679291 - [Rapid Release Branding] Firefox Aurora Banner Ads Design

Status: RESOLVED FIXED

(Marketing :: Design, task)

Description

[Grace Jimenez :grace]

Part of the effort to increase brand identity for Firefox Aurora is doing some banner ads in selected online tech blogs (example: mashable, tech crunch) (online blogs are tbd) 

More details to come here.

Campaign Date: Sept 27

Comment 1

[Tara (musingt)]

Hey Grace, please update this bug with more direction asap.  Thanks.

Comment 2

[Grace Jimenez :grace]

Hi Tara, 

We are still in the process of gathering specs. 
But the banner ads would be the sizes below.

160x600
728x90
300x600
300x250

I'm not sure if there's a way to make the ads more interactive without using flash?

In terms of copy (copying matej for suggestions)
It would be great to be able to do highlight two 2 different aspects in the copy"
1. Being a part of the Future of Firefox 
2. More focus on the development process - Get in before Beta messaging

On copy that is focus on the development process - maybe we can see nightly evolve to  Aurora then to beta, then final release.

Hope this helps to get the design started.

Comment 3

[Grace Jimenez :grace]

additional instructions. The ads will be appearing in the same page. so we need the ads to be different on the various sizes. attaching the same page on how they will be appearing.

tara, please let me know if you need anything else here.
matej, when you get a chance, if you can please provide recommendations on the copy.

thanks!

Comment 4

[Grace Jimenez :grace]

Attachment: Mashable Ads Page

Comment 5

[Matej Novak [:matej]]

(In reply to Grace Jimenez :grace from comment #3)
> matej, when you get a chance, if you can please provide recommendations on
> the copy.

Can do, but still waiting on feedback on my last round of revisions to the copy for the new channels page. If we're good on the copy direction for Aurora, I can base it off that. Thanks!

Comment 6

[Laura Forrest]

Grace: don't forget to add tracking tags to these paid ads so you can track the effectiveness of your ad spend. I'm not sure if I've trained you on how to do this, but if not, it's time :).

Comment 7

[Grace Jimenez :grace]

(In reply to Laura Forrest from comment #6)
> Grace: don't forget to add tracking tags to these paid ads so you can track
> the effectiveness of your ad spend. I'm not sure if I've trained you on how
> to do this, but if not, it's time :).

will set up some time with you next week to go over creating webtrends link.

Comment 8

[Matej Novak [:matej]]

Here are some options for this. Version 1 is the future of Firefox version, version 2 focuses on before Beta (a few different headline options for each). Let me know what you think.


[VERSION 1]

[HEADLINE OPTIONS]

Help shape the future of Firefox

Innovative. Experimental. Aurora.

The future of Firefox today


[COPY]

• Experience upcoming features first
• Test and provide feedback before Beta
• Determine what makes it to Final Release

Download Firefox Aurora



[VERSION 2]

[HEADLINE OPTIONS]

Get in before Beta

Get Firefox before Beta

The latest features before Beta

Get the latest features first


[COPY]


• Experience innovative, experimental features
• Test and provide feedback
• Help shape the future of Firefox

Download Firefox Aurora

Comment 9

[Grace Jimenez :grace]

(In reply to Matej Novak [:matej] from comment #8)
> Here are some options for this. Version 1 is the future of Firefox version,
> version 2 focuses on before Beta (a few different headline options for
> each). Let me know what you think.
> 
> 
> [VERSION 1]
> 
> [HEADLINE OPTIONS]
> 
> Help shape the future of Firefox
+1
> 
> Innovative. Experimental. Aurora.
> 
> The future of Firefox today
> 
> 
> [COPY]
> 
> • Experience upcoming features first
> • Test and provide feedback before Beta
> • Determine what makes it to Final Release
maybe a combination of bullet 2 and 3 - Provide and help determine what makes beta/final release
> 
> Download Firefox Aurora
> 
> 
> 
> [VERSION 2]
> 
> [HEADLINE OPTIONS]
> 
> Get in before Beta
+1 
> 
> Get Firefox before Beta
> 
> The latest features before Beta
> 
> Get the latest features first
+1
> 
> 
> [COPY]
> 
> 
> • Experience innovative, experimental features
> • Test and provide feedback
> • Help shape the future of Firefox
+1 - combination of bullet 1 and bullet 3
> 
> Download Firefox Aurora

Thanks matej. this looks great. i really like the CTA of the message to be "be part of shaping the future of firefox", more on having a "voice of a user" for version 2. i like the message of getting the features first. 

Version1: 
Headline: Help shape the future of Firefox
Copy:  Provide and help determine what makes beta/final release

Version 2: 
Headline: Get the latest features first/Get in before Beta
Copy: Test experimental features and help shape the future of Firefox


thanks!

Comment 10

[Grace Jimenez :grace]

Tech Crunch Ad SpecS: 
Site Skin: (attaching example of site skin)
Skin width: 1260px
Banner width: 126px
Gutter width: 1008px
300x600 
300x250

Mashable:
970x90/970x44 (push down unit)
300x250 
300x600
160x600

Are we still on track for Friday (9/23) deadline?

Thanks!

Comment 11

[Ty Flanagan]

Grace, do you have the site skin which you mentioned in Comment 10?
Im a little unsure what gutter and banner widths mean. 

For mashable:

Can you provide some direction as to where the 970x90/970x44 will live and whether it expands? 

Is the 300x250 a separate banner from the 300x600, or does the 300x250 expand to the 300x600?

Comment 12

[Matej Novak [:matej]]

Sounds good. Glad you like. How about this:

Version 1: 
Headline: Help shape the future of Firefox
Copy: Provide feedback on the latest features to help determine what makes it to Beta and Final Release.

Version 2: 
Headline: Get in before Beta
Copy: Test the latest experimental features first and help shape the future of Firefox.

Comment 13

[Ty Flanagan]

Hey Grace,

Any luck on getting that site skin and additional info on those unique banner sizes?

Comment 14

[Grace Jimenez :grace]

(In reply to Ty Flanagan from comment #11)
> Grace, do you have the site skin which you mentioned in Comment 10?
> Im a little unsure what gutter and banner widths mean. 
> 
> For mashable:
> 
> Can you provide some direction as to where the 970x90/970x44 will live and
> whether it expands? 
im still waiting on how to do the push down unit. 
we can actually get push down unit done by mashable as well if we can provide more info. 
im checking ot see if it uses flash. here is the link: http://mashable.com/?testmode=intel

the other option is just do a 728 by 90. 
Here are the ad spcs from mashable: http://mashable.com/?testmode=intel


>> Is the 300x250 a separate banner from the 300x600, or does the 300x250
> expand to the 300x600?
300x250 is separate from 300x600
it doesnt expand to 300 to 600. 


please let me know if you need anything else. ill get back to you on the flash stuff.

Comment 15

[Grace Jimenez :grace]

also attaching what a site take over looks like

Comment 16

[Grace Jimenez :grace]

Attachment: site take over

Comment 17

[Grace Jimenez :grace]

Attachment: example of site take over for mashable

Comment 18

[Grace Jimenez :grace]

(In reply to Grace Jimenez :grace from comment #17)
> Created attachment 561942 [details]
> example of site take over for mashable

hi ty, 

confirming that the push down unit uses flash. let's go with the 7298x90 like this site take over sample: https://bug679291.bugzilla.mozilla.org/attachment.cgi?id=561942

thanks!

Comment 19

[Ty Flanagan]

hey Grace,

can you find out what the max file size for these banners. Id assume 30-40k, but they might have an additional size allowance for the larger banners.

Comment 20

[Ty Flanagan]

I put together the PSDs:
http://mozilla.tyflanagan.com/artwork/MobileAds/FFx_Aurora_OnlineAds_PSDs.zip

Comment 21

[Ty Flanagan]

Attachment: FFx Aurora - Online Ads - Mashable Template

And heres a mockup of the Mashable template to give an idea of the ads

Comment 22

[Grace Jimenez :grace]

hi ty and tara, 

these looks great! yay!
for the 300x250, can we also get an alternate option with the: Preview Features Copy (like the copy here: https://bug679285.bugzilla.mozilla.org/attachment.cgi?id=562105)

additionally, tara, would you be re-assigning this bug for the site skin for tech crunch portion of the ads?

other than that, i think the current banner ads looks great! thanks ty!

Comment 23

[Matej Novak [:matej]]

Here's the copy Grace is referring to:

PREVIEW FEATURES
Get a first look at the latest developer tools, security features and innovative HTML5 and other Web technologies.


If we wanted to put different copy in the third box, I'd suggest this:

SHAPE FIREFOX
Become part of a community of users, contributors and developers working to make the next Firefox our best yet.


And here's the third but of copy, just in case:

SHARE FEEDBACK
Test performance in an experimental environment, file bugs and help us determine what makes it to Beta.

Comment 24

[Grace Jimenez :grace]

hi tara and lee, 

attaching the site skin example from techcrunch.

Comment 25

[Grace Jimenez :grace]

Attachment: tc site skin example

Comment 26

[Lee Tom]

New promo 300 x 250:
http://cl.ly/260N380C1D3D0E0u2r08

 
> PREVIEW FEATURES
> Get a first look at the latest developer tools, security features and
> innovative HTML5 and other Web technologies.

Comment 27

[Tara (musingt)]

Looking great to me so far.  Thanks Lee for jumping in here.

Comment 28

[Grace Jimenez :grace]

Hi All, 

Lee has been working on the site skin. 
I have to confirm with tech crunch if they can scale background image to users' total window size. Otherwise here are the two options: 

- Total Width (if they're able to scale background image to users' total window size)
http://cl.ly/1O2A3y183A26241h1S3E

- Fixed Width (1260 px wide)
http://cl.ly/2V2S2b2q2q333g2e3J0v

I think they look great! not sure if we can add the stars through out the border, other than that, I think either would look fine.

Slater, can you please review and let me know if you have any additional comments. 
I will also need to send this to Beard before I send all the collateral to techcrunch and mashable. 

Thanks!


Thanks!

Comment 29

[Grace Jimenez :grace]

Attachment: Firefox Aurora Ads - TC

Comment 30

[Grace Jimenez :grace]

thanks lee and ty!!!!