Network Sales Ad Unit Guidelines

1. Network Sales Ad Unit Guidelines Version: 1.6 Last Updated: 22 May 2009

2. Network Sales Ad Guidelines About These Guidelines • Objectives • Increase advertising revenue generated by NDM sites by: • Ensuring ad units are consistent and can readily be used for run of network, run of site and standard CPM buys. • Ensuring unsold inventory is standardised so it can be monetised through News Performance, Ad Exchange and ‘overseas eyeballs’. • Being sufficiently consistent to deliver some of the benefits of dealing with a network (rather than a series of ad hoc sites) to media buyers. • Ensuring rate cards across the network are logical, simple and easy to understand. • Ensuring the number of ad sizes required to be supplied in order to advertise across the network is not excessive. • Ensuring the volume and complexity of products across the network does not create a barrier to sale for the NDM sales team, or buyers. • How To Use These Guidelines • These guidelines are a minimum standard of what should be used for new site developments and redesigns. • Sites can add additional advertising units, however this should be done in consultation with Network Sales. • Wire frames are still subject to sign off by Network Sales as per the standard process. • Please escalate enquiries to Cameron King.

3. Network Sales Ad Guidelines Which Ad Products Do These Guidelines Relate To? The Ad Products Pyramid NOTE: Before a site redesign commences, the Site, the Sales Strategy Manager and Ad Products representative should meet to walk though the Ad Products Pyramid. Sometimes monetised These guidelines address the lower two section of the Ad Products Pyramid A Bit Special Ad server or CMS Standardised offerings to reduce costs of sale Eg: BTYB Header, Competitions Often monetised Bread and butter IAB (or NDM) Compliant Ad Served Use the functionality of the ad server, platform or inventory management to deliver rate carded ad products Eg: News Performance, Low CPMs, Video pre rolls Always monetised

4. Network Sales Ad Guidelines Home Page • About this template • These requirements are a minimum. More ad units can be added to meet business requirements, however Ad Products should be engaged in this process. • Ad Units (with the exception of the top and bottom leaderboards) must be placed in the RHS column as displayed here. • The first Medium Rectangle ad must be placed above the fold. If a second Medium Rectangle is present it can be positioned below the fold. Leader board More specific OTP guidelines, including page area the OTP can expand to, are currently in further discussion for consistency across the network. OTP from med rec Med Rec Fold This drop zone should be positioned above or below tools or content where relevant, to allow header / footer sponsorship to be sold Sales drop zone These text links will be managed from the ad server and may take various forms. A size the space of 300x200 should be allowed. Cluster of Text Links Ideally ads should be amongst content modules. There should be at last one ad unit visible per ‘screen’ The video widget drop zone should have the ability to past in a sponsored content widget Video widget drop zone Short Recs replace image + text placements. Short Rec Short Rec Google Ad Words Requirement Owner Ad Products Ad/Sales Operations Creative Solutions Leader board Commercial Platforms

5. Network Sales Ad Guidelines Index Page • About this template • Index page requirements also apply to Content Category pages. • These requirements are a minimum. More ad units should be added where there is a business need, however a representative from the Ad Products should be engaged in this process. • Ad Units (with the exception of the top and bottom leaderboards) must be placed in the RHS column as displayed here. • The Medium Rectangle ad must be placed above the fold. • Site Additions • News.com.au has included the ability to run a background image in most of their index pages The BTYB header should be catered for in page redesigns and planning. This should replace small ad served BTYBs that incur ongoing costs but are rarely sold. Please raise exceptions with Ad Products. Leader board BTYB Header More specific OTP guidelines, including page area the OTP can expand to, are currently in further discussion. OTP from med rec Med Rec (or half page) Ad tags will serve either half page or med rec Fold This drop zone should be positioned above or below tools or content where relevant, to allow header / footer sponsorship to be sold Sales drop zone These text links will be managed from the ad server and may take various forms. A size the space of 300x200 should be allowed. Cluster of Text Links Ideally ads should be amongst content modules. There should be at last one ad unit visible per ‘screen’ This drop zone should be positioned above or below tools or content where relevant, to allow header / footer sponsorship to be sold Short Rec Short Rec Google Ad Words Requirement Owner Ad Products Ad/Sales Operations Creative Solutions Leader board Commercial Platforms

6. Network Sales Ad Guidelines Article Page • About this template • These requirements are a minimum. More ad units can be added to meet business requirements, however Ad Products should be engaged in this process. • Ad Units (with the exception of the top and bottom leaderboards) must be placed in the RHS column as displayed here. • The Medium Rectangle ad must be placed above the fold. • Ad Units should not be used in an and/or situation that result in two ad sizes to be served into the same spot – this causes trafficking reporting issues for Ad Operations. • A BTYB Header has not been included at an article page level. Instead, sponsors will be able to buy road blocked half page + leaderboards to give coverage in sponsored sections. Leader board A contextual text link or drop zone for advertorial drive can be placed below editorial drivers - optional Advertorial - Optional No OTP Half pages will be the standard ad unit above the fold for article pages. This is in line with competitor standards. Med Recs will be able to be served into these spots as a second priority Half Page (or med rec) Fold Ad tags will serve either half page or med rec This drop zone should be positioned above or below tools or content where relevant, to allow header / footer sponsorship to be sold Sales drop zone These text links will be managed from the ad server and may take various forms. A size the space of 300x200 should be allowed. Cluster of Text Links Ideally ads should be amongst content modules. There should be at last one ad unit visible per ‘screen’ Short recs should ideally have content modules between them Short Rec Short Rec A Sales Drop Zone at the bottom of article pages will allow for the sale of premium tools and campaigns published via the CMS. • Site-specific Additions • News.com.au has included the ability to run a background image in most of their vertical article pages. Sales drop zone Google Ad Sense Google Ad Sense must be placed immediately underneath the article, with only a Sales drop zone between. This is a contractual obligation. The Sales drop zone above this is not for editorial use but high revenue integrated sales only Leader board

7. Network Sales Ad Guidelines Gallery Page Page background skinnable • About this template • PLEASE SEE NETWORK TEMPLATE owner by BI / Chris Dafel This gallery is bought to you by Med Rec Capability to accept video pre roll as per gallery standard Page background skinnable Editorial Links Med Rec Image area Google Ad Words (able to be turned off for skinning / sponsored galleries)

8. Network Sales Ad Guidelines Search Results Page • About this template • These requirements are a minimum. More ad units can be added to meet business requirements, however Ad Products should be engaged in this process. • Ad Units (with the exception of the top and bottom leaderboards) must be placed in the RHS column as displayed here. • The Medium Rectangle ad must be placed above the fold. Leader board Search listings / results No OTP Half pages will be the standard ad unit above the fold for article pages. This is in line with competitor standards. Med Recs will be able to be served into these spots as a second priority Half Page (or med rec) Sales drop zone Ad tags will serve either half page or med rec Search listings / results This drop zone should be positioned above or below tools or content where relevant, to allow header / footer sponsorship to be sold Sales drop zone These text links will be managed from the ad server and may take various forms. A size the space of 300x200 should be allowed. Cluster of Text Links Short Rec Short Rec Sales drop zone Google Ad Sense Leader board

9. Network Sales Ad Guidelines Other Pages • Main Video Player • All sites must use the standard VCMS where possible, which has stardardised advertising formats included. • Short Article Pages • These are currently under discussion as to what is technically possible to deliver. • Standardised Advertorial Page • This is in discussions. Once agreed it will be published in this document.

10. Network Sales Ad Guidelines Definitions Standard Ad Sizes Cluster of Text Links 300x200 Half Page 300x600 Leaderboard 728x90 Med Rec 300x250 Short Rec 300x100