Conversational Ad [Desktop + Mobile] [Engl.]

Owned by Kathrin Topaloglu
Last updated: Aug 26, 2020 by Jan Kugelmeier (Unlicensed)
2 min read

Visualisation

Format concept

The Conversational Ad is an interactive ad format allowing users to directly have a chat with the brand. Therefore, a Micro-Chatbot is integrated inside the ad.


File format, dimensions & file size

1. Background image:

Visual Specifications:

  • The background image can be chosen individually.
  • The background image should be neutral so that the course of the chat can be illustrated clearly.

Technical Specifications:

  • Maximum file size: 50 KB
  • Size (WxH): 300x600 Pixel
  • Format: .jpg / .png
  • Specifics: no transparency


2. Prechat view:

Visual Specifications:

  • Definition of the header logo
  • Requirement of the covering power and color for the header
  • Definition of the introductory questions

Technical Specifications:

  • logo
    • Maximum file size: 10 KB
    • Size (WxH): 282x48 Pixel (@3x)
    • Format: .png
  • CTA button
    • Radius, background color, font
    • Text in CTA button „Chatte mit uns“


3. Quick replies:

Visual Specifications:

  • Stop chat will be shown in the header.

Technical Specifications:

  • Chat-bubble (incoming message)
    • Radius, background color, font, covering power
  • Quick replies
    • Radius, background color, font


4. Chat:

Visual Specifications:

  • Stop chat will be shown in the header
  • Text field has to be adapted to the background image (watch the contrast)

Technical Specifications:

  • Chat-bubble (incoming message)
    • Radius, background color, font, covering power
  • Text field
    • Font color


5. Chat beenden:

Visual Specifications:

  • Define key message „Vielen Dank!“
  • Define text in information field
  • Define call-to-action and adapt text

Technical Specifications:

  • Key message
    • Font color
    • shadow
  • Information field
    • Radius, background color, font, covering power
    • Text
  • CTA button
    • Radius, background color, font color
    • Text in CTA button „Zur Webseite“


In addition the following information is needed:

  • Campaign objective: which actions of the users should be enhanced by the chat?
  • Contents: which topics should be discussed with the user within the chat?
  • Defintion of additional customer channels: if the chatbot can no longer give a valuable answer to the user, he should be linked to a touchpoint where his additional questions can be answered, e.g. company chatbot, agent chat services, website, service center contact, e-mail address etc.

Delivery

Lead time:
The ad must be delivered at least twenty working days before the start of placement. Otherwise the campaign may not be launched on time.


 General technical specifications and Tracking Guidelines

notes: 

  • all trackings or redirects must be 100% SSL-compliant.

  • all ad tags/trackings to be used by us must contain the GDPR macros according to TCF v2.0 and all vendors used must be registered in the TCF v2.0 (Transparency and Consent Framework) of the IAB


Heavy Ad Interventions in Google Chrome

With Chrome 86, Google starts blocking ads that are resource-heavy and use an egregious amount of CPU or network bandwidth.
This happens as an reaction to consumers are increasingly frustrated with ads that disrupt their experience, interrupt content and slow browsing.

In order to avoid such a blockage of the creative we recommend to consider the restrictions/guidelines from Google:

https://developers.google.com/web/updates/2020/05/heavy-ad-interventions


 Ströer Tracking Guidelines... expand here


The Ströer specifications have moved to stroeer.de.

Please find the most actual information and specifications regarding the Ströer Tracking Guidelines.


Click here: https://www.stroeer.de/en/planning-booking/specifications/online-ads/stroeer-tracking-guidelines/

Ströer Tracking Guidelines for advertisers and agencies on the use of trackings

1. Tracking in general

Up to five tracking pixels per creative have proven themselves as standard. This usually includes:

  • two tracking pixels for impression tracking (media agency and technical service provider)
  • a clickcommand
  • a viewability measurement (e.g. meetrics)
  • a market research pixel (e.g. GfK)

Ströer randomly checks the validity and amount of trackings. After prior consultation, a higher number of trackings can also be used.

All file sizes include all trackings.


2. personal data

Cookies and similar technologies which store and/or read out personal data on the user's device as well as further data processing must comply with the guidelines of the German Telemediengesetz, the EU General Data Protection Regulation (GDPR) and be listed on our vendor whitelist.

If there are any questions regarding the Ströer vendor list, please contact: vendorlist@stroeer.de


In particular (but not conclusively) the following types belong to it:

External tracking pixels, which analyze and record user behavior and, if desired, compare it with a downstream database on the customer side, must be explicitly released by Ströer before the start of a campaign. This includes any of the following pixel types:

  • Ad Verification (reading the environment)
  • Targeting quality (testing the effectiveness of the used targeting)
  • User profiling (collecting profile data)
  • Third party retargeting (re-targeting of users outside our network via external pixels)

3. tracking service providers (vendors)

All technical service providers (vendors) which will be used by agencies and advertisers must be registered in the TCF v2.0 (Transparency and Consent Framework) of the IAB and listed on our vendor whitelist.

If there are any questions regarding the Ströer vendor list, please contact: vendorlist@stroeer.de


4. Consent-Signaling for direct campaigns

For all cookies and similar technologies that are used in the context of the direct campaign on our portfolio, the necessary GDPR macros for the vendors used must be transmitted to us.

In order for us to be able to recognize/find these GDPR macros, we need to know at least 5 working days before start of a campaign how and where these GDPR macros will be implemented in the redirects, scripts, iframes and/or any other tracking.

All adtags/redirects/trackings to be used on our portfolio must contain these GDPR macros.


 Note:  Without this information we cannot ensure that direct campaigns can go live.


5. Counting differences

Counting differences in delivered ad impressions, caused by the selective filtering of an external tracking pixel (e.g. ad verification pixel), will not be acknowledged by Ströer or billed in Ströer's favor without prior consultation, unless they can be proven by a validated data basis.


6. Bundesdatenschutzgesetz BDSG

the Bundesdatenschutzgesetz BDSG must be observed in any case

https://www.gesetze-im-internet.de/bdsg_2018/


7.  Further use of collected tracking data

The use of the collected tracking data is exclusively for the booked campaign and limited to the booked period in our network.

Any further use or sale of the data to third parties is prohibited.






general technical specifications



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