Advertising Standards and Guidelines by hwr10459

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Advertising Standards and Guidelines

Ad Creative Unit Standards & Guidelines

Creative Submission
All ads, including those served by 3rd parties, for new campaigns or campaign changes requiring
new creative to be uploaded into Freedom Interactive Adverting Operations (FIAO) ad server,
must be provided for testing & review according to FIAO's lead time requirements (3 business
days for standard ads and 5 business days for rich media).

Third party servers must contact FIAO at least 3 business day before rotating new ads into an
existing campaign for approval and Q/A.

Animation
Within ad units defined by fixed in-page dimensions (like banners) uninitiated animation of any
form can run for a maximum of 30 seconds or 3 rotations without being re-initiated by the user
through a clearly labeled interaction with the ad. This includes animations, such as flashing 'click
here' buttons and small icons. Once re-initiated, there must be a clear way to stop any in-unit
animation that runs for longer than 30 seconds by clicking on a label “Stop” or a stop button (e.g.:
   ).
Animation spawned from a fixed dimension ad unit must follow the rules for overlay ads, with that
portion of the ad appearing for a maximum of 10 seconds with a clear 'close' button in close
proximity to the animation.

Animation limits for overlay and full page interstitial ads are defined by their display time limits.
See the Ad Creative Specifications document for more information.

Display Time / Rotation Limits
Full page interstitial ads that appear between pages can appear for a maximum of 15 seconds
and must exit to destination automatically after that (refer to ad specifications for details). Such
ads must include a 'skip' or 'close' button as well. Refer to ad specs for interstitial ads for detailed
guidelines for button inclusion for the various types of interstitial ads.

Ads that partially overlay page content (such as Eyeblasters) can appear for a maximum of 10
seconds and must close automatically after that. Such ads must include a 'close' button as well.

Close Buttons
Close Buttons must be submitted to FIAO for approval. Any ad or portion of an ad that appears
outside of the confines of a fixed in-page ad space must include a prominent close button. Free-
form ads that overlay the page, interstitial ads that appear between pages, and fixed in-page ads
that spawn a free-form overlay upon a mouse-over or click interaction.




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ConfidentialFor ads that overlay the page, a clear 'close' or 'click here to close' button must be
included in close proximity to the overlay portion of the ad. An 'X' within the ad is not acceptable.
The preferrred location of the X is the upper right corner of the ad window. The ad must
automatically close after a maximum of 10 seconds.

For interstitial ads, a clear 'skip' or 'close' button must be included in the upper right quadrant of
the ad including ads served through Unicast or Eyeblaster; the ad must automatically close after
a maximum of 15 seconds. All Third party served interstitials must be approved by FIOA and
include an approved Freedom Interactive frame. 3rd party vendors must be approved by FIOA.


Fixed in-page ad units that expand upon a mouse-over but do not contract back into the confines
of the fixed in-page ad space when the user's mouse leaves the ad must include a close button in
close proximity to the expanded portion of the ad. The expanded portion of the ad must close
automatically after a maximum of 10 seconds.


Sound
Sound effects of less than 1 second (such as a 'beep') are acceptable without user initiation.
FIAO reserves the right to prohibit such sound if deemed to intrusive. Any audio over 1 second in
length must be initiated by user interaction with appropriate text, icons or a similar indicator. Once
initiated, there must be a clear way to turn off the sound with appropriate text, icons or a similar
indicator. For streaming audio assets the client must supply a Playlist in an FIAO approved
format: M3U, RAM, or ASX.

3rd. Party Tracking
The ad impression delivery counting party will be determined prior to campaign launch. Ads may
be 3rd party tracked using 1x1 transparent pixels.

3rd Party Counts/Discrepancies
                   rd
Please note that 3 party counts will always report higher impressions than Freedom‟s ad server
counts. This is a counting discrepancy not an under delivery issue. Contact AdOps for additional
information

Frequency Caps
All campaign level frequency caps must be set by FIOA and may not be set through third party
servers. FIAO may impose frequency caps are on all ads and the cap may vary by section.
Frequency caps can also be applied to campaigns at advertiser request, on either a session,
hourly or lifetime of campaign basis. A maximum of one type of cap (session/hourly/lifetime) may
be applied per campaign.

Click Interactions
All click interactions that initiate the load of a new web page must open that web page in a new
browser window. A click-thru may launch only one new browser window. Any click-thru included
with an ad must take users to the web site of the advertiser who purchased the ad space unless
the advertiser has provided written permission from another site to link to them with their
advertising. Mouse-over interaction cannot link a user to a new Web site.

Deceptive Functionality
All functionality visually indicated within ads must be working and not designed to deceive. Non-
functioning drop-down menus, radio buttons and text boxes will not be accepted. „Close‟ or „Skip‟
buttons must function as labeled and cannot link users to a new web site.




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For further information contact FIAO. Additional guidelines are available from the FTC at
http://www.ftc.gov/bcp/conline/pubs/buspubs/ad-faqs.htm.

Q/A Testing Process
All advertising creative units must successfully pass the FI Q/A process before placement on any
FI site is approved. If the creative unit(s) fails the FI Flight Test process, the FI Ad Operations will
contact the SR with modification instructions and / or suggestions for the client. The FI Flight
Testing process includes:
 Specification test
 Performance test
 Placement and position test
 Browser and OS compatibility test
 Compliance with content standards

** For complete advertising creative unit specifications and guidelines, see the Ad Creative
Specifications.



Advertising Content Guidelines

   All ad creative must be approved by FIAO prior to placement. FIAO reserves the right to
    reject any ad creative.
   Ad(s) determined to contain fraudulent, deceptive or misleading statements or illustrations will
    be rejected.
   Ad(s) containing personal attacks that are overly competitive, abusive, or derogatory to the
    goods or services of Freedom Communications or others will not be accepted.
   Ad(s) deemed Offensive to Good Taste - indecent, vulgar, suggestive, or other advertising at
    the sole discretion of FIAO will be rejected.
   Ad(s) must comply with Federal and State laws and guidelines.
   Ad(s) for investments that do not comply with applicable federal, state and local laws and
    regulations will be rejected.
   Ad(s) for tobacco products including cigarettes, cigars, and other tobacco products are not
    accepted.
   Political ad(s) that do not comply with FIAO Political Advertisement Guidelines will be
    rejected.
   Ad(s) that fail to comply with the express requirements of federal and state laws will be
    rejected.
   Ad(s) promoting online gaming or wagering sites will not be accepted.
   Ad(s) offering furs or products made from the furs or hides of animals included on
    government endangered species lists are not accepted.
   Occult Pursuits ad(s) for fortune telling, dream interpretations and individual horoscopes are
    not accepted except when ordered for entertainment sections or guides or when the
    emphasis is on amusement rather than serious interpretation.
   Contact AdOps for additional information.




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Flash Guidelines

All Flash ad creative units must be delivered in at least the Flash Version 8 format.

All Flash ads must have a ClickTAG encoded rather than a hard coded click-thru command. The
following code must to be manually added to the .SWF file before the ad unit is submitted to
FIAO. Buttons are required for any points in the movie that are to be clickable and must be
located on the main timeline of the movie. In the Hit frame of the button, add an action script that
has the tracking code:

Method 1:

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


Method 2:

        on (release) {
        getURL(clickTag + "http://www.advertiserURL.com", "_blank");
        }

If the click thru URL is required to be in the .SWF or if there are multiple click-thru URL‟s, please
implement the buttons' getURL functions as shown in Method 2, which allows FIAO to track
multiple clicks as an aggregate but not individually. The clickTAG expression must be embedded
in each flash element so that FIAO can pass click tracking mechanisms through the ad unit.

Ad units cannot prompt the download of a plug-in, and must be coded to search for any required
plug-ins and display an alternate ad to those who don't have it.

A default “background” .GIF must be submitted for visitors without (or who are blocking) Flash or
JavaScript

ALL Flash ad units must have the background set to Transparent using WMODE parameters. To
add transparency to an HTML file complete the following steps:

1. Add the following parameter to the OBJECT tag:


        <param name="wmode" value="transparent">


2. Add the following parameter to the EMBED tag:


        <param name="wmode" value="transparent">



 rd
3 Party Counting Discrepancies.


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Third-party Advertising Guidelines

3rd party counts will always report higher impressions than Freedom‟s ad server counts. This is a
counting discrepancy not an under delivery issue. Contact AdOps for additional information

Approval:
Any new third party wishing to rotate ads must pass the mandatory FIAO approval process before
approval. This requires submitting the proposed ads at least two weeks prior to insertion.

Acceptance:
The third-party Ad Server agrees that all Ads (including creative) served by FIAO, in accordance
with this Agreement, must be submitted to FIAO in gif format for approval prior to placement on
Freedom Interactive Site(s).
FIAO shall have the absolute right, at its sole discretion, to accept or reject any Ad for any reason
or for no reason. Specifically, Third Party Ad Server cannot serve substitute ads for the Approved
Advertisers unless approved by FIAO. Except for technical modifications that are necessary to
properly serve the Ads, Third Party Ad Server shall not modify, alter, edit, replace or supplement
any Ads that have been approved by FIAO for placement on the Freedom Interactive Site(s). Any
such technical modifications must also be approved, in advance, by FIAO.

Third Party Served Rich Media:
FIAO can serve rich media ads via third party, however re-coding is often necessary in order to
track click-thru‟s. Because third party rich media ads can slow down the rendering of FI pages,
FIAO prefers standard third party image ads if the ad doesn't require custom HTML.




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Custom Placement and Rich Media Guidelines

   Roadblock
   Surround Session
   Day-part
   Interstitials – full web page ad units that are served in the main browser window between two
    pages of a website. After a set period of time (usually 5-7 seconds), the user is automatically
    forwarded to the requested web page
   Superstitial - same as interstitial with richer media and video
   Convertible Window
   Eyeblaster
   Expanding Ad - banners Ads that expand over part of the page to reveal a larger creative
   Expanding Video
   Vertical Fly Out
   Video in Flash
   Floating Banners - an ad that floats across the screen, then resolves in a regular size ad
   Floating Ads - an over-the-page rich media floating ad that appears to float above the
    webpage
   Peel Down - these peel away a little at the corner of the page and then expand even more on
    mouse-over
   Teardown
   Video - Pre-roll, Post-roll, Intermediary
   Third-Party Rich Media Companies: Eyeblaster, Unicast, CommFlash, BlueStreak, Enliven,
    Dynamic Logic, Viewpoint, Tangozebra, Dart/DoubleClickRich Media, Mediaplex, PointRoll



Sponsorship Advertising Guidelines

   Sponsorship ads must be placed only in pre-defined positions, unless approved by Sales
    Manager and Ad Operations Director.
   Sponsorship ads will not include drop-down menus or any other elements that physically
    extend beyond the boundaries of the ad.
   Sponsorship ads may be click-able to an external site, but must spawn a new browser
    window.
   Sponsorship ads may not include rich media, unless approved by Sales Manager and Ad
    Operations Director.
   Sponsorship ads must adhere to FIAO Ad Creative Specifications, and successfully pass
    FIAO Q/A testing process.
   No calls to action.




Political Advertising Guidelines




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Political advertisements must be clearly labeled “Paid advertisement” in Arial font, size 10 pixels.
If the background of the ad is dark, the “Paid advertisement” label must be in white or light gray
type – no lighter than the hex color #CCCCCC. If the background of the ad is light in color, the
“Paid advertisement” label must be in black type and this label must be situated at the top of the
ad in a centered position. This label must either be part of the creative content of the ad, or if the
label sits above the border of the ad, the ad size must be reduced so the label and the ad fit
within the standard ad size.
 Political advertising may not contain fonts, design or style that is identical or similar to FOCI
     Web site fonts that would give the impression that the ad is a part or representative of an FI
     site.
 Political advertising may run on throughout all sections of FI sites EXCEPT the Commentary
     or Investigation sections (or like sections).




Advertising Creative Design Specifications



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AD TYPE             DIMENSIONS   FILE SIZE     FORMATS       ANIMATION    3RD     REQUIREMENTS
                                                                          PARTY

Leaderboard         728x90px     30k           .gif          15 seconds   Yes     Rich media: Up to 30K initial
(Position 1)                     (40k flash)   .jpg          with a               load, with another 60K per
                                               .swf          maximum 3            panel may be loaded after a
                                               OAS           rotations            user moves their cursor on the
                                               approved                           banner. Must be designed to
                                               HTML                               overlay other flash or
                                                                                  javascript elements on a page.

                                                                                  Audio/Video: User initiated,
                                                                                  and should display a visible
                                                                                  "stop" or "pause" button once
                                                                                  the audio/video begins.

Skyscraper          160x600px    30k           .gif          15 seconds   Yes     Rich media: Up to 30K initial
(Position 2)                     (40k flash)   .jpg          with a               load, up to 3 additional loads
                                               .swf          maximum 3            of 50K each may be initiated
                                               OAS           rotations            after the user moves their
                                               approved                           cursor over ad unit. Must be
                                               HTML                               designed to overlay other
                                                                                  flash elements on the page.

                                                                                  Audio/Video: User initiated,
                                                                                  and should display a visible
                                                                                  "stop" or "pause" button once
                                                                                  the audio/video begins.



Vertical / Mini     120x240px,   20K           .gif          15 seconds   Yes     Rich media: Up to 20K initial
Skyscraper          120x600px    (35k flash)   .jpg          with a               load, up to 3 additional loads
(Position 2)                                   .swf          maximum 3            of 50K each may be initiated
                                               OAS           rotations            after the user moves their
                                               approved                           cursor over or clicks on the ad
                                               HTML                               unit. Must be designed to
                                                                                  overlay other flash elements
                                                                                  on the page.

                                                                                  Audio/Video: User initiated,
                                                                                  and should display a visible
                                                                                  "stop" or "pause" button once
                                                                                  the audio/video begins.




                  Confidential                      Page 8                             5/2/2010
Medium Box         300x250px           30k           .gif            15 seconds   Yes   Rich media: Up to 20K initial
(Position 3)                           (40k flash)   .jpg            with a             load, up to 3 additional loads
                                                     .swf            maximum 3          of 50K each may be initiated
                                                     OAS             rotations          after the user moves their
                                                     approved                           cursor over ad unit. Must be
                                                     HTML                               designed to overlay other
                                                                                        flash elements on the page.

                                                                                        Audio/Video: User initiated,
                                                                                        and should display a visible
                                                                                        "stop" or "pause" button once
                                                                                        the audio/video begins.

                                                                                        Expandable: 525x250
                                                                                        expanded. Expands Left.

Vertical/ Tile     120x90px            15K           .gif            15 seconds   Yes   No expanding ad units
(positions X01                         (20k flash)   .jpg            with a
- X03)                                               .swf            maximum 3
                                                     OAS             rotations
                                                     approved
                                                     HTML


Section            88x31px             5K            .gif            No           Yes   Static ad (no animation). Ad
sponsor            150x25px                          .jpg                               content is subject to approval
position                                                                                by site before placement can
                                                                                        begin.

Rich Media

Full Page          up to 640x480 for   60k initial   NA              Up to 15     Yes   All Third party served
Interstitial       ads submitted for   100k total                    seconds            interstitials must be approved
                   local serving;                                                       by FIOA and include an
                   others can be set                                                    approved Freedom Interactive
                   to expand to size                                                    Frame. 3rd party vendors
                   of browser                                                           must be approved by FIOA
                   window.                                                              and included Unicast,
                                                                                        Eyeblaster, and CommFlash.




                 Confidential                               Page 9                           5/2/2010
Over-the-Page:     550x480,             60K Local    .swf            10 seconds    Yes   Design: Must be designed to
Floating           Free-form            1MB          DHTML                               overlay other flash elements
                   overlays can         Eyeblaster   javascript                          on the page
                   cover no more
                   than two-thirds of                                                    Audio/Video: User initiated,
                   a 1024x768                                                            and should display a visible
                   browser window.                                                       "stop" or "pause" button once
                                                                                         the audio/video begins.

                                                                                         Control: Mandatory "Close X"
                                                                                         box on the edge of the original
                                                                                         unit, if not provided by
                                                                                         browser window. Font-size:
                                                                                         16pt. Location: Fixed
                                                                                         placement at the location of
                                                                                         the first completly visible
                                                                                         frame.
BrightCove         Displays             1.5MB        FLV             15 seconds    No    No third party HTML ad tags.
Pre-roll Video     television-quality                                                    Media file must be served
                   streaming video in                                                    directly through ad server.
                   a 480x360 pre-roll
                   ad prior to video
                   content




BrightCove         Display banner       40K          SWF, JPG        3 rotations   No    No third party HTML ad tags.
300x250            adjacent to pre-                                                      Media file must be served
Companion          roll video.                                                           directly through ad server.




BrightCove         728x90 Leave-        40K          SWF, JPG        3 rotations   No    No third party HTML ad tags.
728x90             behind banner                                                         Media file must be served
Companion          displays below                                                        directly through ad server.
                   video player




                 Confidential                              Page 10                            5/2/2010
Floating and      550x480 if           60K initial    NA               Up to 10        Yes       Must be designed to overlay
Overlay Ads       rectangular; free-   100k total                      seconds                   other flash elements on the
(including        form overlays can                                                              page; visible close button
Eyeblaster,       cover no more
Shoskele)         than two-thirds of
                  a 1024x768
                  browser window.



1. To ensure campaigns go live as ordered all campaign assets including creative and 3rd party tags must be receieved for QA 5
business days to the requested start date of the campaign.
2. Clients may swap 1 creative/week.
3. 3rd party tracking by 1x1 pixel is permitted, all impression counts will be based on Freedom's ad server reports.
4. 3rd party cache busting permitted with approval and testing.
5. All Rich Media, ad types, and Ad units not listed are subject to approval by FIAO.




               Confidential                                Page 11                                     5/2/2010
Glossary of Terms

   Ad banner – a graphic image or other media object used as an advertisement. See iab.net for
    voluntary guidelines for banner ads.
   Ad campaign audit - an activity audit for a specific ad campaign.
   Ad click - a measurement of the user-initiated action of responding to (such as clicking on) an
    ad element causing a re-direct to another Web location or another frame or page within the
    advertisement. There are three types of ad clicks: 1) click-throughs; 2) in-unit clicks; and 3)
    mouseovers. Ad click-throughs should be tracked and reported as a 302 redirect at the ad
    server and should filter out robotic activity.
   Animated GIF -        an animation created by combining multiple GIF images in one file. The
    result is multiple images, displayed one after another, that give the appearance of movement.
   ASP – Application Service Provider. An ASP is an application provider whose software is
    accessible through the Internet instead of through the installation of software.
   Cache – temporary file storage for a browser.
   Cache busting - Methods to prevent content from being cached. The process by which sites
    or servers serve content or HTML in such a manner as to minimize or prevent browsers or
    proxies from serving content from their cache. This forces the user or proxy to fetch a fresh
    copy for each request. Among other reasons, cache busting is used to provide a more
    accurate count of the number of requests from users.
   Cached ad impressions - the delivery of an advertisement to a browser from local cache or a
    proxy server‟s cache. When a user requests a page that contains a cached ad, the ad is
    obtained from the cache and displayed.
   Caching - the process of copying a Web element (page or ad) for later reuse. On the Web,
    this copying is normally done in two places: in the user's browser and on proxy servers.
    When a user makes a request for a Web element, the browser looks into its own cache for
    the element; then a proxy, if any; followed by the intended server. Caching is done to reduce
    redundant network traffic, resulting in increased overall efficiency of the Internet.
   Conversion – a visitor taking a desired action.
   Conversion Rate - An online marketing measurement of the percentage of visitors who take a
    desired action.
   Cookie buster - software that blocks the placement of cookies on a user‟s browser.

   CPA – Cost per action is an online advertising payment model where the rate is set for an
    action taken by a visitor.
   CPC – a metric for online advertising where a price rate is set for every thousand impressions
    of an ad unit.
   CPL (Cost-per-lead) - cost of advertising based on the number of database files (leads)
    received.
   CPM – Cost per thousand.
   CTR - Click-through ratio is the percentage of clicks for the number of ad impressions
    delivered.
   Effective CPM – Is the total campaign cost divided by the total number of ad impressions
    delivered.
   Expandable – An ad unit that increases its size.
   Fixed Placement – A non-rotating ad unit.
   FIAO – Freedom Interactive Ad Operations
   Flash – An animation and video format developed and marketed by Macromedia.
   Frame rate - the number of frames of video displayed during a given time. The higher the
    frame rate, the more high-quality the image will be.




Confidential                                 Page 12                                      5/2/2010
   Frequency - the number of times an ad is delivered to the same browser in a single session
    or time period. A site can use cookies in order to manage ad frequency.
   Hit - The request for and delivery of a web page or page element (e.g. IFrame, image, server-
    side include). A single page request may produce several hits.
   iFrame (inline frame) - a floating frame inserted within a Web page.
   Impression - a single view of a page or ad unit by a visitor.
   IMU (Interactive Marketing Unit) - the standard ad unit sizes endorsed by IAB. See iab.net for
    more information.
   Latency - 1) time it takes for a data packet to move across a network connection; 2) visible
    delay between request and display of content and ad. Latency sometimes leads to the user
    leaving the site prior to the opportunity to see. In streaming media, latency can create stream
    degradation if it causes the packets, which must be received and played in order, to arrive out
    of order.
   Mouseover - the process by which a user places his/her mouse over a media object, without
    clicking. The mouse may need to remain still for a specified amount of time to initiate some
    actions.
   Page View – A request to a web server for a page of content.
   POG (Plain „ol Graphics) – graphics in .bmp (bit map), .gif (graphics interchange format), or
    .jpg or .jpeg (Joint Photographic Experts Group), formats. .gif format may contain simple
    animation.
   PPC - Pay per click an online advertising payment model in which payment is based only on
    the number of visitor click-through‟s.
   Rich Media – Graphics technologies other than POG typically containing audio, animation, or
    Video.
   Roadblock – Own all inventory on a page per time period.
   RON – Run Of Network. The ad unit will appear throughout any site, section and / or page of
    a site.
   ROS – Run Of Site. The ad unit will appear throughout any section and / or page of a site.
   Sponsorship – a form of fixed placement, that is static or has no animation.
   Surround session – A coordinated takeover. Creative may “spill over” positions
   Targeting – the ability to display an ad to a select segment of users based on a specific
    criteria (e.g.: geography, demographics, time of day the visitor is on a website).
   Takeover – Own all ad positions on a page per view.
   Terms & Conditions (T&C‟s) - the details of the contract accompanying an insertion order.
   Unique User – identified as a unique user or individual visiting a website for the first time
    measured over a standard period of time, typically a month. Subsequent visits by the Unique
    User are not counted towards the aggregate Unique User measurement.
   Yield - the percentage of clicks vs. impressions on an ad within a specific page. Also called
    ad click rate (CTR).




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