Essence.com

The Pushdown is a premium Essence.com homepage and mainpage ad unit that automatically expands downward pushing the site content down with it, expanding creative opportunities and capturing audience attention. The Pushdown unit then auto collapses into a persistent ad on the page which can be expanded by our users for additional information and functionality. This OPA unit is 970x66 in its collapsed state and 970x418 expanded. This unit must be third party served and requires a 5 day turnaround time for testing and positioning.

• Dimensions: Collapsed State: 970x66, Expanded State: 970x418
• File Size: 60k initial load max, 110k subsequent load max
• Expansion: Auto expansion frequency capped at 1 per user per day, subsequent expansions must be user initiated on click
• Duration: 8 seconds on frequency capped auto expansion, 30 seconds max for subsequent user initiated expansions
• May include video functionality
• Must contain a clearly defined Expand & Close click button - user initiated expansion on rollover not allowed
• The ad must collapse if the user clicks the close button OR if the user does not interact with the user initiated expanded ad for 8 seconds.
• Frame Labels: The main timeline should contain the (3) three frame labels below to control the behavior as follows:

As an Essence.com user navigates from page-to-page, the full page interstitial ad unit serves between pages as a full page ad. This full page ad will then timeout after a specified duration before revealing the Essence.com website. The full page interstitial is a rich media ad product and must be 3rd party ad served from an approved vendor.

Essence.com must be involved in the build of this unit so as to provide your selected rich media vendor with our logo band which is required on all Interstitial ad executions and to test the unit prior to launch. The specs below are requirements for a third party vendor to build this unit ready to serve on Essence.com

• 640x480-900x500 Static image as .jpg/.gif and/or Flash (.swf) file, source (.fla) file and fonts used
• 1x1 and/or click trackers you wish to use
• May include video functionality

• Duration: 10 seconds
• Video: If included, video can only be 10 seconds in length. Video may be auto initiated
• Audio: Must be user initated and be initially set to mute additionally, audio controls (mute/unmute) must be available
• Must layer over all site content and modules
• Any area not utilized by actual creative must have a background that fills the users viewable screen
• Must include SKIP THIS AD button at top right, within Essence.com logo band
• Max File Size: 40k initial, 80k subsequent/polite load
• Video Max File Size: 1MB Streaming video is allowed

As an Essence.com user navigates from page-to-page, the Video Transitional ad unit serves between pages as a full page ad. This full page ad will then timeout after a specified duration before revealing the Essence.com website. Essence.com will work with Pointroll to build this unit for our advertisers from the assets listed below.

• Weight: Under 40MB
• Aspect Ratio: 16:9 (preferred) or 4:3
• To avoid pixelation, ensure that the video is at least 800 pixels wide for 16:9 and 600 wide for 4:3
• Length: 15-30 seconds

• 1x1 (if 3rd Party Tracking is desired)
• Click Command or Landing URL

• Video Transistional ad unit must be 3rd party ad served by Essence.com's approved vendor, Pointroll
• Frequency capped at 1 Transitional per user per 24 hours
• Video duration is capped at 30 seconds max
• Maximum of 4 videos accepted for the duration of the campaign
• All assets must be sent to Essence.com to the above specifications 10 business days prior to launch

The Peelback ad unit provides premium ad placement above our site content through a floating layer positioned in the top right corner of the Essence.com main content well that incorporates a persistent teaser creative and a user initiated expanded view with full creative messaging.

• Teaser: 115x173 px
• Expanded Peelback: 660x173 px

• 40k initial load max
• 100k subsequent load max
• 1.2MB streaming video max
• 4 Panels max @ 80k per panel (subsequent/polite load only)

• User initiated expansion on rollover or click only following the same-in/same-out rule: Example: Expansion on mouse-over, requires collapse on mouse-off or Expansion on click, requires click to collapse.

• Peelback ad unit remains on page until the user navigates to a new page
• Expanded panel creative has a :15 second max duration
• Video/animation is allowed in expanded state only, :15 second duration max
• :15 seconds of user inactivity within the peelback must collapse the unit to its 115x173 teaser state

• All audio must be user initiated by click
• If video/audio is enabled, ad unit must contain play, pause and audio control buttons
• Must contain a clearly defined Expand & Close click button: User click to close on Teaser state must terminate the Peelback — User click to close on Expanded Peelback state must collapse the ad back to the 115x173 teaser state.
• Peelback must be 3rd party Rich Media vendor served
• Frequency cap: 1 per user per 24 hrs

The Essence.com Site Skin ad unit is served to either side of our content within the Essence.com page "gutters." The site skin is served by Unicast. Please send assets built to the specifications below.

• Image Sizes:
• Flash Gutters (clickable) = 100-200x600-900 - SWF,FLA and fonts
• Background Images = 1800x1200 - GIF/JPG
• Weight:
• 50K Background
• 50K a piece for each flash panel (which is loaded politely)