TripAdvisor Media Kit Ad Specs

TripAdvisor Media Kit Ad Specs

Table of Contents p. 3.... Ad Policies p. 3.... Ad Guidelines p. 4.... Ad Specs p. 5.....Rich Media Guidelines p. 5.....Rich Media Guidelines Expandable Ads Pushdown Ads p. 7.....Video p. 9.....Mobile p.10... Email Newsletter Creative Guidelines & Language Requirements p.10... Language Requirements TripAdvisor Media Kit November 2014 p. 2 TripAdvisor Media Kit August 2015 p. 2

Ad Policies Ad Spec Update Flash is no longer accepted. GIF, JPG, PNG, or HTML5 are mandatory. For detailed information on HTML5 please refer to the HTML5 Guidelines and Ad Specifications in the Ad Guidelines Section SSL compliant creative and tracking links will be mandatory from now on, as our site is moving to full SSL compliance. For more information please contact your sales representative Maintain and build the feeling of trust & quality with TripAdvisor site visitors. TripAdvisor may restrict certain industries or clients from advertising on the site: o No competitive advertisers are allowed (e.g. Fodors, Frommers, Zagat, etc.). o Advertising for meta-search sites (kayak, etc.) in the travel and hotel space will also not be allowed. o Decisions about non-travel advertising without a travel tie-in will be determined on a case-by-case basis as will advertising for other review or list sites. No advertising materials that are indecent, illegal, misleading, harmful, abusive, harassing, libelous, defamatory, or other offensive materials are allowed on the site. No advertisements that simulate TripAdvisor's editorial matter in appearance or style, or that are not readily identifiable as advertisements will be allowed on the site. TripAdvisor does not restrict any colors within advertisements; however creative could be rejected if it seems to mimic the colors, functionality, content or look/feel of the TripAdvisor site or brand. This also applies to creative that may be mistaken for TripAdvisor content such as lists, or Wiki-type functionality. Advertisers may not use the words "trip" and "advisor" or "advice" in a way that capitalizes on the TripAdvisor name or brand. No "flashy", "blinking" or "game" style ads ("punch the monkey"). No advertising for gambling, prescription drugs, tobacco, religion, politics, guns or sexually explicit themes will be accepted. TripAdvisor reserves the right to reject creative or request revision if the content or design of the ad deems to be unsuitable for the site or negatively impact user experience. Ad Guidelines Click here for the HTML5 Guide and Ad Specification Allowed formats: JPEG, GIF, PNG, HTML5 Backup images for site served HTML5 files are mandatory Max creative refresh 3 times per month Booking widgets: o Are not permitted in 728x90 ad size o Allowed only on the specific pages based on the client's industry (the list of the pages provided upon request) Third party tags o Creative swapping through 3 rd party tags allowed but all new creatives should conform to our specs and guidelines o If rich media creatives are being added into rotation, prior approval by TripAdvisor is required Click through URLs must spawn a new browser window. Click-throughs in the same window is not allowed TripAdvisor Media Kit August 2015 p. 3

Specs and Implementation Timelines Rich Media Guidelines 3rd Party Rich Media Audio as well as Expansion (opening or closing) must be user initiated, no mouse over action will be accepted for either No out of banner ads (floating ads) HTML5 is recommended for rich media ad serving in mobile/tablet environments. HTML5 creative should follow the same advertising specifications as other Standard and Rich Media creative developed for each site. Tags must include an iframe buster. Approved vendors available on request. Expandable Ads Not allowed on the homepage TripAdvisor Media Kit August 2015 p. 4

Not allowed on network buys (TAMN) Only 3rd party ad-serving Expansion on click only. No mouse-over expandable Visible "close" button Requires TripAdvisor approval before launch Depending on its placement on a given page, the ad must be built as a multi directional ad unit, designed to expand either left/right or up/down on-click Tags must include an iframe buster. Approved vendors available on request. In-Banner Video Only 3rd party ad-serving. TripAdvisor doesn't host video files Visible "STOP" or "PAUSE" button Maximum length: 30 sec Pushdown Not allowed on network buys (TAMN) Not allowed on Dao Dao site Only 3rd party ad-serving - approved vendors list on request Requires TripAdvisor approval and testing before launch Must receive the creative 7 business days prior to launch Tags must include an iframe buster. Approved vendors available on request. Pushdown: Collapsed Creative File Collapsed state: The sample denotes a 970w x 66h pixel file dimension. TripAdvisor Media Kit August 2015 p. 5

Pushdown: Expanded Creative File Fully-open state: By expanding, the creative content pushes down the content of the page. The below sample denotes a 970w x418h pixel file dimension. TripAdvisor Media Kit August 2015 p. 6

Video Native Sponsored Video Native Sponsored Video is a creative set complete with logo, companion, and master video file. It plays in the TripAdvisor Large Photo Video as Sponsored Advertising 300x250 static companion mandatory 100x40 static logo mandatory Pre-Roll Pre-Roll is a video ad experience in-stream, before the video content is played for the viewer. Video and companion ads are subject to approval. TripAdvisor Media Kit August 2015 p. 7

Native Sponsored Video Sample: Pre-Roll Sample: TripAdvisor Media Kit August 2015 p. 8

Mobile Specifications Sample: TripAdvisor Media Kit August 2015 p. 9

Email Newsletters Creative Guidelines Member Update 300x250 static gif/jpeg/png No 3rd party tags allowed Static images only, no animation allowed due to Outlook 07 limitations Language Requirements Local language is preferred. English language allowed on all sites except for the following where local language is required: France (entire site) Japan (homepage) China (homepage) TripAdvisor Media Kit August 2015 p. 10