Political Ad Icon & Ad Marker Creative Guidelines · table of contents introduction 2 iab new ad...
Transcript of Political Ad Icon & Ad Marker Creative Guidelines · table of contents introduction 2 iab new ad...
Political Ad Icon & Ad MarkerCreative GuidelinesVERSION 1.0 SEPTEMBER 2018
TableofContents
INTRODUCTION 2
IABNEWADPORTFOLIO 2
IMPLEMENTATIONRECOMMENDATION 2
POLITICALADONLY 3POLITICALADTHATISALSOINTEREST-BASEDADVERTISING(IBA) 3
ADMARKERELEMENTS 4
APPROVEDACCOMPANYINGTEXT 4ICON&TEXTDIMENSIONS 4
EXPANDABLEADMARKER 4
ICONONLYBEFOREEXPANSION 4ICON&ADMARKERAFTEREXPANSION 4
ADMARKERCONTAINERDIMENSIONS 5
ICONONLYWITHCONTAINER&SPACINGDIMENSIONS 5ADMARKERWITHCONTAINER&SPACINGDIMENSIONS 5
ICON&ADMARKERADPLACEMENT 6
OUTSIDEOFTHEAD 6INSIDEOFTHEAD 6
ADMARKERCOLORPALETTE 7
POLITICALADICON 7TEXT 7GRAYTRANSPARENTCONTAINER 7
UNACCEPTABLEICON&ADMARKERAPPLICATIONS 8
RESOURCES 9
ABOUTTHEDAA 9
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IntroductionTheDigitalAdvertisingAlliance’s(DAA)PoliticalAdiconandassociatedadmarkeristhevisualrepresentationofalinkpresentedtouserstolearnmoreaboutthepoliticaladtheyarecurrentlyviewing.ConsistentandproperusageofthePoliticalAdiconandadmarkerwillreinforcetheapplicationofconsumer-friendlystandardsfortransparencyacrosstheInternet.
Inadditiontothesecreativeguidelines,pleasedownloadtheApplicationoftheSelf-RegulatoryPrinciplesofTransparency&AccountabilitytoPoliticalAdvertising.Thisguidancerespondstothegrowinguseofdigitaladvertisingplatformsandtechnologiestoreachpotentialaudienceswithpoliticaladvertisingandcreatesnewtoolstoprovidegreatertransparencyandaccountabilitytosuchemergingpractices.
Towhomdoesthisinformationapply?
• AllentitiesusingthePoliticalAdicon• Allentitiesengagedinservingnoticeinsideoroutsideanonlinepoliticaladvertisement• Agenciesresponsibleforthedevelopmentofdigitaladcreative.Creativeagenciescanusethe
followingspecificationsforplacingelementsthatareimportantforbrandrecognitionand/oradfunctionality.
IABNewAdPortfolioTheIABNewAdPortfolioreplacesallthepreviouscreativedisplayguidelinesformobileanddesktopincludingtheUniversalAdPackage(UAP),richmediaunits,andotheradunits’relatedguidance.TheIABissuedaTransitionGuideinJuly2017andasofJanuary2018,theadunitsintransition(forexample,“RisingStars”)havebeendelisted.
Theportfolio’snewHTML5adunitsarebasedonaspectratioandsizerangeratherthanfixedpixelsizesandincorporatestheLEANPrinciplesoflightweight,encrypted,YourAdChoices-supported,andnon-invasiveadvertisingwithinallmobile,display,andnativeadformats.Flexible-sizedadunitsallowforaddeliveryacrossmultiplescreensizesandintegrationwithresponsivewebsitedesign.Thecreativedesigncanscaletodifferentscreensizes.
ThePoliticalAdiconandadmarkersizingandplacementpixel-basedspecificationsintheseguidelinesshouldbemaintainedwhentheadisscalingtodifferentscreensizes.
ImplementationRecommendation
BoththeenhancedtransparencyandcontroloftheYourAdChoicesprogramandthetransparencyandaccountabilityoftheDAAPoliticalAdsprogramareimportant.Toensurethatservingentitiescreateareliableandrepeatableprocessforadheringtobothprogramsininstanceswhenanadisbothpolitically-orientedaswellasinterest-based,itisrecommendedthatthefollowingguidancebeobserved:
InthecaseinwhichBOTHtheYourAdChoicesandthePoliticalAdsenhancednoticesneedtobeprovided,itisrecommendedthatthePoliticalAdicontakeprecedenceasapoliticaladindicator.
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However,eventhoughthePoliticalAdiconshouldbeservedinsteadoftheYourAdChoicesicon,servingentitiesstillneedtoprovideIBA-enhancedtransparencyandcontroltextandlinksasdefinedintheSelf-RegulatoryPrinciplesforOnlineBehavioralAdvertisingafterpost-clickorpost-hoverinanoverlayapproach.
PoliticalAdOnlyPoliticaladenhancednoticeandlinktoadisclosurebythepoliticaladvertiser.
PoliticalAdDisclosure
Example
PoliticalAdThatisAlsoInterest-BasedAdvertising(IBA)Politicaladenhancednoticeandlinktoadisclosurebythepoliticaladvertiseraswellasaninterest-basedadvertisingdisclosurewithrequiredlink(s)toconsumerchoicemechanisms.
PoliticalAdDisclosure
YourAdChoicesDisclosure(IBA)
Example
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AdMarkerElementsTheadmarkerconsistsofthreeelements:
1. TheDAAPoliticalAdicon(Figure1)2. Approvedaccompanyingtext:PoliticalAd3. AgraytransparentcontainertoisolatethePoliticalAdicon
and/ortextfromthesurroundingcreativewhenbeingpresentedwithinanad.
FIGURE1ApprovedAccompanyingTextForadlevelnotification(inoraroundthead),theDAAhasdevelopedandchosenthefollowingphraseforthePoliticalAdicon’saccompanyingtext:PoliticalAd.TheuseofPoliticalAd—onespacebetweenthewords“Political”and“Ad”—isthepreferredtexttreatment.Thistextshouldnotbemodifiednorshouldanyalternatetextbesubstitutedfortheapprovedtext. Icon&TextDimensionsAminimumsizehasbeendeterminedregardlessoftheaspectratioofthetotaladsize.IconNolessthan12pixelsby13pixels
FontArialBold,11pixels
ExpandableAdMarkerIftheadmarkertakesupmorethan10%oftheoverallcreativesize,thenitcanbepresentedaseitherjustthePoliticalAdiconoranexpandableversionoftheadmarker.TheexpandableadmarkerpresentsuserswithonlythePoliticalAdicon(onagraytransparentcontainer)untiltheyhoveroverit,atwhichtimetheentireadmarkerexpandstoincludetheaccompanyingtext.Thewidthoftheexpandednoticeshouldneverbelargerthanthewidthofthead.Iftheadmarkertakesuplessthan10percentofthead,thenitshouldincludethePoliticalAdiconandtext.
Example Example
IconOnlyBeforeExpansion Icon&AdMarkerAfterExpansion
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AdMarkerContainerDimensionsIconOnlywithContainer&SpacingDimensions
Example
AdMarkerwithContainer&SpacingDimensions
Example
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Icon&AdMarkerAdPlacementThePoliticalAdiconandadmarkercanbeplacedeitherinsideoroutsideofthead.OutsideoftheAdWhenthePoliticalAdiconandadmarkerisplacedoutsideofthead,itmustbeplaced3pixelsfromthetopedgeofthead.Thedefaultpositionshouldbetheupperrighthandcorner;however,thespecifichorizontalplacementoftheadmarkerisatthediscretionofthepartyservingthenotice.Theusageofthecontainerisnotapplicableinthisinstance.
ExampleInsideoftheAdWhenthePoliticalAdiconandadmarkerisplacedinsidethead,itshouldbeinthecontainerandthedefaultchoiceshouldbetheupperrightcorner.Thereshouldbenospacebetweentheadmarkerandtheadcorner.
Example
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AdMarkerColorPaletteConsistentcolorusageacrossallmediaisintegraltotheincreasedfamiliarityoftheadmarker.Itshouldalwaysbepresentedusingtheapprovedandrecommendedcolorformulaslistedbelow.However,exceptasprohibitedintheUnacceptableIcon&AdMarkerApplicationsonpage8,thecolorofthePoliticalAdiconcanbechangedfromthecolorformulabelowwhenthereisavalidcreativereasonfordoingso.SeetheSpectrumColorWheelbelowforrestrictions.PoliticalAdIconPANTONE:632CMYK:C=65M=80Y=12K=1RGB:R=15G=81B=146HEX:735192
TextCMYK:C=0M=0Y=0K=100RGB:R=0G=0B=0HEX:000000Grayscale:70-100%
GrayTransparentContainerCMYK:C=19M=15Y=15K=0RGB:R=204G=204B=204HEX:CCCCCCGrayscale:20Opacity:70-90%
SpectrumColorWheel
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UnacceptableIcon&AdMarkerApplications
Donotoutlinetheicon.
Donotmodifyorrecreatetheicondimensions.
Donotplacetheicononabusybackground.
ImportantInfo
Donotmodifytheadmarkertextinanyway.
Donotcreatepatternsorbackgroundswiththeicon.
Donotcombinecolorsintheicon.
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Resources
YourAdChoicesIcon&AdMarkerCreativeGuidelines
YourAdChoicesIcon&AdMarkerCreativeGuidelinesforVideo
YourAdChoicesicon&AdMarkerCreativeGuidelinesforMobile
Website&MobileWebGuidanceforFirst&ThirdParties
MobileAppGuidanceforFirst&ThirdParties
ApplicationoftheDAAPrinciplesofTransparencyandControltoDataUsedAcrossDevices
ApplicationoftheSelf-RegulatoryPrinciplestotheMobileEnvironment
Self-RegulatoryPrinciplesforMulti-SiteData
Self-RegulatoryPrinciplesforOnlineBehavioralAdvertising
IABNewAdPortfolio
AbouttheDAA
TheDigitalAdvertisingAlliance(DAA)isanindependentnot-for-profitorganizationwhichestablishesandenforcesresponsibleprivacypracticesforrelevantdigitaladvertising,whilegivingconsumersinformationandcontroloverthetypesofdigitaladvertisingtheyreceive.TheDAArunstheYourAdChoicesandmobileAppChoicesprograms.TheDAA’sPoliticalAdsProgramisdesignedtoincreasetransparencyandaccountabilityarounddigitalexpressadvocacypoliticalads.UnderlyingtheDAA’seffortsaretheDAASelf-RegulatoryPrinciples,includingupdatestoaddresschangingtechnologiesandbusinessmodelsaroundmulti-site,mobile,andcross-devicedata.CompliancewiththeDAAPrinciplesisindependentlyenforcedforallcompaniesindigitaladvertisingbytheAdvertisingSelf-RegulatoryCouncil(ASRC)oftheCouncilofBetterBusinessBureaus(CBBB)andDMA,adivisionoftheAssociationofNationalAdvertisers.TheDAAismanagedbyaconsortiumoftheleadingnationaladvertisingandmarketingtradegroups,includingthe4A’s,AmericanAdvertisingFederation,AssociationofNationalAdvertisers,DMA,InteractiveAdvertisingBureau,andNetworkAdvertisingInitiative,withtheadviceofCBBB.
FoundingAssociations