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CONTENT VOGUE DIGITAL //3 ADVERTISING FORMATS //8 ❖ DISPLAY ADS // 9 ❖ SOCIAL MEDIA ADS //22 ❖ CUSTOM SOLUTIONS //27 ❖ CREATIVE STUDIO PRODUCTIONS //32 SPECS //39 CLIENT REFERENCES //60 2
…plays THE LEADING ROLE in the GLOBAL FASHION INDUSTRY …embodies a DREAM WORLD with all BEAUTIFUL THINGS OF LIFE …is enthusiastic with EXCLUSIVE FOOTAGE of the most important shows …operates as an INTERNATIONAL SCALE through impulses from all CNV countries …takes a STAND and gives a CLEAR STANCE …impresses with QUALITY, EXCLUSIVITY AND SUSTAINABILITY …sheds exciting personalities in front of SOCIALLY RELEVANT ASPECTS …creates COMMITMENT AND BINDS LOYALS sustainably …is the CULTURE OF FASHION with great VISUALITY, EXCLUSIVITY & PASSION Before it’s in fashion, IT’S ON VOGUE.de 4
THE DIGITAL WORLD OF VOGUE.DE CROSS-MEDIA WEBS ITE REACH VOGUE.DE 1.5 monthly620,000 unique users* MILLION**** 1.6 million visits** 320,000 7.0 million page Fans impressions** NEWS LETTER VOGUE S OCIAL MEDIA 294,000 20,800 Followers VOGUE.DE Followers 70,000 subscribers*** 257,000 Followers Partner of Fashion, Lifestyle and Beauty Blogs Source: *AGOF digital facts (09/18), **IVW (09/18) ***own measurement (05/2018) ****Best For Planning (2018/01). 5
USERS ARE… … 72% are WOMEN. …YOUNG & ENERGETIC 72% are 20-49 years old. … INDIVIDUAL 56% see themselves as individualists. … QUALITY-CONSCIOUS 82% are willing to spend money on quality. … WEALTHY 37% have a household net income of €3,000 or more. … SOPHISTICATED & WELL-READ 48% of users have got A levels or a university degree. 6
THIS IS JANE WAYNE KERA TILL STILINBERLIN SPRUCED 42,000 19,600 38,400 7,100 Is a blog for fashion lovers, for With her stroke, Kera Till draws a Deals not only with streetstyle, but also Is where Marlene tells stories about dreamers, young women who, above all, fantastic world in which we would like covers food, style, art and life in ever- personal style, including her own, want to please themselves, rather than to participate. Constant companion in changing Berlin about fashion on and off the runway, the rest of the world her search for motifs: the sketchbook about design and beauty, and sometimes just about life SOON TO BE ANNOUNCED… LENA TERLUTTER BLOGGER BAZAAR THE DAILY DOSE AMAZED TEETH ARE JADE 387,000 135,000 37,000 18,000 58,600 Source: Instagram 7
DISPLAY ADS HIGH IMPACT FORMATS – Billboard Ad & Mobile Billboard Billboard Ad Mobile Billboard Ad 10
DISPLAY ADS HIGH IMPACT FORMATS – Premium Billboard Ad Premium Billboard Ad 11
DISPLAY ADS HIGH IMPACT FORMATS – Responsive Billboard Ad Billboard Ad ADJUSTING ADJUSTING 12
DISPLAY ADS High Impact Formats – Halfpage Ad Halfpage Ad 13
DISPLAY ADS High Impact Formats – Multi Device Takeover Billboard Ad Medium Rectangle Halfpage Ad Medium Rectangle 14
DISPLAY ADS High Impact Formats – Mobile Gesture Ad Mobile Gesture Ad SWIPING SWIPING 15
DISPLAY ADS High Impact Formats – Video InRead InRead 16
DISPLAY ADS High Impact Formats – Video Vertical Video Vertical Video Vertical Video SCROLLING 17
DISPLAY ADS High Impact Formats – Scroller Interscroller Miniscroller SCROLLING 18
DISPLAY ADS Standard Formats – Adbundle Superbanner Medium Rectangle Skyscraper Skyscraper Medium Rectangle 19
DISPLAY ADS Standard Advertising Formats – Large Mobile Banner (4:1) Large Mobile Banner (4:1) 20
DISPLAY ADS Standard Advertising Formats – Mobile Banner (6:1) Mobile Banner 21
SOCIAL MEDIA ADS 22
SOCIAL MEDIA Facebook/Instagram Ad – Optimisation on Awareness (CPM) Get maximum gross reach with a photo or carousel ad optimised on CPM. SWIPING FACEBOOK Photo Ad INSTAGRAM Carousel Ad 23
SOCIAL MEDIA Facebook/Instagram Ad – Optimisation on Video Views (CPVV) Get maximum video views on your spot with a video ad optimised on CPVV. FACEBOOK Video Ad INSTAGRAM Video Ad INSTAGRAM Story Ad 24
Collection Ad SOCIAL MEDIA with Canvas Facebook/Instagram Ad – Optimisation on Traffic (CPC) only! (see next chart) Lead traffic to your website with photo, carousel or collection ad on Facebook or Instagram. SWIPING FACEBOOK Photo Ad INSTAGRAM Carousel Ad FACEBOOK Collection Ad 25
SOCIAL MEDIA Facebook/Instagram – Canvas (mobile landing page) Create a prominent and user friendly landing page for mobile devices to increase engagement on your content. FACEBOOK Collection Ad FACEBOOK Canvas View #1 FACEBOOK Canvas View #2 FACEBOOK Canvas View #3 26
CUSTOM SOLUTIONS 27
CUSTOM SOLUTIONS Classic Advertorial (incl. Traffic Drivers Bundle) Use the native power of a highly engaging advertorial supported by a bundle of different traffic drivers. TRAFFIC DRIVERS BUNDLE Co-branded Adbundle Promoteaser LINKING TO Newsletter Integration GUARANTEE: 500,000 AIs 28
CUSTOM SOLUTIONS Editorial Special Sponsoring (incl. Traffic Drivers Bundle) Become an exclusive sponsor of an editorial special about a specific topic supported by a bundle of traffic drivers. TRAFFIC DRIVERS BUNDLE Co-branded Adbundle Promoteaser LINKING TO Newsletter Integration GUARANTEE: 750,000 AIs 29
VOGUE – CUSTOM SOLUTIONS Customized Newsletter Share your topics directly with newsletter subscribers via a Customized Newsletter, designed especially for you. 60,000 RECIPIENTS 30
VOGUE – CUSTOM SOLUTIONS Newsletter Sponsoring Raise awareness of your brand claim among subscribers as a sponsor of the editorial newsletter. Newsletter Sponsoring 60,000 RECIPIENTS 31
CREATIVE STUDIO PRODUCTIONS 32
CREATIVE STUDIO PRODUCTIONS Photo S Bundle (Advertorial or Microsite incl. Still Shooting by Condé Nast) Get a full native integration of your products with a still shooting by CN shown in an advertorial or microsite.* TRAFFIC DRIVERS BUNDLE Promoteaser RoS Co-branded Adbundle RoS LINKING TO Newsletter Integration Social Media Ads Advertorial / Microsite with stills of your product GUARANTEE: 500,000 AIs WATCH BEST CASES HERE * Scope of production by CN: Still shooting at the photo studio of Condé Nast, inhouse photographer, basic props, travel expenses not included. 33
CREATIVE STUDIO PRODUCTIONS Photo M Bundle (Advertorial or Microsite incl. Still Shooting by Condé Nast) Show your product or collection represented by a professional model within an advertorial or microsite.* TRAFFIC DRIVERS BUNDLE Promoteaser RoS Co-branded Adbundle RoS Co-branded Billboard & Mobile Billboard RoS LINKING TO Newsletter Integration Social Media Ads Advertorial / Microsite with model shots GUARANTEE: 1,450,000 AIs WATCH BEST CASES HERE * Scope of production by CN: Model shooting at an external photo studio, development model, travel expenses not included. 34
CREATIVE STUDIO PRODUCTIONS Photo L Bundle (Advertorial or Microsite incl. Shooting at Special Location by Condé Nast) Get a real high end production with a special location and a successful image model shot by CN.* TRAFFIC DRIVERS BUNDLE Promoteaser RoS Co-branded Adbundle RoS Co-branded Billboard & Mobile Billboard RoS LINKING TO Newsletter Integration Social Media Ads Advertorial / Microsite with model shots at a special location GUARANTEE: 2,800,000 AIs WATCH BEST CASES HERE * Scope of production by CN: Model shooting at an external photo studio or location up to your choice, image model, travel expenses not included. 35
CREATIVE STUDIO PRODUCTIONS Video S Bundle (Advertorial or Microsite incl. Video Production by Condé Nast) Use the power of video with an own video production by CN as part of an advertorial or microsite.* TRAFFIC DRIVERS BUNDLE Promoteaser RoS Co-branded Adbundle RoS Co-branded Billboard & Mobile Billboard RoS Newsletter Integration LINKING TO Social Media Ads Social Video Ads & Youtube TrueViews Youtube Channel Co-branded Header Advertorial / Microsite with video content GUARANTEE: 750,000 AI’s 50,000 Views WATCH BEST CASES HERE * Scope of production by CN: Basic video, 1 full version, 1 short version, single setting, one day of shooting, basic props, tr avel expenses not included. 36
CREATIVE STUDIO PRODUCTIONS Video M Bundle (Advertorial or Microsite incl. Video Production by Condé Nast) Get multiple settings for your video production by CN to show the variety of your brand in an advertorial or microsite.* TRAFFIC DRIVERS BUNDLE Promoteaser RoS Co-branded Adbundle RoS Co-branded Billboard & Mobile Billboard RoS Newsletter Integration LINKING TO Social Media Ads Social Video Ads & Youtube TrueViews Youtube Channel Co-branded Header Advertorial / Microsite with video content GUARANTEE: 1,450,000 AIs 100,000 Views WATCH BEST CASES HERE * Scope of production by CN: Premium video, 1 full version, 1 short version, multiple settings, one day of shooting, location s couting or set styling, travel expenses not included. 37
CREATIVE STUDIO PRODUCTIONS Video Series Bundle (Advertorial or Microsite incl. Video Production & Shooting by CN) Get a 360° communication with a video series for digital and an additional photo shooting for print.* TRAFFIC DRIVERS BUNDLE 1/1 Page Promoteaser RoS Co-branded Adbundle RoS Co-branded Billboard & Mobile Billboard RoS Newsletter Integration LINKING TO Social Media Ads Social Video Ads & Youtube TrueViews Youtube Channel Co-branded Header Advertorial / Microsite with video content GUARANTEE: 2,800,000 AIs/200,000 VideoViews WATCH BEST CASES HERE * Scope of production by CN: Premium video, 3 full versions, 3 short versions, special location, three days of shooting, locati on scouting & set styling, travel expenses not included. 38
SPECS 39
DISPLAY ADS High Impact Formats – Billboard Ad & Mobile Billboard Ad BILLBOARD AD MOBILE BILLBOARD AD Standard size 1000x250 px or 970x250 px Standard size 320x160 px* File size Max. 200kb File size Max. 200kb Fallback Required Physical delivery jpg/gif Physical delivery jpg/gif/HTML5* Delivery 3rd party tag* jpg/gif/HTML5** Delivery 3rd party tag jpg/gif/HTML5* Tracking View pixel, ClickCommand 3rd party tag streaming • Only 3rd party tag • Polite loading max. 2MB Landing page mobile enabled, no Flash • Sound and repetitions must *Image files can be provided in a bigger size for retina be initiated by user displays (640x320px). All forms of HTML5 Ads must adjust (OnClick) itself responsively to the container or have a fixed size of 320x160px. Creatives provided with a thidr party tag need to *For HTML5 specifications see page 57 have standard size 320x160px in all cases. **For HTML5 specifications see page 57 40
DISPLAY ADS High Impact Formats – Premium Billboard Ad PREMIUM BILLBOARD AD Standard size 1000x400 px File size Max. 200kb Fallback Required Physical delivery jpg/gif/HTML5* Delivery 3rd party tag jpg/gif/HTML5* 3rd party tag streaming • Only 3rd party tag • Polite loading max. 2MB • Sound and repetitions must be initiated by user (OnClick) *For HTML5 specifications see page 57 41
DISPLAY ADS High Impact Formats – Responsive Billboard Ad RESPONSIVE BILLBOARD AD Standard size Dynamicx250 px Production via Condé Nast Required Material Images, video (high res.), logos, CI, similar campaign layouts Fallback Required Alternative Delivery as 3rd Party Tag via Celtra 3rd party tag streaming • Only 3rd party tag • Polite loading max. 2MB • Sound and repetitions must be initiated by user (OnClick) *For HTML5 specifications see page 57 42
DISPLAY ADS High Impact Formats – Halfpage Ad HALFPAGE AD Standard size 300x600 px File size Max. 200kb Fallback Required Physical delivery jpg/gif/HTML5* Delivery 3rd party tag jpg/gif/HTML5* 3rd party tag streaming • Only 3rd party tag • Polite loading max. 2MB • Sound and repetitions must be initiated by user (OnClick) *For HTML5 specifications see page 57 43
DISPLAY ADS High Impact Formats – Multi Device Takeover BILLBOARD AD, HALFPAGE AD, MRT Standard size • 1000x250 px or 970x250 px • 300x600 px • 300x250 px File size Max. 200kb per format Fallback Required Physical delivery jpg/gif/HTML5* Delivery 3rd party tag jpg/gif/HTML5* 3rd party tag streaming • Only 3rd party tag • Polite loading max. 2MB • Sound and repetitions must be initiated by user (OnClick) *For HTML5 specifications see page 57 44
DISPLAY ADS High Impact Formats – Mobile Gesture Ad MOBILE GESTURE AD Standard size 320x160 px • Delivery of min. 3-5 pictures (size see above) • Picture order has to be marked clearly • Use a call to action that animates the users to swipe within the ad File size Max. 200kb per creative Physical delivery jpg/gif Tracking View pixel, ClickCommand Landing page mobile enabled, no Flash 45
DISPLAY ADS High Impact Formats – Video InRead & Vertical Video VIDEO INREAD VERTICAL VIDEO Standard size Max. 1920x1080 px, min. 640x360 px Required Material pictures, videos (high (720 px recommended) res.), logos, CI, p.r.n. campaign layouts. Aspect ratio 16:9 (4:3 not supported) Video has to be shot File size Desktop: Max. 20MB vertically. Mobile: Max. 5MB Production via Condé Nast Length 10-30 sec. Alternative Delivery as 3rd Party Physical delivery All video formats (mov, fla, mpeg, Tag via Celtra mp4, etc.) Codec All video codecs except ProRes 4444, HDV 720p60, Go2 Meeting 3&4, ER AAC LD, REDCODE Sound On URL redirect (click command) + Trackers (optional) OR VAST redirect (max. 5MB, if hosted by agency server) *For HTML5 specifications see page 57 46
DISPLAY ADS High Impact Formats – Scroller & Mini-Scroller SCROLLER MINI-SCROLLER Production via Condé Nast Production via Condé Nast Required Material Images, videos (high res.), Required Material Images, videos (high res.), logos, CI, campaign layouts logos, CI, campaign layouts Alternative Delivery as 3rd Party Tag via Alternative Delivery as 3rd Party Tag via Celtra Celtra Link to technical specifications https://www.celtra.com/insights/ad- Link to technical specifications https://www.celtra.com/insights/ad- gallery/?format=355&industry=375 gallery/?format=355&industry=375 47
DISPLAY ADS Standard Formats – Adbundle SUPERBANNER, SKYSCRAPER, MRT Standard size • 728x90 px or 1000x90 px • 160x600 px or 120x600 px or 200x600 px • 300x250 px File size Max. 200kb per format Fallback Required Physical delivery jpg/gif/HTML5* Delivery 3rd party tag jpg/gif/HTML5* 3rd party tag streaming • Only 3rd party tag • Polite loading max. 2MB • Sound and repetitions must be initiated by user (OnClick) *For HTML5 specifications see page 57 48
DISPLAY ADS Standard Formats – Mobile Banner (6:1) MOBILE BANNER Standard size 320x50 px or 300x50 px File size Max. 200kb per format Fallback Required Physical delivery jpg/gif/HTML5* Delivery 3rd party tag jpg/gif/HTML5* 3rd party tag streaming • Only 3rd party tag • Polite loading max. 2MB • Sound and repetitions must be initiated by user (OnClick) *For HTML5 specifications see page 57 49
DISPLAY ADS Standard Formats – Large Mobile Banner (4:1) LARGE MOBILE BANNER Standard size 320x100 px or 300x100 px File size Max. 200kb per format Fallback Required Physical delivery jpg/gif/HTML5* Delivery 3rd party tag jpg/gif/HTML5* 3rd party tag streaming • Only 3rd party tag • Polite loading max. 2MB • Sound and repetitions must be initiated by user (OnClick) *For HTML5 specifications see page 57 50
SOCIAL MEDIA ADS Facebook / Instagram Ads – Photo Ad, Carousel Ad, Video Ad, Canvas PHOTO AD CAROUSEL AD VIDEO AD Platform Newsfeed or Stories Platform Newsfeed or Stories Platform Newsfeed or Stories Sender GLAMOUR and client Sender GLAMOUR and client Sender GLAMOUR and client Required Input on topic, images, text Required Input on topic, images Required Input on topic, images, material material (max. 10 tiles), text material video (Insta Feed: max. 60 Delivery 5 workdays sec. / Insta Stories: max. 15 Delivery 5 workdays deadline deadline sec.) before start before start Delivery 5 workdays deadline CANVAS before start Platform Newsfeed or Stories Sender GLAMOUR and client Required Input on topic, images, material text, videos, product details Delivery 5 workdays deadline before start 51
SOCIAL MEDIA ADS Additional Guidelines • Examples for ad formats and technical specifications: https://www.facebook.com/business/ads-guide • Ad means that the posts will appear only on the public newsfeed, not on the fanpages. This ensures that the post can be optimised to deliver the best results based on the campaign goal. • The advantage of this is that the promoted brand stays in a contained environment that does not conflict with other advertisers or editorial content. • It is also required that Condé Nast brands (VOGUE, GQ, GLAMOUR, AD, WIRED) tag the client’s fanpage using the Branded Content Tag (Handshake). • Branded Content Tag: With sponsored posts (both on Facebook and Instagram) Condé Nast must always specify the cooperation partner The cooperation partner must have an official Facebook page Each Condé Nast title must be approved once by the cooperation partner as a Branded Content Partner The tagging approval must be given by the cooperation partner on its own fansite under “Branded Content”: https://www.facebook.com/business/help/212566145960789?helpref=page_content 52
SOCIAL MEDIA ADS Additional Guidelines IMAGES: • High-quality, contrasting images • Visual language that fits the Condé Nast brand • Consistency between image and text (message) • No text on pictures: will be “punished” or not released at all by the Facebook algorithm • Ideally, test at least two to three different image motifs TEXT: • Optimum text length – up to 60 characters. Text that is too long is distracting and can have a negative effect on the reach • No advertising texts – a “native” message that matches the brand tone contributes to better credibility and more interaction • Clear user targeting and focus on one message per ad • Moderate emoji use • Hashtags have no positive impact on performance on Facebook. On Instagram, a few meaningful hashtags ensure better performance • Call for interaction (e.g. asking questions, competitions/prize draws) leads to a better engagement rate and a greater organic reach 53
CUSTOM SOLUTIONS Classic Advertorial (incl. Traffic Drivers Bundle) CLASSIC ADVERTORIAL Required material for advertorial Input on topic, text samples, images, videos, target links, ornaments and logos as video graphics, image credits Required material for traffic Images, text drivers Format type jpg, TIFF, BMP, PNG Delivery deadline before start 15 workdays Creation of proposal 5 workdays Tracking ClickCommand 54
CUSTOM SOLUTIONS Editorial Special Sponsoring (incl. Traffic Drivers Bundle) EDITORIAL SPECIAL SPONSORING Required ads for special Billboard Ad: 1000x250 px or 970x250 px or 850x250 px or 800x250 px & Mobile Billboard Ad: 320x160 px (see specifications Billboard Ad & Mobile Billboard Ad) Required material for traffic drivers Images, text Format type jpg, TIFF, BMP, PNG Delivery deadline before start 25 workdays Creation of proposal 5 workdays 55
CUSTOM SOLUTIONS Customized Newsletter & Newsletter Sponsoring CUSTOMIZED NEWSLETTER NEWSLETTER SPONSORING Required material for Input on topic, text samples, Required material for Input on topic, text, images advertorial subject line, target links, single advertorial motifs in design of the specific Standard Size 600x200 px site/medium, ornaments and logos as video graphics, image File Size Max. 80kb credits Format type jpg, TIFF, BMP, PNG Delivery Physical Delivery deadline before start 15 workdays Tracking Clickcommand Creation of proposal 3 workdays If providing a ready-for- max. size 500kb, Width 680 Delivery deadline before start 5 workdays delivery px, Height (var.) optional: html newsletter 1,500 px, Resolution 150 dpi Creation of proposal 1 workday Tracking Clickcommand 56
Technical specs/HTML 5 Advertising material HTML File The executing HTML5 advertising material should be run within one single .html file. None of the delivered .html files should be named index.html. File hierarchy and folder The layer and folder structure should contain a maximu m of one layer (scripts, images). structure File number und code In order to minimise server requests, the number of individual elements should be kept as low as possible. compression Animation Multiple simultaneous animations and overlapping transparent graphics are to be avoided. The use of CSS3 or JavaScript animat ions should be selected with regards to the CPU and GPU utilisation. Browser compatibility and Since not all desired features or Libraries are supported by all browsers, it is advised to play Fallback JPG or GIF in case of the lack of support by browsers that lead to non-representable advertisements. The advertisement materials are to be tested on all browsers by the Fallback agency. Condé Nast reserves the right to exclude specific browser versions from delivery of advertising material. Frameworks, Libraries and HTML5 advertising materials are played on the websites within a frame in order to avoid complications with functionalities of the website. Within our frame, Frameworks and Libraries (e.g. Bootstrap) can be included. When global JavaScript variables are used, they Namespaces should run in their own namespace or alternatively be clearly named. Likewise, names for the assignment of HTML IDs as well a s ID, Class and Type selectors in CSS have to be clearly selected. Guidelines Please find the IAB guidelines regarding HTML5 advertising material by accessing the following link: Delivery The HTML-5 advertising material will be delivered to the brand or agency as a compressed ZipArchive, which has to include all elements of the advertising material, excluding external added Libraries or Fonts. The ZipArchive must be a .html document (not index.html) and all included scripts and elements have to be linked relatively. In case of external hosting, absolute links must be use d. Alternatively, a redirect can be delivered. In this case, all above mentioned standards regarding document size and file numb er must be adhered to. 57
Technical Specs/Advertising formats with sound (Polite Banner) • Promotional tools with initial sounds are not permitted. • Exceptions are streaming promotional tools, which initially are adjusted to mute mode and activated in the case of a click on the speaker pictogram. The maximum duration is 30 seconds. We recommend a highly visible audio bar with the commands “Volume”, “Start” and “Stop”. Sound should not be initiated through MouseOver. Custom Solutions • In the case of advertisements that do not comply with our specifications, please submit a special request to our account team. We would be happy to plan your campaign individually and discuss with you what can be realised. 58
Contact and deadlines for material delivery The delivery and booking deadlines are as follows: The delivery and booking deadlines for Creative Studio 5 working days for: Productions bundles have to be coordinated individually • Display Ads with the Condé Nast Creative Studio Team. Please find contact details below. • Video Ads • Social Media Ads Please submit display and video ad material via email to: • Newsletter Sponsoring condenast.campaigning@adtechfactory.com 15 working days for: Please submit Custom Solution and Social material via • Classic Advertorial email to: • Customized Newsletter creativestudio@condenast.de 25 working days for: including the following information: • Editorial Special Sponsoring • Client name and point of contact • Period • Placement • Promotional tools • Target URL 59
CLIENT REFERENCES 60
CLIENT REFERENCES Selection • Adidas • Gabor • Pro 7 • Audi • Huawai • Replay • BMW • Lancome • Schumacher • Burberry • L’oreal • Sephora • Cartier • Mango • Talbot Runhof • Calvin Klein • MCM • The Outnet • Celine • McArthurGlen • Tommy Hilfiger • Chanel • Moet Hennessy • YSL • Clarins • Net-a-porter • Zalando • Dior • Patrizia Pepe • Escada • Peek & Cloppenburg • Fendi • Pepe Jeans 61
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