S   O   M   E         T     H     I     N     G     S    Y   O   U         S     H     O     U     L    D                 ...
AGENDA1   SIZE DOES MATTER           7    HOSTING A PARTY2   IE IS DEAD, LONG LIVE IE   8    WHY TESTING MATTERS3   THE ST...
FIRST THINGS FIRST
The digital age offers endless possibilities. But these   possibilities involve complex processes and technical           ...
SIZE DOES MATTER
screen resolution                      = # pixels in width x                       # pixels in height                     ...
fold  = everything notshown on the screen  is below the fold
WE DESIGN FOR 980X600 VIEWPORT,OPTIMIZED FOR 1024X768 RESOLUTIONS AND ABOVE
IE IS DEAD, LONG LIVE IE
Firefox 3.5+   IE7+   Safari 4+   Chrome
browsers                      Other                      = what you use to                     2,60%                      ...
IE6= outdated browser,  unsupported byMicrosoft since 2008  but still used in some companies  An IE6 version   requires ex...
WE NO LONGER SUPPORT IE6 ANDPRE 3.6 FIREFOX SURFERS, A MERE 5.1%
THE STATE OF FLASH
HTML5                       = fifth revision of                      HTML language with                            improve...
tablets &   smartphones iPad and iPhone do   not support flash.        Android    smartphones ortablets do, but this is   ...
FLASH (9+) OR HTML(5)? THE PREFERREDTECHNOLOGY DEPENDS ON THE PROJECT. ASK.
TRACKING IS COOL
GOOGLE ANALYTICS
Google AnalyticsAbbreviated “GA”. = online software   that let’s you   measure youradvertising ROI aswell as track your Fl...
Clicks differ Clicks as reportedby media agencies  might differ from clicks recorded by GA. This is due tothe process behi...
Absolute FiguresGA reports clicks byuse of javascript and      cookies.Since not everyone allows JS, and no cross-browser ...
Personal Funnel    With GA it ispossible to track thefunnel of visits from page to page and  define goals. GAdoes NOT allo...
Bounce Rates                                                                                        A bounce rate is the  ...
Time on Site Time on site is NOT the total time on site spent, since Googleis unable to track the time one spends on    th...
Registration Count  Don’t trust GA for the # of registeredusers. Just like with   banners, people  might not wait for   th...
GA is Free  GA is free to use.    But it’s setup requires additionalefforts. If there is no   proper tracking   performed,...
GOOGLE ANALYTICS IS QUALITATIVE AND AFFORDABLE FOR CAMPAIGN TRACKING, ALTHOUGH NOT PERFECT.
REPORTING
custom report                         Additional from                                 GA:                          dropout...
Please                         inform us timely,                        only then we will be                        able t...
STANDARD REPORTS ARE INCLUDED WITHEVERY PROJECT. INFORM ANALYTICS TIMELY.
VIDEO ON THE WEB
qualityDeliver video of thehighest quality and  resolution, e.g.full HD. It allows us   to downscale ifrequired. The other...
green key    When shooting green, blue or any   key video, make   sure to check up front with our team       for exact   s...
16x94x3         aspect ratio        Preferable aspect       ratio of 16:9. 4:3 is      becoming outdated.       If you opt...
black framesEach video fragment   should have adecent end and start       frame.Don’t end or startwith a black frame.
codecs & formats   H264, Theora, Sorenson Spark,     Cinepack.Preferably lossless. AVI, MP4, MPG or MOV are allowed      f...
AVOID HASSLE AFTERWARDS: CHECK FORREQUIREMENTS FOR YOUR VIDEO PROJECT UPFRONT.
LANGUAGES IN BELGIUM
www.spaarenpluk.bewww.epargnezetcueillez.be                               language specific                              E...
one domainOne central URL for your brand, while  allowing users toreach the version in   their language       www.proximit...
SETUP DEPENDS ON THE URL STRUCTURE. CHANGINGLANGUAGES REDIRECTS TO HOMEPAGE BY DEFAULT.
HOSTING A PARTY
hosting farm  Proximity BBDO  hosts websites,microsites, facebook   apps, bannerassets, email assets    for actions / camp...
WE PREFER TO HOST OUR PROJECTS OURSELVES.WE NEVER HOST PROJECTS FROM OTHER PARTIES.
WHY TESTING MATTERS
Functionality Testing      The complexity of          projects and    external factors like      different browsers       ...
Quick Scan  If a client, you or    anyone has a    problem with awebsite or Facebook   application, it is advised to reque...
Usability testingThe combination of analyzing designand testing it with a real life audience   ensures that everyone can u...
AB-testingAb AB ab aB              Testing is not limited               to pre-production.               When a website is...
FUNCTIONALITY TESTING IS A MUST, NOT A GUARANTEE.   EXTENSIVE USABILITY & AB TESTING ARE A PLUS.
THE ART OF BANNERING
Ideal TimingBanner production     requires aconsiderable lead-  time. This is anexample of an ideal      timeline.  Try to...
Backup images    IAB requires backups for Flash banners for those<1% who don’t have   flash. NO GIF  alternatives are made...
Streaming  Proximity BBDO  offers streaming   possibilities forthose banners over 40kb (or as set by     guidelines).   Co...
TRY TO BRIEF 3 WEEKS UP FRONT. STREAMING  REQUIRES A LIMITED ADDITIONAL BUDGET.
FRIENDS CAN BE ASSES
API’s      An API allows us to      use third party data      by tapping into their      system via their pre-        defi...
“Partners”We cannot be held  responsible for changes to thirdparty services, but   will work on a solution that is to your...
Content      If you are considering to host a Facebook page,  LinkedIn group orTwitter account for aclient, make sure to  ...
API INTEGRATIONS GIVE A BETTER USER EXPERIENCE,     BUT ARE A POSSIBLE SOURCE OF PROBLEMS.
HACKING & SECURITY
Cheat Proof We do our best tomake any website orapp as secure as wecan and our serversare protected by the   latest and be...
ConditionsSecuring a website    or campaignprocess has to be inbalance with risk of  conversion loss.Secure your turf by  ...
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 dosome things clientsmight see on other     websites. This...
CookiesCookie legislation is about to change.   Dramatically.  We will need to   follow cookie guidelines and will   infor...
Terms & Conditions   All projects are   subject to the general terms and    conditions of  Proximity BBDO.    Our general ...
WE WILL NOT BREAK THE LAW. T&C ARE(IMPLICITLY) ACCEPTED WHEN WE PARTNER UP.
T   H     A      N      K       SWOUTER HAS - DIGITAL PROJECT MANAGER                       wouter.has@proximity.bbdo.be
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Some Things You Should Know

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Some Things You Should Know

  1. 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. 2. AGENDA1 SIZE DOES MATTER 7 HOSTING A PARTY2 IE IS DEAD, LONG LIVE IE 8 WHY TESTING MATTERS3 THE STATE OF FLASH 9 THE ART OF BANNERING4 TRACKING IS COOL 10 FRIENDS CAN BE ASSES5 VIDEO ON THE WEB 11 HACKING & SECURITY6 LANGUAGES IN BELGIUM 12 LEGAL ISSUES
  3. 3. FIRST THINGS FIRST
  4. 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 tosummarise 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
  5. 5. SIZE DOES MATTER
  6. 6. screen resolution = # pixels in width x # pixels in height 85% of screen viewport resolutions are= what is left from larger thanyour screen when 1024x768.subtracting spacefor navigation bar,status bar and OS features we design for980x600 viewport
  7. 7. fold = everything notshown on the screen is below the fold
  8. 8. WE DESIGN FOR 980X600 VIEWPORT,OPTIMIZED FOR 1024X768 RESOLUTIONS AND ABOVE
  9. 9. IE IS DEAD, LONG LIVE IE
  10. 10. Firefox 3.5+ IE7+ Safari 4+ Chrome
  11. 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% IE636,30% 35,60% 1,50% FF 3.6-
  12. 12. IE6= outdated browser, unsupported byMicrosoft since 2008 but still used in some companies An IE6 version requires extra budget and will create limitations for all other browsers/users
  13. 13. WE NO LONGER SUPPORT IE6 ANDPRE 3.6 FIREFOX SURFERS, A MERE 5.1%
  14. 14. THE STATE OF FLASH
  15. 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 allnumerous platforms HTML5 features, = not true ;-) the site will remain functional.Flash player 10 isversion we use for development,Flash player 9 can be supported optionally
  16. 16. tablets & smartphones iPad and iPhone do not support flash. Android smartphones ortablets do, but this is by no means a guarantee that the site will function on tablets. If support fortablets or iPhonesis required, please tell us upfront.An additional cost might apply.
  17. 17. FLASH (9+) OR HTML(5)? THE PREFERREDTECHNOLOGY DEPENDS ON THE PROJECT. ASK.
  18. 18. TRACKING IS COOL
  19. 19. GOOGLE ANALYTICS
  20. 20. Google AnalyticsAbbreviated “GA”. = online software that let’s you measure youradvertising ROI aswell as track your Flash, video, andsocial networking sites and applications We use GA forstandard reports.
  21. 21. Clicks differ Clicks as reportedby media agencies might differ from clicks recorded by GA. This is due tothe process behindthe 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. 22. Absolute FiguresGA reports clicks byuse of javascript and cookies.Since not everyone allows JS, and no cross-browser or cross-computer recording ispossible, figures are not absolute. Figures are an indication and rather a sub- estimated trend.
  23. 23. Personal Funnel With GA it ispossible to track thefunnel of visits from page to page and define goals. GAdoes NOT allow for individual user tracking. Goal tracking onuser specific level is NOT possible, NOR allowed.
  24. 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. 25. Time on Site Time on site is NOT the total time on site spent, since Googleis 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. 26. Registration Count Don’t trust GA for the # of registeredusers. Just like with banners, people might not wait for the confirmation confirma,on  page to load and theclick is not recorded. page On the other hand, click request web pagenumbers are doublecounted for repeated web server answer players which does not happen in the page loading database. request GA codeAsk for a database export for the Google answer exact numbers. registration visit
  27. 27. GA is Free GA is free to use. But it’s setup requires additionalefforts. If there is no proper tracking performed, onecannot get accurate data from GA.We always includea budget for basictracking using GA.
  28. 28. GOOGLE ANALYTICS IS QUALITATIVE AND AFFORDABLE FOR CAMPAIGN TRACKING, ALTHOUGH NOT PERFECT.
  29. 29. REPORTING
  30. 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 theaction/campaign.
  31. 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 properKPI’s and present acustom dashboard if required. Involve metrics timely.
  32. 32. STANDARD REPORTS ARE INCLUDED WITHEVERY PROJECT. INFORM ANALYTICS TIMELY.
  33. 33. VIDEO ON THE WEB
  34. 34. qualityDeliver video of thehighest quality and resolution, e.g.full HD. It allows us to downscale ifrequired. The other way round is not possible. Always deliver high quality & resolution video.
  35. 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 todeliver keyed videowith an embedded alpha channel.
  36. 36. 16x94x3 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. 37. black framesEach video fragment should have adecent end and start frame.Don’t end or startwith a black frame.
  38. 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 filesin a MOV containerwith a H264 codec.
  39. 39. AVOID HASSLE AFTERWARDS: CHECK FORREQUIREMENTS FOR YOUR VIDEO PROJECT UPFRONT.
  40. 40. LANGUAGES IN BELGIUM
  41. 41. www.spaarenpluk.bewww.epargnezetcueillez.be language specific Every language has its own domain. Changing languages redirects to the homepage of the other URL.
  42. 42. one domainOne central URL for your brand, while allowing users toreach the version in their language www.proximity.bbdo.be/be-nl easily.Changing languages can redirect to thehomepage (default)or to the same page in the other language (extra development required) www.proximity.bbdo.be/be-fr
  43. 43. SETUP DEPENDS ON THE URL STRUCTURE. CHANGINGLANGUAGES REDIRECTS TO HOMEPAGE BY DEFAULT.
  44. 44. HOSTING A PARTY
  45. 45. hosting farm Proximity BBDO hosts websites,microsites, facebook apps, bannerassets, email assets for actions / campaigns / sites we build via a straight-forward setup system: 250 euros setup + a monthly fee. We don’t hostanything we werenot involved with.
  46. 46. WE PREFER TO HOST OUR PROJECTS OURSELVES.WE NEVER HOST PROJECTS FROM OTHER PARTIES.
  47. 47. WHY TESTING MATTERS
  48. 48. Functionality Testing The complexity of projects and external factors like different browsers and servers, B’ firewalls, etc. createA 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. 49. Quick Scan If a client, you or anyone has a problem with awebsite or Facebook application, it is advised to request specific details about the person’s settings. This will help to better solve the problem. This canbe done by having them surf tosupportdetails.com. Use the sitesupportdetails.com to know where to supportdetails.com start looking for the solution.
  50. 50. Usability testingThe combination of analyzing designand testing it with a real life audience ensures that everyone can use the delivered projects without a hassle. Design usabilitycheck is integrated in the budget. Usability Check - Design Usability Live Test Custom Usability Pack Usability Check - Wireframes
  51. 51. AB-testingAb 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.
  52. 52. FUNCTIONALITY TESTING IS A MUST, NOT A GUARANTEE. EXTENSIVE USABILITY & AB TESTING ARE A PLUS.
  53. 53. THE ART OF BANNERING
  54. 54. Ideal TimingBanner production requires aconsiderable lead- time. This is anexample of an ideal timeline. Try to brief 3weeks up front at the latest.
  55. 55. Backup images IAB requires backups for Flash banners for those<1% who don’t have flash. NO GIF alternatives are made, yet a staticjpg of the last frame is created. GIF alternatives are not made unless a specificbudget is provided.
  56. 56. Streaming Proximity BBDO offers streaming possibilities forthose banners over 40kb (or as set by guidelines). Costs are not 40 kb 100 kbincluded by default, but are very reasonable. The cost ofstreaming is often more affordable than trying to reach the limit.
  57. 57. TRY TO BRIEF 3 WEEKS UP FRONT. STREAMING REQUIRES A LIMITED ADDITIONAL BUDGET.
  58. 58. FRIENDS CAN BE ASSES
  59. 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, fasterAPI registration, more personalized solution, smoother experience, ... All ways to give users a better experience.
  60. 60. “Partners”We cannot be held responsible for changes to thirdparty services, but will work on a solution that is to your satisfaction if third party service changes or downtimebrake your site or application.We closely monitordisclosed roadmap changes, but thisis no guarantee on a hassle-free project.
  61. 61. Content If you are considering to host a Facebook page, LinkedIn group orTwitter account for aclient, make sure to pass by Dialog. Their aim is to provide long-term solutions for permanent engagement with customers. Inform Dialog ifyou want to have a long-termpresence on social media.
  62. 62. API INTEGRATIONS GIVE A BETTER USER EXPERIENCE, BUT ARE A POSSIBLE SOURCE OF PROBLEMS.
  63. 63. HACKING & SECURITY
  64. 64. Cheat Proof We do our best tomake any website orapp as secure as wecan and our serversare protected by the latest and best technology. But we can not prohibit that acheater tries to enter a game by using a program instead of the website. Multiple anti-cheating tests are built-in.
  65. 65. ConditionsSecuring a website or campaignprocess has to be inbalance with risk of conversion loss.Secure your turf by good legalconditions on every project. Good legal conditions are often more interesting to be secured.
  66. 66. WE PROVIDE ANTI-CHEAT SOLUTIONS TO A CERTAIN EXTENT. COVER THE REST VIA CONDITIONS.
  67. 67. LEGAL ISSUES
  68. 68. Legal Issues We follow local legislation which prohibits us to dosome things clientsmight 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 breakthe law (mostly forpractical reasons).
  69. 69. CookiesCookie legislation is about to change. Dramatically. We will need to follow cookie guidelines and will inform clients timely. Clients might notwant to follow theseguidelines, but... It isa legal requirement, not something we like to do. Cookies are not always yummy.
  70. 70. Terms & Conditions All projects are subject to the general terms and conditions of Proximity BBDO. Our general conditions are presented to youwith every estimate. Ordering a projectimplies acceptance of our general conditions.
  71. 71. WE WILL NOT BREAK THE LAW. T&C ARE(IMPLICITLY) ACCEPTED WHEN WE PARTNER UP.
  72. 72. T H A N K SWOUTER HAS - DIGITAL PROJECT MANAGER wouter.has@proximity.bbdo.be
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