Creative specifications and advice

Banners

Chemistry Central accepts most forms of rich media including Flash. If you don't have the resources to create the ad, please contact us with your requirements and we can create it for you at a reasonable price.

Banner	Placement	Pixel size	Expandable size	Max. file size

Standard banner	top	468x60	468x350 - down	25k - (eTocs only)
Standard banner	bottom	468x60	n/a	25k - (eTocs only)
Leaderboard	top	728x90	728x270 - down	40k
MPU	right	300x250	n/a	40k
Standard skyscraper	right	120x600	400x600 - left	40k

No more than 3 loops of animation or 15 seconds.

Please send all creatives 5 working days prior to go-live date. Gif banners can be sent 3 working days prior.

Expandable banner guidelines

The banner can only expand on user initiation
Any sound must be user click activated
The banner must contract on roll off
The page must be restored to normal after banner contraction

Video banners

All sound must be user-initiated
Must have video play/stop and sound on/off controls as standard
Maximum file-size is 40k

All video banners are subject to editorial approval within 24 hours of submission of copy. Video banners have to be submitted 2 days earlier than standard banners to allow for this additional approval stage. Please see the IAB guidelines for further information.

For Flash files:

Please supply a back up gif
Provide the URL the banner should click through to
Please let us know what version of flash the banner is created in
Does the flash file include the click tag function? To test this, click on the file, if a new window does not open, then it does not have a correct click tag function. Please be aware that the action script below is case sensitive.

Adding the click tag function for flash files

To do this, follow the below steps:

Open the .fla file in MacroMedia Flash
Add a new layer above all the existing layers, name it click tag
Import a transparent gif onto this layer (make sure that this gif is the same size as the creative)
Convert the gif into a symbol (F8) and select 'button' as its behaviour
While this layer is selected, open action script and paste in the following:
on (release) {getURL(clickTag, "_blank");
Publish the file and test that the .swf file opens up a new window when clicked

Online advertising tips

Web advertising can be used for:

driving traffic to your site
new product launches
competitions
surveys
downloads
registrations
catalog sign-ups
specific areas of your site that you want to highlight
special offers
targeted banners for niche products
broad brand awareness
promotions where an immediate response is needed
generating subscriptions
free trials
events/web seminars/registering delegates

and many more promotions.

Tips for creating your web advertisements:

send multiple pieces of artwork
use bright but stylish colors
strategic use of animation catches attention more than static banners. Using Flash animation will give you more movement while using less memory
ensure you put a 'reason to click' on the final frame of your ads
make your artwork as relevant as possible to our different sites/editorial content - we can make targeting suggestions for you
ensure your artwork grabs attention - use powerful words on your frames to catch readers' eyes
you could use a competition or a similar promotion to encourage clicks
why not try something unusual - use flash animation or HTML for interactivity
why not try a banner that enlarges when you hover over it
you could also think of using an HTML banner with multiple links per frame
be original and daring!

View example

Approved technologies

Below is a list of approved third-party ad-technology providers. If you do not see a particular ad-technology provider listed here or if you would like to know more please consult one of our Sales Representatives. New vendors will need testing in advance of deal completion.

vendors

Chemistry Central also uses:
AdInterax, AdForm, Adition, Atlas RichMedia, CheckM8, Connextra, Engage AdKnowledge, Enliven, Falk AdSolution, Kaon, MatchLogic, MediaPlex PopUp, NetGravity, Planetactive, Pointdexter, Shoskele, Smartadserver, Tangozebra, ViewPoint.

Direct emails

Please send us both a HTML version (max width 560px) and a text version.

For the direct emails you also have to provide a subject line to the email and who the email is from (ie. the company name).

Subject line: A maximum of 50 characters so the recipients can read the full title.

HTML:

Do not include any images in the email. Point to image files on an external website
Do not include any executable code, javascript, ActiveX etc
Ensure that the HTML code has no lines longer than 1000 characters
Do not use style sheets: Use simple HTML text attributes like <b>, <i>, <font = > etc.
It is recommended that you use a dedicated HTML editor program like Dreamweaver or (if you have the knowledge and skill) use a text editor
Avoid using the <tbody> tag if possible
Do not use spam terminology such as "You have been selected?". Instead use "You have been chosen?"

Text:

Prepare plain text emails using a text editor. Or save Microsoft Word document as "Text"
Do not include any unusual characters (e.g. bullets)
It is recommended that you limit the amount of text in a text email and that
short paragraphs are used, separated by 2 returns. This will make the message more readable
When adding URLs, use the http:// form (e.g. http://www.the-scientist.com)
Text URLs must be less than 70 characters

Tips for direct emails

Effective emails tend to be short and catchy, with a clear "call to action". HTML emails have larger response rates, and 90% of our users are able to accept them. Here are some specific suggestions.

Keep the subject line short and catchy. E.g. "Announcing XYZCo's new thermal cycler"; "Bioinformatics conference for life scientists". Avoid spam-like subject lines like "A special offer from ABC Co". Good subject lines include *news*, something for people to *discover* in the email or a *benefit* to them
Make it clear at the start of the message what you are advertising and what you want readers to do
Provide plenty of links to your web site early in the message as well as at the end and tell readers what clicking on the link will do. E.g. "Follow this link to request more information". Ideally put a link right at the top of the message
We have noticed that scientists do not respond well to reduced price offers - they are usually not spending their own money. Free samples or premium gifts work better
Avoid spam-like language, which will often result in your email being blocked by institutional mail servers e.g. "free", "special offer", "reduced price", "limited time offer", "You have been selected" etc.
Detailed technical information can be ineffective in a marketing piece. Give a bit less detail and say that people can discover how your product works by visiting your web site
Make sure you have targeted your email to the perfect audience for your message
Check all technical specifications above in detail
Ensure that you personally approve the final test message that is to be sent and check all links are working in your test message
Specify whether the email is to be tracked or not. If so this may cause links not to work if further tracking is also added
Specify the kind of reporting you need in advance of sending your email
Allow enough time to check your test and send artwork a week in advance of your send date
Capture as much information as you can from your emailing by collecting contact information from readers who click-through to your site

View example

Journal article alerts and subject article alerts (article eTocs)

Chemistry Central sends out article alerts to those registrants who have requested them, based on subject area and individual journals. Please check with a Sales Representative if the journal or subject of interest is available.

Please send us a 468x60 animated or static gif banner
Provide a URL that the banner clicks through to
The eTOCs are only available for global campaigns
The reports will provide delivered impressions and number of registered users for the specified eTOC

The banner will be placed on the top and bottom ad placement of the journal or subject article eTOC.

View example

Registration opt-in box

Increase your lead generation by placing an opt-in box on our registration page, allowing our 10,000 new monthly registrants to sign up for your newsletter or database. If required, your opt-in box can be visible only to registrants that fit your target audience - see our targeting options and ratecard.

When booking your order please send an email to advertising@biomedcentral.com and provide the following:

Name of the eNewsletter you would like registrants to sign up for
Paragraph explaining the purpose or theme of the newsletter
Your targeting options if applicable

You will receive an email with the name and email address immediately when a new registrant has gone through the registration process and your sign-up box has been ticked.

View example

Please do contact us if you have any questions or would like further information on any of our services.

Creative specifications and advice

Banners

Expandable banner guidelines

Video banners

For Flash files:

Adding the click tag function for flash files

Online advertising tips

Approved technologies

Sponsored emails

Top and Bottom sponsorship

Banner:

Text:

If you are supplying HTML:

Tips for sponsored emails (eTOCs and newsletters)

Direct emails

HTML:

Text:

Tips for direct emails

Journal article alerts and subject article alerts (article eTocs)

Registration opt-in box

Creative specifications and advice

Banners

Expandable banner guidelines

Video banners

For Flash files:

Adding the click tag function for flash files

Online advertising tips

Approved technologies

Sponsored emails

Top and Bottom sponsorship

Banner:

Text:

If you are supplying HTML:

Tips for sponsored emails (eTOCs and newsletters)

Direct emails

HTML:

Text:

Tips for direct emails

Journal article alerts and subject article alerts (article eTocs)

Registration opt-in box

Email updates