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

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 Methodology 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) [...]... animation (properties may charge a premium for this service) • . 2006 Standards & Practices Committee: 2006 Guidelines for Digital Marketing Formats for Asia (excluding Japan) What is the ADMA The Asia Digital Marketing. effective, trusted medium for marketers and Internet users Objectives for Guidelines Define voluntary use guidelines for digital marketing formats in Asia • Take