Some Things You Should Know
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This document provides an overview of various digital marketing topics including: - Recommending designing for a 980x600 viewport and supporting resolutions of 1024x768 and above. - Flash is being replaced by HTML5 but Flash 9+ can still be used if needed. - Google Analytics is recommended for basic tracking but has limitations and numbers may differ from other sources. - Video on websites should be delivered in high quality MOV files with H264 codec. - Websites support multiple languages but each gets its own domain by default. - Testing new sites is important to catch bugs but doesn't guarantee issues won't arise. - Legal requirements around contests, cookies, and terms must be followed.
Some Things You Should Know
- 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. AGENDA 1 SIZE DOES MATTER 7 HOSTING A PARTY 2 IE IS DEAD, LONG LIVE IE 8 WHY TESTING MATTERS 3 THE STATE OF FLASH 9 THE ART OF BANNERING 4 TRACKING IS COOL 10 FRIENDS CAN BE ASSES 5 VIDEO ON THE WEB 11 HACKING & SECURITY 6 LANGUAGES IN BELGIUM 12 LEGAL ISSUES
- 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 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. Wouter Has
- 6. screen resolution = # pixels in width x # pixels in height 85% of screen viewport resolutions are = what is left from larger than your screen when 1024x768. subtracting space for navigation bar, status bar and OS features we design for 980x600 viewport
- 7. fold = everything not shown on the screen is below the fold
- 8. WE DESIGN FOR 980X600 VIEWPORT, OPTIMIZED FOR 1024X768 RESOLUTIONS AND ABOVE
- 9. IE IS DEAD, LONG LIVE IE
- 10. Firefox 3.5+ IE7+ Safari 4+ Chrome
- 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% IE6 36,30% 35,60% 1,50% FF 3.6-
- 12. 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
- 13. WE NO LONGER SUPPORT IE6 AND PRE 3.6 FIREFOX SURFERS, A MERE 5.1%
- 14. THE STATE OF FLASH
- 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 all numerous platforms HTML5 features, = not true ;-) the site will remain functional. Flash player 10 is version we use for development, Flash player 9 can be supported optionally
- 16. 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.
- 17. FLASH (9+) OR HTML(5)? THE PREFERRED TECHNOLOGY DEPENDS ON THE PROJECT. ASK.
- 18. TRACKING IS COOL
- 19. GOOGLE ANALYTICS
- 20. Google Analytics Abbreviated “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.
- 21. Clicks differ Clicks as reported by media agencies might differ from clicks recorded by GA. This is due to the process behind the 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. Absolute Figures GA 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.
- 23. Personal Funnel With 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.
- 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. Time on Site Time 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.
- 26. Registration Count Don’t trust GA for the # of registered users. Just like with banners, people might not wait for the confirmation confirma,on page to load and the click is not recorded. page On the other hand, click request web page numbers are double counted for repeated web server answer players which does not happen in the page loading database. request GA code Ask for a database export for the Google answer exact numbers. registration visit
- 27. GA is Free GA 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.
- 28. GOOGLE ANALYTICS IS QUALITATIVE AND AFFORDABLE FOR CAMPAIGN TRACKING, ALTHOUGH NOT PERFECT.
- 29. REPORTING
- 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 the action/campaign.
- 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 proper KPI’s and present a custom dashboard if required. Involve metrics timely.
- 32. STANDARD REPORTS ARE INCLUDED WITH EVERY PROJECT. INFORM ANALYTICS TIMELY.
- 33. VIDEO ON THE WEB
- 34. quality Deliver 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.
- 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 to deliver keyed video with an embedded alpha channel.
- 36. 16x9 4x3 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. black frames Each video fragment should have a decent end and start frame. Don’t end or start with a black frame.
- 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 files in a MOV container with a H264 codec.
- 39. AVOID HASSLE AFTERWARDS: CHECK FOR REQUIREMENTS FOR YOUR VIDEO PROJECT UPFRONT.
- 41. www.spaarenpluk.be www.epargnezetcueillez.be language specific Every language has its own domain. Changing languages redirects to the homepage of the other URL.
- 42. one domain One central URL for your brand, while allowing users to reach the version in their language www.proximity.bbdo.be/be-nl easily. Changing languages can redirect to the homepage (default) or to the same page in the other language (extra development required) www.proximity.bbdo.be/be-fr
- 43. SETUP DEPENDS ON THE URL STRUCTURE. CHANGING LANGUAGES REDIRECTS TO HOMEPAGE BY DEFAULT.
- 44. HOSTING A PARTY
- 45. hosting farm Proximity 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.
- 46. WE PREFER TO HOST OUR PROJECTS OURSELVES. WE NEVER HOST PROJECTS FROM OTHER PARTIES.
- 48. Functionality Testing The complexity of projects and external factors like different browsers and servers, B’ firewalls, etc. create A 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. Quick Scan If 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 supportdetails.com start looking for the solution.
- 50. Usability testing The 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 - Design Usability Live Test Custom Usability Pack Usability Check - Wireframes
- 51. AB-testing Ab 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. FUNCTIONALITY TESTING IS A MUST, NOT A GUARANTEE. EXTENSIVE USABILITY & AB TESTING ARE A PLUS.
- 53. THE ART OF BANNERING
- 54. Ideal Timing Banner production requires a considerable lead- time. This is an example of an ideal timeline. Try to brief 3 weeks up front at the latest.
- 55. Backup images IAB 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.
- 56. Streaming Proximity BBDO offers streaming possibilities for those banners over 40kb (or as set by guidelines). Costs are not 40 kb 100 kb included by default, but are very reasonable. The cost of streaming is often more affordable than trying to reach the limit.
- 57. TRY TO BRIEF 3 WEEKS UP FRONT. STREAMING REQUIRES A LIMITED ADDITIONAL BUDGET.
- 58. FRIENDS CAN BE ASSES
- 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, faster API registration, more personalized solution, smoother experience, ... All ways to give users a better experience.
- 60. “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.
- 61. Content 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.
- 62. API INTEGRATIONS GIVE A BETTER USER EXPERIENCE, BUT ARE A POSSIBLE SOURCE OF PROBLEMS.
- 64. Cheat Proof We 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.
- 65. Conditions Securing 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.
- 66. WE PROVIDE ANTI-CHEAT SOLUTIONS TO A CERTAIN EXTENT. COVER THE REST VIA CONDITIONS.
- 67. LEGAL ISSUES
- 68. 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).
- 69. 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.
- 70. 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.
- 71. WE WILL NOT BREAK THE LAW. T&C ARE (IMPLICITLY) ACCEPTED WHEN WE PARTNER UP.
- 72. T H A N K S WOUTER HAS - DIGITAL PROJECT MANAGER wouter.has@proximity.bbdo.be