Some Things You Should Know

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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

[email protected] WOUTER HAS - DIGITAL PROJECT MANAGER