Fire TV Hero Ad Placement Specs Fire TV Hero Ad Placement Locations US, UK, DE (House ads only: JP) File Specifications Dimensions: 1930w x 200h pixels File format: JPG only File size: 250Kb max Content Restrictions Fire TV Hero ads must be appropriate for all audiences and must conform to Amazon’s Creative Acceptance guidelines found at amazon.com/advertisingspecs. Amazon requires advertisers to review their content with these guidelines in mind before submitting. Required Advertiser Assets In order for Amazon to design a Fire TV Hero ad, the advertiser must provide the following assets: • Brand guidelines • Pre-existing ad units for reference • Vector logos (.ai, .eps) • High-resolution key art in layered PSDs o Provide extra framing space and extended background imagery to accommodate the placement’s width (more than 5x wider than an average landscape photo) o Lifestyle imagery is recommended • Fonts • Advertising copy All advertisements, and contents therein, are subject to approval by Amazon.
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FireTVHeroAdPlacementSpecs
FireTVHeroAdPlacement
LocationsUS,UK,DE(Houseadsonly:JP)FileSpecificationsDimensions:1930wx200hpixelsFileformat:JPGonlyFilesize:250KbmaxContentRestrictionsFireTVHeroadsmustbeappropriateforallaudiencesandmustconformtoAmazon’sCreativeAcceptanceguidelinesfoundatamazon.com/advertisingspecs.Amazonrequiresadvertiserstoreviewtheircontentwiththeseguidelinesinmindbeforesubmitting.RequiredAdvertiserAssetsInorderforAmazontodesignaFireTVHeroad,theadvertisermustprovidethefollowingassets:
• Brandguidelines• Pre-existingadunitsforreference• Vectorlogos(.ai,.eps)• High-resolutionkeyartinlayeredPSDs
o Provideextraframingspaceandextendedbackgroundimagerytoaccommodatetheplacement’swidth(morethan5xwiderthananaveragelandscapephoto)
o Lifestyleimageryisrecommended• Fonts• Advertisingcopy
Alladvertisements,andcontentstherein,aresubjecttoapprovalbyAmazon.
FireTVHeroAdPlacementSpecs
TheHeroplacementisshownatthetopofthehomescreenonFireTV.Asourcustomerswillcomparetheseadsagainstthecover-artimagerythatfillstherestofthehomescreenanddevice,itisimportantthatthecontentanddesignstandardsalign.Tohelpdeliverhighperformingcreativetoouradvertisers,itisessentialthatthecontentinadsissimple,allowingcustomerstoquicklyunderstandthepromotionandmakeadecisiononwhetherornottoengage.Overall,treattheplacementasapieceofrecommendedbrowsing.
BleedZonecroppingWhenthecustomerhighlightstheplacementwiththeirremote,itzoomsforwardslightlytoshowthatitistheselectedelement.Thisactioncutsabout25%(525px)fromtherightsideofcanvas.
Canvas
Thefollowingmaynotbeplacedinthebleedzone:
• Textorimagerythatisimportantforacustomertounderstandtheoffero Forexample,textthatexplainstheprimaryquestionsofacustomer:
who/what/when/where/why/howorhowmuch?• Imagerywithawkwardorinappropriatecroppingattheedgeofthezone(forexample,
croppinginthemiddleofacharacter’sface)Toensuretheadiscompellinginbothselectedandunselectedstates,dispersevisualinterestandweightalongtheentirelengthofthead,includingthis“bleedzone”.Thisareashouldneverlookemptyorsparsewithimagery.Unselected Selected
FireTVHeroAdPlacementSpecs
SafeZonecroppingElementsmustrespectthesafezonewhentheadisinanunselectedorselectedstate.Unselected Selected
Whentheadisselected,thesafezonerestrictsthetop20pxoftheplacement.
• Elementsmustbeverticallycenteredrelativetotheentireheightoftheadunit,notrelativetotheareainsidetheboundsofthesafezone
Centering:Correct&Incorrect
Composition• Blendforegroundelementsseamlesslywiththebackgroundcontentofthead,creating
acinematicstripeatthetopoftheFireTVhomescreeno Theadmustappearasacontinuousunit;donotdivideitintodistinctsectionso Includeenoughcontextforthecustomertounderstandthepromotion:alogo,
relevantvisuals,andlimitedtexto Thebackgroundcontentshouldcreateapanoramiccompositionacrossthe
lengthofthead• Usevisualhierarchytoleadtheeyethroughthecontentoftheplacement
o Elementsmustnotlookscatteredwithintheplacemento Donotincludeanyinformationthatcanotherwisebeassumed,orthatdoesnot
helpthecustomerunderstandtheoffer• Avoidoversaturatedorextremelybrightvisualswhichinappropriatelystealfocusfrom
orcreateastarkcontrastagainsttherestofthevisualelementsonscreeno RGB(235,235,235)shouldbeusedinplaceofpurewhite,RGB(10,10,10)forpure
black
FireTVHeroAdPlacementSpecs
Rejected:Thebackgroundistoobrightandtheadditionalcalltoactiontextisextraneous.
Approved:Thebackgroundcontenthasbeendesaturated,butthecharacterandlogocoloringremainsvibrant.Thebackgroundwillstillbeperceivedasbrightwhenviewedonscreen.
ForegroundImagery• Charactersmustnotlookcutoutandmustbeblendedintothecompositionusing
shading,blur,masking,additionalimagery,orothervisualtechniques• Closely-croppedimagerycanlookout-of-scaleonlargescreens.Avoiddisplayinghuman
features,suchastheeyes,atextremescale.
Backgrounds• Backgroundsmustnotbe:
o Asinglecolor,anovertpattern,alineargradient,orlackingintextureordetailo Imagesthatfadeoutinagradientorarepoorlyblendedwithothercontent
Rejected:Theimageryisnotblendedwellwiththebackground
Approved:Theimageryisblendedintoacarefullycomposed,panoramiccomposition
• Allbackgroundcontentmustbefullbleed;bordersarenotpermitted• Donotblendtheedgesoftheadwiththebackgroundofthehomescreenorotherwise
mimictheFireTVinterface
Text US/UK/DE JP(inclusiveofspaces)Maximumcopylimit 12words 30JapanesecharactersMinimumfontsize 32px 28pxMaximumfontsize 130px 100pxLegalfontsize 12px 12px
FireTVHeroAdPlacementSpecs
• TypographiclimitsaresetbasedontheHelveticaNeueandKozukaGothicProtypefacesatregularweight
• Word/charactercountsincludeallcharactersotherthanthosewhichareembeddedintheprimarylogotype.Additionallogoscountagainstthislimit.
• Textmustbesetinsentencecaseo All-capscopymayonlybeusediftheadvertisercanshowtheirbrandingas
precedentandtheresultingcreativedoesnotovertly“shout”atthecustomer• Exclamationpointsmaynotbeusedunlesstheyareembeddedinalogotype• Usingidenticaltextplacementandstylingacrossunrelatedcampaignsdecreasesthe
spontaneityofalladsandisdiscouragedduetoitspotentialaffectoncustomeropinion• Useofunnecessarytext,including“fineprint,”copyrightstatements,andlegalsymbols
isstronglydiscouraged.o Additionofthistextissubjecttothemaximumcopylimit,treatingeach
charactergroupasaword.(“©2015,Amazonstudios®”wouldbe3words)o Ifadded,textshouldbewhiteorblack,lessthan30%opacity,setin12pt
HelveticaNeuelight,andplacedunobtrusivelyatthebottomofthecanvas• Stackingmorethantworowsoftextisdiscouragedandmakesitdifficultforcustomers
toquicklyreadandunderstandtheoffer
CallstoactionThecustomermustbeabletounderstandwhatwillhappenwhentheyengagewithanad,beforetheyinteractwithit.Adsonlyneedaseparatecall-to-actionifthedestinationisnotimmediatelyapparent,basedonthead’scontent.Call-to-actiontextmaynotincludeadditionalglyphs(forexample,arrows),orbeembellishedasabutton.ProductType ActionphrasesforCTAsVideo(rentaloptionavailable) Preferred:watch,stream,view
Video(withnorentaloption,onlypurchaseavailable)
Preferred:purchase,buy
Physicalproducts Preferred:Learnmore,shop,browse,seemoreOther:purchase,buy
Apps Preferred:get,download
Apps(requiringadditionalpayment/subscription)
RequiredElements:Anycostsbeyondaninitialapppurchasemustbemadecleartothecustomer.(“Watchlivewithasubscriptionto[servicename].”)
Games Preferred:play,win,compete,challenge(andsimilar)
FireTVHeroAdPlacementSpecs
Content-specificRequirements• CampaignsfeaturingAmazonvideocontentmustuselocalized“AmazonVideo”
branding/imageryineachcountry• Adswhichfeatureensemblecastsof6ofmoreshouldavoidpositioningcharacters
acrossunsafeareasofthebleedzone,butitmaybeapprovedasanexceptionaftercreativereview
TestingyourGraphiconTVsTVscreenshaveextremelyvariedresponsesintermsofviewablescreenarea,colorsaturation,hueshift,andvisibledetail.Theseinaccuraciesareconsideredanacceptablecost/valuetradeoffbymanufacturers,sotheyarepresentatsomelevelonmostdisplays.Tocatchmanypotentialissues,eachadshouldbepreviewedonaTVscreen.AnadjustmentlayerforisalsoincludedinthePSDtemplatewhichcanhelpsimulateonAppledisplayswhatthelossofdetailmaylooklikeonaTV.
FireTVHeroAdPlacementSpecs
ExamplesRejected:Thebleedzoneisemptyofvisualinterestandlacksdetailandtexture.
Approved:Additionalshadingandrearrangedelementscreateamorebalancedcomposition.
Rejected:Theadelementslookscatteredand.Croppingtheactors’hands,pressedagainstthedome,makesthethematicimageryhardertounderstand.
Approved:Thedomevisualiscomplementarytotheseriestitleandcreatesapanoramicscene.
Rejected:Theimageryfadesoutusinglineargradientsandlackscrisp,foregrounddetail.
Approved:Informative,limitedmarketingtextgivesthecustomercontext;backgroundimagerysetsthesceneandthecharacterimageryiseye-catching.
FireTVHeroAdPlacementSpecs
Rejected:Secondaryelements,likethisgame’sblueobstacles,aremoreprevalentthanthecontentthathelpscustomersmakedecisions.
Approved:Thegame’smaincharacter,logotypeandcalltoactiontextaregivenenoughdeferencebybackgroundelementstobenoticeable.
Rejected:Theadisdividedintodistinctsectionswhenitshouldappearasacontinuousunit.
Approved:Difficult-to-framepiecesofimageryarecombinedtocreateascene.Ahighlighthasbeenaddedbehindthecharacterstocreateaprimaryareaoffocus.
FireTVHeroAdPlacementSpecs
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