.Creative Agency Build Guide.
.March 2012.
.Cinema Ad.
.Build Guide.
Introduction.
Video is one of the best performing online advertising content out there, with no doubt. The Cinema Ad allows sites
to extend their video inventory by enabling a new kind of expandable Rich Media Video experience from any inpage placement to a full-screen one. On user-interaction, a translucent background layer appears over the page
whilst moving the video content and brands to centre-stage.
The Cinema Ad AIAB format allows publishers to extend their video inventory to new audiences, putting users in a
movie mindset and brands on a clutter-free canvas. Flexibility is paramount. Publishers are able to define how the
Cinema Ad functions from expanding on click or rollover through to how much site content remains visible through
the translucent background layer.
Enhance the impact of your video creative. Bring your brand to the big screen.
A demo of this format is available here.
The Cinema Ad.
The Cinema Ad format is open and it can be adapted to any IAB standard Display Ad Unit (rectangle, leaderboard,
sky). This guide gives you an example of the MPU build which expands to fullscreen with no user experience break.
If there is anything you’re trying to do which isn’t covered by this guide please make sure to contact our Rich Media
Technical Services team at [email protected].
This Cinema Ad build guide refers to MPU 300x250 inpage+floating creative which expands to full browser window
on user click interaction.
The collapsed or contracted area (300x250) is basically used as a positioning reference, so its content is not really
relevant as it will be covered by the floating unit.
.Format.
Specifications.
.>. Collapsed Dimensions: all (where standard IAB Ad Units are recommended)
NOTE: This build guide together with the sample files provided refer to an MPU (300x250) example, but The Cinema Ad format can be used
together with any other ad placement (Leaderboard, Skyscraper, etc).
.>. Expanded Dimensions: browser fullscreen window + 700x438 centered video player (in this example)
.>. Expand Direction: multiple (expandable content is always centered on browser window)
.>. Initial File Size Limit (preloader - MPU): 40kb
.>. Maximum Total Creative File Size: 30MB
.>. Backup Image File size Limit: 50kb
.>. Sound: Only after user initiation (click)
Build.&.
Delivery.
The Cinena Ad is created as an inpage with floating creative by using DoubleClick Studio Components within Flash,
then uploaded to Studio as an inpage with floating creative. Please note this Ad In A Box template and build guide
is intended to be used with video where other additional content can be added by editing the current solution. The
Cinema Ad must be built in AS3.
The fully functioning template files for this Ad In A Box can be downloaded here: AS3.
A breakdown of the files and how they work can be seen below:
1.. Sample_AS3_Cinema_Inpage_300x250.fla (Inpage file)
>. This is the inpage unit which will be used as Cinema Ad launcher. It includes Enabler and a default Exit.
>. Stage Dimensions: 300x250.
2.. Sample_AS3_Cinema_Floating_300x250.fla (Expanded file)
>. This is the floating unit which contains the video, cinema mode launcher button and video controls.
>. Stage Dimensions: 300x250.
>. This sample file has been designed to crop the video by 300x250 in the initial stage and then expand to
700x438 landscape video when cinema mode is active.
NOTE: The expanded dimensions of the video can be easily edit by changing the desired dimensions as described in the next section.
.Cutomizing your Cinema Ad.
.Settings.
The Cinema Ad format and the sample files linked in this build guide are ONLY supported in AS3 together with
DoubleClick Rich Media platform. Please make sure you have DoubleClick Studio Components installed before using
these files (you can download them .here. ). If you are new to DoubleClick Studio please go through .this essential
guide. before continuing.
The floating unit of The Cinema Ad includes several elements which can be easily customized in order to setup your
ad. This section describe the elements that can be edit in Sample_AS3_Cinema_Floating_300x250.fla file within
Flash:
1.. User Interface MovieClips
>. You can customize all graphical elements in terms of copy, dimensions and look & feel by editing the
graphical content of the movieclip related. You will find all these movieclips under AIAB - Cinema Ad Assets
folder in the Library of the Flash project:
>. Background: This semitransparent movieclip will cover the background when Cinema Mode is launched
>. Call To Action: Main button/movieclip including the “Click to switch Cinema On” call to action
>. Cinema Close Button: Top-right close button when Cinema Mode is launched
>. Cinema Close Button: Top-right close button when Cinema Mode is launched
>. Buffer, Play, Sound Toggle and Replay Buttons: Video Player controls
NOTE: Please don’t modify any instance name as it could result into code issues as these elements are referenced in the code of the template.
2.. Video File
>. Please rename your desired video file as video_cinema.flv and replace it by the one included in the
sample files folder.
Alternatively you can keep your original video filename and replace it with the Video Player Component
Inspector (please select the video player component inside vidPlayer MovieClip in order to access):
3.. Actionscript Custom settings: Creative Size and Cinema Mode Dimensions
>. There are couple of values that can be updated in the Actionscript code of the project which will allow
you to control the creative size and the size of the expanded video when Cinema Mode is launched:
// Please setup your creative properties in this section
// Your original creative size - the example is related to an MPU (300x250 pixels)
var CREATIVE_WIDTH: int = 300;
var CREATIVE_HEIGHT: int = 250;
// Your desired size for the video player on Cinema Mode
var CINEMA_WIDTH: int = 780;
var CINEMA_HEIGHT: int = 438;
.Setting Up your.
.Creative in Studio.
1.. Upload your creative to Studio
>. Setup your new creative as “inpage with floating” and select your creative size from the Format
Dimensions drop-down menu (“MPU (300x250) Rectangle” in this case).
>. Setup your new creative as “inpage with floating”
>. Navigate to the Upload tab, and upload both SWFs you would like to use,
your backup image and your video file.
2.. Delivering and testing in DoubleClick Studio
>. Navigate to the Events tab and associate an exit URL to the current exit event.
NOTE: If you don’t know the destination URL at this you can skip this as it can be updated during trafficking stage.
>. Navigate to the Preview tab
>. Open the “Display Options” menu, select your Floating Unit, and check Start Time as None
NOTE: You can also align the floating unit positioning, even the Cinema Ad will do it for you when loaded, so you don’t really need to set this
positioning values
.About.
.This.Build Guide.
Although this Build Guide advises you how to build The Cinema Ad for an MPU unit (300x250), you can use
this to setup other standard based formats such as leaderboard or skysrcapper in order to setup a Cinema Ad
from these placements by changing your creative dimensions. For more information on building a Cinema Ad
creative which differs from MPU regular size please contact our Rich Media Technical Support team at [email protected].
Timelines.
We guarantee that we will QA a creative within half a business day of it being published in Studio. However, we
would always recommend you publish creative at least 9 days before they’re due to go live to account for QA
revisions, trafficking time and publisher testing time.
.Resources.
.>. [DEMO] AIAB - Cinema Ad
.>. Example Cinema Ad AS3 FLAs
.>. DoubleClick Rich Media Help Centre
.>. DoubleClick Rich Media Studio
.>. DoubleClick Rich Media Gallery
.>. @rmgallery - DoubleClick Rich Media Gallery Twitter Account
Contact.
Us.
If you still have any questions relating to this format or build then please feel free to contact our Rich Media
Technical Support team at [email protected].
About.
DoubleClick.
For advertisers and publishers who need to reach a target audience, the Google’s DoubleClick™ product suite is
an advertising platform that maximizes revenue growth and return on advertising spend through a unique and
innovative ad targeting process. The experience and innovative spirit at DoubleClick drives a constant evolution of
products and solutions, ensuring the best, most effective advertising tools are always at our customers’ command.
www.doubleclick.com.
www.richmediagallery.com.
.DoubleClick UK : Belgrave House, 76 Buckingham Palace Road, London SW1W 9TQ : Phone: +44 (0)800 912 1344.
.www.doubleclick.co.uk ©2011 Google Inc. All rights reserved..