Standards & Practices Committee:2006 Guidelines for Digital Marketing Formats doc

Board Member CompaniesJune 2006 Standards & Practices Committee: 2006 Guidelines for Digital Marketing Formats for Asia excluding Japan... What is the ADMAThe Asia Digital Marketing Ass

Board Member Companies

June 2006

Standards & Practices

Committee:

2006 Guidelines for Digital Marketing Formats for Asia (excluding Japan)

What is the ADMA

The Asia Digital Marketing Association (ADMA) is the voice of, and advocate for, the digital marketing industry in Asia (excluding Japan) The ADMA is an umbrella organisation, guided by senior executives in the industry, and charged with gaining consensus and formulating a powerful point of view

on all key industry issues The ADMA actively promotes the benefits of using mobile and the internet as a channel to communicate with consumers and was established to provide

leadership and guidance on issues, criticisms and misconceptions about digital marketing as well as lobbying and public relations assistance for member companies.

What is Digital Marketing?

“The use of the Internet as a medium for marketing and communication”

Why Do we need Guidelines?

To help ensure the continuing growth of digital

marketing as an increasingly effective, trusted

medium for marketers and Internet users

Objectives for Guidelines

Define voluntary use guidelines for digital marketing

formats in Asia

• Take into account the specific needs of Asian markets and

consumers (double byte characters*), high Internet penetration,

extent of broadband penetration)

• Promote benefits of standardisation to advertisers, online

properties and agencies

• Represent consensus among advertisers, online properties,

agencies and industry associations in the region

• Provide the ADMA with a platform to promote and showcase

effective options and formats available to digital marketers

* Double Byte Character Sets require more than one byte of information to express each character

Benefits of Standardisation

• Decreases production and administration costs, freeing

additional budget for media space

• Provides easy access for traditional marketers who may be

otherwise overwhelmed by choice and complexity

• Assures marketers that their budget will effectively reach the vast majority of Internet users

• Makes campaign planning and tailoring easier since formats are interchangeable among sites

• Allows measurement and comparison of effectiveness between defined formats

1 Survey of sizes and formats in regular usage in Asia as at May

2006

2 Reviewed format recommendations from international markets

3 2003 guidelines were sent for updating and agreement to the

key participants of the 2003 project, namely:

4 Final standard formats agreed after consultation

• 4As Hong Kong

• MSN

• Next Media Interactive

• Pixel Media Hong Kong

• Yahoo! Hong Kong

About the Guidelines

• NOT an attempt to block variety, creativity or innovation…

anything is possible on the Web!

• NOT absolute laws or rules… just helpful recommendations for

effective use of the medium

• NOT permanent… our industry is evolving with new

technologies and new creative possibilities

• The formats recommended represent over 80% of the

largest sites in Asia

• The naming convention should be followed as these are

the terms used in Asia

• Visit www.iab.net/standards for international guidelines

Format Guidelines

Banners

• super banner – 728x90 (option to

expand to 728x180)

Rectangles

• 180x150

Large Rectangles

• 300x250 (option to expand to 600x250)

Site Takeovers / Crazy Ad

• 400x300 (with a reminder ad)

Skyscrapers

• 120x600 (option to expand to 240x600)

• 160x600 (option to expand to 320x600)

Pop-up Windows

• not recommended for use

Format Guidelines

Floaters / Floating Icons

• 65x65

• 100x100

• 200x200 (option to make expandable)

• should appear on far right or far left of screen

Text Links

• Text links up to 30 characters (Chinese)

• Text links up to 60 characters (English)

Format Guidelines

Emails / eNewsletters / eDM

• Opt-in preferred

• Unsubscribe / opt out mechanism required

• Standard width = 550 pixels

• Provide both HTML and text email formats Emails should offer “If you cannot view HTML, please click here” – message in both English & local language.

• Link to full data privacy policy

• Limit file size to 20-35K range or less (including images)

Format Guidelines

File Size Recommendations

With the increasing penetration of broadband and the ability of most users to load

and see larger files, it is less and less important to limit file size However, for

slower dial-up users and to help advertisers use the same creative on many

different websites, marketers should keep their files in these ranges:

• 40-50K – allows more flexibility in creative BUT marketers should be aware that

large file sizes can slow down the downloading time

• 30-35K – full animation (properties may charge a premium for this service)

• <20K – larger banner sizes

• max 300k – for pre-cached files*

* pre-cached: the act of downloading an applet that is stored on local hard drive

Format Guidelines

Previously seen as obstacles, these file formats are now more and

more commonly accepted among Web sites and are viable media

options for marketers

• Flash and Sound

• Java / Streaming

• TVC

• Rich Media*

* Refer to separate ADMA guidelines for this media option Any interaction of the ad should be user-initiated