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Silverlight & AdvertisingEric SchmidtSenior Evangelism ManagerMicrosoft Corporation
Dan PennPrincipal Program ManagerMicrosoft Corporation
Agenda
PollFocus for this session
Development methodology for rich media and in-stream advertising from a Silverlight 2 POVThis is a “How To” session Looking for feedback to help shape final product
Highlight 3rd party perspective
Ad Template
demo
Basic Visual Studio & Silverlight Concepts
Project typesReferencesResources & PackagingInitParams
Creating Silverlight AdsHow To’s
Creating “Polite” AdsAdding Cross-Domain SupportTracking EventsHandling Click-Thrus
How ToPolite Download
What is a “polite” ad?Guidelines:
Two pieces: Polite & IncrementalRender quickly (don’t “block” the page)Fast initial load time (small initial file size)Incremental elements downloaded later
Options:Splash Screen (XAML/Javascript)Small Silverlight 2 app (XAP loads XAP)
Polite DownloadSplash Screen
Create a lightweight XAML/Javascript (Silverlight 1) application as splash screenWhile splash screen is displayed it begins downloading the incremental Silverlight 2 applicationAfter incremental portion is downloaded, it replaces the polite portion of the application
Polite DownloadXAP Loads XAP
Polite ad is downloaded quicklyPolite ad can selectively download:
A new fully functional creativeSpecific components as needed
WMV, XAP, PNG, JPG, GIF, etc.
How ToCross-Domain Support
Ads are generally sourced and tracked at different domains from the page contentDefault = Access DeniedA cross-domain policy file = Access AllowedPolicy file resides in each domain to grant accessNotes:
If a basic Flash policy file exists, Silverlight will honor itAdvanced policies can be defined in a Silverlight-only file:
ClientAccessPolicy.xml
How ToTracking Events
Rich Event Model:Mouse interactionContainer state (size, shape, etc.)
Actions:Click-Thrus spawn a new web page when more information is requested by userPings sent to ad tracking server to register activity
Silverlight Overlays
Mark KapczynskiVP & GM InStream Solutions
demo
EyeWonder Interactive Digital Advertising
EyeWonderAd
Solutions
In-Page
In-Stream
Partners
Custom Format
s
Ad Serving
Professional
Services
Publisher Support
In-Stream Advertising Roadmap
Pre-Roll
In-Stream Web
In-Stream Media Players
IPTV
In-Stream Advertising
Pre-Roll Post-Roll
Pre-
RollVideo Pt. 1
Mid-
RollVideo Pt. 2
Post -
Roll
Consumer Interactivity
Pre-Roll:
In-Stream:
Ticker TickerBar
Bug
EyeWonder Ad Workflow
Concept CreationWorking with the Agency and Brand, EW brings online ad experience to the process
Design and ProductionUsing AdWonder, EW helps you build your ads
QAComparing against publisher site specs, EW ensures ad compatibility
TrafficUsing the media plan, EW sends the ad and tags to the publish to run
ReportingEW collects valuable interactivity data about how consumers engaged with the live ads
EyeWonder @ MIX
Support for customers using Flash Ads today and helping them use Silverlight to build next-gen ads
Demos:Flash Ad overlay on Silverlight Player
Silverlight Ad overlay on Silverlight Player
Silverlight Player - Flash Ad
Silverlight 2 Application (windowless)Flash 8 Interactive AdJavascript Interaction
Passing a call from Flash to Silverlight
//ActionScriptExternalInterface.call(“pauseVideo”);
//JavaScriptfunction pauseVideo(){
mySilverlightHost.Content.myApp.PauseVideo();}
//C#[ScriptableMember()]public void PauseVideo(){
this.backgroundMediaElement.Pause();}
Silverlight Player and Ad
Silverlight 2 ApplicationPlayer – Media ElementAd – Separate Silverlight LibraryWebClient for On-Demand retrieval of Ad
Silverlight On-Demand Content
webClient.OpenReadAsync(new Uri(“PS3.dll”));
private void wc_OpenReadCompleted(object sender, OpenReadCompletedEventArgs e){AssemblyPart part = new AssemblyPart();part.Load(e.Result);DisplayAdFromAssembly();
}
private void DisplayAdFromAssembly(){PS3Ad ad = new PS3Ad();this.canvas.Children.Add(ad);
}
PS3 Interactive Ad
XAMLMedia ElementsImagesPolygonsStoryboard Animations
C# code behindEvent HandlersLogic
Interactive Video Selection
private void timer_Completed(object sender, EventArgs e){ this.menuHideStoryboard.Begin(); switch(this._video) { case PS3Video.Bluray:
this.videoBGMedia.Source = new Uri(“video/BG_Bluray.wmv”);this.trailerMedia.Source = new Uri(“video/bluray.wmv”);break;
case PS3Video.NBA:this.videoBGMedia.Source = new Uri(“video/BG_nba.wmv”);this.trailerMedia.Source = new Uri(“video/nba.wmv”);break;
}}
PlaylistsClient-side Playlists Streaming Playlists Web Playlists
Description A playlist that is delivered from a Web (or streaming server) and resides on the client PC.
A playlist that resides on a streaming media server. (Also known as Server-side playlists)
A playlist that is requested from a Web server that returns a client side playlist (ASX) with obfuscated URLs.
Delivered From Streaming (WMS) or Web server (IIS)
Windows Media Services (WMS)
IIS7 Media Pack
File Type .ASX . WSX .ISXPros Simple to author and
deploy.Hides the location of each media asset from the client. Seek/Skip can be disabled for ad scenarios.
Hides the location of each media asset from the client. Seek/Skip can be disabled for ad scenarios.
Cons URLs for playlist items are exposed to the client. Ads can be skipped.
Not yet supported in Silverlight 2.
Lacks some advanced features of WMS streaming playlists.
Expression EncoderSupport for Advertising
Ability to “bake” overlaid elements into encoded videoExample Elements:
XAMLAlpha channel video (Quicktime)
Scripts & MarkersMediaElement eventing model
Media state changesScript events
Panache Ad Builder
Jonathan TabakDirector of Product DevelopmentPanache
demo
Timeline Animation TrackingMichael ScherotterDeveloper EvangelistMicrosoft
demo
Related Sessions
Integrating Media in Silverlight Applications
Thursday @ 8:30 AM, San Palo 3501AMonetization 101
Thursday @ 10:15 AM, Delfino 4003Overview of Microsoft Ad Formats
Thursday @ 2:30 PM, Delfino 4003Overview of Expression Encoder V2
Friday @ 8:30 AM, Delfino 4005Future of Advertising Technology
Friday @ 8:30 AM, Lando 4201
Takeaways
Silverlight 2 provides a comprehensive programming model for rich media and in-stream advertising scenarios.
Ad format innovation is in your hands.
Strong 3rd party support for Silverlight from rich media, ad serving and publishing partners.
Now is the time to evolve your workflow.
Contacts
Mark KapczynskiVP & GM InStream [email protected]
www.eyewonder.com/instreamwww.eyewonder.com/is2 (demos)
Jonathan TabakDirector, Product [email protected]
Eric [email protected]
Michael Scherottermischero @microsoft.com
© 2008 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries.
The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after
the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.
