Canwest Digital Media Advertising Specs by fionan

VIEWS: 10 PAGES: 8

									Canwest Digital Media Advertising Specs
Creative Requirements
The working version of all creative and corresponding URLs must be received by our Ad
Operations traffic team (CDMAdOperations@canwest.com) 5 days prior to the live date of your
campaign in order to avoid any delays in posting campaigns.


All enhanced creative material requires testing and approval by our Ad Operations team. This
process may take up to 48 hours. Once creative has been tested and approved (if enhanced
creative), please allow an additional 48 hours prior to campaign launch in case of difficulties
which may require troubleshooting by Ad Operations.

Creative Naming Convention (New):
Language_size_client_campaign_typeversion01,02,03 etc.
Creative example: en_300x250_gm_cadillac_c01.swf
Ad Tag Example: en_300x250_gm_cadillac_t01.txt
Type Version:
C01 or t01 at the end of each ad stands for “creative version one” or tag version one”
If creative is revised and resent to Publishers, then the version should be changed to c02, c03
etc., so the latest version of ad creative can be easily identified.
Date stamp:
When creative has been received by Publisher ad operations, a date stamp will be added to the
end of creative as follows:
Language_size_client_campaign_c01_yearmonthday
Date Stamp Example: en_300x250_gm_cadillac_c01_081204.swf



Definitions:
Standard creative – gif, jpg. Or standard Flash 40k (or under)
Rich Media creative – Any of: Expandable, Floating (OPT), Flash creative over 40k, with polite
download.

Ad Creative Due Dates:
(As per the IAB)
Standard creative must be submitted to the publisher 3 business days prior to live date.
Rich Media, Video creative should be sent to publisher at least 5 business days prior to live
date.
NOTE: If Advertiser or Agency is using a 3rd Party Vendor to serve creative, it is recommended
that creative be submitted to Vendor 10 business days Prior to live date.




Canwest Digital Media – Display Advertising Specs                                           Page 1
January 12, 2010
*Please see Flash Standards below

Our Ad Server: Doubleclick’s DFP (Dart for Publishers)
Targeting Parameters Available:
Hour of the day
Day of the week
Frequency by hour
Frequency by day
Frequency by month
Frequency by week
Country
Province
City
Area Code
Computer Operating Systems
Web Browsers
Internet Domain Name (Agency must provide list of domain names i.e. telus.net)
Internet Service Provider (i.e. Sympatico)
Online Service Provider (i.e. AOL)
Bandwidth



Notes on 3rd Party Rich Media

We currently accept the following tags- 24/7, Ad Centric, Atlas, Blue Streak, DFA, Clip Stream,
EyeReturn, EyeWonder, EyeBlaster, Klipmart, Mediaplex, Point Roll, Real Media, Unicast, Zedo.

*DFA - Since we use DFP, the internal redirects ARE required.

If you do not see the 3rd Party ad company listed above please contact Ad Operations.
(CDMAdOperations@canwest.com)



Standard Display Ads or Flash Default Creative GIF or JPG
The file size for all GIF/JPG should be 40k or less unless noted below.




Canwest Digital Media – Display Advertising Specs                                       Page 2
January 12, 2010
*Please see Flash Standards below

Standard Display Ads Rich Media/Flash Initial File Size
All Flash creative must be accompanied by a back-up GIF or JPG file to be served if the user
does not have the correct Flash plug-in. This file should be 40k or less.

Flash creative must have the variable "clickTag" implemented correctly within each .swf file. The
clickTag is the tracking code assigned by the ad serving network to an individual ad. The clickTag
allows the network to register a click once clicked upon. This click through data is reported to the
ad servers so advertisers may determine the effectiveness of their campaign.

Please use the following clickTag code in your Flash creative:

on (release) {
getURL (clickTag, "_blank");
}

If you require assistance with implementation of the variable "clickTag" please contact Ad
Operations (CDMAdOperations@canwest.com)


Creative when clicked should always open a new browser

3 loops maximum

Expandable Flash Ad Units – Initial File Size and Dimensions
40k initial load 2.2mb progressive load
Leaderboard 728x90 and expansion panel – maximum 40k each - Maximum expansion of
728x360 – Expanded Size (Down)
Big Box 300x250 and expansion panel – maximum 40k each - Maximum expansion of 600x250 –
Expanded Size (Left)
Skyscraper 160x600 and expansion panel – maximum 40k each - Maximum expansion of
320x600 - Expanded Size (Left)

Top Layer/Floating Ads Rich Media
Ad size/type: 500 x 500 maximum (please contact your CMW Sales Executive if your creative is
larger then maximum Ad size) with a clearly visible ‘CLOSE X’ button.
Maximum 80k initial load 2.2mb progressive load
Available on all canada.com Network pages, but exclusion may apply at time of booking. Please
contact your CMW Sales Executive for more details.
Top Layer path: Path is subject to approval and may require adjustments based on
recommendations from Traffic, Design, Marketing, and Editorial Departments.
Play Time: 10 Seconds Maximum. Self terminating.
Top Layer ad must have a frequency cap of 2
No expansion. Video plays automatically.
Note: proof of concept required. The final copy of creative will have to go through creative
approval by Ad Operations, Design (CDM Creative), Marketing, and Editorial Departments.


Canwest Digital Media – Display Advertising Specs                                            Page 3
January 12, 2010
*Please see Flash Standards below
Mobile Ad Unit Products

Ad size: 300x50 .gif or .jpg only (No flash, Rich Media or 3rd Party)

Maximum 5K

Placement: Available on all mobile pages throughout the newspaper.com sites.

DART Served.



Story Tool Sponsorship

Ad size/type: 135x42 including text as well as a client supplied logo

Maximum 40K

Placement: Available on all story pages within the newspaper.coms

DART served as an exclusive sponsorship booking.




Canwest Digital Media – Display Advertising Specs                              Page 4
January 12, 2010
*Please see Flash Standards below


***FLASH STANDARDS – IAB CUAP 2.0***

Additional File Size
For 3rd Party Ad Tags an additional 2.2mb “polite" download. (Note: Additional bandwidth to be
paid by advertiser.)

Timing
Cycle or Loops – 30 seconds of animation, 30 seconds of video. 3 loops maximum

Flash Specifics
30 frames per second. Up to and including Flash 8.0
All Flash ads must be accompanied with a default GIF or JPG version.

Video
Initial file 40K, an additional 2.2mb “polite" download
Plays automatically
30 seconds.
3rd Party served


Audio
User initiated on click only. If using audio, a functioning on/off button is required. Volume control
is optional.

Exceptions – Non User initiated sound on Expandable Video Ad units: For an expandable ad unit
to play video and audio upon user interaction, the ad copy MUST clearly state one of the
following: “click here to watch video” or “mouse over to watch video”.

Controls “must haves”
Audio on/off
Video stop/play/pause
IAB standard close box


Animation:
Expandable ads on the Canada.com network expand on user initiated mouse on and retract on
mouse off. IAB close button required.
Expandable ads should have a call to action (“roll over to expand” or “click to expand”)
recommended, so that the user understands ad functionality.
Up to 30 seconds automatic. Unlimited during interaction.
*expandable only on user interaction
-If expanding on rollover, retract on roll-off.
-If expanding on click, retract by using “close X” box.
*Close X’ button top right, Arial 12pt (in Word) or 16pt (in Photoshop/Flash)


Canwest Digital Media – Display Advertising Specs                                             Page 5
January 12, 2010
Standard Advertorial

Copy size: Primary page may contain 450 characters, which will be the lead-in paragraph and 1
image

Placement: All canada.com National Channel Homepages and City Homepages

Image 120 X 90 or 100 X 100 GIF or JPEG - 10k

Premium Advertorial

Copy size: Primary page may contain 450 characters, which will be the lead-in paragraph and 1
image.


Secondary page may contain up to 2000 words, 3 images and 5 URL links to client site.
Placement: All canada.com National Channel Homepages and City Homepages, Finance Hosting
of second page and hosting available upon request
Image 120 X 90 or 100 X 100 GIF or JPEG -10k

Pre- Roll
Can run before, during or after publisher video content

Online:
Formats: .mpg, .avi, .mov
Dimension:
320x240 Video: 07 Seconds
320x240 Video: 15 Seconds
320x240 Video: 30 Seconds
Frame rate: 30 fps
Aspect Ratio: 16:9 or 4:3
Compression: Videos should not be larger than 10Mb per minute
Video Bit Rates: 360 kbps-1 Mbps
Audio Bit Rates: 16 kbps (min)
Duration: 15 – 30 seconds

If sending a FLV
Format : Flash Video 8
Total Bitrate: 500kbps (including audio) or 400kbps (including audio)
Audio Bitrate: 64kbps, 44khz stereo


Canwest Digital Media – Display Advertising Specs                                       Page 6
January 12, 2010
Resolution: 400x300 for 4:3 format
Frame Rate: 24fps (film originated), 25 / 29.97fps (video originated)
May be subject to additional ad serving fees.




Alternative formats (requires processing):
Formats: MiniDV, DVCAM, HDV, DVD, BetaSP, DigiBeta, High quality .mpg2/.avi/.mov
Dimensions: 720x540 (exception: mpg2 can be provided at 320x240)
Frame Rate: 30 fps
Ratio: 4:3 (16:9 will automatically be rescaled as widescreen)
Compression: Full/High quality/Raw
Audio Bit Rates: 32,000 Mhz
*Note: BETA tapes require 1 additional business day to convert
*Note: Unacceptable formats: .wmv, .mov, .m4v, .mp4

VIDEO:
ThePlatform uses Rhozet Carbon encoders that can read the following formats:

AVI, DV, MP3, MPEG, MPEG-4, QuickTime, TIFF, WAV, and Windows Media formats.
The encoding profile we will set up for you will re-encode the content to FLV at 464kbps (400k
video, 64k audio)

Video Skinning:

Small Player:
Video controls, clip background, roll over colours, Text colours
Static Default Video Image: 320 x 240 GIF, JPEG or .PSD

Medium Player:
Video controls, clip background, roll over colours, Text colours Border colours
Player background: 755 x 543 GIF, JPEG or .PSD
Static Default Video Image: 400 x 300 GIF, JPEG or .PSD
Logo Image: up to 715 x 46 GIF, JPEG or .PSD

Large Player:
Video controls, clip background, roll over colours, Text colours Border colours
Player background: 755 x 567 GIF, JPEG or .PSD
Static Default Video Image: 400 x 300 GIF, JPEG or .PSD
Static Screen Image: 605 x 457 GIF, JPEG or .PSD
Logo Image: Any size GIF, JPEG or .PSD




Canwest Digital Media – Display Advertising Specs                                        Page 7
January 12, 2010
VIDEO FORMATS

PREFERRED VIDEO SPECIFICATIONS:
Format           Flash Video 8
Delivery         Progressive Download, Streaming
Codec            On2 VP6 (video)
                 MP3 (audio)
Video Bitrate    480kbps
Audio Bitrate    64kbps, 44khz stereo
Resolution       640x480 for 4:3 format
                 640x360 for 16:9 format
Frame Rate       24fps (film originated), 25 / 29.97fps (video originated)




ALTERNATIVE VIDEO SPECIFICATIONS:
Format            Quicktime/ .mov
Codec             H.264
                  AAC – LC (Music)
Total Bitrate     3320kbps (including audio)
Audio Bitrate     320kbps, 44khz stereo
Resolution        640x480 for 4:3 format
                  640x360 for 16:9 format
Frame Rate        24fps (film originated), 25 / 29.97fps (video originated)


Format                  MPEG-4
Codec                   H.264
                        AAC – LC (Music)
Total Bitrate           3320kbps (including audio)
Audio Bitrate           320kbps, 44khz stereo
Resolution              640x480 for 4:3 format
                        640x360 for 16:9 format
Frame Rate              24fps (film originated), 25 / 29.97fps (video originated)




Canwest Digital Media – Display Advertising Specs                                   Page 8
January 12, 2010

								
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