Guest Column: Best Practices for Advertising on Tablets
DFT (Designed For Tablet): Advertising content with no interactive enhancements except for the active links, where the page on the screen has been re-designed specifically for reading on the tablet and is meant to be displayed at 100 percent (that is, there is no need to tap and zoom).
EFT (Enhanced For Tablet): Advertising content where enhancements and bonus content has been added to DFT content to more fully utilize the tablet medium (e.g., hotspots, photo slide shows, video, audio, in-app browser).
Best Practices Initiative
Having a standard set of terms to describe the ad type for tablet publishing is the first of a series of best practices being developed by Digital Ad Lab. The Best Practices work began with a meeting of publishers followed by a meeting of agencies. Each group came up with a hit list of the most serious bottlenecks they are encountering in producing ads for tablet editions. The lists were then combined and prioritized.
Some items at the top of the target Best Practices list include:
•Develop a standard production nomenclature that can be used in developing ad specifications and in communication between agencies and publishers.
•Develop a standard template that publishers can use for tablet ad specification.
•Establish a Best Practice for the placement and handling of active URLs in tablet ads.
•Recommend the PDF profile and layer flattening for “Straight-from-Print” tablet ads to avoid the tiling problems that can occur when print ads are repurposed to the tablet.
•Identify factors that preclude print ads from being rendered effectively on tablets.
According to Sal Conte, vice president of agency management services for the American Association of Advertising Agencies (4A’s), “We at the 4A’s believe it is critical for agencies to be involved in the effort to develop best practices and look forward to working with IDEAlliance on this effort.”