Guidelines for Digital Marketing Formats for Asia pot

Board Member Companies
June 2006
Standards & Practices
Committee:
2006 Guidelines for Digital Marketing
Formats for Asia (excluding Japan)
What is the ADMA
The Asia Digital Marketing Association (ADMA) is the voice of,
and advocate for, the digital marketing industry in Asia
(excluding Japan). The ADMA is an umbrella organisation,
guided by senior executives in the industry, and charged with
gaining consensus and formulating a powerful point of view
on all key industry issues. The ADMA actively promotes the
benefits of using mobile and the internet as a channel to
communicate with consumers and was established to provide
leadership and guidance on issues, criticisms and
misconceptions about digital marketing as well as lobbying
and public relations assistance for member companies.
What is Digital Marketing?
“The use of the Internet as a medium for marketing
and communication”
Why Do we need Guidelines?
To help ensure the continuing growth of digital
marketing as an increasingly effective, trusted
medium for marketers and Internet users
Objectives for Guidelines
Define voluntary use guidelines for digital marketing
formats in Asia
• Take into account the specific needs of Asian markets and
consumers (double byte characters*), high Internet penetration,
extent of broadband penetration)

• Promote benefits of standardisation to advertisers, online
properties and agencies
• Represent consensus among advertisers, online properties,
agencies and industry associations in the region
• Provide the ADMA with a platform to promote and showcase
effective options and formats available to digital marketers
* Double Byte Character Sets require more than one byte of information to express each character
Benefits of Standardisation
• Decreases production and administration costs, freeing
additional budget for media space
• Provides easy access for traditional marketers who may be
otherwise overwhelmed by choice and complexity
• Assures marketers that their budget will effectively reach the
vast majority of Internet users
• Makes campaign planning and tailoring easier since formats are
interchangeable among sites
• Allows measurement and comparison of effectiveness between
defined formats
Methodology
1. Survey of sizes and formats in regular usage in Asia as at May
2006
2. Reviewed format recommendations from international markets
3. 2003 guidelines were sent for updating and agreement to the
key participants of the 2003 project, namely:
4. Final standard formats agreed after consultation
• 4As Hong Kong
•MSN
• Next Media Interactive
• Pixel Media Hong Kong
• Yahoo! Hong Kong

About the Guidelines
• NOT an attempt to block variety, creativity or innovation…
anything is possible on the Web!
• NOT absolute laws or rules… just helpful recommendations for
effective use of the medium
• NOT permanent… our industry is evolving with new
technologies and new creative possibilities
• The formats recommended represent over 80% of the
largest sites in Asia
•The naming convention should be followed as these are
the terms used in Asia
• Visit www.iab.net/standards for international guidelines
Format Guidelines
Banners
• super banner – 728x90 (option to
expand to 728x180)
Rectangles
• 180x150
Large Rectangles
• 300x250 (option to expand to 600x250)
Site Takeovers / Crazy Ad
• 400x300 (with a reminder ad)
Skyscrapers
• 120x600 (option to expand to 240x600)
• 160x600 (option to expand to 320x600)
Pop-up Windows
• not recommended for use
Format Guidelines
Floaters / Floating Icons
• 65x65

• 100x100
• 200x200 (option to make expandable)
• should appear on far right or far left of screen
Text Links
• Text links up to 30 characters (Chinese)
• Text links up to 60 characters (English)
Format Guidelines
Emails / eNewsletters / eDM
• Opt-in preferred
• Unsubscribe / opt out mechanism required
• Standard width = 550 pixels
• Provide both HTML and text email formats. Emails should offer “If you cannot
view HTML, please click here” – message in both English & local language.
• Link to full data privacy policy
• Limit file size to 20-35K range or less (including images)
Format Guidelines
File Size Recommendations
With the increasing penetration of broadband and the ability of most users to load
and see larger files, it is less and less important to limit file size. However, for
slower dial-up users and to help advertisers use the same creative on many
different websites, marketers should keep their files in these ranges:
• 40-50K – allows more flexibility in creative BUT marketers should be aware that
large file sizes can slow down the downloading time
• 30-35K – full animation (properties may charge a premium for this service)
• <20K – larger banner sizes
• max. 300k – for pre-cached files*
* pre-cached: the act of downloading an applet that is stored on local hard drive
Format Guidelines
Previously seen as obstacles, these file formats are now more and
more commonly accepted among Web sites and are viable media

options for marketers
• Flash and Sound
• Java / Streaming
•TVC
•Rich Media*
* Refer to separate ADMA guidelines for this media option
Any interaction of the ad should be user-initiated