1. S O M E T H I N G S
Y O U S H O U L D
K N O W !
A D I G I TA L U P D AT E - 04/04/2012
2. AGENDA
1 SIZE DOES MATTER 7 HOSTING A PARTY
2 IE IS DEAD, LONG LIVE IE 8 WHY TESTING MATTERS
3 THE STATE OF FLASH 9 THE ART OF BANNERING
4 TRACKING IS COOL 10 FRIENDS CAN BE ASSES
5 VIDEO ON THE WEB 11 HACKING & SECURITY
6 LANGUAGES IN BELGIUM 12 LEGAL ISSUES
4. The digital age offers endless possibilities. But these
possibilities involve complex processes and technical
implementations.
To make your experience as pleasant as possible, we tried to
summarise and explain some of the processes and technical
stuff in this document.
It covers the technical context, production process and legal
specifications as well as some hands-on tips.
Wouter Has
6. screen resolution
= # pixels in width x
# pixels in height
85% of screen
viewport resolutions are
= what is left from larger than
your screen when 1024x768.
subtracting space
for navigation bar,
status bar and OS
features
we design for
980x600 viewport
7. fold
= everything not
shown on the screen
is below the fold
8. WE DESIGN FOR 980X600 VIEWPORT,
OPTIMIZED FOR 1024X768 RESOLUTIONS AND ABOVE
11. browsers
Other = what you use to
2,60% surf the web with
4,50%
18,50%
we support sites
that reach 94,9%
of all users
worldwide
1,00%
IE6
36,30%
35,60%
1,50%
FF 3.6-
12. IE6
= outdated browser,
unsupported by
Microsoft since 2008
but still used in
some companies
An IE6 version
requires extra
budget and will
create limitations
for all other
browsers/users
13. WE NO LONGER SUPPORT IE6 AND
PRE 3.6 FIREFOX SURFERS, A MERE 5.1%
15. HTML5
= fifth revision of
HTML language with
improved
possibilities for
motion, video, audio
etc.
flash
= technology with We create websites
promise to create in HTML5. Notice
visual experiences that websites in
in consistent browsers that do
environment on NOT support all
numerous platforms HTML5 features,
= not true ;-) the site will remain
functional.
Flash player 10 is
version we use for
development,
Flash player 9 can
be supported
optionally
16. tablets &
smartphones
iPad and iPhone do
not support flash.
Android
smartphones or
tablets do, but this is
by no means a
guarantee that the
site will function on
tablets.
If support for
tablets or iPhones
is required, please
tell us upfront.
An additional cost
might apply.
17. FLASH (9+) OR HTML(5)? THE PREFERRED
TECHNOLOGY DEPENDS ON THE PROJECT. ASK.
20. Google Analytics
Abbreviated “GA”.
= online software
that let’s you
measure your
advertising ROI as
well as track your
Flash, video, and
social networking
sites and
applications
We use GA for
standard reports.
21. Clicks differ
Clicks as reported
by media agencies
might differ from
clicks recorded by
GA. This is due to
the process behind
the way of working banner
ad
of GA.
Clicks from GA will click request web page
almost always
differ from other web server answer
sources.
page loading
request GA code
Google answer
registration visit
22. Absolute Figures
GA reports clicks by
use of javascript and
cookies.
Since not everyone
allows JS, and no
cross-browser or
cross-computer
recording is
possible, figures are
not absolute.
Figures are an
indication and
rather a sub-
estimated trend.
23. Personal Funnel
With GA it is
possible to track the
funnel of visits from
page to page and
define goals. GA
does NOT allow for
individual user
tracking.
Goal tracking on
user specific level
is NOT possible,
NOR allowed.
24. Bounce Rates
A bounce rate is the
% of people surfing
away from your
website from the first
page, meaning they
do not visit a second
page.
“Google people see the recipe, print it and are gone” (= they DO find what they need) High bounce rates
vs “people enter the homepage and are gone” (= they DON’T find what they want) can sometimes be
explained or have
different meanings.
25. Time on Site
Time on site is NOT
the total time on site
spent, since Google
is unable to track the
time one spends on
the last page.
Time on site is
always an under-
estimate. Avoid
this by including
virtual pages or
build your flow to
avoid this to
happen.
26. Registration Count
Don’t trust GA for
the # of registered
users. Just like with
banners, people
might not wait for
the confirmation confirma,on
page to load and the
click is not recorded.
page
On the other hand, click request web page
numbers are double
counted for repeated web server answer
players which does
not happen in the page loading
database.
request GA code
Ask for a database
export for the Google answer
exact numbers.
registration visit
27. GA is Free
GA is free to use.
But it’s setup
requires additional
efforts. If there is no
proper tracking
performed, one
cannot get accurate
data from GA.
We always include
a budget for basic
tracking using GA.
28. GOOGLE ANALYTICS IS QUALITATIVE AND AFFORDABLE
FOR CAMPAIGN TRACKING, ALTHOUGH NOT PERFECT.
30. custom report
Additional from
GA:
dropout / funnel
standard report unique visitors
from GA: new/returning
visit visitors
visitor button clicks
time on site members <> non-
sources member tracking
* direct traffic e-commerce results
* organic search AB-testing
* referrals ...
* paid sources
* campaigns
from database:
from database: source/participant
# registered users viral strength
# entries
opt-ins An extension of
the standard report
Key metrics give focused on action-
an overview of the specific metrics.
main results of the
action/campaign.
31. Please
inform us timely,
only then we will be
able to help you out
with your metrics
metrics
project.
Make sure to
involve the
analytics ladies in
time with a project.
They can help you
to set the proper
KPI’s and present a
custom dashboard if
required.
Involve metrics
timely.
34. quality
Deliver video of the
highest quality and
resolution, e.g.
full HD. It allows us
to downscale if
required. The other
way round is not
possible.
Always deliver
high quality &
resolution video.
35. green key
When shooting
green, blue or any
key video, make
sure to check up
front with our team
for exact
specifications. In
any circumstances,
make sure to
deliver keyed video
with an embedded
alpha channel.
36. 16x9
4x3
aspect ratio
Preferable aspect
ratio of 16:9. 4:3 is
becoming outdated.
If you opt to use it,
please avoid black
borders.
Please record with
a 16:9 aspect ratio.
37. black frames
Each video fragment
should have a
decent end and start
frame.
Don’t end or start
with a black frame.
38. codecs & formats
H264, Theora,
Sorenson Spark,
Cinepack.
Preferably lossless.
AVI, MP4, MPG or
MOV are allowed
formats.
In an ideal
situation we
receive video files
in a MOV container
with a H264 codec.
42. one domain
One central URL for
your brand, while
allowing users to
reach the version in
their language www.proximity.bbdo.be/be-nl
easily.
Changing languages
can redirect to the
homepage (default)
or to the same page
in the other
language (extra
development
required)
www.proximity.bbdo.be/be-fr
43. SETUP DEPENDS ON THE URL STRUCTURE. CHANGING
LANGUAGES REDIRECTS TO HOMEPAGE BY DEFAULT.
45. hosting farm
Proximity BBDO
hosts websites,
microsites, facebook
apps, banner
assets, email assets
for actions /
campaigns / sites
we build via a
straight-forward
setup system: 250
euros setup + a
monthly fee.
We don’t host
anything we were
not involved with.
46. WE PREFER TO HOST OUR PROJECTS OURSELVES.
WE NEVER HOST PROJECTS FROM OTHER PARTIES.
48. Functionality Testing
The complexity of
projects and
external factors like
different browsers
and servers, B’
firewalls, etc. create
A unique situations for
each project.
B
Although a tested
B”
project is not
necessarily bug free,
we will do all we can
to prevent (and
solve) mistakes.
Reserve time for
testing. Cutting
testing time is
cutting quality.
49. Quick Scan
If a client, you or
anyone has a
problem with a
website or Facebook
application, it is
advised to request
specific details
about the person’s
settings.
This will help to
better solve the
problem. This can
be done by having
them surf to
supportdetails.com.
Use the site
supportdetails.com
to know where to supportdetails.com
start looking for
the solution.
50. Usability testing
The combination of
analyzing design
and testing it with a
real life audience
ensures that
everyone can use
the delivered
projects without a
hassle.
Design usability
check is integrated
in the budget.
Usability Check - Design Usability Live Test Custom Usability Pack
Usability Check - Wireframes
51. AB-testing
Ab AB ab aB
Testing is not limited
to pre-production.
When a website is
online, testing
different versions of
one or more pages
offers insights and
test based
optimizations.
Discuss
possibilities of AB-
testing upfront.
54. Ideal Timing
Banner production
requires a
considerable lead-
time. This is an
example of an ideal
timeline.
Try to brief 3
weeks up front at
the latest.
55. Backup images
IAB requires
backups for Flash
banners for those
<1% who don’t have
flash. NO GIF
alternatives are
made, yet a static
jpg of the last frame
is created.
GIF alternatives
are not made
unless a specific
budget is provided.
56. Streaming
Proximity BBDO
offers streaming
possibilities for
those banners over
40kb (or as set by
guidelines).
Costs are not 40 kb 100 kb
included by default,
but are very
reasonable.
The cost of
streaming is often
more affordable
than trying to
reach the limit.
57. TRY TO BRIEF 3 WEEKS UP FRONT. STREAMING
REQUIRES A LIMITED ADDITIONAL BUDGET.
59. API’s
An API allows us to
use third party data
by tapping into their
system via their pre-
defined ways of
interacting.
The result for
the user is less
data input, faster
API registration, more
personalized
solution, smoother
experience, ...
All ways to give
users a better
experience.
60. “Partners”
We cannot be held
responsible for
changes to third
party services, but
will work on a
solution that is to
your satisfaction
if third party
service changes
or downtime
brake your site or
application.
We closely monitor
disclosed roadmap
changes, but this
is no guarantee on
a hassle-free
project.
61. Content
If you are
considering to host
a Facebook page,
LinkedIn group or
Twitter account for a
client, make sure to
pass by Dialog.
Their aim is to
provide long-term
solutions for
permanent
engagement with
customers.
Inform Dialog if
you want to have a
long-term
presence on social
media.
62. API INTEGRATIONS GIVE A BETTER USER EXPERIENCE,
BUT ARE A POSSIBLE SOURCE OF PROBLEMS.
64. Cheat Proof
We do our best to
make any website or
app as secure as we
can and our servers
are protected by the
latest and best
technology.
But we can not
prohibit that a
cheater tries to enter
a game by using a
program instead of
the website.
Multiple anti-
cheating tests are
built-in.
65. Conditions
Securing a website
or campaign
process has to be in
balance with risk of
conversion loss.
Secure your turf by
good legal
conditions on every
project.
Good legal
conditions are
often more
interesting to be
secured.
68. Legal Issues
We follow local
legislation which
prohibits us to do
some things clients
might see on other
websites.
This can be related
to specific contests
(“like & win”),
sweepstakes
(tombola), emailings
(optin required?),
MGM forms (email
via form) etc.
We will not break
the law (mostly for
practical reasons).
69. Cookies
Cookie legislation is
about to change.
Dramatically.
We will need to
follow cookie
guidelines and will
inform clients
timely.
Clients might not
want to follow these
guidelines, but... It is
a legal requirement,
not something we
like to do.
Cookies are not
always yummy.
70. Terms & Conditions
All projects are
subject to the
general terms and
conditions of
Proximity BBDO.
Our general
conditions are
presented to you
with every estimate.
Ordering a project
implies acceptance
of our general
conditions.
71. WE WILL NOT BREAK THE LAW. T&C ARE
(IMPLICITLY) ACCEPTED WHEN WE PARTNER UP.
72. T H A N K S
WOUTER HAS - DIGITAL PROJECT MANAGER
wouter.has@proximity.bbdo.be
