youradchoices icon & ad marker creative guidelines for video · the youradchoices icon & ad...
Post on 25-May-2020
12 Views
Preview:
TRANSCRIPT
YourAdChoices Icon & Ad MarkerCreative Guidelines for VideoVERSION 1.1 MAY 2018
TableofContents
INTRODUCTION 2
SCOPE 2
WHENTOUSETHESEGUIDELINES 2
IABNEWADPORTFOLIO 2
IN-STREAMVIDEOADS 3
IN-PAGE/IN-BANNERVIDEOADS 3
IMPLEMENTATIONINSIDETHEVIDEOAD 4
SIZINGOFTHEADMARKER 4POSITIONINGOFTHEADMARKERFORIN-VIDEOPLACEMENT 4DURATIONOFADMARKERDISPLAY 6ADMARKERCLICKTHROUGH:OVERLAYORLINKINGEXPERIENCES 6
IMPLEMENTATIONOUTSIDETHEVIDEOAD 9
PLACEMENTOFTHEYOURADCHOICESICON&ADMARKERADJACENTTOTHEVIDEOAD 9OTHERFORMSOFPUBLISHERNOTICE 9
RESOURCES 10
ABOUTTHEDAA 10
YourAdChoicesIcon&AdMarkerCreativeGuidelinesforVideoV1.1©2018DigitalAdvertisingAlliance
2
IntroductionTheDigitalAdvertisingAlliance(DAA)YourAdChoicesIcon&AdMarkerprovidesconsumerswithaccesstoenhancedtransparencyandchoiceforthecollectionofdataundertheDAAPrinciples.Throughworkinggroupsthatbroughttogetherexpertiseacrossthetechnological,creative,andoperationalaspectsofaddelivery,theDAAhasissuedguidelinesintendedtopromoteaconsistentconsumerexperiencewiththeYourAdChoicesIcon&AdMarker.TheseincludetheYourAdChoicesIcon&AdMarkerCreativeGuidelinesandtheYourAdChoicesIcon&AdMarkerCreativeGuidelinesforMobile.Theseguidelinesalsoprovidebestpracticesforimplementationtoassistmarketplaceparticipants.
Giventhediversityofvideoplayersandformatsacrossthedesktopandmobileenvironments,theDAArecognizesthatinsomecasesservingaclickableYourAdChoicesIcon&AdMarkerisnotpossibleinconnectionwithvideoads.1However,whenservingtheYourAdChoicesIcon&AdMarkerispossibleforparticipatingcompanies,theexamplespresentedintheseguidelinesareintendedtohelpsuchcompaniesdeliveraconsistentconsumerexperience.Moreover,theDAAfullyexpectstorevisetheseGuidelinesandexpandtheimplementationoptionsforvideoadsasinnovativenewapproachesemerge.
ScopeTheYourAdChoicesIcon&AdMarkerCreativeGuidelinesforVideoV1.1supplementtheexistingYourAdChoicesIcon&AdMarkerCreativeGuidelineswithimplementationrecommendationsspecifictovideoadformats.TheYourAdChoicesIcon&AdMarkerCreativeGuidelinesforVideoV1.1shouldbereadinconjunctionwiththeDAA’spreviouslyissuedguidelines;ifanissueisnotaddressedhere,itmayalreadyhavebeencoveredbytheDAA’sexistingguidelines.Forexample,issuesrelatingtocompanionadsforvideoadsareaddressedintheYourAdChoicesIcon&AdMarkerCreativeGuidelinesbecausethoseguidelinesaddressthegeneralissuesrelatingtodisplayadformatsandcompanionadsareservedinadisplayenvironment.
WhentoUseTheseGuidelinesVideoadscurrentlyarepresentedinmultipleformats,mostcommonlyin-streamaspartofthedeliveryofvideocontent,butalsoin“out-stream”formatswhereavideoadispresentedindependentofvideocontent(forexample,freestandingin-pageorin-bannervideoads).
TheYourAdChoicesIcon&AdMarkerCreativeGuidelinesforVideoV1.1areintendedtoprovideguidanceforvideoadsinwhichanentityisseekingtoprovideauserwithenhancedtransparencyconsistentwiththeDAAPrinciples.Theusecasesinclude,butarenotlimitedto,in-streamformats(pre-roll,mid-roll,andpost-roll)andotherformatssuchasin-pageandin-bannervideoads.
IABNewAdPortfolioTheIABNewAdPortfolioreplacesallthepreviouscreativedisplayguidelinesformobileanddesktop—includingtheUniversalAdPackage(UAP),richmediaunits,andotheradunits’relatedguidance.TheIABissuedaTransitionGuideinJuly2017andasofJanuary2018,theadunitsintransition(forexample,“RisingStars”)havebeendelisted.
1Forexample,videoadsinVAST2.0formatdonotnativelysupporttheinclusionofaclickableAdMarker.VAST3.0and4.0dosupporttheclickableAdMarker.
YourAdChoicesIcon&AdMarkerCreativeGuidelinesforVideoV1.1©2018DigitalAdvertisingAlliance
3
Theportfolio’snewHTML5adunitsarebasedonaspectratioandsizerangeratherthanfixedpixelsizesandincorporatestheLEANPrinciplesoflightweight,encrypted,AdChoices-supported,andnon-invasiveadvertisingwithinallmobile,display,andnativeadformats.Flexible-sizedadunitsallowforaddeliveryacrossmultiplescreensizesandintegrationwithresponsivewebsitedesign.Thecreativedesigncanscaletodifferentscreensizes.TheYourAdChoicesIcon&AdMarkersizingandplacementpixel-basedspecificationsintheseguidelinesshouldbemaintainedwhentheadisscalingtodifferentscreensizes.In-StreamVideoAdsIn-streamvideoadstypicallyrunbefore(pre-roll),inthemiddle(mid-roll),orafter(post-roll)streamingvideocontentandmaybeaccompaniedbyacompanionad.Figure1(a):ExampleofanIn-StreamVideoAd.
Figure1(a)In-Page/In-BannerVideoAdsIn-pagevideoadscanplayeitheraspartofanIABFLEXaspectratioadsize,orlarge-formatdisplayadunit,orasastand-alonevideoadwithinawebpage.Figures1(b)&1(c):ExamplesofVideoAdsthatRunIn-PageandIn-Banner.
Figure1(b) Figure1(c)
YourAdChoicesIcon&AdMarkerCreativeGuidelinesforVideoV1.1©2018DigitalAdvertisingAlliance
4
ImplementationInsidetheVideoAdDependingonthevideoplayeroradformat,theYourAdChoicesIcon&AdMarkermaybeservedasanoverlayinvideoads.2Whenanoverlayispossible,thissectionprovidesexamplesofappropriateimplementation.Ifaplayerformatdoesnotpermitthedisplayofanoverlay,aservingentitymayemploythealternativeapproachescoveredlaterintheseguidelines.SizingoftheAdMarkerAsexplainedintheYourAdChoicesIcon&AdMarkerCreativeGuidelines,theAdMarkerconsistsoftheYourAdChoicesIconandaccompanyingapprovedtext(suchas“AdChoices”)inArialRegularfont.
Figure2:IconandIconwithaccompanyingapprovedtextTheYourAdChoicesIcon&AdMarkerCreativeGuidelinesprovidesizinginformationfortheYourAdChoicesIcon(aminimumof12x12pixels)andfortheAdMarker(“AdChoices,”71x16pixels,e.g.),regardlessoftheaspectratioofthetotaladsize,andguidanceontheuseofanexpandableversionoftheicon.Fontandcontaineropacityarealsospecificallyaddressed,aswellasthepermissibleiconcolorpalette.3Similarly,issuesrelatingtotheexpansionoftheYourAdChoicesIconviahoverareaddressedintheYourAdChoicesIcon&AdMarkerCreativeGuidelinesforMobile.ThisincludestheuseofaninvisibletouchpadareatofacilitateinitialuserinteractionwiththeIcon.TheassumptionfortheusecasesaddressedinthisversionoftheYourAdChoicesIcon&AdMarkerCreativeGuidelinesforVideoisthattheusercaninteractwiththeYourAdChoicesIcon&AdMarker,whetherbyclickorscreentouch.PositioningoftheAdMarkerforIn-VideoPlacementTheYourAdChoicesIcon&AdMarkershouldnotcoverplayercontrolsorotherelementsoftheplayer.WheneithertheYourAdChoicesIcon&AdMarkerisplacedinsidethevideoadunit,itmaybeplacedbytheservingentityinanyofthefourcornersofthevideoadunit.Thisflexibleapproachisnecessarybecauseofthefollowingconsiderations:
• TheDAA’sdisplayguidelinesgenerallyadvisethatcompaniesdefaulttotheupperrighthandcornerofthecreativesoastominimizethepossibilityofduplicationorvisiblecollisioninAdMarkerdeliverybymultipleentities.However,giventhatplayerformatsandthepositioningof
2ServingtheYourAdChoicesIcon&AdMarkerforin-videoimplementationmayrequireintegrationviacustomJavascript,VPAID,and/orVAST3.0or4.0.TheIAB’sVPAIDspecificationcanbedownloadedhere.TheIAB’sVASTspecificationcanbedownloadedhere. 3 See“AppendixA:IconColorSpectrumWheel”withintheYourAdChoicesIcon&AdMarkerCreativeGuidelines.
YourAdChoicesIcon&AdMarkerCreativeGuidelinesforVideoV1.1©2018DigitalAdvertisingAlliance
5
playercontrolsmayvaryamongvideoads,implementingcompaniesmaychoosealternatecornersinordertoavoidconflictsinuserinteraction.
• Otherfactors,suchasthecoloringofthevideoadcreativeandavoidingconflictwithembeddedcallstoaction,maysimilarlynecessitateflexibilityfortheservingentityinchoosingwhichcornertoprovidetheAdMarker.
TheYourAdChoicesIcon&AdMarkershouldnot“float”withinthevideoad.ConsistentwiththeDAA’spriorguidance,theYourAdChoicesIcon&AdMarkerisplaceddirectlyinthecorneroftheadwithnospacing.Similarly,whentheYourAdChoicesIconisusedinconjunctionwithapprovedtext,theiconshouldbeplacedintheimmediatecorneroftheadwiththeapprovedtextadjacenttotheicon.Figures3(a)&(b):Examplesoficonplacement:Upperleft-handcornerofpre-rollvideo,showingboth(a)collapseddisplay(Icononly)and(b)expanded(fullAdMarkerusing“AdChoices”)
Figure3(a)
Figure3(b)
YourAdChoicesIcon&AdMarkerCreativeGuidelinesforVideoV1.1©2018DigitalAdvertisingAlliance
6
Toaccommodateotherinteractiveelementswithinthevideoad,onepossibleapproachistoallowfor16pixelsofspaceatthetoporbottomofthevideoadtoallowfortheplacementoftheYourAdChoicesIconorAdMarker.Figure4:Exampleoficonplacementcombinedwith16-pixelspacebeloworabovetheinteractiveelement.
Figure4DurationofAdMarkerDisplayDisplayoftheAdMarkershouldpersistthroughtheentiretyofthevideoad,aspermittedbynetworkperformance.Ifthevideoadcontainsaninteractiveelement(suchasamicrosite),whentheusersuspendsthevideoadtoengagewiththiselement,thenitisnotnecessarytodisplaytheAdMarkerwithintheinteractiveelementprovidedthattheAdMarkerremainsdisplayedinthevideoaditselfwhentheuserresumesengagementwiththevideoad.AdMarkerClickthrough:OverlayorLinkingExperiencesWhenauserclickstheYourAdChoicesIconorAdMarker,thepreferredapproachisthattheservingentityopensanoverlay,asthismaintainstheuser’sdirectinteractionwiththevideocontentorin-pagevideoad.However,ifthisimplementationisnotfeasible,thenservingentitiesmaylinktodisclosureinanewwindow.OverlayApproachTheservingentitymaypausethevideoadoncetheuserengageswiththeYourAdChoicesIcon&AdMarkertoopenanoverlay,andresumeplayingthevideoadwhentheuserclicksorotherwiseactivatesaresumefunction,orclosestheoverlay.Alternatively,aslongasthein-adoverlaydoesnotcoverthemajorityoftheplayerinterface,theservingentitymayelecttohavetheadcontinuetoplaybehindtheoverlay.
YourAdChoicesIcon&AdMarkerCreativeGuidelinesforVideoV1.1©2018DigitalAdvertisingAlliance
7
WhentheuserclickstheYourAdChoicesIconorAdMarker,theoverlayopensandthevideowilleitherpauseorcontinuetoplayifapartialscreenoverlayispresented.Figures5(a)&(b)–Examplesofoverlaysforpausedads.
Figure5(a)
Figure5(b)Theoverlaymayfilltheentirespaceoccupiedbythevideoad.Thetextoftheoverlaymayincludethefollowingelements:
• Alinkorbuttonthatlinkstothepreferencemanagerpage• Disclosuresandotherinformationrelatingtotheservingentityortheadvertiser,consistent
withtheDAAPrinciples• Linkstopertinentprivacydisclosures• Linktoanindustry-developedchoicetool
Theoverlayshouldalsoprovideanactionbuttonthatallowstheusertoclosetheoverlayandresumeadplayback.Incertaincircumstances,theimplementingentitymayelectnottopausethevideoadwhileservingtheoverlay.Ifthevideoadisnotpaused,theoverlayshouldcoverlessthan50%ofthevideoadcreative.However,inmobileformatswhereviewerlegibilityoftheoverlaymaybeanissue,anoverlaythat
YourAdChoicesIcon&AdMarkerCreativeGuidelinesforVideoV1.1©2018DigitalAdvertisingAlliance
8
coversasubstantialportionofthevideomaybeimplementedtoaccommodatethetextofanyconsumer-facingdisclosureandcalltoactiontotheusertoexercisechoice.
Figure6:Exampleofanoverlaydisplayedinmobileformatwherethevideocontinuesplaying.Similartotheoverlaysserveduponvideopause,theoverlayinthisscenariomayincludethefollowingelements:
• Alinkorbuttonthatlinkstothepreferencemanagerpage;• Disclosuresandotherinformationrelatingtotheservingentityortheadvertiser,consistent
withtheDAAPrinciples;• Linkstopertinentprivacydisclosures;• Linktoanindustry-developedchoicetool
Theoverlayshouldalsoprovideanactionbuttonthatallowstheusertoclosetheoverlayandresumetheplayingofthevideoad.NewWindowApproachIfanoverlayapproachisnotfeasible,servingentitiescanopenanewwindowonuserclickthrough.Similartotheoverlayapproach,thedisclosuremayincludethefollowingelements:
• Alinkorbuttonthatlinkstothepreferencemanagerpage;• Disclosuresandotherinformationrelatingtotheservingentityortheadvertiser,consistent
withtheDAAPrinciples;• Linkstopertinentprivacydisclosures;• Linktoanindustry-developedchoicetool
Figure7:Exampleofnewwindowdisclosure
YourAdChoicesIcon&AdMarkerCreativeGuidelinesforVideoV1.1©2018DigitalAdvertisingAlliance
9
Servingentitiesmayalsolinktoapreferencemechanismselectedbytheservingentity,providedtheconsumerreceivesthedisclosuresotherwiserequiredbytheDAAPrinciples.ImplementationOutsidetheVideoAdPlacementoftheYourAdChoicesIcon&AdMarkerAdjacenttotheVideoAdEntitiesthatwishtoservetheYourAdChoicesIcon&AdMarkeradjacenttotheadmayusethesameapproachespreviouslyrecommendedintheYourAdChoicesIcon&AdMarkerCreativeGuidelines,workingwithpublisherstosecuresuchplacement.Thisapproachmaybeneededwhentherearelimitationsontheplacementofoverlaysforthevideoadunit.Specificexamplesofsuchimplementationinconnectionwithvideoadswillbepresentedinsubsequentversionsofthisdocument.OtherFormsofPublisherNoticePublishersseekingtoprovidealternativeplacementoftheYourAdChoicesIcon&AdMarkerinconnectionwithvideoadsmayemploytheadditionalformsofYourAdChoicesIcon&AdMarkerplacementcoveredinthepriorguidelines,includingfooterplacementandin-appimplementationapproachescoveredintheYourAdChoicesIcon&AdMarkerCreativeGuidelinesforMobile(whichinclude,forexample,theplacementoftheIconatthepointofappdownloadandwithinsettingsmenusforapps).
YourAdChoicesIcon&AdMarkerCreativeGuidelinesforVideoV1.1©2018DigitalAdvertisingAlliance
10
ResourcesYourAdChoicesIcon&AdMarkerCreativeGuidelinesYourAdChoicesIcon&AdMarkerCreativeGuidelinesforMobileWebsite&MobileWebGuidanceforFirst&ThirdPartiesMobileAppGuidanceforFirst&ThirdPartiesApplicationoftheDAAPrinciplesofTransparencyandControltoDataUsedAcrossDevicesApplicationoftheSelf-RegulatoryPrinciplestotheMobileEnvironmentSelf-RegulatoryPrinciplesforMulti-SiteDataSelf-RegulatoryPrinciplesforOnlineBehavioralAdvertisingIABNewAdPortfolioAbouttheDAATheDAAestablishesresponsibleprivacypracticesacrossindustryforrelevantdigitaladvertising,providingconsumerswithenhancedtransparencyandcontrolthroughmultifacetedprinciplesthatapplytoMulti-SiteData,Cross-AppData,PreciseLocationData,andPersonalDirectoryDatagatheredineitherdesktopormobileenvironments,includingacrossassociateddevices.TheDAAisanindependentnon-profitorganizationledbyleadingadvertisingandmarketingtradeassociations.
FoundingAssociations
top related