Guidelines

Email
Pumpkin Studio
Video & Display Ad Content
Go to Ad Specs
Email

If providing HTML for a standalone email, please keep in mind the following standards and guidelines. Clients are responsible for testing to ensure that the email creative works and renders as expected across platforms and email browsers. 

Expectations include customer-defined handling of the client’s email, such as image blocking,  3rd party tracking, and whether the email creative will trigger the message as “spam,” either by the customer’s ISP or the recipient.

HTML Code

Provide only the HTML to be included in the body of the message. We will remove and/or replace the <HTML>, <HEAD>, <TITLE>, <SCRIPT> and <BODY> tags. Any attributes included in those tags in the file will be stripped out.

HTML files need to be coded using HTML tables and nested tables only – the standard for email. Table-less layouts (CSS positioning) are not accepted. Javascript is not valid.

We will add our header and footer to all Solo Emails. Content includes the BabyCenter/What to Expect unsubscribe links.

Do not include any copy that references unsubscribing to a mailing list, personalization, or other features that refer to either the advertiser or BabyCenter/What to Expect customer data.

The HTML email should be no more than 700 pixels wide with a file size maximum of 250K, including images.

We do not support external files. Include Cascading Style Sheets (CSS) <style type=”text/css”> blocks in the head of the email with unique class names to prevent any CSS conflict with our brand styles (e.g. BrandName-table {width: auto !important; min-width: 320px !important;}).

All URLs for click-through links must be absolute, not relative, and embedded in the code. We will not populate custom click-through URLs.

Font styles are defined inline in the nearest tag <td>, <a>, or <span>. Include the full font attributes in each tag that contains HTML text or the font may default to the browser settings. Define font size in pixels, not points.

Do not use Flash, video, or any kind of rich media in email – it is not supported by most email browsers. JavaScript does not work in email. Forms are not supported and are not permitted.

Avoid using paragraph tags <p> as they are not recognized in some email clients. Use 2 break tags <br> instead. Avoid the use of list tags <ul>, <ol>, or <li> as they do not display in some browsers.

Avoid setting margins in the table tag as they do not render consistently across email clients.

Avoid commenting out HTML code as it may display in some browsers.

Validate your HTML code. Make sure there are no nesting errors as an improper tag closing will cause rendering errors in many email clients. Most HTML editors include a validation utility. Otherwise, go to http://validator.w3.org/.

Please ensure all URL values are unique if you would like to review reporting by individual link placement. Even if you are featuring the same landing page, please include a unique variable to the URL (e.g. assuming you wish to feature the following URL in the top banner and within the body of your email: http://www.myhomepage.com). 

Use a ? delimiter to separate your URL from variable definitions (key/value pairs). For example,   href=”http://www.myhomepage.com?msaclick=topbanner” uses a variable named “msaclick” with the value of “topbanner.” The sole purpose of this variable is to distinguish itself from other instances of the same URL path. 

If a link features a path to “www.myhomepage.com” later in the email, the value of the variable can be changed: href=”http://www.myhomepage.com?msaclick=body”. Keep in mind, this example assumes your URL does not already feature variables. 

URLs should only feature 1 ? delimiter to separate a URL path from variable definitions. If URLs already have variables defined, variable definitions should be separated from themselves with an &. For example,href=http://www.myhomepage.com?utm_medium=email_blast&utm_campaign=bcemail&msaclick=topbanner

Making the href values as distinct will support recorded data of user interaction.

Images

Images may either be hosted or provided to us, along with your HTML file. Externally-hosted images must have absolute URLs. Images provided to us should be named in lower-case characters with no spaces, and contained in only one folder, with no nesting. If hosting your own images, use a secure server and call using HTTPS.

All image tags should include height, width, alt, and border attributes. Borders should be set to zero (e.g. border=”0″). All graphics must have correct dimensions in the file properties. Do not rely on HTML-defined dimensions or resize images in HTML code.

We do not recommend background images. Some email clients will strip them out. If you choose to use background images, make sure that the email still works if they do not display. Consider whether font type colors will appear if the background images do not.

Animated GIFs are permitted, but maximum file size is 100 KB. Animated GIFs are not supported in Outlook. If you choose to use animated GIFs, please make sure the first frame has a call-to-action or offer. Outlook displays the first frame ONLY.

Image maps are supported but not recommended.

Consider a mix of plain text and images in the email design. Keep in mind that if images are blocked in a customer’s email browser, alt text may also not appear. Always consider how the message may appear if images do not render for the user.

Rendering

Ensure assets render well across the following platforms: 

  • Outlook 2002+
  • Android’s standard email client
  • Android’s gmail app
  • iPhone 4-11 plus
  • iPad/iPad Mini
  • Windows Phone 8
  • AOL’s browser based email client rendering on Firefox, Chrome, IE10+
  • Gmail’s browser based email client rendering on Firefox, Chrome, IE10+
  • Yahoo’s browser based email client rendering on Firefox, Chrome, IE10+

Responsive Assets 

If assets are developed with responsive design, please follow these additional requirements: 

  • Avoid semantic mark-up. Do not use header tags, paragraph tags, list tags, etc. Using tables for layout is still recommended.
  • When optimizing for screen widths, please bear in mind assets will be placed inside of a wrapper with 15px of padding to the left and right when the rendering agent’s window is greater than 635px width, and 10px to the left and right when less.
  • Not all email clients support the full spectrum of CSS, including media queries. Ensure the design has fall back styles for older email clients.
  • Know the quirks of all major email clients and account for them.
  • Avoid beginning class names with “bc-“. This designation is reserved for our wrapper, and we need to avoid potential style definition conflicts. Do not replace or modify any code within our wrapper, including but not limited to: modifying our existing absolute paths to http://assets.babycenter.com/ that we use for our BC logo, top and bottom stripes, etc.

Ensure assets render correctly on the following platforms, or they may be subject to revision:

  • Outlook 2002 +
  • Android’s standard email client
  • Android’s gmail app
  • iPhone 4-6 plus
  • iPad/iPad Mini
  • Windows Phone 8
  • AOL’s browser based email client rendering on Firefox, Chrome, IE10+
  • Outlook’s browser based email client rendering on Firefox, Chrome, IE10+
  • Gmail’s browser based email client rendering on Firefox, Chrome, IE10+
  • Yahoo!’s browser based email client rendering on Firefox, Chrome, IE10+

Anti-Spam Recommendations

Email Content

  • Do not capitalize every word. Be extremely selective in using words with all caps.
  • Avoid excessive use of $ signs and exclamation points. Do not use multiple symbols one after another (e.g. Free!! Now!!! Save$$$$).
  • Include the company’s name or abbreviation. This is necessary so readers know which advertiser the information is coming from.
  • No trademark signs, copyright signs or special symbols. BabyCenter/What To Expect style is to refrain from using trademark or copyright signs with brand/product names – we just leave it out altogether. This applies to both special symbols (TM, ©, ®) and plain text (TM, (R), (C)).
  • Avoid sending emails containing more than 50% HTML tags. Avoid links without an https:// prefix.
  • Avoid HTML forms.

Email Subject Lines 

  • Subject lines should be truthful and relate to the message in the body of the email.
  • Do not use more than two symbols and do not use the combination ($….!) or multiple symbols in a row.
  • Do not use all caps.
  • Do not create excessive white space between words (e.g., Free Shipping on shoes).

 

 

Pumpkin Studio

Branded Content Usage Rights

BabyCenter and/or What to Expect (publisher) owns all rights, title, and interest in any custom content developed for an advertiser. 

Usage rights are granted for one calendar year from the content launch date. 

Advertisers may not edit content in any way without approval from the publisher, use content independently and without credit to the publisher, or use content on any 3rd party paid media sites – whether direct competitors of the publisher or via programmatic channels. 

Advertisers may fund their own promotion of the content through their own social channels, or by driving traffic to their own website where the content lives.

During the campaign, the advertiser does not own the assets. Rather, the publisher hereby grants to the advertiser a limited, royalty-free license to the custom content for the advertiser’s use on the advertiser’s owned and operated digital channels during the campaign. 

Advertisers should contact their Sales Rep if interested in extending content usage rights and duration. 

Definition of Owned & Operated Digital Channel 

  • An owned and operated digital channel includes the brand website(s) and brand-controlled social channels, including Facebook, Instagram, Pinterest, Snapchat, Twitter, and YouTube. 
  • An advertiser may use content on an e-commerce product detail page as enhanced or Amazon A+ content.  

Branded Content Duration

  • In-feed social content, and particularly paid ad formats, are typically evergreen, meaning we leave the assets up indefinitely. However, we reserve the right to remove and/or edit this content after the usage right period is over.
  • Branded Expert and Influencer articles last on the publisher site for a minimum of one year. Branded video content lasts on the publisher YouTube channel for a minimum of one year.  
  • Once usage rights are complete, we reserve the right to remove or edit the content. The advertiser does not need to remove any links from their social platforms, but must understand that there is a risk that the link may break should we choose to remove the content. 
  • Advertisers should delete any video file from wherever it lives (e.g. website, ecommerce site) once usage rights end. 
  • Advertisers should contact their Sales Rep if they want to extend usage rights.

Branded Content Use Cases 

  • We encourage advertisers to share content across their O&O channels for additional exposure. We ask that the advertiser let us know so that we can factor additional promotion into performance and reporting. 

Branded Articles (Expert or Influencer)

  • The advertiser may link to branded articles from brand website or social channels. 
  • If reposting an article on a brand website the advertiser must make the page no-follow. The advertiser may not alter the content in any way and must mention the content comes from partnership with the publisher (e.g. This article was created by BabyCenter/What to Expect in partnership with Brand).

Interactive Branded Experience (IBE) 

  • The advertiser may link to an IBE from a brand website or social channels.
  • If reposting, repost the experience on the brand website via an iFrame embed code. Note: Please work with your CSM or Sales Rep to understand reporting implications.  
  • The advertiser must make the page no-follow on their brand website, may not alter the content in any way, and must mention content comes from partnership with publisher (e.g. This article was created by BabyCenter/What to Expect in partnership with Brand).

Branded Video (Custom, Need-To-Know, Social Short) 

  • We recommend embedding the YouTube video for website needs, though can share the video file if requested.
  • Advertisers may not edit video files without permission from the publisher. 
  • Advertisers must have an understanding of how they can and cannot use the video file, for how long, and are responsible for removing or deleting video files once the usage rights are over.

YouTube Video 

  • Branded video may not be posted directly on the brand’s YouTube channel – YouTube does not allow duplicate video content and if they catch it, they will remove the video.
  • The advertiser may embed the video anywhere across their digital platforms or other PR activations (e.g. news or influencer sites) using the YouTube embed code, and add branded video to their YouTube channel playlists.

Pinterest Assets

  • Advertisers may re-pin with credit to the publisher and also embed Pinterest posts onto their website or through other PR activations (e.g. news or influencer sites).

Instagram Assets

  • Instagram Story: Advertisers may repost Instagram Story assets with credit to the publisher. 
  • Instagram Post (Video or Image): Advertisers may repost with credit to the publisher (e.g. @babycenter or @whattoexpect) and may also embed posts onto their website or through other PR activations (e.g. news or influencer sites).

Facebook Assets

  • Advertisers may share a video, link, or image post from the publisher and embed video natively on the brand’s channel. 
  • An advertiser must create a separate/unique link post on their brand channel. 

SnapChat

  • Advertisers may link to content on the publisher site. If using publisher images, the advertiser must give credit to the publisher, either via text or logo on the snap.  
  • The publisher does not provide SnapChat creative.

Images & Other Elements

  • Photography or illustrations may only be used in the context of how it is used in the content, and the content must be credited to the publisher. 
  • If interested in additional usage of photography or illustrations, please reach out to your CSM or Sales Rep to determine options for use. 
  • Advertisers must share how design elements are being used with the publisher for approval.

File Formats

  • Article: Word doc with copy
  • Images or illustrations: JPG
  • Video: MP4
  • Interactive Branded Experience (IBE): iFrame embed code
  • Design files (if needed): PSD, EPS, AI (Note: designs within IBEs are created within a software platform that powers the IBE and cannot be shared separately as a PSD or EPS)

 

Custom Content Addendum

This addendum to Insertion Order (“Addendum”) is entered into as by and between Everyday Health Media, LLC with offices located at 345 Hudson St, 16th Floor, New York, New York, 10014 (“Everyday Health”) and the entity identified as Advertiser in the applicable corresponding Insertion Order (“Client”). This Addendum is intended to supplement the Insertion Order entered into between the parties (“Insertion Order”). The Addendum with the Insertion Order shall be referred to as the “Agreement”. To the extent there is a conflict between the terms of this Addendum and the terms of the Insertion Order, the parties agree that the terms of the Addendum shall prevail. 

1. The Project 

a) Under the terms of the Agreement, Everyday Health may create specialized content for Client (“Custom Content”) as outlined in the Insertion Order to be used by Client as agreed to in writing by the parties (the “Project”). 

b) Everyday Health reserves the right in its sole discretion to make any disclosures to the Custom Content if it determines such disclosures are required by any federal, state, and local laws, rules, regulations and statutes. 

c) Everyday Health hereby grants to Advertiser a limited, royalty-free license to display and/or publicly perform the Custom Content on Advertiser’s owned and operated digital channels during the Campaign.   Those rights are granted for one calendar year from content launch date. Everyday Health. After the termination of this Agreement, Client may use the Custom Content solely for archival or historical use. 

2. Ownership and Use of Custom Content 

a) Except as set forth in Section 1, Client acknowledges that no grant of ownership or license shall be given to Client with respect to any Everyday Health copyrights, trademarks, logos, brands, slogans or the Custom Content produced or created by Everyday Health pursuant to this Agreement (“Everyday Health Materials”). 

b) Everyday Health owns all rights, title and interest in and to the Everyday Health Materials, and nothing in this Agreement or any other terms and conditions shall confer on Client any right of ownership in the foregoing.

c) The fact that any Custom Content containing Client Materials, as defined below, remains on public display or in circulation after the campaign, including on Everyday Health’s owned and operated digital and social channels, shall not give rise to any claim by Client or any third party against Everyday Health, provided that such Custom Content is not amplified through paid or other promotion

d) During and after the campaign, Client grants Everyday Health a license to include Client’s name and/or trademark in any and all URLs of Custom Content on Everyday Health’ owned and operated websites and/or social channels. 

e) Client agrees to follow usage guidelines for custom content found here https://www.ehg-pp.com/ad-guidelines/#PumpkinStudio 

3. Changes to Custom Content 

a) Pre-Production/Production: Client may only alter the Project, provided that Everyday Health has not yet begun pre-production. Once the parties are in the Pre-Production phase, Client may not alter the scope of the Project unless mutually agreed upon in writing (email to suffice). For clarification purposes, pre-production starts once an Insertion Order is signed by both parties (“Pre-Production”).  

b) For custom content that Everyday Health provides a script for, Client shall be permitted to provide no more than two (2) rounds of feedback or notes as outlined in the agreed upon production timelines.  

c) For editing final custom content assets, client shall be permitted to provide no more than two (2) rounds of feedback or notes.

d) Final approval by Client of Custom Content must be received by Everyday Health in a timeframe approved by the parties at the start of the Project. 

e) If Client Materials, as defined below, are delivered later than the timeframe agreed upon in writing by the parties, then Everyday Health reserves the right to either (a) increase Fees and/or (b) push back the time frame for delivering the Custom Content to Client. 

f) Everyday Health reserves the right to increase the Fees if the scope of the Project changes based on requests made by Client.  

g) In the event an approval deadline is not met for branded content assets, Everyday Health may, in its sole reasonable discretion, reduce applicable impression guarantees commensurate with the length of the delay.

4. Fees 

a) Client acknowledges that the Fees for the Custom Content outlined in the Agreement are non-refundable under any circumstances and shall be due and payable at the start of production upon receipt of invoice from Everyday Health. For clarification, the Fees are due even if Client chooses not to use the Custom Content. 

b) If Client decides to cancel the production of the Custom Content, all Fees shall immediately become due.

c) All taxes and fees required by law that may be applicable to the Custom Content are paid for by Client.

5. Obligations 

a) Upon request from Everyday Health, Client will deliver to Everyday Health any and all materials needed for inclusion in the Custom Content (“Client Materials”). The delivery of such Client Materials shall be made within 72 hours of receiving a request from Everyday Health.

b) Client acknowledges that failure to timely provide the Client Materials to Everyday Health within the 72 hour timeframe may result in the Project being delayed in Everyday Health’s sole discretion. 

c) All emails from Everyday Health shall be acknowledged by Client within twenty-four (24) business hours. 

d) All feedback on Custom Content shall be provided by Client to Everyday Health within forty-eight (48) business hours. 

e) Client communications shall be responded to by Everyday Health within 24 business hours and solutions shall be offered within 48 business hours, after which Everyday Health shall begin work on such approved solutions.

f) The parties shall continuously make good faith efforts to come up with solutions to campaign challenges including but not limited to, creative execution and distribution. 

6. Representations and Indemnification

a) Client represents and warrants that (i) the Client Materials will not violate the rights of a third party including but not limited to an intellectual property, privacy or publicity right; (ii) the Custom Content shall not be used in a manner outside of the rights granted in this Agreement; and (iii) all statements and claims incorporated into the Custom Content as provided by Client are true, accurate, and supported by data.

b) Client shall indemnify, defend and hold harmless Everyday Health, its affiliates and its employees, officers, directors, representatives and agents from and against any and all expenses, losses, damages, costs or fees (including reasonable attorneys’ fees) resulting from third party claims, demands, or suits which arise directly or indirectly from breach of a term or representation contained in this Addendum.

7. Entire Agreement

This Addendum represents the entire agreement of the parties and supersedes any prior agreements or understandings between the parties concerning the subject matter hereof.  Any changes to this Addendum must be evidenced in writing and signed by both parties.  This Addendum shall be construed and applied in accordance with the laws of the State of New York, without giving effect to conflict of law principles.

Video & Display Ad Content

Overview 

Everyday Health Group Pregnancy & Parenting (“P&P”) experiences are designed for broad, general-population audiences. Messaging from our advertising partners should be:

  • Respectful: Content can be provocative or broaden perspectives, but in a way that doesn’t take the majority of our audience by surprise, make them feel uncomfortable, feed them misleading or unsubstantiated information, or make them feel attacked
  • Shareable: Content should be such that if part of an extended P&P campaign or partnership, it can be shared without triggering or encountering platform violations, filters, gates, or other restrictions

Details

Content or messaging that is automatically displayed, played, or experienced by P&P users without their taking an action, including display and pre-roll, should adhere to the following:

  • Avoid nudity whenever possible
  • If nudity or implied nudity is unavoidable given the subject matter (breastfeeding, diaper rash), it should be educational or scientific
  • Visuals and soundtracks should not alarm or embarrass if unexpectedly played, seen, or heard in a public setting, such as a workplace, retail location, public transit system, or house of worship
  • Messaging should not implicitly or explicitly provoke or sympathize with hate, violence, or scientifically and medically unsound behavior
  • The following types of ads are not accepted: those for alcohol, tobacco, firearms or ammunition, gambling, pornography, or politics

Risks 

The value or merit of content is subjective, but P&P and its partners should recognize that provocative messaging to our general population, national audience can cause: 

  • Backlash against the advertiser within and on P&P Community and Social Channels
  • Damage beyond P&P channels to partner’s reputation with users

Platform restrictions prevent P&P from executing paid social promotion of partner assets. But our partners should be aware that “pushing the envelope” with content can limit their own ability to distribute and promote on key social networks: 

  • Nudity – even educational and seemingly innocuous – can be gated on third-party platforms, including age-restriction 
  • Adult-themed content may be gated or blocked on third-party platforms
  • Hateful or harmful content may be banned on third-party platforms
  • Unsubstantiated claims and misleading content can trigger FTC action 

Pumpkin Studio welcomes reviewing direct-media creative for suitability with our experiences. P&P can only offer advice on the “fit” with our users. Ultimate responsibility for the facts behind, and impact of, any messaging lies with our partners.