BILLY BISHOP TORONTO CITY AIRPORT MECHANICAL SPECS & CREATIVE GUIDELINES black-co.com/billybishop June 2016
Digital Display B [DD-B]
Location: Zone 2 (Mainland Terminal Elevator Interior Upper Level/Lower Level) 1024 px
512 px
Media Format Resolution
1024 x 512 pixels
FTP
Codec
Windows Media Video 9
Aspect Ratio
2:1 landscape
ftp://ads.black-co.com
Frame Rate
30 frames per second
Duration
15 seconds or 450 frames
Video Format
WMV files (only) are accepted
Static Format
JPEG/PNG
Audio
None
Screen Size (LED)
Approx 15.15’ x 7.58’
Naming Convention
BBTCA_DDB_Advertiser_StartDate
login: blackupload
password: BLACKads01
After uploading, please send an email confirmation to
[email protected] with: File Name, Contract Number and uploader’s contact information. Deadline Creative is Due 10 business Days prior to the campaign start date to guarantee posting. BLACK will not be responsible for late postings if files are delivered after the due date. Contact
[email protected] BILLY BISHOP TORONTO CITY AIRPORT | MECHANICAL SPECS
2
Digital Display Z [DD-Z]
Location: Zone 2 (Mainland Terminal Elevator Interior Upper Level) 3840 px
2160 px
*Please note screen bezel placement on diagram and adjust design accordingly. Do not place logos or critical visual assets across bezel lines.
Media Format Resolution
3840 x 2160 pixels
FTP
Codec
Windows Media Video 9
Aspect Ratio
16:9 landscape
ftp://ads.black-co.com
Media Encoder Aspect Setting
Square Pixel (1.0)
Frame Rate
HD - 30 frames/sec
Duration
15 seconds or 450 frames
Deadline
Video Format
WMV files (only) are accepted
Static Format
JPEG/PNG
Creative is Due 10 business Days prior to the campaign start date to guarantee posting. BLACK will not be responsible for late postings if files are delivered after the due date.
Audio
None
Screen Size (LCD)
Approx 10.3’ x 5.82’
Naming Convention
BBTCA_DDZ_Advertiser_StartDate
login: blackupload
password: BLACKads01
After uploading, please send an email confirmation to
[email protected] with: File Name, Contract Number and uploader’s contact information.
Contact
[email protected] BILLY BISHOP TORONTO CITY AIRPORT | MECHANICAL SPECS
3
Digital Display Y [DD-Y]
Location: Zone 2 (Mainland Terminal Elevator Interior Upper Level) 2560 px
720 px
Media Format FTP
Resolution
2560 x 720 pixels
Codec
Windows Media Video 9
Aspect Ratio
32:9 landscape
Media Encoder Aspect Setting
Square Pixel (1.0)
Frame Rate
HD - 30 frames/sec
Duration
15 seconds or 450 frames
Deadline
Video Format
WMV files (only) are accepted
Static Format
JPEG/PNG
Creative is Due 10 business Days prior to the campaign start date to guarantee posting. BLACK will not be responsible for late postings if files are delivered after the due date.
Audio
None
Screen Size (LCD)
Approx 8’ x 2.25’
Naming Convention
BBTCA_DDZ_Advertiser_StartDate
ftp://ads.black-co.com
login: blackupload
password: BLACKads01
After uploading, please send an email confirmation to
[email protected] with: File Name, Contract Number and uploader’s contact information.
Contact
[email protected] BILLY BISHOP TORONTO CITY AIRPORT | MECHANICAL SPECS
4
Digital Display D [DD-D]
Location: Zone 2 (Mainland Terminal Elevator Interior Upper Level) TPA
1280 px
2160 px
Arrivals/Departures
*Please note screen bezel placement on diagram and adjust design accordingly. Do not place logos or critical visual assets across bezel lines.
Media Format Resolution
1280 x 2160 pixels
FTP
Codec
Windows Media Video 9
Aspect Ratio
16:27
ftp://ads.black-co.com
Media Encoder Aspect Setting
Square Pixel (1.0)
Frame Rate
HD - 30 frames/sec
Duration
15 seconds or 450 frames
Deadline
Video Format
WMV files (only) are accepted
Static Format
JPEG/PNG
Creative is Due 10 business Days prior to the campaign start date to guarantee posting. BLACK will not be responsible for late postings if files are delivered after the due date.
Audio
None
Screen Size (LCD)
Approx 11.95’ x 6.75’ (Total Feature)
Naming Convention
BBTCA_DDD_Advertiser_StartDate
login: blackupload
password: BLACKads01
After uploading, please send an email confirmation to
[email protected] with: File Name, Contract Number and uploader’s contact information.
Contact
[email protected] BILLY BISHOP TORONTO CITY AIRPORT | MECHANICAL SPECS
5
Digital Display I [DD-I] (inward-facing corner wall 90º) Location: Zone 2 (Mainland Terminal Elevator Interior Lower Level) file 2
2 Screens = 2 files 3840x2160
3840 px
3840 px
Please label file 1 and file 2
2160 px
2160 px
file 1
90º
*Please note screen bezel placement on diagram above and adjust design accordingly. Do not place logos or critical visual assets across bezel lines.
Media Format Resolution
3840 x 2160 pixels each
FTP
Codec
Windows Media Video 9
Aspect Ratio
16:9 landscape each
ftp://ads.black-co.com
Media Encoder Aspect Setting
Square Pixel (1.0)
Frame Rate
30 frames per second
Duration
15 seconds or 450 frames
Deadline
Video Format
WMV files (only) are accepted
Static Format
JPEG/PNG
Creative is Due 10 business Days prior to the campaign start date to guarantee posting. BLACK will not be responsible for late postings if files are delivered after the due date.
Audio
None
Screen Size (LCD)
Approx 12’ x 6.75’ each
Naming Convention
BBTCA_DDI_Advertiser_StartDate 1 & 2
login: blackupload
password: BLACKads01
After uploading, please send an email confirmation to
[email protected] with: File Name, Contract Number and uploader’s contact information.
Contact
[email protected] BILLY BISHOP TORONTO CITY AIRPORT | MECHANICAL SPECS
6
Digital Display J [DD-J]
Location: Zone 4 (Escalator Lobby - Island-side) 2560 px
2160 px
*Please note screen bezel placement on diagram and adjust design accordingly. Do not place logos or critical visual assets across bezel lines.
Media Format Resolution
2560 x 2160 pixels
FTP
Codec
Windows Media Video 9
Aspect Ratio
32:27 landscape
ftp://ads.black-co.com
Media Encoder Aspect Setting
Square Pixel (1.0)
Frame Rate
HD - 30 frames/sec
Duration
15 seconds or 450 frames
Deadline
Video Format
WMV files (only) are accepted
Static Format
JPEG/PNG
Creative is Due 10 business Days prior to the campaign start date to guarantee posting. BLACK will not be responsible for late postings if files are delivered after the due date.
Audio
None
Screen Size (LCD)
Approx 8’ x 6.75’ each
Naming Convention
BBTCA_DDJ_Advertiser_StartDate
login: blackupload
password: BLACKads01
After uploading, please send an email confirmation to
[email protected] with: File Name, Contract Number and uploader’s contact information.
Contact
[email protected] BILLY BISHOP TORONTO CITY AIRPORT | MECHANICAL SPECS
7
Digital Display Q-1 to Q-8 [DD-Q-1/2/3/etc.]
Location: Zone 4 (Tunnel Moving Walkway T1 North/T2 South)
2304 px
256 px
8 Units - Landscape
Media Format Resolution
2304 x 256 pixels
FTP
Codec
Windows Media Video 9
Aspect Ratio
9:1 landscape
ftp://ads.black-co.com
Frame Rate
30 frames per second
Duration
15 seconds or 450 frames
Video Format
WMV files (only) are accepted
Static Format
JPEG/PNG
Audio
None
Screen Size (LED)
Approx 29.53’ x 3.28’ each
Naming Convention
BBTCA_DDQ_Advertiser_StartDate
login: blackupload
password: BLACKads01
After uploading, please send an email confirmation to
[email protected] with: File Name, Contract Number and uploader’s contact information. Deadline Creative is Due 10 business Days prior to the campaign start date to guarantee posting. BLACK will not be responsible for late postings if files are delivered after the due date. Contact
[email protected] BILLY BISHOP TORONTO CITY AIRPORT | MECHANICAL SPECS
8
Digital Display K & L [DD-K & DD-L] Location: Zone 4 (Escalator Lobby - Island-side) 3840 px
2160 px
*Please note screen bezel placement on diagram and adjust design accordingly. Do not place logos or critical visual assets across bezel lines.
Media Format Resolution
3840 x 2160 pixels
Codec
Windows Media Video 9
Aspect Ratio
16:9 landscape
Media Encoder Aspect Setting
Square Pixel (1.0)
Frame Rate
HD - 30 frames/sec
Duration
15 seconds or 450 frames
Video Format
WMV files (only) are accepted
Static Format
JPEG/PNG
Audio
None
Contact
Screen Size (LCD)
Approx 12’ x 6.75’ each
[email protected]
Naming Convention
BBTCA_DDK_Advertiser_StartDate
FTP ftp://ads.black-co.com
login: blackupload
password: BLACKads01
After uploading, please send an email confirmation to
[email protected] with: File Name, Contract Number and uploader’s contact information. Deadline Creative is Due 10 business Days prior to the campaign start date to guarantee posting. BLACK will not be responsible for late postings if files are delivered after the due date.
BILLY BISHOP TORONTO CITY AIRPORT | MECHANICAL SPECS
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Digital Display M-1 to M-20 [DD-M-1/2/3/etc.] (20 units) Location: Zone 5 (Island-side Escalators and Stairs) 1080 px
47”
1920 px
Units are numbered 20-1 from the bottom of the escalator banks to the top 20 Units - Portrait
Media Format Resolution
1080 x 1920 pixels
FTP
Codec
Windows Media Video 9
Aspect Ratio
9:16 portrait
ftp://ads.black-co.com
Media Encoder Aspect Setting
Square Pixel (1.0)
Frame Rate
30 frames per second
Duration
15 seconds or 450 frames
Deadline
Video Format
WMV files (only) are accepted
Static Format
JPEG/PNG
Creative is Due 10 business Days prior to the campaign start date to guarantee posting. BLACK will not be responsible for late postings if files are delivered after the due date.
Audio
None
Screen Size (LCD)
Approx 24.3” x 42.2” each
Naming Convention
BBTCA_DDM_Advertiser_StartDate
login: blackupload
password: BLACKads01
After uploading, please send an email confirmation to
[email protected] with: File Name, Contract Number and uploader’s contact information.
Contact
[email protected] BILLY BISHOP TORONTO CITY AIRPORT | MECHANICAL SPECS
10
Digital Display R-1 to R-3 [DD-R-1/2/3]
Location: Zone 6 (Island-side Ground Level Lobby/Atrium) 3200 px
265 px (approx 8”)
1670 px (approx 4’ 2”) Interactive Safe Area:
2400 px
recommended for optimal interactivity
•
Standard setup is a 15 sec slot in an 8 slot 2 min loop
•
Interactive multi-touch screens offer full motion capabilities (Must buy all 8 slots) IMPORTANT ADDITIONAL HTML SPECIFICATIONS
• Ensure that the file is in Kiosk mode • Disable double tap • Disable right click
465 px (approx 1’ 2”) [cabinet enclosure for screen]
Media Format
• Disable mouse cursor Ground
• Disable soft key (soft keyboard)
FTP
Resolution
3200 x 2400 pixels
Codec
Windows Media Video 9
ftp://ads.black-co.com
Aspect Ratio
4:3 landscape
Frame Rate
HD - 30 frames/sec
Video Duration
15 seconds or 450 frames
Video Format
WMV only
After uploading, please send an email confirmation to
[email protected] with the following: File Name, Contract Number, uploader’s contact information, plus a low resolution image of the creative for reference.
Video Format - Media Encoder Aspect Setting
Square Pixel (1.0)
Interactive Format
HTML5 files are accepted
Static Format
JPEG/PNG
Audio
None
Screen Size (Microtile) Approx 8’ x 6’ Naming Convention
login: blackupload
password: BLACKads01
Deadline Creative is Due 15 business Days prior to the campaign start date to guarantee posting. BLACK will not be responsible for late postings if files are delivered after the due date. Contact
[email protected]
BBTCA_DDR_Advertiser_StartDate BILLY BISHOP TORONTO CITY AIRPORT | MECHANICAL SPECS
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Digital Display R-1 to R-3 [DD-R-1/2/3]
Location: Zone 6 (Island-side Ground Level Lobby/Atrium) Additional Specification Information Designing for Multi-Touch
Designing for multi-touch can lead to some very interesting and creative user experiences. The R feature is capable of handling up to 20 points of touch. There are 3 considerations for designing a multi-touch experience for our feature: the form factor, an understanding of gesture based interactions, and technology. The Form Factor Our R feature is a 6x6 Christie MicroTile display that measures to 8' x 6' with a resolution of 3200 x 2400 pixels. Gestures There's no limit to the types of gestures this feature can support. The interactive kit can detect single or multiple finger gestures or gestures based on multiple hands. Here are some common gestures to consider in your design: • • • • •
Drag Flick Pinch and spread Press Press and tap
• • • •
Press and drag Rotate Scroll Squeeze and splay
Technology To program for multi-touch there are some base technologies that must be used. Our content management program, Scala, supports most of them. They would include HTML5, C++, VBScript, Python, Java, JavaScript and Flash/ActionScript. The choice is really up to you. There are also many frameworks and SDKs that enable/support multi-touch events and help expedite development and testing. • • •
http://gestureworks.com/core http://www.eyefactive.com/en http://multitouch-software.com/
Interactive Safe Area In order for an optimal user experience, we suggest a safe area of interaction. Please see diagram on page 12.
BILLY BISHOP TORONTO CITY AIRPORT | MECHANICAL SPECS
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Digital Display E [DD-E] (outward-facing corner wall 90º) Location: Zone 6 (Island-side Ground Level Lobby/Atrium) 640 px
416 px
*Please note screen fold placement on diagram above and adjust design accordingly. Do not place logos or critical visual assets across fold line.
90º
Media Format Resolution
640 x 416 pixels
FTP
Codec
Windows Media Video 9
Aspect Ratio
20:13 landscape
ftp://ads.black-co.com
Frame Rate
30 frames per second
Duration
15 seconds or 450 frames
Video Format
WMV files (only) are accepted
Static Format
JPEG/PNG
Audio
None
Screen Size (LED)
Approx 9.5’ x 6.14’
Naming Convention
BBTCA_DDE_Advertiser_StartDate
login: blackupload
password: BLACKads01
After uploading, please send an email confirmation to
[email protected] with: File Name, Contract Number and uploader’s contact information. Deadline Creative is Due 10 business Days prior to the campaign start date to guarantee posting. BLACK will not be responsible for late postings if files are delivered after the due date. Contact
[email protected] BILLY BISHOP TORONTO CITY AIRPORT | MECHANICAL SPECS
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BILLY BISHOP TORONTO CITY AIRPORT DIGITAL CREATIVE GUIDELINES, SPECIFICATIONS
BILLY BISHOP APP specifications
FORMAT
Big Box
Interstitial
Display
Dimensions (pixels)
Accepted format and tags
Big Box
600x500 pixels (retina)
JPG, PNG, GIF No Flash ads. 3rd party Tags accepted for rich media.
Interstitial
640x1050 pixels
JPG, PNG No animation No Flash ads. 3rd party Tags accepted for rich media.
Sponsored Content Area
N/A
Logo Only - Vector art No animation (live image area landscape format).
Sponsored Content Area
Max file load size
Max animation
Targeting
10 seconds
Contextual: Business, Lifestyle, Food and drink, Arts and Culture, Travel, Science and Tech, City Guides
50K
10 seconds
Contextual: Business, Lifestyle, Food and Drink, Arts and Culture, Travel, Science and Tech, City Guides
N/A
N/A
N/A
60K
BILLY BISHOP TORONTO CITY AIRPORT | MECHANICAL SPECS
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BILLY BISHOP RESPONSIVE WEBSITE specifications Desktop Responsive
Mobile
Desktop Responsive - Article page
Custom Banner
Big Box Big Box
Big Box
Custom Banner
FORMAT
Display
Big Box
Custom Banner
Dimensions (pixels)
300x250 pixels
630x80 pixels
Big Box
Accepted format and tags
JPG, PNG, GIF No Flash ads. 3rd party Tags accepted for rich media.
JPG, PNG, GIF No Flash ads. 3rd party Tags accepted for rich media.
Max file load size
40K
40K
Max animation
Targeting
(desktop, tablet, mobile)
10 seconds
Device Mobile browsers: Android, iOS, BlackBerry Contextual: Business, Lifestyle, Food and drink, Arts and Culture, Travel, Science and Tech, City Guides
10 seconds
Device Mobile browsers: Android, iOS, BlackBerry Contextual: Business, Lifestyle, Food and drink, Arts and Culture, Travel, Science and Tech, City Guides
BILLY BISHOP TORONTO CITY AIRPORT | MECHANICAL SPECS
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WIFI SPONSORSHIP specifications
LOGIN PAGE: DISPLAY AD/INTERSTITIAL
CONFIRMATION PAGE: DISPLAY AD/INTERSTITIAL DISPLAY AD/INTERSTITIAL
Dimensions (pixels)
Accepted format and tags
Display Ad/ Interstitial
432x360 pixels
JPEG, PNG, Animated GIF, Flash, HTML5
40K
10 seconds
Desktop, Tablet Device Mobile browsers: Android, iOS, BlackBerry
Video Ad/ Interstitial
640x360 pixels OR 480x360 pixels
.MOV, .MP4, .AV
2MB
15-30 seconds, skippable after 15
Desktop, Tablet Device Mobile browsers: Android, iOS, BlackBerry
FORMAT
Display
Max file load size
Max animation
Targeting
Notes
Audio allowed. Subtitles recommended and should be built into video file.
BILLY BISHOP TORONTO CITY AIRPORT | MECHANICAL SPECS
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BEACON NOTIFICATION specifications
FORMAT
1. Lock Screen Notification
2. Message Centre
3. Generated Landing Page (a)
Max file load size
Max animation
3. Generated Landing Page (b)
Display
Dimensions (pixels)
Accepted format and tags
Custom Landing Page
Iphone 4 – 290 x 420 Iphone 5 – 290 x 508 Ipad – 708 x 994 Nexus 4 – 328 x 511 Nexus 10 – 744 x 1151
HTML which can include CSS and Javascript
100K
N/A
Billy App for Android, and iOS only
These specs are if you are supplying your own HTML pages rather than supplying the content for a system generated landing page.
Generated Landing Page
N/A
Supply copy as a text file and images as a JPEG
N/A
N/A
Billy App for Android, and iOS only
We will automatically adapt orientation, scale and content on the Landing pages. Plan to create images at 2x resolution for retina displays.
Targeting
Notes
Notification Screen – iOS
N/A
Supply copy as a text file
N/A
N/A
iOS only
Lock Screen – Character Limit of 117 Today screen – Character Limit of 117 Banner - Character Limit of 97 Alert - Character Limit of 128
Notification Screen – Android
N/A
Supply copy as a text file
N/A
N/A
Android only
Audio allowed. Subtitles recommended and should be built into video file.
BILLY BISHOP TORONTO CITY AIRPORT | MECHANICAL SPECS
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FILE DELIVERY specifications FTP instructions will be delivered to the person who booked the contract. If you need the instructions please contact
[email protected] and reference the client and contract. Please upload zipped files – each upload cannot exceed 2GB. *Please include low res versions for proofing and landlord approval. Adobe After Effects Templates, Media Encoder pre-sets and PNG Guidelines for the Digital Displays are available for download at http://www.billybishopadvertising.com/media-kit-2/ Some key things to keep in mind when creating and submitting files: • Files must be exactly 15 seconds, or 450 frames at 30 fps • Please note the location of the screen bezels on the multi screen video walls and adjust text placement accordingly (please reference PNG Guidelines) • Video file format accepted is WMV only (please reference rendering pre-sets) • Send files 10 business days in advance of posting date for testing or we can’t guarantee they will be live on time • Send any interactive touch screen files 15 days in advance to allow for testing, or we can’t guarantee they will be live on time Please ensure all DOOH files (before compression) are named: BBTCA_DDfeatureletter_advertiser_startdate (if you have a series of files for DDQ or DDM, please number them in sequence DDQ1 and DDM1 respectively.) Online media should also be uploaded to the FTP in a zipped folder. After uploading, please send an email confirmation to
[email protected] with: • Number of Files and File Name(s) uploaded • Contract Number • Campaign Start Date • Uploader’s contact information. • Any Creative cycling instructions Any questions about specifications or file delivery should be directed to:
[email protected] BILLY BISHOP TORONTO CITY AIRPORT | MECHANICAL SPECS
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BILLY BISHOP TORONTO CITY AIRPORT CREATIVE GUIDELINES, SPECIFICATIONS & BEST PRACTICES FOR DIGITAL OUT OF HOME (DOOH)
Creative Guidelines & Specifications for Digital Out of Home (DOOH) Designing effective digital out of home (DOOH) advertising must take into account many variables such as physical dimensions, proximity to screen, location, pedestrian flow, lighting, dwell time, and content of course. Here’s a list of creative considerations when designing your DOOH content. K.I.S.S. is the key to great out-of-home design. Stick to one message or idea. Don’t present a complex message or numerous images. Have one thing that you want your audience to do or to recognize. The best DOOH media reduces a complex message to its essential elements. Keep in mind:
•
You are advertising in an airport
•
In most cases, airport ads are viewed for just a few seconds. In that time the brain has the ability to take in just five of seven words.
•
The message must be easy to absorb at a single glance.
•
The identity of the advertiser should be immediately clear.
•
Therefore KEEP IT SIMPLE.
BILLY BISHOP TORONTO CITY AIRPORT | CREATIVE GUIDELINES & SPECIFICATIONS FOR DIGITAL OUT OF HOME (DOOH)
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Digital Signs – Form Factor Location, Location, Location Consider the location and size of your sign when creating your content. Factors that can affect your design:
•
Passenger flow – The amount of time it takes to convey your message must be the same as the amount of time it takes a viewer to read it. If it takes a viewer 6 seconds to pass a screen, then he or she will probably only be able to read the screen for 4 seconds, which means that you have 4 seconds to convey your message.
•
Dwell time – Passengers may or may not naturally stop in the area of your sign. Passengers on the go won’t likely stop to read your message. Whereas passengers in a lounge or waiting area may have time to stop and read. This will influence how much content passengers can digest. Longer dwell time means more interactive potential.
•
Size of the screen and distance of viewers from them – Everything may look great on larger screens. However, it’s harder to focus when viewers are within feet of your display. There must be a balance between How much content can fit on the screen and what is digestible by the viewer.
•
Multiple Screens – allows for content to be spread out in order to tell a story. Each screen should include a limited amount of text to maximize impact.
BILLY BISHOP TORONTO CITY AIRPORT | CREATIVE GUIDELINES & SPECIFICATIONS FOR DIGITAL OUT OF HOME (DOOH)
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Digital Signs – Form Factor (cont’d) Make it move If you’ve made the decision to invest in digital content, you might as well take advantage of all it can do. Even though a static digital image is going to be brighter and more eye-catching than a printed poster, it won’t turn nearly as many heads as animated content will. Text – Bigger IS better DOOH designs should be simple, clear and easy to read. For interior signage, text should be legible from 30 feet away (could be less depending on viewer proximity - please review for each feature). For exterior signage text should be legible from 100 feet away. The exception to this would be for screens meant for interaction, where the user is standing directly in front of the sign. Even here, though, keep in mind viewers with older eyes or low vision. Interactive signs should have alternative accessible designs - Accessible elements (e.g., buttons) must be placed between 36 and 42 inches when measured from the floor (please see pages 12-13 for specifications).
BILLY BISHOP TORONTO CITY AIRPORT | CREATIVE GUIDELINES & SPECIFICATIONS FOR DIGITAL OUT OF HOME (DOOH)
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Design Contrast is King
Flat and Subtle won!t work
Low contrast, thin lines, small & ornate fonts
White, beige or neutral backgrounds won’t work well
DO
DON’T
Subtlety does not work at great distances. Strong contrast in both hue and value are essential for creating good DOOH. Text that contrasts the most with its background will always make the most impact on viewers.
FLAT OBJECTS IN 3D SPACE
LIGHT DEPTH
won!t work for digital
High Contrast
& BOLD
Fonts – Be BOLD and non-serif At distances over 100 feet, thin lines optically fade or break up: •
Always use large, legible and simple typefaces.
•
Avoid decorative, italic, or serif fonts.
•
As a general rule, upper and lower case sans serif fonts provide the best/efficient readability.
BILLY BISHOP TORONTO CITY AIRPORT | CREATIVE GUIDELINES & SPECIFICATIONS FOR DIGITAL OUT OF HOME (DOOH)
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Design (cont’d) Colour me Digital Use only RGB colour files for digital displays. Design as you would for a website, TV or computer monitor. White Backgrounds are a White Wash To achieve white; a combination of all three colours must be turned on to their maximum brightness. Consequently, white backgrounds will wash out and compete with the remainder of your creative. Please avoid using large areas or backgrounds of white. Clear Product Image An image attracts the eye and quickly conveys an impression. Design to the native resolution of the screen for best results.
• • • •
Make small objects large (like a smartphone) Don’t make large objects small (like a Car). Simple images are easily read. Avoid using landscapes or complex scenes.
We recommend 3 visual elements or less, total. For example: 1 image, 1 logo and 1 headline.
BILLY BISHOP TORONTO CITY AIRPORT | CREATIVE GUIDELINES & SPECIFICATIONS FOR DIGITAL OUT OF HOME (DOOH)
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Content Short is Sweet Use no more than ten words total on the entire billboard – and that includes the logo/product tagline. We recommend seven words or less for the headline. Keep the words short and impactful for faster comprehension. Stand Out – You want your Brand to be remembered Make sure that the relationship between the design and the brand is self-evident. Keep a consistency across all your advertising campaigns. Use a font that is easily identifiable with your own individual advertising. Enable quick brand recognition through previous awareness of your campaigns. White Space is wasted space Unlike print; white space does not apply in outdoor. Increase your logo, font sizes and imagery. Having unused visual space at 100 feet is not recommended. Use large, simple elements with short messaging.
BILLY BISHOP TORONTO CITY AIRPORT | CREATIVE GUIDELINES & SPECIFICATIONS FOR DIGITAL OUT OF HOME (DOOH)
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Content (cont’d) Involve the Audience Make it interactive. Content that positively engages the viewer and gets them to directly interact with the advertiser’s brand and products on the screen can lead to a deeper, longer-lasting impression. This is accomplished through content that incorporates technology such as touch screens or motion-capture cameras. Call to Action Getting your viewers to act requires a simple, strong, clear message.
• •
Use strong verbs in a concise phrase
• •
One way to highlight the call to action is by using a text colour that contrasts with the other colours used
Give the specifics needed to act (e.g., dates, places, phone numbers, a short URL or QR code, or Tap (NFC) if applicable) Make sure your branding/logo is large and clear.
BILLY BISHOP TORONTO CITY AIRPORT | CREATIVE GUIDELINES & SPECIFICATIONS FOR DIGITAL OUT OF HOME (DOOH)
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QA Test, Test, And Test DOOH is not print, the average viewing time is only about 5 seconds. Show the design to someone from a distance for only 5 seconds and then ask him or her about it. Did they understand it? Who was the advertiser? What do they think the advertiser wants them to do?
BILLY BISHOP TORONTO CITY AIRPORT | CREATIVE GUIDELINES & SPECIFICATIONS FOR DIGITAL OUT OF HOME (DOOH)
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