Mobile Advertising
Technical Specifications

Last Updated: 10/09/2009

1. Banner Specifications

A banner image needs to be in PNG-8 format so that the image can be automatically resized by the BigMobile platform to suit the handset that has requested the image. In order for the image to be resized correctly, the attributes for banner images should be as follows:

1.1 Vodafone Live! PNG Banner

The PNG icon for the Banner needs to meet the following specifications.

The Banner image size is set to have the width of 100% of the screen width, while the height is scaled accordingly to retain the original image proportion.

Designers should always resize a copy of their banner to 124 pixels in width to gauge readability and brand visitiblity at the minimum possible screen resolution before sending.

1.1.b Call to Action Text Link

The Call to Action text link underneath the banner should contain no more than 30 characters. It should be a strong call to action, such as;

1.2 Optus Banner Sizes

Optus banners run to the 4:1 ratio. Optus banners may be either animated or static.

Please also supply text to be used as a link under the banner. The text must be no longer than 25 CHAR including spaces.

1.2 Standard Banner Sizes

Banners on all other networks run to the 6:1 ratio as set out within the AMIA guidelines.

Smaller banner sizes may have alternate content to better utilise the smaller area.

2. Mobile Sites

Mobile Sites built and delivered through BigMobile’s Mobile Advertising Team, can include (but is not limited to) the following components:

• Image(s)
• Background colour/image
• Text
• Short Video Stream/Download (3gp conversion by BigMobile)
• Sound File (mp3, aac)
• Ringtones
• Wallpapers (JPEG)
• Promotional Vouchers
• Data capture elements (forms)

Assets should be web sized or higher. The WAP site is dynamically resized to fit into all handsets with a minimum width of 124px to a maximum of 305px. BigMobile designer's craft throughtful solutions to resize and remain readable accross all widths.

The mobile format shares a closer relationship to Web than Print. Print guidelines are often unsuitable for the mobile format.

2.1 Example Mobile Sites

Below are some examples of previously delivered sites:

3. Video

Video should be sent in the highest web quality version of the video available, we will then encode for mobile use. The clip should not be more than 60 seconds in duration (30 seconds max for MMS) and should be in one of the following formats:

• MOV
• MPEG-1
• MPEG-2
• AVI
• MPEG4

The clip should be in 4:3 NOT 16:9 widescreen format. Videos supplied at 16:9 (unless otherwise directed) will be trimmed to be the correct ratio (4:3).

The clip should ideally be 30 to 60 seconds.

3.1 Timings

All campaign components, including banner creative, video and any creative for the mobile site must be delivered to BigMobile at least 10 days before the start of the campaign otherwise Vodafone can not guarantee that the campaign will start on time.

4. MMS

Typically we break the MMS broadcasts into 2 targets, handsets which are 2/2.5g and 3g. The older handsets (2/2.5 g) typically receive a static or animated gif with or without sound.

The newer handsets which are 3/3.5g capable tend to receive the 3gp files this works across 95% of handsets. The iPhones will receive a higher quality MP4 file and Blackberry’s receive a Blackberry 3GP file optimised for blackberry’s.

BigMobile is unable to send any MMS file greater than 290kb to a mobile handset. This is a network restriction.

4.1 2g & 2.5g Handsets

4.2 3g & 3.5g

4.3 Timings

For deployment of an MMS, we require at least 3 full working days to design, prepare and test on a vareity of handsets.

5. SMS

A standard SMS contains 160 characters. Big Mobile, however, is required to adhere to ACMA’s regulations. This requires Big Mobile for all commercial messages to include an Opt Out message as well an identifier at the beginning of the SMS.

This leaves approximately 80 characters for the SMS copy with branded CTA and remember in most instances a url is placed in the SMS for people to click on so this will take more space.

SMS Messages may only broadcast Monday to Friday between 9am and 5pm.

Marketing Message Copy: 80
VF Legal/opt Out Characters: 80

5.2 Timings

For deployment of an SMS, we require at least 3 full working days to design, prepare and test on a vareity of handsets.

Support & References:

• AMIA Mobile Advertising Guidelines (PDF)
• The ADMA Direct Marketing Code of Practice

For more information please contact john.sardelic@bigmobille.com