Creating Flash Advertising: From Concept to Tracking - Microsites, Video Ads and More

254 Pages·2007·2.52 MB·English

by  Jason Fincanon

HANDS-ON GUIDE SERIES®
Hands-On Guide to
Creating Flash Advertising
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HANDS-ON GUIDE SERIES®
Hands-On Guide to
Creating Flash Advertising:
From Concept to
Tracking— Microsites,
Video Ads, and More
JASON FINCANON
AMSTERDAM • BOSTON • HEIDELBERG • LONDON
NEW YORK • OXFORD • PARIS • SAN DIEGO
SAN FRANCISCO • SINGAPORE • SYDNEY • TOKYO
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Copyright © 2008, Jason Fincanon, published by Elsevier, Inc. All rights reserved.
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Library of Congress Cataloging-in-Publication Data
Fincanon, Jason.
Creating Flash advertising : from concept to tracking microsites, video ads and more / Jason Fincanon.
p. cm.
ISBN-13: 978-0-240-80949-6 (pbk. : alk. paper) 1. Computer animation. 2. Flash (Computer file)
3. Internet advertising. I. Title.
TR897.7.F48 2007
006.6’93--dc22
2007023375
British Library Cataloguing-in-Publication Data
A catalogue record for this book is available from the British Library.
ISBN: 978-0-240-80949-6
For information on all Focal Press publications
visit our website at www.books.elsevier.com
08 09 10 11 12 13 10 9 8 7 6 5 4 3 2 1
Printed in the United States of America
This book is dedicated to my entire family whose love and support is the most valu-
able thing I could ever have.
To my wife, Sarah: Thank you for all of your understanding and support of the days
and nights spent working on this book either at home in front of the computer or at
the library. I couldn’t have fallen in love with (and married) a better woman or found
a better friend. I love you bunches and munches!
To my son, Riley: As I am writing this, you are not yet two years old. I never could
have imagined what it would be like to have you in my life, and now I can’t imagine
what it must have been like before you were here. Be nice, be respectful, be caring,
be strong, and never forget that I will always love you and be here for you no matter
what. Oh, by the way, you’re going to be a big brother soon!
To my parents: Thank you for everything you’ve ever done for me (including putting
up with those crazy teenage years). I wouldn’t be where I am today without your
love, help, and support. If I can do even half as good of a job at raising my children
as I feel you’ve done with me, I’ll know that I’ve done well. I love you guys!
In memory of my father
Bill Fincanon
May 2, 1950–November 29, 2004
I love you and I miss you dad.
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Table of Contents
Foreword .....................................................................................xi
Acknowledgments ....................................................................xiii
About the Author .......................................................................xv
Introduction...............................................................................xvii
Chapter 1: Flash Advertising Quick Start
Why Use Flash for Advertising? ................................................2
Ad Formats ...................................................................................4
Interactive Standards and the Interactive Advertising Bureau..6
Flash’s Built-in Advertising Templates .....................................7
Microsites .....................................................................................8
Mobile Devices ..........................................................................10
Place, Design, Build, and Launch ............................................12
Conclusion .................................................................................15
Chapter 2: Constants and Considerations
Ad Specs .....................................................................................18
Deadlines ...................................................................................20
Quality Control ..........................................................................22
Version Control ..........................................................................24
Conclusion .................................................................................28
Chapter 3: Designing Banner Ads
Conception .................................................................................29
Goal of the Campaign ...............................................................34
Designing with Transitions and Animation in Mind ...............36
Conclusion .................................................................................39
Table of Contents vii
Chapter 4: Preparing and Building Ads
Planning .....................................................................................42
Setting Up Your File ..................................................................43
Cutting Images ..........................................................................47
clickTags and Links ...................................................................51
Script to Save Time ...................................................................54
Building to Standards ...............................................................57
Bandwidth Profi ler ....................................................................59
HTML/JavaScript ......................................................................62
Default Images ..........................................................................65
Quality Control ..........................................................................65
Conclusion .................................................................................67
Chapter 5: Forms and Data in Ads
Where Are You Going? ..............................................................70
File Size Consumption ..............................................................71
Collecting and Passing Data ....................................................75
Conclusion .................................................................................77
Chapter 6: File Optimization
Image Types ...............................................................................80
Image Compression ..................................................................87
Vectors and Fonts ......................................................................96
Optimizing Code .......................................................................98
Conclusion ................................................................................101
Chapter 7: Third-party Rich-media Technologies
When to Utilize a Rich-media Technology ..........................104
Rich-media Companies ..........................................................108
Conclusion ...............................................................................109
viii Table of Contents
Chapter 8: Trafficking and Tracking Your Ads
The Media Buy ..........................................................................112
Ad Server Tools ........................................................................116
Tracking Your Ads .....................................................................118
Rich-media Ads .......................................................................120
Site-served Ads .......................................................................123
Conclusion ...............................................................................124
Chapter 9: Designing Microsites
Less Constraints ......................................................................128
Conception ...............................................................................129
Know the Brand (and Learn It if You Don’t) .........................130
Navigation .................................................................................131
Designing with Transitions and Animation in Mind .............132
Conclusion ...............................................................................134
Chapter 10: Preparing and Building Microsites
Plan of Attack ...........................................................................138
Collecting Assets......................................................................141
Building to Standards .............................................................142
HTML/JavaScript ....................................................................144
No-Flash Backup.....................................................................144
Collecting User Data ...............................................................147
Quality Control .........................................................................151
Conclusion ...............................................................................152
Chapter 11: Driving Traffic to Your Microsite
Paid Search ..............................................................................156
Banner Ads ...............................................................................159
To the Microsite from the Main Site ......................................160
Word of Mouth (a.k.a. Viral Marketing) .................................162
User Interactions and Referrals ............................................165
Conclusion ...............................................................................166
Table of Contents ix