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Center StageDesktopMobileCenter Stage is a fully-customized canvas,intelligently embedded into NPR.org contentto maximize engagementCenter Stage can be built for the NPR homepage, on theNPR Music homepage, or on story pages across NPR.orgFeatures can include, but aren’t limited to: Click-to-play video or audioTablet0.46%Average CTR11 SECSAverage in-View Time Image galleries Interactive timelinesCenter Stage is served with a persistent, 100%viewable 300 600 display banner on desktop that averagesperformance levels 5x the industry benchmark0.30%Average 300x600Companion CTRGeneral GuidelinesAll Center Stage units are designed by NPRNPR reserves the right to refuse any content or tactics that: Feel too commercial Do not fit within the flow of the page or the ethos of NPR.org Would not be expected to perform well based on NPR’s knowedgeof its verage Videostart rate1
Homepage Center StageHomepage Center Stage is responsive across the following breakpoints:MOBILE400x300 pxnationalpublicmedia.com/custom-productsTABLET PORTRAIT730x300 pxTABLET LANDSCAPE955x300 pxDESKTOP1300x300 px2
Music Center StageMusic Center Stage is responsive across the following breakpoints:MOBILE400x250 pxnationalpublicmedia.com/custom-productsTABLET PORTRAIT730x250 pxTABLET LANDSCAPE955x250 pxDESKTOP1300x250 px3
Story Center StageStory Center Stage is responsive across the following breakpoints:MOBILE400x250 pxnationalpublicmedia.com/custom-productsTABLET PORTRAIT730x250 pxTABLET LANDSCAPE955x250 pxDESKTOP1300x250 px4
CENTER STAGE3 weeks before launchProductionScheduleKick-off callCall agenda: Team introductions Client creative ideas and concerns Review the required asset list Review production schedule10 business daysAssets sent8 business daysFirst draft sent6 business daysClient feedback expected4 business daysSecond draft sent3 business daysFinal approval requested2 business daysThe Sponsorship ProductsTeam will set up a test pageUpon request, the SponsorshipProducts Team can send the testpage link to the client so they cantest their tags and see the creative’splacement within NPR.org contentLaunch dayDay after launch ots will be sentPerformance metricswill be sent5
CENTER STAGERequiredAssetSpecsEditable branding imagery Layered Photoshop or Illustrator files Background image provided must be at least 1300x300 px Logo(s) in vector format. If vector format is not available,a medium or large PNG of the logo with a transparentbackground is also acceptableFont file packageTagline/branding language If there are multiple lines of copy, please specify how fonts shouldbe used and what proportions or spacing the copy should followBranding guidelines/style guide, if availableCurrent campaign creative guidelines/examples,if availableHD video, if one will be featured YouTube link, .mp4 files, or .mov files are acceptedTags and trackers, if available(see below for details on accepted tags)300x600 companion asset(s), built either bythe client or the Sponsorship Products Team If built by the client, the 300x600 can be sent as either as athird-party tag or an image file with click-through andimpression tags If built by the Sponsorship Products Team, the client shouldspecify which sent assets should be used for the Center Stagevs. the companion The companion can fully match the Center Stage or can becomplementary, based on the assets that are sentnationalpublicmedia.com/custom-products6
CENTER STAGETags andTrackerDetailsSPT accepts the following types of tags or trackers forthe Center Stage. All tags and trackers must beHTTPS-compliant. 1x1 impression tag Standard tag iFrame tag JavaScript HTML tag Click tracker Research tags of various typesCENTER STAGEWhat we send and how to interpret:Metrics1. Total impressionsThe total number of impressions garnered, pulled fromDoubleClick for Publishers2. Viewable impressionsTotal Impressions X Viewability PercentageNote: Average Moat viewability percentage forCenter Stage is 37% (as of 12/1/16)3. ClicksThe number of clicks received, pulled from DoubleClickfor PublishersNote: If there is more than one click-through on the creative wewill split the clicks to show how many each link received4. Total CTRThe number of clicks received / the total number ofimpressions garnered5. Viewable CTRThe number of clicks received / the number of viewableimpressions garnerednationalpublicmedia.com/custom-products7
CENTER STAGE6. Video starts (if applicable)MetricsThe number of times users hit Play on the video, if a videocontinuedwas featured, pulled from Responsive Ads7. Total video start rate (if applicable)The number of times users hit Play / the total number ofimpressions garnered8. Viewable video start rate (if applicable)The number of times users hit Play / the number ofviewable impressions garnered9. Video completion rate (if applicable)The number of times users watched 100% of the video / thenumber of times users hit Play10. Companion impressionsThe total number of impressions garnered on the CenterStage companion unitNote: We do not provide the viewable impressions on the companionunit because the viewability percentage is close to 100%11. Companion CTRThe number of clicks received on the companion unit / thenumber of impressions garnerednationalpublicmedia.com/custom-products8
Total Impressions X Viewability Percentage Note: If there is more than one click-through on the creative we will split the clicks to show how many each link received 3. Clicks The number of clicks received, pulled from DoubleClick for Publishers Note: Average Moat viewability percentage for Center Stage is 37% (as of 12/1/16) 4. Total CTR
