Technical Specifications

Transcription

1 Technical Specifications

2 SETTING UP THE RETARGETING CAMPAIGN Installation and tag testing (5 working days) Once the tags are available, they must be installed on your site, and you should let us know so that we can test their implementation Product flow test and integration (5 working days in parallel with stage 1) In parallel with the tag installation, we will need access to a product flow. Once installed, the tags allow us to test the flow integration Setting up tracking (1 working day) Once the tracking is delivered, we will add it to the URLs of products involved in the flow Creating banner mock-ups (3 working days) After flow integration, we will send you a banner mock-up for approval. Once approved, the mock-up will be broken down into several banner formats Final check (1 working day) Once the mock-up is approved, the tags are installed and the flow integrated, we will proceed with the final pre-launch checks Launch

3 SUMMARY 1 Tags 2 Feed 3 Banners 4 FAQ

4 TAG IMPLEMENTATION

5 The JavaScript Nextperf tags are loaded asynchronously so that the tags have no impact on the display performances of the tracked pages. It is essential that these tags are included in both your desktop and mobile sites. We recommend the Nextperf tags are placed in the <body> anchor at the bottom of the page (before </body> ). In order to check whether the tags have been properly integrated, a test sales transaction is required to ensure the Transaction tag has been correctly integrated.

6 To launch a campaign, tags must be added to the Home, Category, Product, Basket and Transaction pages. Homepage: <script src= //nxtck.com/act.php?tag=xxxxx async></script> Copy/paste the above into your site s HTML Product <script src= //nxtck.com/act.php?tag=xxxxx&pid=$product_id async></script> Copy/paste the above into your site s HTML Then replace $PRODUCT_ID with the ID of the product visited (same ID as the one for product flow)* Category: <script src= //nxtck.com/act.php?tag=xxxxx&pid=$product_id(,$product_id) async></script> Copy/paste the above into your site s HTML Replace $PRODUCT_ID with the IDs of the first 3 products in the category visited in the product flow* Use a comma to separate different product IDs

7 Basket: <script src= //nxtck.com/act.php?tag=xxxxx&pid=$product_id(,$product_id) async></script> Copy/paste the above into your site s HTML Replace $PRODUCT_ID with the IDs of the products added to the basket in the product flow* Use a comma to separate different product IDs Transaction: <script src= //nxtck.com/act.php?tag=xxxxx&pid=$product_id(,$product_id)&id=$order_id&mt=$amount&tvalid= $VALID async></script> Copy/paste the above into your site s HTML Replace $PRODUCT_ID with the IDs of the products purchased in the product* flow Use a comma to separate different product IDs Replace $ORDER_ID with the number of the order placed Replace $AMOUNT with the net cost of the order Replace $VALID with 1 if the sale is attributed to Nextperf. Replace with 0 if the sale is not attributed to Nextperf. *: for more information about the products flow, refer to the section of this document titled Flow. Only dynamic banner campaigns are concerned with variables requiring a product flow. Static banner campaigns will not need integration with these variables in their tags. Nextperf ensures that these calls for tags are replicated from its side

8 USE YOUR RETARGETING CAMPAIGN IN SAFARI Launch your campaign in Safari and increase your turnover by 5 to 10% Safari accounts for 20% of the browser market in France Safari/Apple users have a CSP+ profile 42% of visits via mobile/tablet are made in Safari

9 USE YOUR RETARGETING CAMPAIGN IN SAFARI Simply follow the process below - Nextperf retargets internet users across all browsers, including Safari. - After acceptance of the advertiser, Nextperf will activate invisible forwarding, making it possible to retarget Safari users. - A banner informing visitors about installation of a Nextperf cookie displays once per user. - We will not be able to activate the retargeting on Safari if our tags are put in iframes

10 ADD DATA FOR BETTER PERFORMANCE Add information Precise knowledge of your audience Refined prediction model You can also add additional information via our tags. Here are a few examples: - Best price - Check-In / Check-Out date - Departure city / Destination city - Search parameters - Visitor information (regular traveller, prospect) - Hotel category Best Performances

11 Here is the type of data we use - Character chain (parameter s1=) - Boolean (parameter b1=) - Integer (parameter i1=) - Floating point number (parameter f1=) - Date format YYYY-MM-DD (parameter d1=) Examples of tags <script src="//nxtck.com/act.php?tag=xxxxx&pid=cdgtls&d1= &d2= _10" async></script> d1 must contain the start date and the return date <script src= //nxtck.com/act.php?tag=xxxxx&pid=$product_id&b1=0&b2=1 async></script> b1 = 0 means that condition x is false. b2 = 0 means that condition y is true

12 CROSS-DEVICE RETARGETING To tweak your audience, regardless of the device from which the user connects, you will need to implement our tags in cross-device mode using the hashed s system. How does it work? When a user connects on your site, you should be able to recover the address hash it in MD5 add it to your tags thanks to a dedicated variable. Your cross-device tag should then look like this: <script src= //nxtck.com/act.php?tag=xxxxx&m_md5=$hashed_mail async></script> Replace $HASHED_MAIL with the user s hashed address For more information on cross-device retargeting, please refer to our technical documentation

13 PRODUCT FEED

14 OUR RECOMMENDATIONS FOR OPTIMAL FEED CREATION Reminder: "Product feed" is the client s daily-updated product catalogue For a dynamic banner campaign, the advertiser must provide us with access to their feed The feed is essential for creating dynamic banners with minimal X24 products for all possible formats To increase the feed's security, we recommend using FTP, providing server access to Nextperf (IP address, username and password) or via a.htaccess file, allowing Nextperf login access with a username and password If you do not have a product feed system, but wish to put one in place, we work with the French company Lengow - the partner of choice for online sellers looking to manage product feed. We recommend a feed in XML or CSV format, with UTF-8 coding.

15 Below is the list of fields that must be included in the feed system: - Product ID: Must be the same as on the Website (refer to the Tags section of this document) - Product title: Will be displayed in the banner - Product description: As displayed in the banner - Price: Should be numerical with. as separator - Strike-through prices: Optional but strongly recommended for automatic updates during sales periods, promotions - Product category: Used for matching different products in a banner - Image: The recommended minimum format is 360 px on one of the sides - Product page URL: Link to the product page Web-to-Store: We must have access to a list of stores, which must include the GPS details and information on the stores you wish to have displayed in the banners.

16 Example of a feed in CSV format Example of a feed in XML format

17 BANNERS

18 BANNER FORMAT Nextperf uses the market formats and follows IAB recommendations: 300 X x 60 (max: 35 kb) x 90 (max: 50 kb) x 250 (max: 50 kb) x 250 (max: 50 kb) x 600 (max: 50 kb) x 600 (max: 50 kb) x 60 (max: 30 kb) x 600 (max: 60 kb) x 150 (max: 30 kb) x 280 (max: 55 kb) x 50 (max: 30 kb) x 280 (max: 50 kb) Nextperf also recommends specific formats: 320 X 50 Native Ads x 200 (max: 35 kb) x 90 (max: 80 kb) x 300 (max: 90 kb) x 250 (max: 90 kb) x 600 (max: 90 kb) Europe x 1000 (max: 150 kb) Europe x 250 (max: 90 kb) Germany x 130 Facebook x 248 Facebook x 245 Brazil - Native ads (variable size)

19 RETARGETING LAYOUT Format specifications 1800 x SKIN BANNER Combine Branding & Performance

20 CAMPAIGNS WITH DYNAMIC BANNERS - Our studio creates a draft banner according to the advertiser's graphics (i.e. its corporate identity, logo, advertising strapline, background, colours, etc.). - This draft must be approved by the client. It will be a used as the model for all other formats/templates. - A preview URL will be sent to you for checking the sizes and designs that will be put online. Once approved, the campaign can start.

21 Before creating the draft banners, we need the following elements: - A logo in a format below (to be chosen by the client):.ai.eps.psd.jpg.png.gif (for logos containing colour gradients - minimum 300 px wide) (for logos comprising solid colours and clipped with a transparent background minimum 300 px wide) (for logos comprising uniform colours - minimum 300 px wide) - A brief with instructions for creating the images, if necessary, to streamline the process. All designs must be sent in RVB

22 CAMPAIGNS WITH STATIC BANNERS We can either use static banners with a forwarding URL, or host the banners ourselves. Regardless of the solution chosen, you should send it to us 48 hours in advance. Technical requirements for the HTML5 banners: - To ensure optimum tracking on HTML5 banners, we recommend using a clicktag variable as destination of the click event, whether this is managed by anchor tags (type <a>, window.location, window.open) or any other navigation method. For example: var clicktag = {click_url} ; - When you use this variable on a click, together with an anchor tag, we recommend setting the target attribute to _blank

23 CAMPAIGNS WITH STATIC BANNERS Generic specifications: - Accepted formats: gif, jpg, png, HTML5 - Maximum duration: 30 seconds for the complete banner (button included and no endless loop) - Border: For a.gif it is mandatory to add a border, delimiting the banner and its background colour - Must contain the advertiser s logo and no inappropriate content (alcohol, cigarettes, medicine, sexual content, etc.)

24 CAMPAIGNS WITH STATIC BANNERS - FACEBOOK Preparing Facebook formats is heavily recommended for several reasons One of our major inventories Two available formats perfectly suited to user browsing Substantial scope with over 1 billion users Conversion rate of 15% 1.7% CTR for the Newsfeed

25 CAMPAIGNS WITH STATIC BANNERS - FACEBOOK Images in these two formats should not include more than 20% text You can use this URL to check Sidebar Newsfeed Image: 254 x 133 (ratio 1.9:1) Title: 25 characters maximum Body: 90 characters maximum 1. Message: 500 characters maximum 2. Title: 25 characters maximum 3. Body: 90 characters maximum 4. Image: 1200 x 900 (ratio 4:3)

26 FREQUENTLY ASKED QUESTIONS

27 FAQ 1/2 Q: How can we be sure whether a sale can be attributed to Nextperf? You can use our TVALID variable, which should be installed on our transaction tag. For more information on installing this variable, please consult our technical documentation, available from your Nextperf contact. If you do not wish to or cannot install this variable, you only need to allow us access to your statistics so that we can complete the sorting. Q: Can adding tags cause problems if our site uses Prestashop? You can insert your tags in the same way as on a site which does not use Prestashop. Conversely, if you would like more information about implementing our tags on a Prestashop site, please consult our technical documentation, available from your Nextperf contact. Q: Can tracking be added to URLs already tracked by a flow? Absolutely. Just send us the tracking you want and we will be able to add it directly to the URLs that are already tracked.

28 FAQ 2/2 Q: Why use Facebook for dissemination? Our aim is to have the capacity to reach internet users who consulted your website on all the major web audience crossroads. Our history and knowledge of the Facebook inventory allows us to make campaigns more effective. The existing formats on this platform assimilate Native formats and generate good conversion rates. Q: Why should we authorise retargeting in Safari? Safari represents both desktop and mobile users. Activating Safari allows you to reach a wider part of the media audience without additional cost on your side. Q: Why should advertisers use dynamic banners instead of static banners? We notice a clear difference in the effectiveness of campaigns between generic and dynamic banners. Our aim is to be able to re-expose users via products they have searched for or products that are complementary to those they have purchased.