Creative Kit

XTRA in 8 Questions

From copywriting to graphic design, XTRA refers to branded content created entirely by Atelier La Presse's talents. The outcome: engaging content that harmonizes La Presse's high-quality standards with the business goals of advertisers.

WHERE CAN I FIND XTRA IN LA PRESSE+

WHO HANDLES COPY AND SCREEN PRODUCTION?

The Atelier XTRA team writes the copy as well as produces the screen. Throughout the process, you will have only one point of contact: the branded content advisor supported by a large team of specialists.

Note: The creation of an XTRA relies on close collaboration with advertisers, who are specialists in their field. Simultaneously, the Atelier XTRA team excels in creating engaging and relevant content (copywriting and graphic design) for La Presse readers, while offering personalized support throughout the process.

HOW LONG DOES IT TAKE TO CREATE AN XTRA?

The time frame from the kickoff call to the XTRA's publication spans 5 to 6 weeks.

In a typical timeline, the approval time for the first version of the copy and the first visual proof is 2 business days. The second round of editing for both is 1 business day.

However, Atelier XTRA can adapt and change the schedule according to the time required by customers for approval.

THESE ARE THE STEPS TO EXPECT:

  • KICKOFF CALL
     
  • PHONE INTERVIEW
    (IF NECESSARY)
  • COPYWRITING
    (2 ROUNDS OF EDITING)
  • GRAPHIC DESIGN
    (2 ROUNDS OF EDITING)
WHAT ARE THE BEST PRACTICES FOR BRANDED CONTENT?
  • 1
    Go for an editorial tone rather than a promotional one.
  • 2
    Provide readers with useful information.
  • 3
    Keep it simple: think about what you want readers to remember.
  • 4
    Stay humble: forget logos and slogans.

WHAT KINDS OF INTERACTIONS ARE POSSIBLE WITH LA PRESSE+?

The XTRA screen is customized to suit the advertiser's objectives and available assets. Our Atelier XTRA specialists will advise you on the best interaction for your needs. Here's an overview of the four main interactions available :
  • Scrolling marquee with anchors
  • Scrolling marquee
  • Hotspots
  • Tiles

WHAT ARE THE TECHNICAL SPECIFICATIONS OF AN XTRA?
  • Single Day Insertion
    General Information:

    • Text of 750 words maximum (title, introduction, and body of the text)
    • Possibility of including a video or audio excerpts
    • The text must not duplicate the information included in the video or audio excerpts.
    • Font: Roboto
    • Photos: 5 photos maximum per gallery
    • You must have the rights for the use of any photos, video or audio excerpts provided.
    • Video length: 1 minute or less to 3 minutes maximum


    1. “XTRA” Mention: 20 characters maximum including the word XTRA and spaces
    2. +WEB Icon: The text can be completed using the +WEB icon to redirect readers to your website.
      Trackers: We accept URL links, URLs with UTM or click trackers.
      We recommend that clients provide a UTM or click tracker.
      We cannot integrate impression trackers.
      A call-to-action must always be associated with the +WEB icon.
    3. “What is an XTRA?” icon: Icon activating a pop-up including the name of the advertiser.

  • Audience
    General Information:

    • Maximum total weight: 500 kilobytes (kb)
    • Text of 600 words maximum (title, introduction, and body of the text)
    • Possibility of including a video or audio excerpts
    • The text must not duplicate the information included in the video or audio excerpts.
    • Font: Roboto
    • Photos: 5 images/photos maximum to respect the weight limit (varies according to resolution and image files)
    • You must have the rights for the use of any photos, video or audio excerpts provided.
    • Video length: 1 minute or less to 3 minutes maximum


    1. “XTRA” Mention: 20 characters maximum including the word XTRA and spaces
    2. +WEB Icon: The text can be completed using the +WEB icon to redirect readers to your website.
      Trackers: We accept URL links, URLs with UTM or click trackers.
      We recommend that clients provide a UTM or click tracker.
      We can integrate one impression tracker.
      A call-to-action must always be associated with the +WEB icon.
    3. “What is an XTRA?” icon: Icon activating a pop-up including the name of the advertiser.

Can you include an ad within the XTRA?
Yes, you can!  
  • When the XTRA is booked as a single day insertion.

    You can include a ¼ or ½ vertical ad on your XTRA screen. However, this is not possible if your XTRA screen is targeted for a specific audience.

  • When you have a complementary offer to your XTRA.

    We do not recommend creating an ad repeating information found in the XTRA. This format is ideal when you have a particular offer.

Any examples of an XTRA?

  • Lexus Canada
  • Fermes Lufa
  • Le Massif de Charlevoix
  • Hydro-Québec
  • Regroupement québécois de la danse

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