Guidelines Display In-App campaigns

On this guidelines page, you will find the rules we apply when creating all bol Retail Media In-App campaigns.

Color palette

For the background color, the designer will choose from the bol color palette. This choice will align with the advertiser's style and match the campaign message, unless a preference is indicated in the briefing. The vormentaal will always have a different color from the same color family.

Color exceptions

In some cases, it is not possible to choose a background color. Established bol campaign formats, such as the Bol 7-Days and Black Friday, have a fixed design with customized guidelines. For these campaigns, the color is predetermined and cannot be changed.

General

  • A maximum of 3 products can be displayed.
  • We only use product images, no lifestyle images.
  • There is space for a maximum of 2 logos.
  • The banner always includes a vormentaal.
  • The background color of the banner can only be a color from bol's color palette (other colors are not allowed).
  • Fixed disclaimer *advertentie (advertisement).

Examples

Copy

The copy is placed below the banner in the app. The fixed disclaimer *advertentie is always placed above the banner.

The copy must meet the following requirements:

  • Title: maximum of 19 characters including spaces and punctuation.
  • Subtitle: maximum of 41 characters including spaces and punctuation.
  • The title starts with a capital letter. The subtitle as well, unless the sentence continues.
  • We only communicate rounded percentages.

Disclaimers

The following forms of disclaimers are always allowed:

  • '*op de adviesprijs’ (on the recommended retail price) for Daily Needs products and laptops.
  • ‘*op de meest getoonde prijs’ (on the most displayed price).
  • Compliance rules for computer stores.
  • Legal disclaimers on health products.

Note: All other disclaimers are not allowed and will be rejected.

Visual language

When only product images are shown on the banner, we use category-specific visual language. This is carefully and appropriately chosen to match the message and/or products displayed on the banner. During holidays or special occasions, we use visual language to match.