FireTVHeroAdPlacementSpecs

FireTVHeroAdPlacement

LocationsUS,UK,DE(Houseadsonly:JP)FileSpecificationsDimensions:1930wx200hpixelsFileformat:JPGonlyFilesize:250KbmaxContentRestrictionsFireTVHeroadsmustbeappropriateforallaudiencesandmustconformtoAmazon’sCreativeAcceptanceguidelinesfoundatamazon.com/advertisingspecs.Amazonrequiresadvertiserstoreviewtheircontentwiththeseguidelinesinmindbeforesubmitting.RequiredAdvertiserAssetsInorderforAmazontodesignaFireTVHeroad,theadvertisermustprovidethefollowingassets:

• Brandguidelines• Pre-existingadunitsforreference• Vectorlogos(.ai,.eps)• High-resolutionkeyartinlayeredPSDs

o Provideextraframingspaceandextendedbackgroundimagerytoaccommodatetheplacement’swidth(morethan5xwiderthananaveragelandscapephoto)

o Lifestyleimageryisrecommended• Fonts• Advertisingcopy

Alladvertisements,andcontentstherein,aresubjecttoapprovalbyAmazon.

FireTVHeroAdPlacementSpecs

TheHeroplacementisshownatthetopofthehomescreenonFireTV.Asourcustomerswillcomparetheseadsagainstthecover-artimagerythatfillstherestofthehomescreenanddevice,itisimportantthatthecontentanddesignstandardsalign.Tohelpdeliverhighperformingcreativetoouradvertisers,itisessentialthatthecontentinadsissimple,allowingcustomerstoquicklyunderstandthepromotionandmakeadecisiononwhetherornottoengage.Overall,treattheplacementasapieceofrecommendedbrowsing.

BleedZonecroppingWhenthecustomerhighlightstheplacementwiththeirremote,itzoomsforwardslightlytoshowthatitistheselectedelement.Thisactioncutsabout25%(525px)fromtherightsideofcanvas.

Canvas

Thefollowingmaynotbeplacedinthebleedzone:

• Textorimagerythatisimportantforacustomertounderstandtheoffero Forexample,textthatexplainstheprimaryquestionsofacustomer:

who/what/when/where/why/howorhowmuch?• Imagerywithawkwardorinappropriatecroppingattheedgeofthezone(forexample,

croppinginthemiddleofacharacter’sface)Toensuretheadiscompellinginbothselectedandunselectedstates,dispersevisualinterestandweightalongtheentirelengthofthead,includingthis“bleedzone”.Thisareashouldneverlookemptyorsparsewithimagery.Unselected Selected

FireTVHeroAdPlacementSpecs

SafeZonecroppingElementsmustrespectthesafezonewhentheadisinanunselectedorselectedstate.Unselected Selected

Whentheadisselected,thesafezonerestrictsthetop20pxoftheplacement.

• Elementsmustbeverticallycenteredrelativetotheentireheightoftheadunit,notrelativetotheareainsidetheboundsofthesafezone

Centering:Correct&Incorrect

Composition• Blendforegroundelementsseamlesslywiththebackgroundcontentofthead,creating

acinematicstripeatthetopoftheFireTVhomescreeno Theadmustappearasacontinuousunit;donotdivideitintodistinctsectionso Includeenoughcontextforthecustomertounderstandthepromotion:alogo,

relevantvisuals,andlimitedtexto Thebackgroundcontentshouldcreateapanoramiccompositionacrossthe

lengthofthead• Usevisualhierarchytoleadtheeyethroughthecontentoftheplacement

o Elementsmustnotlookscatteredwithintheplacemento Donotincludeanyinformationthatcanotherwisebeassumed,orthatdoesnot

helpthecustomerunderstandtheoffer• Avoidoversaturatedorextremelybrightvisualswhichinappropriatelystealfocusfrom

orcreateastarkcontrastagainsttherestofthevisualelementsonscreeno RGB(235,235,235)shouldbeusedinplaceofpurewhite,RGB(10,10,10)forpure

black

FireTVHeroAdPlacementSpecs

Rejected:Thebackgroundistoobrightandtheadditionalcalltoactiontextisextraneous.

Approved:Thebackgroundcontenthasbeendesaturated,butthecharacterandlogocoloringremainsvibrant.Thebackgroundwillstillbeperceivedasbrightwhenviewedonscreen.

ForegroundImagery• Charactersmustnotlookcutoutandmustbeblendedintothecompositionusing

shading,blur,masking,additionalimagery,orothervisualtechniques• Closely-croppedimagerycanlookout-of-scaleonlargescreens.Avoiddisplayinghuman

features,suchastheeyes,atextremescale.

Backgrounds• Backgroundsmustnotbe:

o Asinglecolor,anovertpattern,alineargradient,orlackingintextureordetailo Imagesthatfadeoutinagradientorarepoorlyblendedwithothercontent

Rejected:Theimageryisnotblendedwellwiththebackground

Approved:Theimageryisblendedintoacarefullycomposed,panoramiccomposition

• Allbackgroundcontentmustbefullbleed;bordersarenotpermitted• Donotblendtheedgesoftheadwiththebackgroundofthehomescreenorotherwise

mimictheFireTVinterface

Text US/UK/DE JP(inclusiveofspaces)Maximumcopylimit 12words 30JapanesecharactersMinimumfontsize 32px 28pxMaximumfontsize 130px 100pxLegalfontsize 12px 12px

FireTVHeroAdPlacementSpecs

• TypographiclimitsaresetbasedontheHelveticaNeueandKozukaGothicProtypefacesatregularweight

• Word/charactercountsincludeallcharactersotherthanthosewhichareembeddedintheprimarylogotype.Additionallogoscountagainstthislimit.

• Textmustbesetinsentencecaseo All-capscopymayonlybeusediftheadvertisercanshowtheirbrandingas

precedentandtheresultingcreativedoesnotovertly“shout”atthecustomer• Exclamationpointsmaynotbeusedunlesstheyareembeddedinalogotype• Usingidenticaltextplacementandstylingacrossunrelatedcampaignsdecreasesthe

spontaneityofalladsandisdiscouragedduetoitspotentialaffectoncustomeropinion• Useofunnecessarytext,including“fineprint,”copyrightstatements,andlegalsymbols

isstronglydiscouraged.o Additionofthistextissubjecttothemaximumcopylimit,treatingeach

charactergroupasaword.(“©2015,Amazonstudios®”wouldbe3words)o Ifadded,textshouldbewhiteorblack,lessthan30%opacity,setin12pt

HelveticaNeuelight,andplacedunobtrusivelyatthebottomofthecanvas• Stackingmorethantworowsoftextisdiscouragedandmakesitdifficultforcustomers

toquicklyreadandunderstandtheoffer

CallstoactionThecustomermustbeabletounderstandwhatwillhappenwhentheyengagewithanad,beforetheyinteractwithit.Adsonlyneedaseparatecall-to-actionifthedestinationisnotimmediatelyapparent,basedonthead’scontent.Call-to-actiontextmaynotincludeadditionalglyphs(forexample,arrows),orbeembellishedasabutton.ProductType ActionphrasesforCTAsVideo(rentaloptionavailable) Preferred:watch,stream,view

Video(withnorentaloption,onlypurchaseavailable)

Preferred:purchase,buy

Physicalproducts Preferred:Learnmore,shop,browse,seemoreOther:purchase,buy

Apps Preferred:get,download

Apps(requiringadditionalpayment/subscription)

RequiredElements:Anycostsbeyondaninitialapppurchasemustbemadecleartothecustomer.(“Watchlivewithasubscriptionto[servicename].”)

Games Preferred:play,win,compete,challenge(andsimilar)

FireTVHeroAdPlacementSpecs

Content-specificRequirements• CampaignsfeaturingAmazonvideocontentmustuselocalized“AmazonVideo”

branding/imageryineachcountry• Adswhichfeatureensemblecastsof6ofmoreshouldavoidpositioningcharacters

acrossunsafeareasofthebleedzone,butitmaybeapprovedasanexceptionaftercreativereview

TestingyourGraphiconTVsTVscreenshaveextremelyvariedresponsesintermsofviewablescreenarea,colorsaturation,hueshift,andvisibledetail.Theseinaccuraciesareconsideredanacceptablecost/valuetradeoffbymanufacturers,sotheyarepresentatsomelevelonmostdisplays.Tocatchmanypotentialissues,eachadshouldbepreviewedonaTVscreen.AnadjustmentlayerforisalsoincludedinthePSDtemplatewhichcanhelpsimulateonAppledisplayswhatthelossofdetailmaylooklikeonaTV.

FireTVHeroAdPlacementSpecs

ExamplesRejected:Thebleedzoneisemptyofvisualinterestandlacksdetailandtexture.

Approved:Additionalshadingandrearrangedelementscreateamorebalancedcomposition.

Rejected:Theadelementslookscatteredand.Croppingtheactors’hands,pressedagainstthedome,makesthethematicimageryhardertounderstand.

Approved:Thedomevisualiscomplementarytotheseriestitleandcreatesapanoramicscene.

Rejected:Theimageryfadesoutusinglineargradientsandlackscrisp,foregrounddetail.

Approved:Informative,limitedmarketingtextgivesthecustomercontext;backgroundimagerysetsthesceneandthecharacterimageryiseye-catching.

FireTVHeroAdPlacementSpecs

Rejected:Secondaryelements,likethisgame’sblueobstacles,aremoreprevalentthanthecontentthathelpscustomersmakedecisions.

Approved:Thegame’smaincharacter,logotypeandcalltoactiontextaregivenenoughdeferencebybackgroundelementstobenoticeable.

Rejected:Theadisdividedintodistinctsectionswhenitshouldappearasacontinuousunit.

Approved:Difficult-to-framepiecesofimageryarecombinedtocreateascene.Ahighlighthasbeenaddedbehindthecharacterstocreateaprimaryareaoffocus.

FireTVHeroAdPlacementSpecs

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