Guidelines Offsite Video campaigns

On this online guidelines page, you’ll find the basic rules we follow when creating all bol Retail Media Offsite Video campaigns.

Campaign Types

You can currently choose from two video variants: Standard and Special. Each campaign type has its own delivery specifications.

Variants

Standard video

1 to 3 Product Images
A Standard video can highlight multiple products. Each product image is shown together with one or more product USPs.

General

A standard video:

shows 1, 2, or 3 products;
displays each product image in combination with the product name and USPs;
includes a standard intro and outro;
has a maximum duration of 12 seconds;
features the white or blue bol logo with tagline, positioned centrally at the bottom of the frame;
uses a background colour and shape language from the bol colour palette.

Visuals

A maximum of 3 product images can be included in the Standard video.

Product images for Standard video campaigns:

must be high resolution, at least 1080 x 1080 pixels;
must be complete – an image is provided for each mentioned product;
must have a transparent or white background;
must not include logos, watermarks, or text;
preferably submitted in .png or .tiff format (otherwise .jpg).

Colour Palette

For the background colour, the designer will choose from the bol colour palette. This choice is made to align with the advertiser’s style and suit the campaign message, unless a clear preference is indicated in the briefing. The shape language will always use a different colour from the same colour family.

Colour Exceptions

In some cases, it is not possible to select a background colour. Predefined campaign executions from bol, such as the bol 7-Day Sale and Black Friday, have a fixed design with adjusted guidelines. For these, the colour is predetermined.

Design Elements

When only product images are shown on the banner, we use category-specific design elements. These are carefully chosen to match the message and/or products featured on the banner. During holidays or special occasions, the design elements are adapted to fit the occasion.

Copy

Within the bol brand guidelines:

Copy must always be white or bol blue.
Fonts used are Graphik and Produkt.
Only rounded percentages are communicated.

Main message

Do you want people to become familiar with your brand or purchase a product? Direct your main message clearly toward that goal. The main message should immediately capture the user’s attention. It serves as inspiration and guidance for the copywriters, so make sure it is clear and complete. The main message will be translated into copy of a maximum of 35 characters.

USPs and product names

In addition to the main message, the following text elements must be provided for the video:

General USP, displayed in the search bar (max. 25 characters – 1 line)
Full product name for each product (max. 25 characters – 1 line)
USP per product (max. 35 characters – 2–3 lines)

Disclaimers

The following types of disclaimers are always allowed:

‘*op de meest getoonde prijs’ when mentioning discounts
Compliance rules for the computer store
Legal disclaimers for health products

Special video

1 product image

In a Special video, a single product can be highlighted. The intro consists of a brand image of the product, followed by a product image and its product USP.

General

A special video:

shows 1 product image and 1 lifestyle image or short video;
lasts a maximum of 12 seconds;
includes a standard outro;
features the white or blue bol logo with tagline in the fixed position, centred at the bottom;
uses a background colour and design elements from the bol colour palette.

Visual assets

Provide at least 1 product image and at least 1 lifestyle image or short video* to give the designer enough creative freedom in the layout.

*We use a maximum of 5 seconds of the short video.

Product images

The lifestyle images for Special video campaigns:

must be high resolution, at least 1080 x 1080 pixels.
should be provided on a transparent or white background.
must not contain logos, watermarks, or text.
preferably supplied in .png or .tiff format (otherwise .jpg).

Lifestyle images

The video footage for Special video campaigns:

must be high resolution, at least 1080 x 1080 pixels.
should support the campaign message and clearly showcase the product.
should feel realistic (no stock footage).
must not contain logos, watermarks, or text.

Video footage

The video footage for Special video campaigns:

must be high resolution, at least 1080 x 1080 pixels.
should support the campaign message and clearly showcase the product.
should feel realistic (no stock footage).

Colour palette

For the background colour, the designer will choose from the bol colour palette. This choice is made to align with the advertiser’s style and to match the campaign message, unless a clear preference is indicated in the briefing. Design elements will always use a different colour from the same colour family.

Colour exceptions

In some cases, it is not possible to select a background colour. Established campaign executions by bol, such as the Bol 7-Daagse and Black Friday, have a fixed design with adapted guidelines. In these cases, the colour is predetermined.

Design elements

Copy

Within the bol brand guidelines:

copy must always be white or bol blue;
we use the Graphik and Produkt fonts;
Only rounded percentages are communicated.

Main message

Do you want people to become familiar with your brand or make a purchase? Make your main message clear and attention-grabbing. It serves as inspiration and guidance for the copywriters, so ensure the message is clear and complete. The main message will be translated into copy of up to 35 characters.

USPs and product names

In addition to the main message, provide the full product name and corresponding USP so they can be displayed together in the video.