TITLE-IN-GUIDE ADVERTISING PRODUCT
Product Design, Template // Illustrator, XD, Photoshop
TITLE-IN-GUIDE ADS (TIGs)
Spectrum’s TV guide displays on mobile, streaming, and live television. It showcases show times, show information, and show artwork. The title-in-guide product (TIG) is a space we sell to partners allowing them to advertise on the title-in-guide, either highlighting specific show or initiative that the consumer can tune-in to.
+ A TIG in action! On the iOS guide, showcasing complete character artwork, show name, and call-to-action without violating any of the guide break points.
X A TIG network cell out of spec with the network logo cut off along the left hand side. (Can you tell I’ve been pointing out break points on the TV screen?)
THE CHALLENGE
We needed to streamline the creation of this artwork from partners in the telecommunications space (NBC, BET, CBS, etc.) to best fit our requirements to schedule the artwork, make it compliant with our platform, and ultimately, provide a better experience for our consumers. The artwork wasn’t being created to the correct specifications regardless of us providing the specifications to our partners. Parts of the artwork and visuals were getting cut off at break points in the guide negatively impacting the integrity of the artwork and call-to-actions and critical copy points were also breaking off in awkward spots on the guide having adverse affects on the message.
THE OBJECTIVE
Our product team asked for a template they could provide to our partners, so they could streamline the creation of the title-in-guide advertisements without having to go back to the designers from partner organizations. This would ensure that as long as the template was followed correctly the TIG would be to specifications every time.
A TIG for CBS | Paramount+ for the Golden Globes modified by me within the templates I created to ensure the artwork is to spec — here, it is!
THE ACTION
I needed to…
Understand the specifications needed for correct TIG creation.
Understand the placement of the artwork within the guide on all platforms: Apple TV, iPhone & iPad, SpecGuide, ODN, Roku, TVSDK.
Create a template in a program for artwork creation that was universal to most designers.
Provide directions for using the template.
Ensure the template was to spec and also modifiable (“update-able”) as the streaming and TV landscape evolves.
Make TIGs!
TEMPLATE FUNCTIONALITY
I crafted the XD template to use components, so the boxes will populate on all sizes when the artwork is added into the master components on the main artboard. This allows for streamlined and efficiency in the workflow — creating TIGs quicker, placing elements in the correct spot, avoiding break points, ensuring they are the correct size, etc.
This XD file was later used to prototype the “TIG Builder” rolled out by Spectrum to vendors/partners.
THE RESULT
3 scalable templates in designer-friendly, universally recognized programs (Adobe Photoshop, Illustrator, and XD).
From 15+ TIG campaigns a month making it to our creative team to edit and “repair” so the artwork is to spec, to now 4 or less every 2 months = decreased workload on our internal creative team.
More TIG assets are airing correctly.
A better guide experience for our consumers.
A better advertising experience for our partners.
a work in progress…
There were instances where the designer of the TIG artwork was not able to meet Spectrum’s guidelines or use the template. As a key knowledge holder with depth in understanding of the product and its placements, I created and modified many TIGs (often on a tight deadline) for our partners to ensure they met our specifications and were suitable and accessible for all Spectrum customers. The numbers: multiple $40k - $400k revenue campaigns upheld with over 800k - 1.3 million impressions served.
Simplified TIG guidelines, written in a voice that would speak to other creatives as they craft the artwork for each TIG ad.
SUPPORTING CREATIVE TEAM MEMBERS
Manager: Suzanne Vandling