Advertising Content GuidelinesAdvertising and Creative

Content Guidelines

Yahoo! SEA

September 2007

Creative Submission Deadline

Before 16:00, Singapore time.

Standard Flash Banner

3 working days

Rich Media Banner

Legal Clearance Contest/Promotion

5 working days

7 working days

Before Campaign Launch

Getting started…

http://sg.solutions.yahoo.com/ad_specifications.html

Please study the following guidelines

BEFORE proceeding to the

advertising specifications

The Checklist

• Before initiating a brief check if the client/brand can advertise on the internet (Y! policy guidelines)

• Check for promotion/contest guidelines (check the guidelines document at a preliminary level)

• If promotional/contest is involved, get prior legal/policy go-ahead.

• Ensure the creative meets the creative and technical specs

• Send in creative with adequate time for scheduling

• Ad-ops schedules creative after doing the above checks

Standard Creative Concerns

Types of banners – JPEG / GIF / Flash

• File size (depending on ad unit)

• Animation time (15 secs)

• Frame speed (18 fps)

• Flash Version (6 or 7)

• Others – 3rd party rich media problems

Technical Spec “Hot” Issues – 5 most common mistakes

• Borders All ads must have a border. Banner to identify where the page end and the advertisement begins.

• Branding All ads large enough to fit branding must have it.

• Animation All animation must stop after 15 seconds. Yahoo! also has limitations on animation as it pertains to annoying the users.

• Backup Banner For all flash/rich media banners, a backup banner in jpeg/gif format must be provided as well.

• Click TAG: Wrong or no click tag inserted.

Borders

All ads must have a border or a contrasting background to avoid blending in with Yahoo content.

Allowed Not Allowed

Branding

Branding should be included with the ad unit if the Ad is big enough. Ad is 88x31 or smaller, branding must be included on the landing page.

URL is sufficient branding if it’s the name of the company and if it’s clear and

conspicuous

Allowed Not Allowed

Animation Clarification

•All animation, even subtle movement, needs to stopafter 15 seconds.•Animation can begin again on mouse over, but muststop immediately on mouse off.•Preference is to include a “Replay” button.

Backup Banner

• A backup banner in gif/jpeg format is required in event that the user’s browser does not support flash player.

• File size not <20kb

• “Replay” button must not appear in the backup banner

Most common occurrence, placing “Replay” button on

gif/jpeg.

Click Tag

• A click Tag is an action script required by Yahoo! for counting clicks through the banner. (This is separate script for your Dart/3rd party tracking script)

• Simply put it –

Banner on (release) {getURL (clickTAG);} URLUSER

1 click

Under Close Scrutiny…

• look deceptive, misleading, or untrue.• appear to be making unsubstantiated claims• claim things are “free” “win” “refer a friend” when undisclosed

conditions apply• anything “sensitive” (i.e. pharma, alcohol, tobacco, religion,

gambling, politics)• collect personally identifiable information• Anything that might be offensive or disturbing to Y! users• Sweepstakes or contests• targeting children 12 and under• use Yahoo! name or logo• appear to misuse a third party’s brand name or image • with uninitiated audio

Policy for Children & Teens

Need to be flagged for Review:

All ads targeting children 12 and under

Teens: Extra caution when targeting people 13-17. If it is collecting Personal Identification Info., or seems like it might be inappropriate for this audience

Yahoo reserves the right to reject any advertisements that are deem inappropriate when targeting this age group, without explanation.

Ads that use the word “Free”

• Advertised items that are truly free – the user doesn’t have to pay anything or do anything to get the item being advertised.

• Disclose the terms and conditions in the ad unit, and the first level landing page.

• Free “trials”

Allowed

Ads that use the word “Free”

Ads that claim an item is free, yet fail to disclose hidden terms and conditions that must be met for the user to get the “free” item.

Not Allowed

Sweepstakes or Contest

Ads containing a sweepstakes or contest must be sent for legal approval and clearance.

Please include a link to the landing page/rules & allow 3 - 5 days for legal review.

Allowed

Not Allowed

Sensitive Topics for Mail & My Yahoo!

The following topics are considered “sensitive” and ads for these should be flagged for review by Policy:

AlcoholBirth ControlIssue/CausePoliticsReligionStrike zone pharmaceuticals (IBS, ED, etc)

Due to the personalized nature of the Mail and My properties, our users are more sensitive to the types of ads that appear on these pages.

Misleading Ads

Fake windows box, fake error message Missing proper disclosures

Difficult to see/read branding

simulated Y! content improper use of “Powered by”

Fake News Story No branding

Not Allowed

Thank You for

Your Partnership