OLA

Overview

The OLA (Online Advertising) team produces digital ad banners for both desktop and mobile platforms. For process, voice and other general guidelines, please see the CRM tab.

Specifics

Legal

• • • Home Services mobile units are the only ones that always require a disclaimer (Click for License Numbers)

Formatting/Punctuation

• • Legal copy is in title case

  • CTAs include a caret

  • CTAs, price copy (starting at, your choice, etc.), product descriptions and headlines are all caps

  • No periods unless a headline contains more than one sentence

  • Next gen callouts are italicized (callouts can be either next gen or a product benefit)

  • Credit date ranges have an en dash

  • No bullets (though they will occasionally creep in on work from outside agencies)

Unit Features

• • Units get only one click and do not have the ability to slice

  • Mobile units are “brass tacks” (when there’s an offer associated with the unit, go with that)

  • Rich units can include an “expandable” headline between two frames

  • Mobile units have no end date (typically just an all-caps headline)

OLA Unit Examples