EW.com

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General Guidelines for Host Initiated Overlays

Execution:

EW will, on occassion, allow an advertiser to run a high impact overlay on the EW homepage. To protect the user experience on the site the following guidelines must be adhered to.

Minimum Restrictions

• Overlay can be :8 seconds or less
• Overlay portion of any ad execution must launch within :2 seconds of the EW.com page loading in full
• If the unit is built with transparency (so users can see the EW.com content behind the ad) then the only area that can be clickable is where Advertiser logos or personalities are represented on the page. Any area where there is a transparent overlay can not be clickable
• Any fonts/colors used must be distinct from those used on the EW.com homepage
• Normal rich media specs (40K initial load, 100K polite load) must be adhered to unless special permission is granted
• All overlay units are frequency capped at 1/user/day

Close Button Specs

• CLICK HERE for the required close button assets that should be visible in the upper right hand corner
• The edit team reserves the right to request one additional close button in another corner based on the creative
• The edit team can also ask for an adjustment in color of the close button should the ad be primarily black and the button hard to identify
• The close button must appear as soon as the overlay begins and must come off the page as soon as the animated graphics are done

Transitional Click to view demo

Execution:

As a EW.com user navigates from page-to-page, the Transitional ad unit serves between pages as a full page ad. This full page ad will then timeout after a specified duration before revealing the EW.com website. This unit is built and served by Unicast. As such, EW.com will work with Unicast to build this unit for our advertisers from the assets listed below.

Advertiser must provide (at minimum):

• 640x480 Static image as .jpg/.gif or
• Flash .swf & source .fla file and fonts used
• 1x1 and/or click trackers you wish to use
• May include video functionality, click here for Unicast accepted formats and delivery information.

Video Transitional Click to view demo

Execution:

As an EW.com user navigates from page-to-page, the Video Transitional ad unit serves between pages as a full page ad. This full page ad will then timeout after a specified duration before revealing the EW.com website. EW.com will work with Pointroll to build this unit for our advertisers from the assets listed below.

.MOV file:

• Weight: Under 40MB
• Aspect Ratio: 16:9 (preferred) or 4:3
• To avoid pixelation, ensure that the video is at least 800 pixels wide for 16:9 and 600 wide for 4:3
• Length: 15-30 seconds

Tracking:

• 1x1 (if 3rd Party Tracking is desired)
• Click Command or Landing URL

EW.com specifications:

• Video Transistional ad unit must be 3rd party ad served by EW.com's approved vendor, Pointroll
• Frequency capped at 1 Transitional per user per 24 hours
• Video duration is capped at 30 seconds max
• Maximum of 4 videos accepted for the duration of the campaign
• All assets must be sent to EW.com to the above specifications 10 business days prior to launch

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Photo Curtain Execution:

The Photo Curtain unit is served above the slideshow area on photo gallery pages as part of a sponsorship. A 994x30 collapsed panel appears below the navigation and expands over the gallery on rollover. This unit is served by Pointroll. As such, EW.com will work with the vendor to add in functionality to assets sent to the specification below:

Minimum Assets Required:

• 994x30 - Collapsed SWF, FLA and Fonts - Must contain ROLLOVER FOR MORE call to action (50K max)
• 994x632 - Expanded SWF, FLA and Fonts (100K max)
• 994x30 - Backup JPG/GIF - Must contain CLICK FOR MORE call to action (40K max)
• 10 business days required from the receipt of correct assets.

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Gallery Interstitial Click to view demo

Execution:

The EW.com Photo Gallery Interstitial is a Premium Rich Media Ad format which is designed to deliver an Advertisement as users navigate past the 5th photo in a gallery. Upon selecting the Next button, the OverThePage ad takes over the photo gallery viewer. Upon selecting the More Photos button, the user will be redirected to the next photo in the gallery. This unit can be third party served and requires a 5 day turnaround time for testing and positioning.

Unit Specifications:

• BANNER FLASH
• 728x90 .swf, .gif or.jpeg
• 50k max
• Animation must cease after 30 seconds
• Standard Flash only - No rich media or expandables allowed
• Third party tag or site served
• TAKEOVER FLASH
• Any size between 300x250-850x428 .swf, .gif or .jpeg
• 100k max
• Animation must cease after 15 seconds
• No expansion allowed
• Third party tag or site served

EW.com specifications:

Set your Flash Version number to export as Flash 7

Set ActionScript version to ActionScript 2.0

"Compress Movie" checkbox should be selected

Third party tags may include video functionality

In order to track clicks, use the following syntax:

	on (release) { 						
	getURL(_level0.clickTag, "blank");						
	}

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OPA Pushdown Click to view demo

Execution:

The Pushdown is a premium EW.com homepage and mainpage ad unit that automatically expands downward pushing the site content down with it, expanding creative opportunities and capturing audience attention. The Pushdown unit then auto collapses into a persistent ad on the page which can be expanded by our users for additional information and functionality. This OPA unit is 970x66 in its collapsed state and 970x418 expanded. Assets built to spec can be sent to Entertainment Weekly and requires a 10 business day turnaround including time to add functionality, obtain approvals and test. This unit can be third party served and requires a 5 business day turnaround time from the receipt of the tag for testing and positioning.

EW.com Specifications:

• Dimensions: Collapsed State: 970x66, Expanded State: 970x418
• File Size: 40k initial load max, 100k subsequent load max
• Expansion: Auto expansion frequency capped at 1 per user per day, subsequent expansions must be user initiated on click
• Duration: 8 seconds on frequency capped auto expansion, 30 seconds max for subsequent user initiated expansions
• May include video functionality
• Must contain a clearly defined Expand & Close button/rollover hotspot
• The ad must collapse if the user clicks the close button OR if the user does not interact with the user initiated expanded ad for 8 seconds.
• Frame Labels: The main timeline should contain the (3) three frame labels below to control the behavior as follows:

NOTE: If Unicast is serving the pushdown, Flash must be coded with Action Script 2
prompt
• When the ad reaches its minimum height of 66 pixels, the playback head will display this frame label
  
• This frame label should contain the collapsed 970x66 portion of the ad
expanding
• While the pushdown ad is expanding and pushing page elements downwards, the playback head will display this frame label
  
• This frame label should contain static imagery for when the ad expands
animate
• Once the ad has completed expanding and reaches the max height of 418 pixels, the playback head will display this frame label
  
• This frame label should contain all animation for the expanded pushdown

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Super Pushdown Execution:

The Super Pushdown is a premium EW.com homepage and mainpage ad unit that automatically expands downward pushing the site content down with it, expanding creative opportunities and capturing audience attention. The Super Pushdown unit then auto collapses into a persistent ad on the page which can be expanded by our users for additional information and functionality. This unit is 994x250 in its collapsed state and 994x418 expanded. Assets built to spec can be sent to Entertainment Weekly and requires a 10 business day turnaround including time to add functionality, obtain approvals and test. This unit can be third party served and requires a 5 business day turnaround time from the receipt of the tag for testing and positioning.

EW.com Specifications:

• Dimensions: Collapsed State: 994x250, Expanded State: 994x418
• File Size: 40k initial load max, 100k subsequent load max
• Expansion: Auto expansion frequency capped at 1 per user per day, subsequent expansions must be user initiated on click
• Duration: 8 seconds on frequency capped auto expansion, 30 seconds max for subsequent user initiated expansions
• May include video functionality
• Must contain a clearly defined Expand & Close button/rollover hotspot
• The ad must collapse if the user clicks the close button OR if the user does not interact with the user initiated expanded ad for 8 seconds.
• Frame Labels: The main timeline should contain the (3) three frame labels below to control the behavior as follows:

NOTE: If Unicast is serving the pushdown, Flash must be coded with Action Script 2
prompt
• When the ad reaches its minimum height of 66 pixels, the playback head will display this frame label
  
• This frame label should contain the collapsed 994x250 portion of the ad
expanding
• While the pushdown ad is expanding and pushing page elements downwards, the playback head will display this frame label
  
• This frame label should contain static imagery for when the ad expands
animate
• Once the ad has completed expanding and reaches the max height of 418 pixels, the playback head will display this frame label
  
• This frame label should contain all animation for the expanded pushdown

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HD Video Zoom Click to view demo

Execution:

The HD Video Zoom serves on the EW.com homepage as part of a roadblock. A 994x250 is displayed under the navigation bar and the gutter colors are updated to match the advertiser's branding. On page load, the unit automatically expands to reveal a 1280x720 video and collapses after 8 seconds. The unit can also click to rexpand for a long form video. This unit is built and served by Mediamind. As such, EW.com will work with Mediamind to build this unit for our advertisers from the assets listed below.

Minimum Assets Required:

• 994x250 FLA & SWF
• Backup 994x250 Image
• Video - Uncompressed MOV at 16:9 aspect ratio. Preferably sized at 1920x1080
• Fonts - EPS and PSD file; .zip or .sit
• Hex Color for gutters

Slider Click to view demo

Execution:

The EW.com Slider Takeover is a 994x90 banner ad at the top of the homepage, along with a 300x250. Once the user initiates the call to action on the top banner ad, the EW.com homepage slides out of the way to show a full page expanded panel. Video, flash animation and other engaged content can be used in the full page panel to further engage the user.

Unit Specifications:

• BANNER FLASH
• 994x90 FLA, SWF & fonts
• 50k max
• Animation must cease after 30 seconds
• Should contain a CLICK call to action
• TAKEOVER FLASH
• 1400x900 FLA, SWF & fonts
• 500k max
• All pertinent content and messaging should be kept to the top left 996x750 area to ensure it will appear above the fold
• Close button in the top left corner

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Meebo Tool Bar Click to view demo

Execution:

The Meebo Tool Bar offers the opportunity to serve either a direct messaging or RM experience initiated on user roll over on EW.com. The Meebo Video Unit was designed to allow an advertiser to best showcase and spread their message via sight, sound, and motion. The unit when engaged provides a high-quality viewing experience, with multiple opportunities to engage deeper with a brand's content by visiting their destination site and also spread the video virally through social services like Facebook, Twitter, Yahoo!, as well as the user's social graph.

Initial State Specifications:

• 100x60 .png file with transparent background. Max file size is 20 K.
• Header Copy - 40 Character Max
• Body Copy - 40 Character Max
• 1x1 tracking pixel can be implemented

Engaged State - VIDEO - Specifications:

• FLV file - Up to 4 Minutes - 1.5 MB max per 15 seconds (ie 3MB for a :30 second video)
• 4:3 or 16:9 aspect ratio
• Minimum dimensions of 533x400 px
• Maximum dimensions of 711x400 px
• No letterboxing
• 1x1 tracking pixel accepted
• Click command or landing URL

Engaged State - THIRD PARTY TAG - Specifications:

• The expanded state can accept a third party RM tag.
• Must be non-expanding
• The tag option only applies to the serving of flash ads. This solution does not apply to serving video.

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Interactive Video Flip Click to view demo

Execution:

The Interactive Video Flip unit showcases either 6 or 9 videos, images or flash creatives. The 300x250 can be clicked to flip the middle of the EW page revealing the headline video and can be flipped again to show 6 or 9 thumbnails. The 300x250 is accompanied by a 970x70 banner which can be third party served or site served by EW. This unit is built and served by Unicast. As such, EW.com will work with Unicast to build this unit for our advertisers from the assets listed below.

Minimum Assets Required:

• 970x70 Companion Banner
• 50K Max
• Animation must cease after 30 seconds
• Flash, Image or Third Party Tag
• No rich media or expandables allowed
• 300x250
• 50K Max
• Animation must cease after 30 seconds
• Should contain CTA button to "flip" unit
• 1500x1800 "Headline" Panel
• IF VIDEO - Uncompressed MOV File
• IF Flash - SWF, FLA & Fonts
• Thumbnail Panels
• 6 PANEL VERSION = 250x200
• Image, Flash or Uncompressed MOV file
• 9 PANEL VERSION = 250x130
• Image, Flash or Uncompressed MOV file

Guidelines & Additional Assets Suggested:

• One of the thumbnail videos should also be sent sized for the headline video
• Total file size of all flash, images and video is capped at 2.5MB
• Flash plus published swf files, and all external AS files associated if any
• Flash 10 and AS3 required
• Uncompressed MOV files for all videos
• Layered PSD files
• EPS or AI files
• JPGs
• Fonts

General Timeline:

• Day 0 - Mock and Kick off Call
• Day 3 - All assets delivered to EW.com
• Day 13 - Initial preview, tags and QA
• Day 15 - Initial feedback to Unicast
• Day 17 - Second preview
• Day 18 - Final feedback to Unicast
• Day 19 - Final Preview
• Day 20 - Live

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Homepage Drawbridge Click to view demo

Execution:

The Homepage Drawbridge gives the illusion that the EW homepage screen is falling like a drawbridge. The 300x250 space serves as a window to the content beneath the homepage. The drawbridge reveals a large takeover giving an advertiser the opportunity to showcase products or video. This unit is built and served by Unicast. As such, EW.com will work with Unicast to build this unit for our advertisers from the assets listed below.

Minimum Assets Required:

• 1280x870 FLA & SWF with intended functionality for the fullpage takeover.
• Failover - FLA & SWF
• Video - Uncompressed AVU or MOV
• Fonts - EPS and PSD file; .zip or .sit
• 300x250 brand banner (leave-behind) - SWF, FLA, Backup Image & fonts

Recommendations & Guidelines:

• The Drawbridge is capped at once per user per day but can be re-engaged by click on the 300x250 - Please make sure your 300x250 has a strong and clear CTA to re-engage.
• The video contained in the full page takeover page should fall behind the spot that the 300x250 resides on the homepage. This will ensure that the falling page's window will show a glimpse of video.
• Video within Drawbridge :15; unit can be tabbed with other galleries etc for user to interact
• Auto animation must cease after 8 seconds. User engaged expansions can stay open while the user engages with the content. EW.com recommends a seperate 1280x870 teaser creative for the auto fall with animation capped at 8 seconds.

General Timeline:

• Day 0 - Mock and Kick off Call
• Day 3 - All assets delivered to EW.com
• Day 13 - Initial preview, tags and QA
• Day 15 - Initial feedback to Unicast
• Day 17 - Second preview
• Day 18 - Final feedback to Unicast
• Day 19 - Final Preview
• Day 20 - Live

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Homepage Morph Click to view demo

Execution:

The Homepage Morph gives the illusion that the EW homepage screen is opened like a curtain. This reveals a large takeover giving an advertiser the opportunity to showcase products or video. This unit is built and served by Eyewonder. As such, EW.com will work with Eyewonder to build this unit for our advertisers from the assets listed below.

Minimum Assets Required:

• Open source FLAs or PSDs and SWF/HTML file with intended functionality
• Failover - FLA & SWF
• Video (if applicable) - Uncompressed AVU, MOV or BetaSP Tape (no digiBeta)
• Key Art - Hi-res layered PSD
• Logo & fonts - EPS and PSD file; .zip or .sit
• Print Creative - Hi-res layered PSD
• 728x90 and 300x250 brand banners - SWF, FLA, Backup Image & fonts

Recommendations & Guidelines:

• EW.com Faux Homepage must be used for the curtain animation
• Roll-over to initiate, however a smaller host-expansion out of the 300x250 (max 400x400) for up to 5 seconds is allowed to entice user to interact
• Video within Morph :15; unit can be tabbed with other galleries etc for user to interact

General Timeline:

• Day 0 - Mock and Kick off Call
• Day 3 - All assets delivered to EW.com
• Day 13 - Initial preview, tags and QA
• Day 15 - Initial feedback to Eyewonder
• Day 17 - Second preview
• Day 18 - Final feedback to Eyewonder
• Day 19 - Final Preview
• Day 20 - Live

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Runway Unit Click to view demo

Execution:

The Runway Unit utilizes a click to expand 300x250 ad unit on the EW.com homepage that lays the EW.com page down horizontally and allows the user to showcase their product in a full page space. The unit can showcase multiple videos and/or a 360° product view. This unit runs as part of a homepage roadblock. This unit is built and served by Unicast. As such, EW.com will work with Unicast to build this unit for our advertisers from the assets listed below.

Minimum Assets Required:

• Open source FLAs or PSDs and SWF/HTML file with intended functionality
• Failover - FLA & SWF
• Video (if applicable) - Uncompressed AVU, MOV or BetaSP Tape (no digiBeta)
• Multiple Image Angles (if applicable) - Close to 40 image angles to create 360 view
• Key Art - Hi-res layered PSD
• Logo & fonts - EPS and PSD file; .zip or .sit
• Print Creative - Hi-res layered PSD
• 728x90 and 300x250 brand banners - SWF, FLA, Backup Image & fonts

Recommendations:

• Full Page Overlay size is 1419x1002
• Recommended Video Size is 1450x1200
• Close button must be within 1280x800 to account for smaller screens

General Timeline:

• Day 0 - Mock and Kick off Call
• Day 3 - All assets delivered to EW.com
• Day 13 - Initial preview, tags and QA
• Day 15 - Initial feedback to Unicast
• Day 17 - Second preview
• Day 18 - Final feedback to Unicast
• Day 19 - Final Preview
• Day 20 - Live

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File Size:

• 40k initial load max
• 100k subsequent load max
• 1.2MB streaming video max
• 4 Panels max @ 80k per panel (subsequent/polite load only)

Expansion:

• Ad must animate/slide up from the bottom of the page on load
• Ad must terminate by animating/sliding down from its max height of 150px upon reaching max duration (10 seconds) or user initiated click to close

Duration:

• Must terminate from the page after 10 seconds - Must not close automatically if a user is interacting (hovering/clicking/typing) within the expanded (150px) ad space
• Video: auto start accepted: 10 seconds max
• If video/audio is enabled, ad unit must contain play, pause and audio control buttons
• 1 loop maximum

Additional Site Requirements:

• All audio must be user initiated by click
• Must contain a clearly defined Expand & Close click button: User click to close must terminate and collapse the execution
• Bellband must be 3rd party Rich Media vendor served.
• Frequency cap: 1 per user per 24 hours

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Blogvertorial Ad Unit Execution:

The Blogvertorial Ad Unit is served in-line with EW.com editorial blog content. This unit is comprised of a thumbnail image, headline, body and call-to-action copy, each of which can have a unique click through url based on advertiser needs.

Advertiser must provide (at minimum):

• 180x150 Static image as .jpg/.gif
• Filesize for image is 15k max
• Headline copy: 40 characters max
• Body copy: 250 Characters max
• Call-to-action copy: 25 Characters max
• 1x1 and/or click tracker url - Sponsored Blog Post can accept click trackers for each ad unit component (image, headline, body and call-to-action)
• All assets must be recieved by EW.com at adopsEW@timeinc.com, to the above specifications no fewer than (3) business days prior to launch

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Blog Ad Unit Execution:

The blog ad unit occupies the first advertising opportunity within our blog index pages, spans the width of our content column, and is positioned in the third blog post position. This unit can accept all advertising formats.

Dimensions:

• Height: 250 px
• Width: 581 px

File Size:

• 40k initial load max
• 100k subsequent load max
• 1.2MB streaming video max
• 4 Panels max @ 80k per panel (subsequent/polite load only)

Duration:

• :15 animation — 1 loop maximum
• Video: auto start accepted — auto start "on focus" recommended, :15 seconds max duration

Additional Site Specifications:

• All audio must be user initiated by click
• If video/audio is enabled, ad unit must contain play, pause and audio control buttons
• Can be site served (.swf, gif. or .jpg) or 3rd party Rich Media vendor served

Site Skin Execution:

The EW.com Site Skin ad unit is served to either side of our content within the EW.com page "gutters." This unit is available on the EW.com homepage, blog pages, channel fronts, and EW Picks main page. The site skin is served by Unicast. Please send assets built to the specifications below. Please download the design template below for additional instructions. All layers can be added to this template, saved and sent back to adops_ew@timeinc.com.

CLICK HERE TO DOWNLOAD DESIGN TEMPLATE

EW.com specifications:

• Background Image:
• 1800x1500
• 50K Max
• Save within above design template as layered PSD
• Left & Right Gutter Images:
• 140x600
• 50K a piece for each gutter (which is loaded politely)
• For static gutters save within design template as layered PSD
• For flash gutters send SWF, FLA and design fonts

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