ADVERTISE VADEMECUM CREATIVES, IMPRESSION AND CLICK TRACKING CONTENTS PART 1. CREATIVES, IMPRESSION AND CLICK TRACKING 2 1.1 What kind of creative can I provide? 2 1.2 Which kind of content can I show on my ads? 12 1.3 What other data shall I provide with my creatives? 15 1.4 Image ads vs. tags: Why is it better hosting the ads directly on Targetoo’s platform instead of using third-party adserving tags? 16 1.6 Why do I see discrepancies between the number of impressions/clicks shown on my reports and the ones shown on your report? 18 Appendix: Tracking assets template for my campaign. 19 PART 1. CREATIVES, IMPRESSION AND CLICK TRACKING 1.1 WHAT KIND OF CREATIVE CAN I PROVIDE? You can create the following types of creatives with Targetoo: • Image Banner: This will allow you to upload an image (either static or animated gif). • Dynamic Ad: Dynamic ads include a text that changes based on the user´s location, and they can only be used with geofenced campaigns. If you select this format you will be asked to upload images as well, but these images have to include an empty area where the dynamic text must be written. • VAST Video: This format will show an autoplay video within an interstitial in an app. If you select this format you´ll be requested to upload a video file from your computer and Targetoo will automatically encode it to be properly served. • Native Ad: This format includes text and image components that will be laid out in different ways depending on the publisher app. • MRAID: This format allows you to copy and paste MRAID tags from any external ad server. You should use it only when you are going to segment the campaign exclusively to apps, as MRAID tags do not work on web. Do make sure you properly test the tags with the different exchanges and work with MRAID certified partners. • HTML + JS: This format allows you to copy and paste Java Script or HTML tags from any external ad server. If you are running a rich media campaign, you will often have to run MRAID tags on App inventory and HTML tags on web inventory. • Standard banners TECHNICAL SPECIFICATIONS Image creatives-Standard Formats MINIMUM FORMATS iPhone Android Generic Tablets 3 frames max 30” max loop 320x50 320x50 320x50 728x904 Creatives with 300x50 300x50 300x50 468x60 partially black 320x480 320x480 320x480 15K 768x1024 35K .gif/.jpg or white 300x250 300x250 300x250 300x250 backgrounds 480x320 480x320 480x320 Must add a visible border of acontrasting color Interstitial: 320x480, 480x320. Max 3 frames ADDITIONAL FORMATS iPhone Android Generic Tablets 300x50 728x90 320x480 1024x768 168x28 300x50 480x320 216x36 168x28 168x28 120x20 120x20 120x20 LANDINGSPAGE Mobile 320x480 Tablet 1024x728 DYNAMIC ADS This kind of ads can be used for campaigns that are segmented by geolocation, which are limited to some geographical areas. Every area has an associated text, which will be used as dynamic text if the user is in that area when the impression takes place. In this example, the white space was filled with the name and postal address of the nearest bar. VIDEO VAST FORMAT These are the technical specs for the videos that can be served with the VAST format. MULTIMEDIA CONTAINER (AND EXTENSION) Mp4 Video stream Codec H.264 Frames per second 12 - 15 fps Bitrate 400 kbps Baseline 3.0 Resolution Aspect 4:3 480x360 Aspect 16:9 480x270 Audio stream Codec AAC Bitrate 64kbps Sample frequency 44100 Hz File limitations Max file size 2 MB Duration 5 - 30 seconds Nice to have If duration of the video is >15 seconds, have a version of the video no longer than that (part of the publishers do not accept videos longer than 15 seconds) It should have enough quality to be properly seen on a screen 640x360 Events tracked 1. 50% of the video 2. 100% of the video (end of video) NOTE: A high-resolution format is supported too, with the same specification but the following: Video stream Frames per second 29 fps Bitrate 600 kbps Resolution 640x360 File limitations Max file size 5 MB NATIVE ADS TECHNICAL SPECS Native ads can have slightly different formats depending who the publisher is. That said, the components below should allow to serve in most of the publishers that support this format. You have to send the images and texts to us separately. IMAGES TEXTS Icon Image Description (text) Title (text) CTA (text) 300X300 1200x627 px, pixels 580x480, 640x480 max. 90 max 25 max 10 characters characters characters Incl. spaces IMAGES Format: gif, jpg or png. Maximum weight. 1 MG Icon: This should be either the icon of your application, if that´s what you are promoting, or the logo of your company/service. It must be an image. Image: This is the main image you want to associate to your ad. TEXTS Title: This is a short text that will show as a title. It should normally be the name of your app or your service. Description: This is a longer description of your app and service. It should be clear and concise, and explain users why they should be interested in using your service. Call To Action: This is the text that contains the call to action for the user. For example: “Install” or “View Site” MRAID MRAID, or “Mobile Rich Media Ad Interface Definitions” is the IAB Mobile Marketing Center of Excellence’s project to define a common API (Application Programming Interface) for mobile rich media ads that will run in mobile apps. This is a standardized set of commands, designed to work with HTML5 and JavaScript, that developers creating rich media ads use to communicate what those ads do (expand, resize, get access to device functionalities such as the accelerometer, etc.) with the apps into which they are being served. Without MRAID different apps (incorporating different rich media vendors’ SDKs) have disparate requirements in terms of the APIs that creative developers must use to communicate with the app. Therefore, the same creative must be rewritten in order to run across different apps. MRAID offers a single API that diverse SDK vendors will support, which means that MRAID-compliant rich media ads will run within applications using any MRAID-compliant SDK. MRAID therefore enables creative agencies and rich media shops to more quickly and easily build rich creative that will run in different publishers’ mobile apps. CREATING CELTRA RICH MEDIA ADS When using a Celtra rich media creative in a campaign, you need to pay special attention to generating the correct ad tags. The following step-by-step guide will illustrate how to set up the tags, as well as some tips. Step-by-step guide 1. At Celtra’s website, create your rich media ad, using when possible components and technology compatible with mobile MRAID placements 2. At Celtra’s website, generate an ad tag for a third party placement. For Apps, use a generic MRAID target. 3. On the click macro section, use %%CLICK_URL_UNESC%%%escaped-click% for Google placements and use %notify-click% for all other exchanges. 4. On Targetoo’s ad console, paste the generated markup on the markup section. Please introduce a valid preview image. Ensure the click url matches the click destination on your rich media. If your ad contains audio, expands, or contains video it is mandatory to declare it in the Creative Attributes section. TRACKING AD EXCHANGES SEPARATELY TIP: you may want to create a different placement in Celtra for each of the ad exchanges, so that you can track results in Celtra per ad exchange and compare (this is very useful, for example, if you are measuring video completed views). It will also allow you to detect issues with any particular ad exchange that may not be working as expected. If you create a different placement per exchange you will need to add one creative per exchange and per size, each of them limited to a specific exchange keyword. MRAID ONLY FOR APPS Make sure your MRAID tags are only shown in app traffic, and your mobile web tags are shown only in mobile web. You can either force that using creative distribution by keyword, or creating separate A/B tests or separate campaigns for App placement versus Mobile Web placement. RICH MEDIA APPROVAL TIPS FOR GOOGLE In order for your ad to be approved on the Google network, special care must be applied: • Google is known for caching obsolete versions of the ad for days. When making changes to the ad markup for approval, it is better to archive a non-working creative and create a new version, rather than waiting for approval of an invalid creative. • No animation can have a loop longer than 30 seconds. Image looping needs to stop before reaching that number • Ensure your video play back is limited to 30 seconds maximum • The landing page declared needs to be the actual landing page of the creative See below examples of an MRAID ad tag, in this case for Google. Celtra Ad Tag Example for MRAID HTML AND JAVASCRIT TAGS This format allows you to copy and paste Java Script or HTML tags from any external ad server. If you are running a rich media campaign, you will often have to run MRAID tags on App inventory and HTML tags on web inventory. This is the list of the macros you can use into your MRAID and HTML+JS (Celtra and AdGibbon only) creatives markup. LIST OF AVAILABLE MACROS: • %ts%: Replaced by a unique value based on the timestamp of the impression (note: not a real timestamp).