier 2 360x166 (Custom) General Guidelines: Maximum file size: 25k Expansion NOT permitted Please See Next Page for Additional Details Content & Messaging: Video Enabled: Audio Enabled: Rich Media Enabled: Tier 2 Incentives Other Information: Flash.FLA & Photoshop.PSD template available on request. 29

30 Inventory Search General Guidelines: 360x166 (Spotlight Plus) Example 1 Model Focus Version Example 2 Special Offer Focus Version 1. Ad Container Size 360px by 166px Background color - #ffffff Inside border 1px #ffffff 2. Top Horizontal Header Bar Background gradient: top #cccccc bottom #ffffff 3. Divider Line Size 356px by 1px Line color - #cccccc 4. Headline Font 16pt Arial Bold Color - #505fbb Approx 38 characters 5. Optional Disclaimer Text CTZ size 8pt Arial Regular Color # Click reveals legal copy over ad 6. Offer Primary Copy Font 10pt Arial Line Color - # Approx 34 characters 7. Offer Details/ Other Copy Font 12 pt Arial Bold Color - # Approx up to 40 characters, 2 lines 8. Call to Action Up to three Call-to-Action text links Font 12pt Arial Regular Color - #4b61bf Approx 25 characters 9. Vehicle Thumbnail Size 122px by 92 px 10. OEM/OEMAA Logo Image size Max 50px by 50px 11. Advertiser/DBA Name Size 10pt Arial Regular Color - # Approx 46 characters 30

31 Inventory Search 728x125 (Superliner Base) There are Superliner options available to meet campaign objectives. The Superliner Base Option includes one link and one image. Advertiser: Tier 2 728x125 (Custom) General Guidelines: Maximum file size: 25k Expansion NOT permitted Please See Next Page for Additional Details Content & Messaging: Video Enabled: Audio Enabled: Rich Media Enabled: Tier 2 Incentives Other Information: Flash.FLA & Photoshop.PSD template available on request. Product approval required for ads outside of spec. 31

32 Inventory Search General Guidelines: 728x125 (Superliner Base) File Format: Flash Files: Shape: Vehicle Image: Marketing Message: Logo: FLA, GIF, JPG. If using FLA, JPG/GIF backup required Actionscript clicktag variable required; lowercase clicktag ; see guidelines for more details on flash. 728x125, stroke/border permitted 270x125; Vehicle image on white background or vehicle image with photographic background Header - 16pt Arial Bold Sub-header (optional) 12pt Arial Bold Body Copy 12pt Arial Max Text Area 270x87 Text Color - # Max size 130x107 Association/ DBA Name: 10pt Arial # Max text width: 409px Call to Action: Disclaimer (optional): Disclaimer Action: 12pt Arial Bold #505fbb (Standard link color); User-initiated by mouse-on/mouse-off and/or click-on/click-off scroll boxes may be used. The action that causes the disclaimer to display must also cause the disclaimer to retract; no character limit. 10pt Arial, #505fbb 32

33 Inventory Search 728x200 (Superliner Plus) There are Superliner options available to meet campaign objectives. The Superliner Plus Option features four links and an additional image. Advertiser: Tier 2 728x200 (Custom) General Guidelines: Maximum file size: 35k Expansion NOT permitted Please See Next Page for Additional Details Content & Messaging: Video Enabled: Audio Enabled: Rich Media Enabled: Tier 2 Incentives Other Information: Flash.FLA & Photoshop.PSD template available on request. Product approval required for ads outside of spec. 33

34 Inventory Search General Guidelines: 728x200 (Superliner Plus) File Format: Flash Files: Shape: Vehicle Image: Marketing Message: Secondary Graphic: FLA, GIF, JPG. If using FLA, JPG/GIF backup required Actionscript clicktag variable required; lowercase clicktag ; see guidelines for more details on flash. 728x190, stroke/border permitted 299x190; Vehicle image on white background or vehicle image with photographic background Header 20pt Arial Bold Sub-header (optional) 12pt Arial Bold Body Copy 12pt Arial Max Text Area 260x50 Text Color # Max size 150x107 OEM/OEMAA Logo: Max size 110x65 Association/ DBA Name: 11pt Arial # Max text width: 409px Call to Action: Disclaimer (optional): Disclaimer Action: 12pt Arial Bold #505fbb (Standard link color); User-initiated by mouse-on/mouse-off and/or click-on/click-off scroll boxes may be used. The action that causes the disclaimer to display must also cause the disclaimer to retract; no character limit. 10pt Arial, #505fbb 34

35 Inventory Search 728x90 (Leaderboard Inline) Advertiser: Tier 1 728x90 (IAB) General Guidelines: Initial Download, Maximum file size: Expansion Permitted: Full Expanded: 40k Pushdown functionality required (no expanding functionality) WxH: 728x315 Content & Messaging: Video Enabled: Audio Enabled: Rich Media Enabled: New, Used, or Certified Available on Click Only Available on Click Only Audio Defaults to off 30 Seconds Maximum Length Flash animation limited to 3 loops or 15 seconds See Guidelines Alt Image Max File Size: 20k Max # of Panels: 5 Max weight per Panel: 60k Other Information: Opportunities may exist to target regionally Text Links: 0-3 links; max 25 characters 35

36 Inventory Search 160x600 (Wide Skyscraper) Advertiser: Tier 2 160x600 (IAB) General Guidelines: Initial Download, Maximum File Size: Expansion Permitted: Full Expanded WxH: Alt Image Max File Size: Max # of Panels: 5 Max Weight Per Panel: 40k Left 460 x600 20k 60k Content & Messaging: Video Enabled: Audio Enabled: Rich Media Enabled: Tier 2 Incentives Available on click only Available on click only Audio defaults to off 30 seconds Maximum length Flash animation limited to 3 loops or 15 seconds See Guidelines 36

37 INNOVATIVE ADS 37

38 Sidekick Advertiser: Page: Duration: Third-Party Tracking: Tier 1, Tier 2, CPO Make Landing Page or Search Results Page Any Yes Details: On load, In-Page Display unit delivers with call to action to expand Sidekick. Upon user click of the expand button, Sidekick loads in the right gutter of the page. Sidekick pushes page content horizontally to the left. User engages with all of the interactive features of the Sidekick. Page content is still visible and fully interactive. Upon the Sidekick closing, the ad collapses and page content is pushed back to the right. Other Information: Images can be supplied by Advertiser or AutoTrader.com. 38

39 Innovative Ads Sidekick General Guidelines In-page Display unit delivers with call to action to expand Sidekick Sidekick appears on right and expands, pushing editorial content leftward In-page Display Dimension: Initial Load File Size: Source Format: Animation Time: Animation Loops: Frame Rate: Border: Expand Method: Media Assets Video Permitted: Video Duration: Video Controls: Sound Permitted: 300x250px (Additional options include IAB 300x600 and IAB Billboard 970x250) 50KB max FLA and exported SWF, Flash 9+, AS2 or AS3 15 seconds max Loops within 15 seconds max 24 FPS max Creative must contain 1-pixel border On click or rollover after visual three-second countdown Yes 30 seconds max Must contain toggles for Play/Pause and Audio On/Off Yes. User-initiated on click only (auto play in expansion if click to expand) Alt Image Dimension: Source Format: File Size: Animation Time: Animation Loops: Border: Sidekick Dimension: Initial Load File Size: Source Format: Frame Rate: Allowed Expanded Directions: Border: Close Button: 300x250 px (additional options include IAB 300x600 and IAB Billboard 970x250) GIF, JPG, or layered PSD 50KB max 15 seconds max Loops within 15 seconds max Creative must contain 1-pixel border 850x700px 100KB max (Additional 100KB subload max upon user interaction via click (up to five sub-loads max) FLA and exported SWF, Flash 9+, AS2 or AS3 24 FPS max Expands in right gutter only. Appears to push page to the left Creative must contain 1-pixel border Must be present and clearly defined at all times in the top right corner of ad 39

40 MOBILE PLATFORM SOLUTIONS 40

41 Mobile Native Home Page Placement Advertiser: Tier 1, Tier 2, CPO 320x50 General Guidelines: expansion allowed animation allowed Max initial load size 15kb GIF, JPG, PNG supported Ad unit content must be clearly distinguishable from normal webpage content Video Enabled: Audio Enabled: Rich Media: 41

42 Mobile Native Home Page Placement 1. Creative size 320px by 50px padding 10px color white (#ffffff) 2. Logo background transparent size 50px by 30px 3. Fonts font Source Sans Pro, Semi-bold size 13pt color # max character count 75 Wrap to 2 lines when needed more than 2 lines Link separated by a vertical slash vertical slash color (#666666) Link Color - #505fbb Alignment centered vertically 42

43 Mobile Superliner 320x136 Advertiser: Tier 1, Tier 2, or Certified 320x136 General Guidelines: expansion allowed animation allowed Max k-weight 30kb Max initial load size 15kb GIF, JPG, PNG supported Ad unit content must be clearly distinguishable from normal webpage content Please See Next Page for Additional Details Video Enabled: Audio Enabled: Rich Media Enabled: 43

44 Mobile Superliner Width 320px 640px (retina) Height 136px 272 px (retina) Container 1. Creative size 320px by 136px (640px by 272px retina) color white (#ffffff) 2. Header Background Fonts size 320px by 35px (640px by 70px-retina) color light orange (#f8ecdd) padding 12px, 0px, 0px, 10px (24px,0px,0px,20px retina) border bottom 1px, gray (#e1e1e1) 3. Headline font Source Sans Pro, Semi-bold size 15pt (30pt retina) color Dark Gray (#444444) max character count Tagline font Source Sans Pro, Regular size 14pt (28pt retina) color Gray (#666666) max character count 22 (2 lines) 5. Links font Source Sans Pro, Regular size 14pt (28pt retina) color Link Blue (#505fbb) max character count 14 (up to 2 links on 1 line) 6. Disclaimer Link font Source Sans Pro, Regular size 10pt (20pt retina) color Link Blue (#505fbb) max character count 17 (1 line) Image/Logo 7. Thumbnail size 96px by 64px (192px by128px retina) border 1px, gray (#dddddd) 8.. Logo size 50px by 36px (100px by 72px retina) margin-top 5px (10px retina) 44

45 Mobile Superliner 9 Clicking on the disclaimer link within the creative will open a pop-up panel showing disclaimer copy Disclaimer Pop-Up 9. Disclaimer Pop-Up size 320px by 136px (640px by 272px retina) background color black # padding 10px, 10px, 10px, 10px (20px, 20px, 20px, 20px retina) font Source Sans Pro, Regular size 11pt (22pt retina) color White #ffffff max character count 49 per line (9 lines) 294 total counting spaces as well 10 An alternative version to the creative allows for multiple models Multi Vehicle 10. Car Images 11. Logo 12. Link max size 69px by 42px (138px by 84px retina) max amount 3 models size 50px by 36px (100px by 72px retina) margin top 5px (10px retina) font Source Sans Pro, Regular size 14pt color Link Blue (#505fbb) max character count 30 45

46 Mobile Sponsored Link 320x90 Advertiser: Tier 1, Tier 2, or Certified 320x90 General Guidelines: expansion allowed animation allowed Max k-weight 25kb Max initial load size 15kb GIF, JPG, PNG supported Ad unit content must be clearly distinguishable from normal webpage content Please See Next Page for Additional Details Video Enabled: Audio Enabled: Rich Media Enabled: 46

47 Mobile Sponsored Link Width 320px 640px (retina) Height 90px 180 px (retina) Container 1. Creative size 320px by 90px (620px by 180px retina) color white (#ffffff) 2. Header Background Fonts 3. Headline size 320px by 38px (640px by 76px retina) color light orange (#f8ecdd) padding 15px, 0px, 0px, 10px (30px, 0px, 0px, 20px retina) border bottom 1px, gray (#e1e1e1) font Source Sans Pro, Semi-bold size 15pt (30pt retina) color Dark gray (#444444) max character count Main Link font Source Sans Pro, Regular size 14pt (28pt retina) color Link Blue (#505fbb) max character count 22 per line (2 lines total) 5. Supporting Text font Source Sans Pro, Regular size 14pt (28pt retina) color Gray (#666666) max character count 22 (1 line) 6. Disclaimer Link font Source Sans Pro, Regular size 10pt (20pt retina) color Link Blue (#505fbb) max character count 17 (1 line) Image/Logo 7. Logo size 50px by 36px (100px by 72px retina) margin-top 5px (10px retina) 47

48 Mobile Sponsored Link 8 Clicking on the disclaimer link within the creative will open a pop-up panel showing disclaimer copy. Disclaimer Pop-Up 8. Disclaimer Pop-Up size 320px by 90px (640px by 180px retina) background color black # padding 10px, 10px, 5px, 10px (20px, 20px, 10px, 20px retina) font Source Sans Pro, Regular size 11 pt (22pt retina) color White #ffffff max character count 49 per line (6 lines) 294 total counting spaces as well 9 An alternative version to the creative allows for multiple models Multi Vehicle 9. Car Images max size 69px by 42px (138px by 84px retina) max amount 3 models 10. Logo size 50px by 36px (100px by 72px retina) margin top 5px or (10px retina) 11. Link font Source Sans Pro, Regular size 14pt color Link Blue (#505fbb) max character count 7 per line (2 lines total) 48

49 Mobile Banner 320x50 Advertiser: Tier 1, Tier 2, CPO 320x50 General Guidelines: expansion allowed animation allowed Max initial load size 15kb GIF, JPG, PNG supported Ad unit content must be clearly distinguishable from normal webpage content Video Enabled: Audio Enabled: Rich Media: 49