2016 Creative Guidelines

2016GUIDELINES BANNER & LANDING PAGE

Table of Contents 1 Submitting a Creative Request 14 Internal Banners 2 Taglines for Banners and Landing Pages 23 Other Banner Sizes 3 General Guidelines for Writing Taglines 24 External Banners 9 FTC Guidelines 25 Landing Pages10 Design for Banners and Landing Pages

Submitting a Creative RequestFor all creative requests, please provide:Brand logo(s): High res/high quality, if unavailable on the Newegg website.• Product image(s): High res/high quality, if unavailable on the Newegg website.• Product offers: For landing pages, provide all product offers, 15 maximum per page. For banners linking to search strings, provide the product offer that will be locked for the promotional callout and the destination URL.• Assets: Layered PSDs, mockups, etc.; video links or files—YouTube or .flv, no .wmv files• Copy: Reviewed, edited and spell-checked in Word.Promotions:• All promo codes must be enabled before initial QA.• All combos must be approved before initial QA, and active before final QA.• All price locks related to specific callouts (free shipping, IR, etc.) must be approved before final QA.• AATC (Auto Add to Cart) for free items must be approved or activated before final QA.• All items on the LP must be in stock before the final QA. NEWEGG GUIDELINES 2016 | 1

Taglines for Banners and Landing PagesTitle Capitalization: All taglines for .com, .ca and Marketplace should follow the rules of title capitalization, also known asheadline-style capitalization. 1. Title capitalization, as defined in The Chicago Manual of Style: 2. Capitalize the first and last words in titles and subtitles, and capitalize all other major words (nouns, pronouns, verbs, adjectives, adverbs, and some conjunctions—but see rule 4). 3. Lowercase the articles the, a, and an. 4. Lowercase prepositions, regardless of length, except when they are used as an adverb or adjective (up in Look Up, down in Turn Down, on in The On Button, to in Come To, etc.) or when they compose part of a Latin expression used as an adjective or adverb (De Facto, In Vitro, etc.). 5. Lowercase the conjunctions and, but, for, or, and nor. 6. Lowercase to not only as a preposition (rule 3) but also as part of an infinitive (to Run, to Hide, etc.), and lowercase as in any grammatical function. 7. Lowercase the part of a proper name that would be lowercased in text, such as iPod® or iPad®.Long taglines, such as short informative paragraphs or long statements (usually a sub-tagline), do not always need title capitalization.If title capitalization is not used, the tagline should take the form of a sentence and end with a period. NEWEGG GUIDELINES 2016 | 2

General Guidelines for Writing TaglinesBest practices:• Taglines should be clear and concise. Avoid unnecessary repetition.• If the logo is present, do not repeat the brand name in the taglines. The only exception to this would be AMD, Intel, WD and Nvidia as this is part of their guidelines.• One main tagline, one call to action.• Both the tagline and call to action should make sense in relation to the promotion.• You may use “Buy Now” when the promotion is only featuring one item but it is encouraged to use a CTA that is more engaging about the product featured (see example below).• Keep the banner taglines simple and the LP tagline can be more detailed. NEWEGG GUIDELINES 2016 | 3

General Guidelines for Writing TaglinesProhibited:• Don’t use “egg” as a prefix in words that normally begin with “ex” (with the egg-ception of corporate promotions)• Avoid excessive text. Identify the information you want to convey and say it in as few words as possible. 3-4 lines of text will often make a banner look crowded and obscure the message. Keep it simple!• Don’t use exclamation points.• Don’t use internal terms. (Examples: Instant savings is ok; instant rebate is not. Sale is ok; promotion is not. Video card or graphics card is ok; VGA is not)• Don’t combine “Save” and “Off”. For example, “Save 20%” is ok; “20% off” is ok; “Save 20% off” is not• Don’t say “off on”. For example, “20 % off on Laptops” should read “20% off Laptops”• The logo may not be used within the tagline to replace the use of the brand name.Specific promotional callouts: Special care must be taken with specific promotional callouts in order to avoid the legal ramificationsof making claims that aren’t substantiated. Please reference the situations below:• Callouts of, for example, “Up to 50% off” must have at least one item on the LP/search string that is locked for 50% off for the duration of the promotion. Percentages can be rounded down, but not up. For example, for a 29.99% discount “29% off” or “25% off” may be called out, but not “30% off”• If a callout is for “50% (or $) off + Free Shipping,” there must be at least one item on the LP/search string that is locked for 50% off (or $50 off) and for free shipping for the duration of the promotion NEWEGG GUIDELINES 2016 | 4

General Guidelines for Writing Taglines• If “free shipping,” “xx% (or $) off,” or “free with purchase” are being called out and the promo isn’t a promo code set up category- wide*, tagline must include “select” (“up to xx% (or $) off” without free shipping—or another limiting factor, like a free gift—doesn’t need to say “select”) For example: “$20 off Select Items with Promo Code” (if code isn’t set up category-wide) “20% off All LG Dishwashers with Promo Code” (if code is set up category-wide) “Free USB Drive with Purchase of Select Items” “Up to $100 off + Free Shipping on Select LG Dishwashers” (“Up to” callout with free shipping) “Up to $100 off LG Dishwashers” (“Up to” callout without free shipping)Rules for promotional language:*Category-wide promo codes are set up by brand &/or category, not by individual SKUs. Any promo code that is set up with individualSKUs must say “select,” even if the SKUs of all current inventory are listed under the promo code.Promo Gift Cards and Gift Cards are not the same thing. Promo gift cards have an expiration date; gift cards do not. Callouts mustspecify “Newegg Promo Gift Card” when applicable.Instant rebate, mail-in rebate, and promo code discounts cannot be combined into a single numerical callout.Use of MIRs and promo code discounts is at the discretion of the customer. Therefore, they are not considered “instant savings”.Free Shipping callouts on landing pages should always be followed by an asterisk (*) to correspond to the disclaimer at the bottom ofthe page. When all items on the page have free shipping, the callout should be Free Shipping* on All Items Below. Do not repeat freeshipping in every product cell. If not all items on the page have free shipping, the callout should be Free Shipping* on Select ItemsBelow and the items with free shipping should include a free shipping callout. NEWEGG GUIDELINES 2016 | 5

General Guidelines for Writing TaglinesBundle callouts must refer to combos with three or more items that are not designated as SuperCombos.Call to action:• Every banner (except for the Homepage LB Banner 1920x360) should have an underlined call to action with a single arrow. For example: Buy Now (title capitalization; cannot be all CAPS)• For multi-vendor/multi-product promotions, avoid using “Shop Here” or “Buy Here”; instead use “Shop Now”.• Make sure the call to action is appropriate to the subject matter. “Learn More” should link to a page with additional information, not a search string.• Avoid “Click Here” as a call to action. See “Design for Banners and Landing Pages” for example.Disclaimers:• Avoid unnecessary disclaimers on the banner that will be present on the LPBanner disclaimers: When applicable, disclaimers must be included on all 500 and larger banners. Promo codes: Banners with promo codes which lead to search strings should include the disclaimer, “Valid through m/d/yy, while funds last.” Banners with promo codes which lead to a landing page do not require the disclaimer—the landing page has the disclaimer.Category-wide promo codes: must include the disclaimer “Valid through m/d/yy, while funds last. Recertified and Marketplace itemsexcluded.” NEWEGG GUIDELINES 2016 | 6

General Guidelines for Writing TaglinesLanding page disclaimers: The bottom of the landing page must have the appropriate disclaimer(s): For pages with a free shipping callout: *Click to see shipping information. For pages with promo codes: Promo code(s) valid while funds last. For pages with product offers: All prices reflect the final price after savings/rebate(s). For pages with an end date: Offers expire mm/dd/yyyy at 11:59 P.M. PT. (The page code expiration should be the day after the date in the disclaimer.) For pages with combos: All prices reflect the final price after savings excluding rebates. No disclaimer is necessary on pages that have no product offers or end date.Egg Rating disclaimers: For promotions using Egg Rating imagery or callouts, the landing page must include the disclaimer: EggRating current as of m/d/yy. For banners linking to a search string, all 500 and larger banners must include this disclaimer.Trademarks: Trademarked words and logos—™(unregistered products), SM(unregistered services), and ®(registered)—should bemarked at the first occurrence on a banner or LP. Each form of the trademarked word or logo (text only, design only, or text + design)creates a different “commercial impression” and is considered a different mark. Therefore, each time a trademarked word or logoappears in a different form, the first occurrence of that new form should bear the appropriate mark (™, SM, ®)Expiration dates: Promotion expiration dates must include the 2-digit year. NEWEGG GUIDELINES 2016 | 7

General Guidelines for Writing TaglinesHolidays and seasons: Holiday and seasonal promotion dates should follow these guidelines, which may be amended asnecessary: Gift-giving holiday promotions (Father’s Day, Mother’s Day, Valentine’s Day) may begin up to two weeks prior to the holiday, and must end on/by that holiday. Non gift-giving holiday promotions (Labor Day, Presidents’ Day, Memorial Day) may begin up to one week prior to the holiday, and may end up to one week after the holiday. Seasonal callouts: Imagery should correspond to the season, and should follow these dates: Winter: December through February Spring: March through May Summer: June through mid-September Fall: mid-September through November NEWEGG GUIDELINES 2016 | 8

FTC GuidelinesBanners and LPs are required to follow the FTC’s guidelines for truth in advertising. It is the responsibility of both the vendor and thewebsite designers to ensure that ad claims are truthful and not misleading, and that they are substantiated. Avoid the use of termslike “best HDD” unless they can be substantiated (“Voted Best of CES 2012” would be preferable). If expressed or implied claims “arelikely to be misleading without certain qualifying information1,” that information must be disclosed clearly and conspicuously.Clear and conspicuous disclosures should be:• Placed in close proximity to the claim they are qualifying, i.e. they should be visible on the same screen without scrolling, or via a clearly labeled hyperlink. Disclosures integral to the claim2 “should be placed on the same page as the claim and immediately next to the claim .” For banners, disclosures may be made on the website the banner is linking to if they are too lengthy to be included in the banner, but the importance of the disclaimer in avoiding deception should be considered when making this decision.• Prominent, i.e. disclosures should be emphasized via size, color and graphics comparable to the ad itself, and should not be buried in other text or obscured or undermined by other elements on the page.Ads should follow ALL the FTC’s guidelines3. Ads using the word “free” should always indicate that the customer is paying nothingfor the product, and in the case of “buy 1 get one free,” etc, the customer will be paying nothing for one item, and “regular price” forthe other item. Any claims of price reduction should also be based on “regular price,” i.e. “the price is one at which the product wasopenly and actively offered for sale, for a reasonably substantial period of time, in the recent, regular course of his business, honestlyand in good faith—and, of course, not for the purpose of establishing a fictitious higher price on which a deceptive comparison mightbe based .” Please consult the FTC website (http://www.ftc.gov/bcp/guides/guides.shtm) for more details.1 http://www.ftc.gov/sites/default/files/attachments/press-releases/ftc-staff-revises-online-advertising-disclosure-guidelines/130312dotcomdisclosures.pdf2 Ibid.3 http://www.ftc.gov/bcp/guides/guides.shtm NEWEGG GUIDELINES 2016 | 9

Design for Banners and Landing PagesPromotions without vendor assets:The background must be one of the following colors:8/2/1/0 9/3/2/0 12/4/4/0 18/6/5/0 5/4/3/0 8/6/5/0 10/8/7/0 12/10/9/0Font/graphical elements:Font should always be from the Helvetica family, except for the nav_160x360 and homepage_right banners. Vendors may use theirown brand fonts as long as they are provided with the original assets. If no font is provided then it will default to Helvetica.The main tagline should be a larger font size than the call to action.Call to action should not be italicized; font should be 14pt, with the exception of the homepage_right banners. Call to action should beplaced either flush left with the taglines or center aligned on the banner whenever possible, never at the top.Disclaimer font should be 9pt. NEWEGG GUIDELINES 2016 | 10

Design for Banners and Landing PagesThe font color and any graphical design elements must follow these colors:100/78/0/44 65/47/18/1 66/41/4/0 31/18/12/070/64/63/64 60/51/51/20 24/19/19/0Buttons: Banners should not have buttons. Buttons on landing pages should follow this example for font, style, color andcapitalization:Images: Non-product images/lifestyle images used in design should be effective and business-like, appealing to the majority of ourcustomers, and should not detract from the focus on the product(s). Banners should only feature images of products included in thepromotion (with the exception of generic images).Product spots: On landing pages, product titles shouldn’t trail off (…) and should include dynamic pricing. NEWEGG GUIDELINES 2016 | 11

Design for Banners and Landing PagesLogos: All brand-specific promotions should include the brand logo, with the exception of the 234 & 960 brand store banners. Newegg logo/callout may only be included on external banners. The text “Newegg Exclusive” (in instances when a product is verified to only be sold by Newegg) is ok. Single-vendor promotions should have that vendor’s logo in the hero; it should not be repeated in every product cell Multi-vendor promotions should not have only one logo on the banners or in the landing page hero. Multiple logos should be lined up along the bottom of the banner, up to a maximum of 3 logos on larger sized banners and on LPs, and a maximum of 2 logos on smaller sized banners. Only marketplace promotions may feature fewer logos than are represented on the destination page. SuperCombo promotions shouldn’t have the logo of just one product. If the SuperCombo is sponsored by one brand, it is ok to call out that brand name in the tagline. NEWEGG GUIDELINES 2016 | 12

Design for Banners and Landing PagesDesign elements—what not to do:• No banners with a different-colored border—the background should match the color of the banner• No looping videos on landing pages. Videos should play through to the end and stop, with a replay-only option at the end (no links to other videos or any external websites)• No pop up videos—instead they should be embedded on the landing page.• No more than 2 product images, 2 bullet points and 2 brand logos on 118 to 400-sized banners• No more than 3 product images, 3 bullet points and 3 brand logos on 500-and-larger size banners• No dashes used in the place of bullet points• No excessive effects on text (flares, sparkles, glow, feather, drop shadow, stroke)• No excessive graphical elements• No egg-shaped avatars/characters• No font colors that blend in with the background color• No showing product prices (unless prices will be locked for the duration of the promotion)• No multiple bursts calling out offers (one is ok)• No imagery that contains any of the following: products on fire, products in water, products in sand, blood, sex/nudity, violence, obscenities, profanity NEWEGG GUIDELINES 2016 | 13

Internal BannersGeneral guidelines, banners smaller than 500:• Brand logo(s) if applicable• 1- 2 product images relevant to the promotion• 1 tagline (1-2 lines max) and 1 call to action• Banners with repeating bgs, can be white, but must have an element that extends into the repeating bgGeneral guidelines, 500-and-larger size banners:• Brand logo(s) if applicable• 1- 3 product images relevant to the promotion• 1 tagline (1-2 lines max) and 1 call to action• Banners with repeating bgs can be white, but must have an element that extends into the repeating bg NEWEGG GUIDELINES 2016 | 14

Internal BannersNav Banner – 160x360• 1px #EEE border• Keep 10px padding all around banner except product image may bleed off to the edges• Logo height is flexible. Keep between 30px - 40px depending on readability/ orientation of logo. Logo should stay on the top left corner touching the 10px padding and leaving a 15px margin bottom space clear of the product below it.• Content Block (Tagline, Subtag, CTA) should be left and bottom aligned where CTA touches the 10px padding space. Keep a 15px margin top space clear of the product above it.• Maintag: Title capitalization. Open Sans Condensed Bold, 20pt, 20px leading, Optical Kerning, 0 tracking, Sharp Anti-aliasing, #3c4a65 color• Subtag: Sentence case. Opens Sans Regular, 12pt, 14px leading, Optical Kerning, 10 tracking, Sharp Anti-aliasing, #555555 color• CTA: Title capitalization. Open Sans Semibold, 14pt, Optical Kerning, -30 tracking, Sharp Anti-aliasing, underline, #3c4a65 color. CTA right-pointing triangle is 5px/8px and 5px right of CTA text, text-bottom aligned• Save as nav_160x360.jpg• The same size that is used for the category left banners cannot be used this location since it needs to follow the exact template shown.234x124 (Brand Store Banner)• No logo(s) (with the exception of a product line logo that’s different from the brand logo; for example, the VAIO logo for a Sony laptop banner would be permissible)• Save as 234x124.jpg NEWEGG GUIDELINES 2016 | 15

Internal BannersHomepage right 300x250 banner– homepage_right.jpg• Keep 20px padding all around banner except product image may bleed to the top, right or bottom edges• Logo height is flexible. Keep between 30px - 40px depending on readability/ orientation of logo• Maintag: Title capitalization. Open Sans Condensed Bold, 20pt, 20px leading, Optical Kerning, 0 tracking, Sharp Anti-aliasing, #3c4a65 color• Subtag: Sentence case. Opens Sans Regular, 12pt, 14px leading, Optical Kerning, 10 tracking, Sharp Anti-aliasing, #555555 color• CTA: Title capitalization. Open Sans Semibold, 14pt, Optical Kerning, -30 tracking, Sharp Anti-aliasing, underline, #3c4a65 color. CTA right-pointing triangle is 5px/8px and 5px right of CTA text, text-bottom aligned• Keep 15px vertical margin between every element in Content Block (logo, tagline, sub tag, CTA).• Save as homepage_right.jpg at 60-70% quality• The same size that is used for DYM product pages cannot be used for this location since it needs to follow the exact template shown374x50• Left align the design to the edge• Keep white background• Save as 374x50.jpg NEWEGG GUIDELINES 2016 | 16

Internal BannersHomepage LB Banner – 1920x360• Minimum viewable size is 1000x360. Text safe area is 900x310. The entire banner size needs to be designed.• Use CTA folders within template.• Text settings for CTA: 18px Helvetica Neue Condensed, Optical Kerning, 11 tracking, Sharp Anti-aliasing. Exception if vendor font assets are being used.• For no bg CTA, whole CTA needs to be one color.• For CTA with bg, pair white or black text color with a background that won’t make it hard to read.• Right-pointing Triangle is 6px/10px and 5px right of CTA text, text bottom aligned.• Keep tagline text to one font size, one color, and Helvetica Neue. Can try up to 2 font sizes and font weights for a typographical treatment• Save as 1920x360.jpg• Bleed should follow template:696x88 (Top Subcategory Banner)• Must have bg/right & left sides must be mirrored• Save as 696x88.jpgbg_696x88• Size: 10x88. Repeating background (repeat-x) for the 696x88 banner• Save as bg_696x88.jpg NEWEGG GUIDELINES 2016 | 17

Internal Banners696x140• Must have bg/right & left sides must be mirrored• Save as 696x140.jpgbg_696x140• Size: 10x140. Repeating background (repeat-x) for the 696x140 banner• Save as bg_696x140.jpg696x288• Bleed should follow template:• Must have bg/right & left sides must be mirrored• Save as 696x288.jpgbg_696x288• Size: 10x288. Repeating background (repeat-x) for the 696x288 banner• Save as bg_696x288.jpg NEWEGG GUIDELINES 2016 | 18

Internal Banners960x256 (Brand Store Top Banner)• No logo(s) (with the exception of a product line logo that’s different from the brand logo; for example, the VAIO logo for a Sony laptop banner would be permissible)• If not static, should have a call to action• Save as 960x256.jpg970x50• Must have bg/right & left sides must be mirrored• Save as 970x50.jpgbg_970x50• Size: 10x50. Repeating background (repeat-x) for the 970x50 banner• Save as bg_970x50.jpg970x90• Must have bg/right & left sides must be mirrored• Save as 970x90.jpgbg_970x90• Size: 10x90. Repeating background (repeat-x) for the 970x90 banner• Save as bg_970x90.jpg NEWEGG GUIDELINES 2016 | 19

Internal Banners1000x120 (Promo Store Banner)• Must have bg/right & left sides must be mirrored• Save as 1000_120.jpgbg_1000x120• Size: 10x120. Repeating background (repeat-x) for the 1000x120 banner• Save as bg_1000_120.jpg1000x300 (International Leaderboard)• Bleed should follow template:• Save as 1000x300.jpg NEWEGG GUIDELINES 2016 | 20

Internal Banners1080x608 (Google+ Cover Photo)• Bleed should follow template:1500x500 (Twitter Cover Photo)• Bleed should follow template: NEWEGG GUIDELINES 2016 | 21

Internal BannersNavigation Flyout:• Layout should follow template• 2-column, 3-column, or 4-column, based on what menu category it falls under, with the exception of Computer Hardware, which includes a 4-column flyout and a flyout_210x295• Save as .jpg unless there are elements “floating” outside the navigation menu. Flyouts with floating design elements should be saved as .png• Top of flyout should be white or a gradient fading to white NEWEGG GUIDELINES 2016 | 22

Other Banner SizesUS and CA: Facebook:• 160x360 • 850x315 (Timeline Cover Photo)—no CTA• homepage_right (Homepage right banners)• 400x132 (Brand Store Banner)—if not static, should 504x504 (Pinned Post Picture) • no CTA have a call to action • 20% text only• 234x98 & 550x412 (Premium Brand Store Banner) • Check “Convert to sRGB”• 325x88, 650x88 & 650x250 (Email Banner) • Save as 504x504.jpgDynamic Marketing: Twitter —no CTA• 160x600 (Cart Page Side Banner) • 1024x512• 300_250 (Product Page Box Banner)• 374x50 (Product Page Box Under Bullets)• 970x90 (Other Store Page Top Strip)• 970x50 (Homepage center strip)Mobile Internal Banners (No CTA)• 759x300• 640x100• 2048x100 NEWEGG GUIDELINES 2016 | 23

External Banners120x90, 120x600, 125x125, 160x600, 180x150, 300x100, 300x250, 300x600, 336x280, 468x60, 607x280, 640x480, 728x90,970x66• Follow template. Example:• Save as jpg at 60-70% quality NEWEGG GUIDELINES 2016 | 24

Landing PagesLanding page business units:• United States (US)• Canada (CA)Landing page dimensions:Responsive1366px wide; height varies depending on content.Landing page sections:• CSS & javascripts• Header & social media links• Hero (editable)• Content and product layout (editable)• FooterHeader & Social Media linksThe header content is subject to change. If changed, it will update across all landing pages dynamically. NEWEGG GUIDELINES 2016 | 25