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Windows Live Messenger Personal Expressions

Last Updated June 26, 2009

THE END USER EXPERIENCE

1. Users are exposed to promotional thumbnails within the Messenger conversation window. Usersselect a content menu (wink, emoticon, display picture, background) where advertiser thumbnails

display in a featured menu.

When a user clicks on a promotional thumbnail, the selected content is downloaded and

inserted into their most recently used menu. In the case of the background image or

display picture, clicking on a promotional thumbnail will automatically replace the users

existing background/display picture with the selected content.

2. After downloading selected content, users may insert emoticons and winks into a conversation;they may also change their background or display picture from the default selection using the

most recently used menu.

3. Users may also send content to Messenger Contacts during a conversation by inserting a wink oremoticon into the conversation stream or by selecting the Share Background option.

4. Once the ad campaign has expired, it will no longer be visible in the content drop down menus.Any installed items will still be visible in a users Most Recently Used menu as this content is

physically saved on the user's machine.

GLOSSARY

Background Image - These images are displayed as a backdrop in the background of aconversation window

Display picture - A static image that a user can select for their personal user tile Dynamic Display Picture - Animated Flash file. Animation usually dependent upon moods. Winks - A dynamic over-the-page experience using sound and animation that is displayed over a

users messenger window.

Emoticons - Personalized theme characters that can be inserted into a conversation to showmoods and emotions.

Content Drop-Down Menu The four menus which expand in a Messenger conversationwindow when a user clicks on the icon for a wink, emoticon, display picture, or background. Each

menu contains a row of eight Featured thumbnails denoted by a dedicated row and a subsequent

Frequently Used menu.

Featured ThumbnailA thumbnail image which displays in the Featured section of eachContent Drop-Down Menu.

Product ThumbnailA thumbnail image(s) which displays in the Frequently used section ofeach Content Drop-Down indicating the individual components downloaded after a user clicks on

a Featured Thumbnail.


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Alt TextThe text which appears when a user hovers over a Featured or Product thumbnail Key Sequence The set of characters the user may type into a conversation window to insert an

emoticon into the conversation window.

*Note: Only the Display Picture (96x96) is shown in example above. Deluxe Display Picture is 98x142.

CREATIVE BUSINESS REQUIREMENTS

This ad presents a powerful opportunity to engage users in an imaginative and compelling way. The

creative guidelines below are designed to help you create an ad that users will interact with by achieving

the right balance between marketing impact and end-user satisfaction. Please follow these guidelines in

developing creative.

Respect the User

Ensure that you dont use any garish or high contrast colours, as well as brash flashing elements. No

forms are allowed, and all Flash must be published in Flash 5.0 or 6.0 (including security code) only. Audio

must be user initiated and never automatic.

The Messenger client should remain easy to use, and creative should focus on being educational and


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entertaining. Creative should also be clever and engaging, while conforming to user expectations of the

MSN experience.

Animation and Imagery

Keep animation smooth and fluid, using slow motions and gentle fades. Fast and abrupt motion hasbeen shown to be highly irritating. Avoid experiences that 'break-through' the client or abuse the

content.

Not Allowed

Animation that does not tie into the messaging/ product/ offer Repetitive, rapid flashing, or blinking- No animation in excess of 10 seconds (see the individual

product creative specs)

Cycling of sequences/ looping/ repeat animation Pixilated or unclear designs/ logos/ images

Imagery that appears to have functionality but does not. i.e. drop down menus, radio buttons, etc. Microsoft, MSN, or Windows Live imagery/ logo/ theme cannot be used or called out in

advertisement.

Racy imagery that is not representative of the products being offered. Arbitrary imagery which has no association with the product/offering. This type of imagery is

unpredictable and misleading to users.

Messaging

Not Allowed

Ads that do not incorporate advertiser's logo. Destination pages linked from an ad that does not include the products/ offers shown in the ad. Messaging or offers that mislead the user. Racy content that is not representative of the products/services being offered. Text that is not representative of the products/services being offered. Text which can be

interpreted as misleading or invites a user to an experience which is not predictable to the

product/service being offered.

Allowed with Restrictions

Non-branded Pharmaceutical advertisers who are promoting informational data about a productor drug.

Non-branded Pharmaceutical advertisers who mention the drug brand name but do not mentionthe disease or condition. (brand building)

Functionality

Verify that flash components such as Winks and DDPs do not prompt the user to download Flash or any

other Plug-In in any situation. Verify that the flash files are of the correct dimensions when rendered.


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Not Allowed

Creative cannot:

Utilize deceptive advertising or misleading user experience to drive user clicks on anadvertisement. For example; when a user clicks on a specific state for an Ad that says Click your

state for more information the landing page must meet the users expectation providing

information for that state.

Utilize fake html or images that elicit unexpected behaviors. Examples of these include but arenot limited to:

oStatic images of: drop down menus, text boxes, scroll down menus, radio buttons, etc.,that are not fully functional

oText that animates or changes colors that presents users with an expectation offunctionality (e.g. text that functions like a hyperlink or expanding ad components)

Utilize any element designed to generate a click without relevant information or content at thedestination.

Utilize 'Focus' commands to make the ad the active window Utilize 'fake' "Close" icons (for example: when you close an ad, it should close it and not trigger

'unexpected' behavior such as another ad, page, etc.)

Utilize 'mouse trapping' whereby the advertiser does not allow users to use their 'back button'and traps them on their site

Ad cannot appear to be part of the UI Imitate Microsoft Windows operating system messages, look and feel and/or behavior such as,

but not limited to, error messages, dialog boxes, OS boxes, DOS boxes, and Windows icons

Imitate in look and feel or functionality the site/section on which it is running (for example: An adon MSN Search should not look or feel like the Search box)

Appear as though it is part of the content/site on which it appears. White and/or ads with a similarcolor as the background of the site must have a border or otherwise clearly stand out (see the

individual product creative specs for details)

Imitate presupposed knowledge about the functionality of your personal computer Pretend to know details about a user's computer/system, including what is/is not installed,

whether it has discovered viruses, worms, corrupted files, etc. (for example: scare tactics to make

users buy/download software etc.)

Promote or contain viruses, worms, corrupted files, cracks or other material that is intended to ormay damage or render inoperable software, hardware or security measures of Microsoft, any user

of MSN.com and/or the Microsoft network of services, or any third party

Appear to make the ad page look broken or as if something is not working what is considered tobe normal on a web page

Contain text reference on an ad or on the landing page to a group of Microsoft customers toentice them to view the ad as special for them (for example: "Attention MSN Users")

Contain the MSN Butterfly logo without a trademark license from LCA Have a Pop-Up ad or a Pop-Under ad launched from within an ad or from the landing page

whether real or imitated behavior


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Perform an automatic download of anything to a user's system or present a download dialog box

without first presenting detailed information to the user about the download and then requiring

the user to click to download the product.

DATA REPORTED

Data is reported for each type of content individually. Winks, emoticons, backgrounds, and display

pictures provide separate reporting metrics.

Impressions The number of times users are exposed to the promotional thumbnail in thecontent drop-down menu within the Messenger conversation window.

Clicks The number of times a user clicks on the promotional thumbnail and downloads the fileassociated with a specific type of content.

AD SPECIFICATIONS

A Personal Expression campaign includes 4 types of branded elements accompanied by a promotional

Thumbnail (a static 32x32 image).

General Information (Flash)

Personal Expression content must align to the following Flash requirements.**

Published Version: Flash must be published in Flash 4.0, 5.0 or 6.0 (preferred) Frame Rate: Verify that the Flash creative does not exceed 18fps. Settings greater than 18fps will

result in poor performance for many of our users and is not allowed

File Weight: Verify that each creative element does not exceed weight requirements detailedbelow

Video: Flash components may not include streaming video. Embedded video may be included inWinks and Dynamic Display Pictures as specified in the Creative Technical Requirements section.

Interaction: Anything that requires user input or interaction, such as buttons, is strictly prohibitedwithin the flash file.

SEE CREATIVE TECHNICAL REQUIREMENTS SECTION FOR ADDITIONAL INFORMATION.

Featured Thumbnail

Each content type (wink, emoticon, display picture, background) must include a featured promotional

thumbnail which will appear in the associated conversation window menu. There may be one featured

thumbnail per content type.

Featured Thumbnail Background Featured Thumbnail (Quantity: 1), Display Picture Featured Thumbnail

(Quantity: 1), Emoticon Featured Thumbnail (Quantity: 1), Wink Featured Thumbnail (Quantity: 1)

o File Type: .gif (static), .jpg (preferred)o File Dimensions: 32w x 32h (pixels)o File Weight: 2kb Maximumo Animation: No


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o Alt Text: 65 Characters including spaces

Background Images

Suggested Quantity: 1-3

Display pictures are images applied to a personal user tile within the Messenger conversation window.

Display pictures can be both dynamic and static. Advertisers should provide EITHER a single static display

picture OR a dynamic display picture with an associated down-level experience.

Additional guidance regarding ActionScripting can be found in the Creative Technical Requirements

section.


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Conversation Window Backgroundo File Type: .gif (static), .jpg, .png (preferred)o File Dimensions: 400w x 300ho File Weight: 30k Maximumo Animation: No

Background Product ThumbnailThumbnail images which are inserted into the Most RecentlyUsed menu after a Background is downloaded by a user. There should be a unique thumbnail

for each Background created.

o File Type: .jpg (uncompressed), .png (preferred)o File Dimensions: 32w x32ho File Weight: 10k Maximumo Animation: Noo Alt Text: 65 Characters including spaces

Display Picture


Display pictures are images applied to a personal user tile within the Messenger conversation window.

Display pictures can be both dynamic and static.Static Display Picture

File Type: .gif (static), .jpg, .png File Dimensions: 96w x 96h File Weight: 20kb Maximum (Each) Animation: No


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Dynamic Display Picture - An enhanced Flash image that dynamically renders as user tile which animates

after certain emoticons/moods are used during a conversation. For example, during a chat conversation,

if a user sends a LOL (laughing out loud) emoticon, the bottom right user tile will seamlessly change to a

directly mapped Dynamic Display Picture conveying a corresponding amused state.

NOTE: A DDP ELEMENT WILL INCORPORATE UP TO 5 DISTINCT EMOTIONAL STATES INTENDED TOBE MAPPED DIRECTLY TO THE PERSONAL EXPRESSION EMOTICONS.

File Type: .swf (Published in Flash 6 or below) File Dimensions: 98w x 142h File Weight: 500kb (Maximum) / 300kb (Recommended) Audio: Limited (MP3 files may be embedded into frames when creating the swf file) Flash Frame Rate: 18 FPS (Maximum) / 12 FPS (Recommended) Flash Verification: Verify that the published swf will switch between moods within the Flash

Player on selection of CTRL+ENTER

Key Sequence: Key Sequence for each mood Scripting "Moods" Utilizing the fla template provided, Dynamic Display Pictures will be able to

provide a single swf file containing multiple emotional states/Moods associated with an

animation sequence.

o When a user either selects a different state or uses a linked trigger, the messenger clientreloads the Flash file while passing it a variable. This variable tells the Flash file which

state has been selected and if coded properly, will jump to that point on the timeline. This

variable is defined as displayMood in our supplied template and should not be altered for

any reason. What can be altered freely are the names you give your individual states as

these are established via Frame Labels.

o Frame Labels One for each animated state (up to 5 including the default). Please notethe names of each label and supply this information to whoever completes the

submission documentation. Also note that the use of the word default as a label willcause issues as this is reserved for use with Actionscripting. In our supplied template, the

states are none (for the default state) and state001 through state004. The order that the

states appear on the timeline is irrelevant with the exception that the default state should

always occur first.

o _root.gotoAndPlay(displayMood); This code should be present no later than the thirdframe on the main timeline, and before any animation displays. (it is recommended to use

a consistent background image for all states to make the transitions as seamless as

possible.)

o Building Your Flash File:Here is a screenshot of the supplied templates main timeline.The first frame that Actionscript occurs in uses the script [

_root.gotoAndPlay(displayMood); ]. This looks for a variable that is passed to the Flashfile via the Messenger client and will then jump to the corresponding label. If no variable

is passed, the DDP will automatically play the default state.

Insert Image The second frame with Actionscripting is a [ stop(); ] command followed

immediately by another frame with the same code as the first scripted frame. This

redundancy is there to aid the client in ensuring that the correct state is

displayed.


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If built properly, the published DDP will switch between moods within the FlashPlayer by pressing CTRL+ENTER or selecting the Play option from the Control

menu.

Building Your Flash File:

Here is a screenshot of the supplied templates main timeline. The first frame that Actionscript occurs in

uses the script [ _root.gotoAndPlay(displayMood); ]. This looks for a variable that is passed to the Flash

file via the Messenger client and will then jump to the corresponding label. If no variable is passed, the

DDP will automatically play the default state.

The second frame with Actionscripting is a [ stop(); ] command followed immediately by another framewith the same code as the first scripted frame. This redundancy is there to aid the client in ensuring that

the correct state is displayed.

If built properly, the published DDP will switch between moods within the Flash Player by pressing

CTRL+ENTER or selecting the Play option from the Control menu.

Down-level Experience: The display picture delivered in the place of a Dynamic Display Picture for earlier

versions of Messenger

File Type: .gif (static), .jpg, .png File Dimensions: 98w x 142h File Weight: 20kb Maximum Animation: No

Display Picture Product Thumbnail - Thumbnail images which are inserted into the Most Recently

Used menu after a Display Picture is downloaded by a user. There should be a unique thumbnail for each

Display Picture created.

File Type: gif (static), .jpg, .png File Dimensions: 32w x32h File Weight: 10kb Maximum Animation: No Alt Text: 65 Characters or less including spaces


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Emoticons

(Suggested Quantity 1-5)

Personalized theme characters/icons that can be inserted into a conversation to typically show moods and

emotions (can be animated). Note: the most effective emoticons are those that can frequently be applied

in the context of a chat conversation (e.g. smiley character, lunch time icon, going to bed now icon, etc.).

They are not intended to always tie directly to brand logos/imaging.

If a Dynamic Display Picture is created, emoticons should map directly to each emotional state within the

Dynamic Display Picture.

Emoticono File Type: gif (static or animated), .jpg, .pngo File Dimensions: 19w x 19h (Minimum) / 50w x 50h (Maximum)o File Weight: 10kb Maximum (Each)o Animation: Yes

Emoticon Product Thumbnail - Thumbnail images which are inserted into the Most RecentlyUsed menu after Emoticons are downloaded by a user. There should be a unique thumbnail for

each Emoticon created.

o File Type: gif (static), .jpg, .pngo File Dimensions: 32w x32ho File Weight: 10kb Maximum (Each)o Animation: Noo Alt Text: 65 Characters or less including spaces


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Winks


A dynamic over-the-page experience using sound and animation that appears completely over a users

messenger window which a user can click on to go to an advertisers URL. Similar to emoticons and DDPs,

the most effective and frequently used Winks must be relevant to the context of a conversation and very

amusing & engaging to the end-user (e.g. a teasing wink to get the recipients attention, or a high impact

animation sequence of a surfer experiencing a wipe-out).

Additional guidance regarding ActionScripting can be found in the Creative Technical Requirements

section.

Winko File Type: .swf (Published in Flash 6 or below)o File Dimensions/Stage Size: 640w x 480h (Maximum) / 400w x 300h (Recommended)o File Weight: 150k (Maximum) / 75k (Recommended)o Animation Length: 10 Seconds Maximumo Audio: Non-User Initiated Sound in .wav Formato Flash Frame Rate: 18 FPS (Maximum) / 12 FPS (Recommended)o Animation: Yeso Scripting Guidance: There are only three pieces of Actionscripting that are allowed to be

used in Winks. Any files submitted using code that is not listed below will be rejected by

the client and will not display.

stop(); This is used to stop playback.

fscommand(quit); This must be placed on the last frame of the main timeline and instructs

the Messenger client to unload the Flash animation


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No Scale Script - If your Wink is reliant on bitmap imagery, you can use thefollowing script that will prevent the Wink from being scaled any larger than the

base stage size, though the file will be scaled down if displayed in a chat window

that has been minimized by the user.

var originalX;var originalY;

Stage.scaleMode = "showAll";

originalX = Stage.width;

originalY = Stage.height;

Stage.scaleMode = "noScale";

if (Stage.width < originalX || Stage.height < originalY){

Stage.scaleMode="showAll";

}else{

Stage.scaleMode="noScale";

}

Building Your Flash File:o As stated in the DDP section, no Actionscripting is allowed outside of the three

commands listed. The simplest and most common method of creating a Wink is tomanually tween all of the elements on the main timeline, only nesting elements in movie

clips that have repeating animation or play a limited number of times and stop. Building

on the main timeline also ensures you do not exceed the maximum playback time of 7

seconds.

o Place the No Scale Script on the first frame if you wish to prevent the users chat windowfrom scaling the Wink larger than the default stage dimensions. Place the stop and

fscommand on the last frame.

o Remember to make sure you output the file in Flash 6 format and ensure that file sizedoes not exceed the 150kb maximum.

Wink Product Thumbnail - Thumbnail images which are inserted into the Most Recently Usedmenu after Winks are downloaded by a user. There should be a unique thumbnail for each Wink

created.

o File Type: .gif (static), .jpg or .pngo File Dimensions: 32w x 32ho File Weight: 10k Maximumo Animation: Noo Alt Text: 65 Characters or less including spaces


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Creative Technical Requirements

Creative Width Height File

Weight

Flash File

Weight

Microsoft Served

File Types

Background Featured Thumbnail 32 32 2k n/a GIF / JPEG

Background Product Thumbnail 32 32 10k n/a GIF / JPEG

Conversation Window

Background

400 300 30K n/a GIF / JPEG

Display Picture Featured

Thumbnail

32 32 2K n/a GIF / JPEG

Display Picture Product

Thumbnail


Static Display Picture 96 96 20K n/a GIF / JPEG

Dynamic Display Picture 98 142 n/a 300K Flash 4.0, 5.0, and 6.0

Dynamic Display Picture Down-Level


Emoticon Featured Thumbnail 32 32 2K n/a GIF / JPEG

Emoticon Product Thumbnail 32 32 10K n/a GIF / JPEG

Emoticon 50 50 10K n/a GIF / JPEG


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Winks Featured Thumbnail 32 32 2K n/a GIF / JPEG

Winks Product Thumbnail 32 10K n/a GIF / JPEG

Winks 300 n/a 75K Flash 6.0

COMMON DESIGN AND VALIDATION ISSUES

Dynamic Display Pics

TYPICAL ISSUES:

Often produced without proper Actionscripting Only the white-listed actionscripts listed may be used User selected states loop indefinitely or revert to a generic branding state. Exceeds file size limits Clients try to embed video (causes failure during validation) No thumbnail image provided

Winks

TYPICAL ISSUES:

Created using unauthorized Actionscripting Exceeds file size limits Missing Actionscripting that closes the animation Animation has too many moving elements, creates choppy or slow playback Animation uses compressed bitmaps that distort in larger/smaller chat windows No thumbnail image provided Thumbnail images are the wrong dimensions

AD SUBMISSION GUIDELINES

MSN requires 10 full business days to test and prop personal expression creative. Please allow ample

time for this process prior to promotion start date.

Please also include all advertising elements (as individual files, ZIP archives, or via third party served Web

site), including SWF, GIF, JPEG and HTML files. Specify a down level or backup gif for Flash creative.

Additionally, all custom fonts used within the Flash files must also be submitted.

NOTE ANY ELEMENT NOT MEETING SPEC WILL BE RETURNED FOR REVISION, WHICH MAY DELAY

THE EXPECTED LIVE DATE.

If you have any questions regarding creative submissions, please e-mail your MSN Account Executive,

Account Manager or Sales Planner.


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CREATIVE TECHNICAL REQUIREMENTS

The technical capabilities of both Winks and Dynamic Display Pictures are detailed below. Theseparameters relate to the capabilities enabled within Flash for these ad products.

As a general rule, Winks and Dynamic Display Pictures DO NOT allow the following:

1. Access to input/output of any sort; this include to/from a server, the local hard disk, or anydevices (including web cams, etc)

2. Any action scripts that would cause Messenger to exhibit unacceptable behavior (such as a winkpopping open a browser window to a web page)

3. Any action scripts or flash features in versions of the flash file format that are released afterFlashBang is released. Only when FlashBang is updated to handle new flash file versions will those

higher version be allowed to passed

4. Anything that is not explicitly defined in the Macromedia Flash (SWF) file formatActionScript methods below are the actual ActionScript functions or methods that a use would type into

the Macromedia Studio MX application. Action opcodes are the binary numbers (which represents

particular actions) that are generated by Studio MX when you export to a *.swf file. NOTE: For all

restriction levels, embedded video (i.e. mpeg-type video) is always disallowed.

GENERAL RULES

You cannot assign to or from a user defined function so: Movie.OnEnterFrame = myFunction isnot allowed. This also applies to events. What is recommended for events (such as onEnterFrame)

is to do Movie.OnEnterFrame { //do stuff } as opposed to using assignment (as above)

You must declare a function/method/class before calling/using it You cannot assign to or from an allowed listed function/object, i.e. Color.setRGB = myFunction() {

} is disallowed

You cannot use exceptions You cannot use static methods

WINK ALLOW LIST

These are ActionScript methods that are allowed for Winks:

getURL(FSCommand:Quit)

stop

Also allowed is the following ActionScript if it is included on the first frame of a wink. This ActionScript

can be included in winks with raster (bitmap) graphics to ensure that they do not get stretched larger than

their original size (because they pixilate).

var originalX;

var originalY;

Stage.scaleMode = "showAll";


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originalX = Stage.width;

originalY = Stage.height;

Stage.scaleMode = "noScale";

if (Stage.width < originalX || Stage.height < originalY)

Stage.scaleMode="showAll";

else

Stage.scaleMode="noScale";

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