Political Ad Icon & Ad Marker Creative Guidelines · table of contents introduction 2 iab new ad portfolio 2 implementation recommendation 2 political ad only 3 political ad that

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

PoliticalAdIcon&AdMarkerCreativeGuidelinesV1.0©2018DigitalAdvertisingAlliance

2

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.

PoliticalAdIcon&AdMarkerCreativeGuidelinesV1.0©2018DigitalAdvertisingAlliance

3

However,eventhoughthePoliticalAdiconshouldbeservedinsteadoftheYourAdChoicesicon,servingentitiesstillneedtoprovideIBA-enhancedtransparencyandcontroltextandlinksasdefinedintheSelf-RegulatoryPrinciplesforOnlineBehavioralAdvertisingafterpost-clickorpost-hoverinanoverlayapproach.

PoliticalAdOnlyPoliticaladenhancednoticeandlinktoadisclosurebythepoliticaladvertiser.

PoliticalAdDisclosure

Example

PoliticalAdThatisAlsoInterest-BasedAdvertising(IBA)Politicaladenhancednoticeandlinktoadisclosurebythepoliticaladvertiseraswellasaninterest-basedadvertisingdisclosurewithrequiredlink(s)toconsumerchoicemechanisms.

PoliticalAdDisclosure

YourAdChoicesDisclosure(IBA)

Example

PoliticalAdIcon&AdMarkerCreativeGuidelinesV1.0©2018DigitalAdvertisingAlliance

4

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

PoliticalAdIcon&AdMarkerCreativeGuidelinesV1.0©2018DigitalAdvertisingAlliance

5

AdMarkerContainerDimensionsIconOnlywithContainer&SpacingDimensions

Example

AdMarkerwithContainer&SpacingDimensions

Example

PoliticalAdIcon&AdMarkerCreativeGuidelinesV1.0©2018DigitalAdvertisingAlliance

6

Icon&AdMarkerAdPlacementThePoliticalAdiconandadmarkercanbeplacedeitherinsideoroutsideofthead.OutsideoftheAdWhenthePoliticalAdiconandadmarkerisplacedoutsideofthead,itmustbeplaced3pixelsfromthetopedgeofthead.Thedefaultpositionshouldbetheupperrighthandcorner;however,thespecifichorizontalplacementoftheadmarkerisatthediscretionofthepartyservingthenotice.Theusageofthecontainerisnotapplicableinthisinstance.

ExampleInsideoftheAdWhenthePoliticalAdiconandadmarkerisplacedinsidethead,itshouldbeinthecontainerandthedefaultchoiceshouldbetheupperrightcorner.Thereshouldbenospacebetweentheadmarkerandtheadcorner.

Example

PoliticalAdIcon&AdMarkerCreativeGuidelinesV1.0©2018DigitalAdvertisingAlliance

7

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

PoliticalAdIcon&AdMarkerCreativeGuidelinesV1.0©2018DigitalAdvertisingAlliance

8

UnacceptableIcon&AdMarkerApplications

Donotoutlinetheicon.

Donotmodifyorrecreatetheicondimensions.

Donotplacetheicononabusybackground.

ImportantInfo

Donotmodifytheadmarkertextinanyway.

Donotcreatepatternsorbackgroundswiththeicon.

Donotcombinecolorsintheicon.

PoliticalAdIcon&AdMarkerCreativeGuidelinesV1.0©2018DigitalAdvertisingAlliance

9

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