Below are the steps to get the Tristitial up and running on your site, using DoubleClick DART for Publishers (DFP).

1. Start by uploading 3 clear GIFs to DFP while treating each clear GIF as if it were a regular ad. These clear GIFs would represent a separate banner (or advertiser*) in the same Tristitial.

2. Export the static URL of each of these clear GIFs (also known as the standard ad request within DFP).

3. Export the click command for each clear GIF.

4. Send the following information/data to snap2eyes:
a. 3 banner images, each between 12KB to 20KB in size, depending on the dimensions of the Tristitial to be created, which banners should each ideally conform to IAB size guidelines;
b. a set of 3 click-through tag names applicable to DoubleClick or to the rich media code that is used in conjunction with DFP. For example, clickTAG1, clickTAG2, and clickTAG3;
c. 3 click commands (1 for each preloaded clear GIF) to be used as a default click-through URL;
d. 1 standard ad request for each of the preloaded clear GIFs;
e. optional 3 standard ad requests for the 3 preloaded Flash creatives to be downloaded at run-time (in case of an Enhanced Tristitial).
f. the order in which the 3 banners should appear and the order in which the standard ad request/click command pair should refer to each banner;

5. Upload the Tristitial supplied by snap2eyes in DFP .

6. Modify the Rich Media source code used to serve the particular Tristitial so that it supports 3 click-through tags (by adding the following query string to the SWF file request: ?clickTAG1=[click command 1]&clickTAG2=[click command 2]&clickTAG3=[click command 3].

Note: apply these changes to both <object> and <embed> tags in order to support both Internet Explorer and Firefox.

Validate the functionality of the deployed Tristitial.

* You should not include multiple advertisers within a Tristitial unless clearly agreed to do so with the advertisers. Using Tristitials is not a way to triple your ad impressions and ad inventory.

LONDON – Despite the tough economic outlook, Strange foresees growth in digital marketing in 2009. This is because its many solutions and advantages will be highlighted as marketing budgets become more constrained.

The report, Online Marketing Trends in 2009 identifies 16 key trends. It is available free of charge on: www.strangecorp.com/news/view/online-marketing-trends-in-2009.

Some trends are attributed to the economic downturn, while others, such as the need for great creative, remain constant. Advances in technology and developments in web browsing are behind the greatest number of trends.

The economic climate is likely to affect consumer behaviour and the need for advertisers to improve ROI (return on investment). There will therefore be a greater emphasis on qualitative analytics and conversion optimisation, according to Strange’s report.

And as more advertisers look to digital, Strange believes that keyword inflation will most likely continue at a high level, and foresees more negotiating over CPA (cost per action/acquisition) advertising. Key areas for expansion will be mobile advertising, local search/localised services and social media.

Online Marketing Trends in 2009 also points to developments in web browsing, through the use of Internet Explorer 8 and netbooks that will affect advertisers and web designers, respectively. Web design will also be impacted by potential changes to the Google algorithm and the growing importance of UGC (user generated content).

“2009 is going to be an interesting year” said Paul Honey Managing Director of Strange. “But recognising trends is only half the story – our role is to help businesses thrive in a changing environment.”

Strange is a creative digital marketing agency founded in 1999. Please visit www.strangecorp.com for more details.