Digital Creative Guidelines

Digital screens are opening up new and exciting opportunities in Out of Home advertising. They help brands engage with people through stunning, contextual advertising that can be delivered immediately.

All dynamic content requires expert consulting. Please email dynamicdigital@clearchannel.co.uk for more information.

Creative Volumes

In order to devote sufficient resource to the management of campaigns, we apply charges to campaigns with over 10 different creatives which do not use dynamic files.

  • 0-10 pieces of copy: Free of charge
  • 10+ pieces of copy: £100 for each piece of creative (e.g. 20 creatives = £1,000)

To manage larger volumes of creative, we would recommend the use of dynamic files and can assist with building these solutions.

Dynamic Campaigns

As we have expanded our capabilities to deliver even more flexible campaigns across our inventory, we have seen an increase in tailored campaigns that use different creatives to increase engagement.

In order to help our partners to deliver exciting and dynamic content, making the most of our digital reach, we offer development expertise to build out some of these campaigns.

There are three main types of campaigns that we can build, outlined below:

  • Smart Linear
    Contextual creatives can be played at specific locations and/or at specific times to increase the relevance of your campaign through our file delivery system. (E.g.  automatically add the address of a local store)
  • Triggered
    To increase the context of your campaign, our screens can alternate between relevant pre-determined creatives when a pre-agreed, fixed condition is met. (E.G. When the temperature reaches a certain level, it will trigger a different creative to what is playing).
  • Dynamic
    Additionally, campaigns can be given a live feel and remain fresh by constantly changing the creative. We do this by using contextual data sources relevant to the campaign objectives, audience or location, to link the creative to evolving happenings in the real world. (E.G. Live updates from a fashion show, relaying conversations on social media, sharing what consumers are search for on Google in a particular location).

Costs are subject to specific campaign requirements and start from £1,500. Please speak with your account representative for more information and a quote tailored to your needs.

A typical dynamic content build will take 3 weeks from brief to delivery.

Adshel Live and Wrap - Dynamic Campaigns

We require all content for dynamic campaigns 3 weeks before the campaign live start date.

Campaign Overview

Your dynamic campaign will contain the following:

  • A SWF creative
  • A configuration file (JSON or XML)
  • A series of assets the SWF will depend on (images, XML or JSON data, FLV movie files)

SWF Specification

The SWF creative will be supplied to Clear Channel directly, and the remaining assets will be placed in your FTP.

The SWF will expect to receive the path to the configuration file as a FlashVar, such as: FlashVars=“configFile=config.xml”.

The configuration file will contain all file names of assets.

A fallback image should be built into the SWF to display if the SWF cannot find the asset.

  • Dimension of SWF: Please see digital format dimensions
  • Length of creative: 10 seconds
  • File format: SWF version 10.2 or below
  • Frame rate: 25 or 30fps
  • Asset examples: FLV, JPEG, PNG, XML, JSON.
  • Fall back creative: Static Jpeg

FTP Publish Location

This will contain all of the assets for your campaign including configuration files. Everything should be in the same folder, with no sub-folders. We will then set our system to poll the assets from this at an agreed time interval. Any dynamic changes you wish to make during your campaign you will add in here, remembering that all assets will need to be referenced in the configuration file.

Required FTP information:

  • FTP address
  • Username
  • Password
  • Folder on FTP where the assets are
  • Average number of files in folder

Configuration File

File names of all assets must be referenced in the configuration file. You can supply your configuration file in either XML or JSON format. Example XML:

<xml>
<assets>
<asset src=“image1.jpg” />
<asset src=“weatherData.xml” />
<asset src=“displayText.txt” />
</assets>
</xml>

We will then append full file paths to these assets when deployed to our players.

Local Info

Each player has a set of meta data describing it’s location and contains a unique panel ID to help identify it. If your campaign is location specific, you will need to read the local info to determine which player your creative is currently being played on.

The local info is available in two formats, either JSON or XML. It will be generated and placed in your campaign folder as either localInfo.xml or localInfo.json.

An example local info in JSON format:

{ “town”: “BRISTOL CB”, “siteNo”: “418”, “district”: “BRISTOL”, “districtNo”: “1102”, “longitude”: “-2.591856”, “siteID”: “102”, “postcode”: “BS1 2DL”, “panelID”: “167491”, “address”: “UNION STREET O/S MONSOON WAREHOUSE, BRISTOL” , “latitude”: “51.457168”, “easting”: “358977”, “northing”: “173304” }

Malls and Socialite - Dynamic Campaigns

We require all content for dynamic campaigns 3 weeks before the campaign live start date. 

Dynamic campaign overview 

Your dynamic campaign will contain the following:

  • A SWF creative
  • A configuration file (JSON or XML)
  • A series of assets the SWF will depend on (images, XML or JSON data, FLV movie files)

SWF Specification

The SWF creative will be supplied to Clear Channel directly, and the remaining assets will be placed in your FTP.

A fallback image should be built into the SWF to display if the SWF cannot find the asset folder.

The SWF will expect to receive the assets from http://localhost:8080/livedata/CampaignName.

If the SWF is location specific, your SWF will expect to read local info data from http://localhost:8080/data/localinfo.xml

  • Dimension of SWF: Please see digital format dimensions
  • Length of creative: 10 seconds
  • File format: SWF version 10.2 or below
  • Frame rate: 25 or 30fps
  • Asset examples: FLV, JPEG, PNG, XML, JSON.
  • Fall back creative: Static Jpeg

Forward and Store

Assets are placed on an external FTP server and are synced locally to all screens, ready for assets to load into the SWF. Typically the FTP polling rate is 1 minute with files checked for changes based on file sizes and modified dates.

Files on the local player are exposed through a local web service that is based on the filename of the asset, excluding the extension.

All assets will be available at http://localhost:8080/livedata/<agreed-folder-name>/. The agreed folder name must contain only alpha numeric, dashes and underscores are supported – no spaces. Subfolders are not supported – all files must be in the root of the folder.

Required FTP information:

  • FTP address
  • Username
  • Password
  • Folder on FTP where the assets are
  • Average number of files in folder

Local Info

You can program your SWF file to read data that’s specific to the individual display and use it to modify your creative. The data provided range from internal IDs to positional, format and orientation information. You can use this information to:

  • Display text within your creative e.g “Enjoying your day in Bristol?”
  • Use positional data to fetch a live data feed (e.g. weather) that is tailored to the exact location of the panel
  • Show/hide creative based on location, district, panel orientation, etc

The data is contained within a simple XML file located at http://localhost:8080/data/localinfo.xml. Below is a sample of node names and the data they contain.

<localInfo xmlns=”http://xml.clearchannel.com/localInfo”>
<panelId>159899</panelId>
<address>King Street o/s 395 W/O Standish Road</address>
<tvArea>GREATER LONDON</tvArea>
<conurbation/>
<district>HAMMERSMITH</district>
<districtNo>0113</districtNo>
<town/>
<townCode/>
<siteId>115266</siteId>
<siteNo>0004</siteNo>
<panelNo>03</panelNo>
<size>RD6</size>
<sizeName>ROADSIDE DIGITAL SIX SHEET</sizeName>
<postcode>W6 0RY</postcode>
<position>Inside</position>
<illumination>true</illumination>
<shoppingLocation/>
<orientation>Head-On</orientation>
<product/>
<easting>522038.0</easting>
<northing>178650.0</northing>
<agreement>ADSHEL SHELTER SETTL</agreement>
<panelType>DIGITAL SHELTER</panelType>
<mobileEnabled>true</mobileEnabled>
<nfcTag>http://ccnfc.com/adf61418bbea</nfcTag>
<qrCode>http://ccnfc.com/a8daaa96664e</qrCode>
<shoppingMall/>
<lbid>0</lbid>
<latitude>51.493576</latitude>
<longitude>-0.24346305</longitude>
<structureId>102649</structureId>
<frameId>1234841853</frameId>
<digitalUnitId>700016</digitalUnitId>
<postarTown>Hammersmith</postarTown>
<postarRegion>London</postarRegion>
<postarConurbation>Greater London</postarConurbation>
</localInfo>

Day-part content

You can run content that changes according to the time of day or day of the week. To do this, either the advertiser, creative agency or media agency needs to design a flash file (.SWF) that reads the digital unit’s internal clock.

Please provide:

  • A series of JPGs of each day part creative for review (if static/image content)
  • A series of H264 .MOV files of each day part creative for review (if contrasting content)

Contrasting content

Mild levels of contrast are allowed on Adshel Live digital 6-sheets, as long as it adheres to all restrictions in the General Limitations on Content.

Prohibited content includes but is not limited to:

  • Full-motion video
  • Full-screen, fast-animated content
  • Fast movement
  • Flashing or strobe lighting
  • Revealing text in any way other than fading entire words, lines or sentences (no per-letter fade in)

All contrasting content should be provided with a static version (.jpg) in the event the contrasting advert is not approved. Failure to do so may result in an advert being removed until it can be resubmitted.

If you have any questions, please get in touch. Content should be emailed to digitalcontent@clearchannel.co.uk in line with product specific content guidelines.