Production Guideline - jcdecaux-transport.com.hk · 2.4 DPZD Floor Sticker Production 10 ... Method...

MTR* advertising

Production GuidelineRevision 1.2

Updated on 10-May-2018

1/ Introduction 3

2/ Production Guideline

2.1 Panel Video Production 4

a. General Guideline

b. Creative Guideline

c. File Output Guideline

2.2 Video specification 5

2.3 DPZD Sticker Extension Production 6-8

a. Sticker Extension Production Guideline

❑ Causeway Bay Station

❑ Central Station

b. Sticker & Panel Mismatch Handling 9

2.4 DPZD Floor Sticker Production 10

a. Floor Sticker Production Guideline

2.5 DPZD Bunting Production 11-13

a. Bunting Production Guideline

3/ Censorship and File Delivery

3.1 Censorship and File Delivery Guideline 14

3.2 Material for Censorship (With Panel Extension) 15-16

3.3 Output File Submission 17

4/ One-stop Service Solution 18

Table of Contents

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1. Introduction

Digital Panel Zone Domination (DPZD) is placed at various strategic

locations in MTR System*. They allow motion within the panel and

offer creative flexibility which attracts the attention of MTR

passengers.

Product Features of DPZD:

• 2-3 pairs of HD Plasma Panel located in 2 high traffic stations

• Causeway Bay Station – Times Square, Sogo, Hysan Place

• Central Station – The Landmark, IFC

• Giant 65” panel in pairs to display animated images

• Accommodates animated ads, rotation of multiple visuals and image-flow execution

• Poster extension with bunting and floor vision enhance creative flexibility and domination

impact

Before proceeding to digital production, it is recommended to have a thorough understanding of the

following guidelines and specifications. All booking details should include advertisement duration

and locations and must be confirmed with the JCDecaux Sales Team before action.

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*MTR System includes Island Line, South Island Line, Tsuen Wan Line, Kwun Tong Line,

Tung Chung Line, Tseung Kwan O Line and Disneyland Resort Line

2. Production Guideline

A. General GuidelineA1. The client / agency should provide all media files.

A2. Digital Panel Zone Domination does not accommodate audio support and sound effect.

B. Creative GuidelineB1. Digital Panel Zone Domination consists of 2 or 3 pairs of 65-inch TV panels installed vertically for

advertisement display.

B2. Digital Panel Zone Domination is designed for motion graphics / animation to be presented across

all screens.

B3. Key images such as a talent, a product or a brand displayed across separate panels are not

acceptable except background image.

B4. TVC is acceptable only when clause B3 and is conformed.

B5. Video should be displayed in full screen mode only.

B6. Strong light, flashing, sparking or rapid movement of image effect in the creative, visuals or image-

flow execution should be avoided.

B7. Digital Panel is designed for video, animation and image-flow presentation. All static images,

neither partial nor full visuals that compose the overall advertisement, are not accepted. Static

image is defined as any visual displayed at the same location on a single panel without any

movement for 2 seconds or above.

B8. Special visual which simulate technical failure (e.g. Snowy visual effect, signal lost) and may

mislead / irritate the audience should be avoided.

B9. Three different Panel Arrangements / Creative need to be submitted for each campaign.

C. File Output GuidelineC1 If the output file(s) consist more than one part or create in a self-looped format, a transition effect

in between each file conjunction is recommended for ease transition.

D2. Recommend to submit native HD file. Conversion from low-resolution sources to HD format should

be avoided. Cropping and enlarging video file should be avoided.

D3. It is recommended to round up the duration of all video files in second (1 second is equivalent to

25fps (e.g. 7 sec in 25 fps frame rate setting, the video duration should be 175 frames).

D4. Media file should be encoded by Adobe Premiere or Windows Expression Encoder 4 (PC Version).

The above guidelines are subject to change by JCDecaux Transport due to changes of the guidelines

from the MTR. For details, please refer to the Terms and Conditions from all our current rate cards and

sales materials. All the artwork and displays are subject to final approval and confirmation from the MTR

before posting.

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2.1 Panel Video Production

Panel Production Guideline

Video Format:

Windows Media

Codec ID: Windows Media Video 9 (WMV9)

comply with main profile (MP) levels in VC-1 specification

Resolution: 1,080 x 1,920 Pixels

Bit Rate:

8,000 kbps (min.) - 9,000 kbps (max.)

(Including audio effects) in Variable Bitrates Mode

* Bitrates Value and mode may subject to modification based on the trial result for

optimized performance and visual quality

Remarks: a. Frame Rate: 25 fps

b. Code ID is WMV3.

c. Media file should be Encoded by Adobe Premiere or

Windows Expression Encoder 4 #1,2

#1 Higher version or compatible versions generated by other Windows Expression

Encoder is not be accepted#2 The media file encoded by encoder other than Windows Expression Encoder 4

is not recommended even if the encoder is designed by Microsoft.

2. Production Guideline2.2 Panel Video Production

Video Specification

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2.3 DPZD Sticker Extension Production


Location: Causeway Bay Station

Site: Jardine’s Crescent (Exit F)

Sticker extension needs to cover the right corner of VE panel

Digital Panel Sticker

Wall Skirting

1A 1B 1C 1D 1E 1F

Mockup video: https://goo.gl/3oz2Yn

Storyboard: https://goo.gl/KQV6Yg

https://goo.gl/3oz2Yn

https://goo.gl/KQV6Yg


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Location: Central Station

Site: Platform up to St. George’s Building (Exit F)

Digital Panel Sticker

Wall Skirting

Sticker extension need to cover the left corner of VE panel only.

NO sticker extension is needed for Right corner of VE panel.

1A 1B 1C 1D

Mockup video: https://goo.gl/qZZehu

Storyboard: https://goo.gl/AfsXAf

https://goo.gl/qZZehu

https://goo.gl/AfsXAf


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For the dimension of Digital Panel Zone Domination Sticker Extension, onsite

inspection and measurement are compulsory for contractor before installation.

Protection measures must be applied by contractor on the panels before

sticker installation.

Special attention should be given when die-cutting the sticker for the TV panel.

No scratch mark is accepted or the contractor will be subject to penalty.

Protection measures must

be applied

For details of the Site Inspection & Measurement, Method Statement,

Installation & Removal of Sticker Extension, please refer to “MTR Feature Ads

Installation Guideline for Contractor”


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b. Sticker & Panel Mismatch Handling

To ensure DPZD panel videos match with the sticker extension,

Production House shall arrange a site inspection on the launch day

and send the revised video file (if any) for the mismatched panel to

JCDecaux for rectification.

Matched Mismatched

Sticker

Extension

Panel


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2.4 DPZD Floor Sticker Production

a. Floor Sticker Production Guideline

All the tactile guide path shall leave 450mm clearance space

For details of the Site Inspection & Measurement, Method Statement, Installation &

Removal of DP Zone Domination Floor Sticker, please refer to “MTR Feature Ads

Installation Guideline for Contractor”


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2.5 DPZD Bunting Production


Headroom clearance 2350mm/H

Bunting should not block MTR signage, Ventilation shaft, CCTV or Smoke

detector. (clearance space, 6m is recommended).

MTR will assess the weight of the bunting and confirm if the bunting can be

hanged on ceiling sub frame or otherwise anchor bolt fixing is required.

False Ceiling shall not be the fixing point(s) or supporting point(s) for any Feature

Ads installation unless written approval is received.

A Maximum number of 3 buntings can be installed on the specific location for

Causeway Bay Digital Panel Zone, stated as below:


Installation & Removal of DP Zone Domination Buntings, please refer to “MTR

Feature Ads Installation Guideline for Contractor”

Causeway Bay Digital Panel Zone


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A Maximum number of 14 buntings can be installed on the specific location for

Central Digital Panel Zone, stated as below:

Central Digital Panel Zone


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Central Digital Panel Zone


Installation & Removal of DP Zone Domination Buntings, please refer to “MTR

Feature Ads Installation Guideline for Contractor”

3. Censorship and File Delivery3.1 Censorship and File Delivery Guideline

Artwork must be submitted for approval and processing by JCDecaux Transport and OFNAA 15 working days

prior to commencement. No advertising material can be posted in the MTR station without artwork approval.

Late submission of artwork may result in delay of posting and forfeit of display time which the advertiser and/ or

its advertising agency will bear full responsibility. JCDecaux Transport will not be responsible for any resultant

delay.

Please send the finished artwork in hyperlink or via ftp to:

Ms. Jenny Lau (Traffic Supervisor)

JCDecaux Transport

20/f, Berkshire House, 25 Westlands Road, Quarry Bay, Hong Kong

Email: [email protected]

Direct line: 3960 3363

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Panel Output file

submission*

On-site inspection

for POW & Panels

mismatch

DPZD on-site Trial#

On Air

Week 4Working Day 0Working Day 1Working Day 2Working Day 3Week 4

Week 3Working Day 4Working Day 5Working Day 6Working Day 7Working Day 8Week 3


Censorship Material

submission


SatFriThuWedTueMonSun

* Output file for on-site trial is set of video based on the finalized & approved creative. Files are used for technical trial and onsite actual deployment prior campaign launch. Client do not have to re-submit the output file if the trial is successful.

# DPZD on-site Trial is to ensure the output file has no technical concern during display. Any changes on creative after the trial is not accepted except technical issue.

Important Notes

- Censorship Material submission - 15 days prior to campaign start date

- Late submission of censorship materials and output files may be resulted in delay or loss of display time, and extra charges for Special Cost will also be incurred for which the advertiser shall bear the full responsibility.

Booking

Confirmation

DPZ Trial Reservation

Finalized Technical

submission

1. Layout of Extension (With clearance)

2. Mock up video

3. Censorship and File Delivery3.2 Material for Censorship (With Panel Extension)

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3. Storyboard Video

4. Mock Up Photos (at least 2 different angles with clearance)

5. Storyboard of Panel Effect (in word or pdf etc.)

3. Censorship and File Delivery3.2 Material for Censorship (With Panel Extension)

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1. Separated into 2/3 folder (LHS, RHS for CEN; LHS, MID and RHS for CAB)

3. Censorship and File Delivery3.3 Output File Submission

2. Each folder should be contained Preview file, Left Panel and Right Panel

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4. One-stop Service Solution

Our “One-stop Solution” offers recommendations on the creative and production to client

who have limited knowledge in developing creative for Digital Panel Zone. Additional

services such as photography, video shooting and 3D rendering for source materials can be

provided upon request.

All the above services are subject to a separate quotation and will be considered on a case

by case basis.

If you have any queries, please do not hesitate to contact:

Mr. Kenny Tsang – Technical Enquiry

Assistant Project Manager



Mr. Derek Luk – Technical Enquiry

Senior Project Executive



Ms. Celia Lai – Production Enquiry

Senior Digital Production Executive



Ms. Jenny Lau – Censorship and File Delivery

Traffic Supervisor



JCDecaux Transport

20/f, Berkshire House, 25 Westlands Road, Quarry Bay, Hong Kong

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mailto:[email protected]




Production Guideline - jcdecaux-transport.com.hk · 2.4 DPZD Floor Sticker Production 10 ... Method...

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