Transcript
!WONK
DLUOHSUOY
SGNIT HEMO
A DIGITAL UPDATE - 04/04/2012
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AGENDA
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HACKING & SECURITY
FRIENDS CAN BE ASSES
THE ART OF BANNERING
WHY TESTING MATTERS
HOSTING A PARTY
LANGUAGES IN BELGIUM
VIDEO ON THE WEB
TRACKING IS COOL
THE STATE OF FLASH
IE IS DEAD, LONG LIVE IE
SIZE DOES MATTER
LEGAL ISSUES
FIRST THINGS FIRST
Wouter Has
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.
SIZE DOES MATTER
screen resolution= # pixels in width x
# pixels in height
85% of screen resolutions are
larger than 1024x768.
viewport= what is left from your screen when subtracting space for navigation bar, status bar and OS
features
we design for 980x600 viewport
= everything not shown on the screen
is below the fold
fold
WE DESIGN FOR 980X600 VIEWPORT, OPTIMIZED FOR 1024X768 RESOLUTIONS AND ABOVE
IE IS DEAD, LONG LIVE IE
IE7+Firefox 3.5+ Safari 4+ Chrome
Other
IE6
FF 3.6-
2,60%4,50%
36,30%
1,50%
35,60%
1,00%
18,50%
browsers= what you use to surf the web with
we support sites that reach 94,9%
of all users worldwide
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
WE NO LONGER SUPPORT IE6 AND PRE 3.6 FIREFOX SURFERS, A MERE 5.1%
THE STATE OF FLASH
flash= technology with promise to create visual experiences
in consistent environment on
numerous platforms= not true ;-)
Flash player 10 is version we use for
development, Flash player 9 can
be supported optionally
HTML5= fifth revision of
HTML language with improved
possibilities for motion, video, audio
etc.
We create websites in HTML5. Notice that websites in browsers that do NOT support all HTML5 features,
the site will remain functional.
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.
FLASH (9+) OR HTML(5)? THE PREFERRED TECHNOLOGY DEPENDS ON THE PROJECT. ASK.
TRACKING IS COOL
GOOGLE ANALYTICS
Google AnalyticsAbbreviated “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.
registration visit
Google answer
request GA code
page loading
web server answer
request web page
banner ad
click
Clicks differClicks as reported by media agencies
might differ from clicks recorded by GA. This is due to the process behind the way of working
of GA.
Clicks from GA will almost always
differ from other sources.
Absolute FiguresGA 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.
Personal FunnelWith 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.
Bounce RatesA bounce rate is the % of people surfing
away from your website from the first page, meaning they do not visit a second
page.
High bounce rates can sometimes be explained or have
different meanings.
“Google people see the recipe, print it and are gone” (= they DO find what they need) vs “people enter the homepage and are gone” (= they DON’T find what they want)
Time on SiteTime 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.
registration visit
Google answer
request GA code
page loading
web server answer
request web page
confirma,on page
click
Registration CountDon’t trust GA for the # of registered
users. Just like with banners, people might not wait for the confirmation
page to load and the click is not recorded.
On the other hand, numbers are double counted for repeated players which does not happen in the
database.
Ask for a database export for the
exact numbers.
GA is FreeGA 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.
GOOGLE ANALYTICS IS QUALITATIVE AND AFFORDABLE FOR CAMPAIGN TRACKING, ALTHOUGH NOT PERFECT.
REPORTING
standard reportfrom GA:
visitvisitor
time on sitesources
* direct traffic* organic search
* referrals* paid sources* campaigns
from database:# registered users
# entriesopt-ins
Key metrics give an overview of the main results of the action/campaign.
custom reportAdditional from
GA:dropout / funnelunique visitorsnew/returning
visitorsbutton clicks
members <> non-member tracking
e-commerce resultsAB-testing
...
from database:source/participant
viral strength
An extension of the standard report focused on action-specific metrics.
Please inform us timely,
only then we will be able to help you out
with your metrics project.metrics
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.
STANDARD REPORTS ARE INCLUDED WITH EVERY PROJECT. INFORM ANALYTICS TIMELY.
VIDEO ON THE WEB
qualityDeliver 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.
green keyWhen shooting
green, blue or any key video, make sure to check up
front with our team for exact
specifications. In any circumstances,
make sure todeliver keyed video with an embedded
alpha channel.
16x9
4x3aspect 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.
black framesEach video fragment
should have a decent end and start
frame.
Don’t end or start with a black frame.
codecs & formatsH264, 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.
AVOID HASSLE AFTERWARDS: CHECK FOR REQUIREMENTS FOR YOUR VIDEO PROJECT UPFRONT.
LANGUAGES IN BELGIUM
www.spaarenpluk.bewww.epargnezetcueillez.be
language specificEvery language has
its own domain. Changing languages
redirects to the homepage of the
other URL.
www.proximity.bbdo.be/be-fr
www.proximity.bbdo.be/be-nl
one domainOne central URL for
your brand, while
allowing users to reach the version in
their language easily.
Changing languages can redirect to the
homepage (default) or to the same page
in the other language (extra
development required)
SETUP DEPENDS ON THE URL STRUCTURE. CHANGING LANGUAGES REDIRECTS TO HOMEPAGE BY DEFAULT.
HOSTING A PARTY
hosting farmProximity 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.
WE PREFER TO HOST OUR PROJECTS OURSELVES. WE NEVER HOST PROJECTS FROM OTHER PARTIES.
WHY TESTING MATTERS
Functionality TestingThe complexity of
projects and external factors like different browsers
and servers, firewalls, etc. create unique situations for
each project.
Although a tested 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.
A BB’
B”
supportdetails.com
Quick ScanIf 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 start looking for
the solution.
Custom Usability PackUsability Live TestUsability Check - Design
Usability testingThe 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 - Wireframes
AB-testingTesting 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.
Ab AB ab aB
FUNCTIONALITY TESTING IS A MUST, NOT A GUARANTEE. EXTENSIVE USABILITY & AB TESTING ARE A PLUS.
THE ART OF BANNERING
Ideal TimingBanner production
requires a considerable lead-
time. This is an example of an ideal
timeline.
Try to brief 3 weeks up front at
the latest.
Backup imagesIAB 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.
40 kb 100 kb
StreamingProximity BBDO offers streaming possibilities for
those banners over 40kb (or as set by
guidelines).
Costs are not included by default,
but are very reasonable.
The cost of streaming is often more affordable
than trying to reach the limit.
TRY TO BRIEF 3 WEEKS UP FRONT. STREAMING REQUIRES A LIMITED ADDITIONAL BUDGET.
FRIENDS CAN BE ASSES
API’sAn 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 registration, more
personalized solution, smoother
experience, ...
All ways to give users a better experience.
API
“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.
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.
Content
API INTEGRATIONS GIVE A BETTER USER EXPERIENCE, BUT ARE A POSSIBLE SOURCE OF PROBLEMS.
HACKING & SECURITY
Cheat ProofWe 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.
ConditionsSecuring 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.
WE PROVIDE ANTI-CHEAT SOLUTIONS TO A CERTAIN EXTENT. COVER THE REST VIA CONDITIONS.
LEGAL ISSUES
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).
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.
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.
WE WILL NOT BREAK THE LAW. T&C ARE (IMPLICITLY) ACCEPTED WHEN WE PARTNER UP.
AH K ST N
wouter.has@proximity.bbdo.be WOUTER HAS - DIGITAL PROJECT MANAGER
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