Like any other digital project, the production of a banner campaign requires a clear brief that includes basic information, such as “Concept”, “Deliverables” and “Timings”.

However, banners have certain peculiarities, which means that the brief for a banner campaign must include a number of specific details. The fulfillment of these details during production is a must for the successful launch of the campaign.

On one hand, a banner is an animated ad and so the brief has to include a section that specifically talks about the “Animation”. That is, transitions between frames but also how each element within each frame will appear and move. Ideally this should be an annotated storyboard, in a similar template to this one:


On the other hand there is the technical side of the ad, which is covered by the “Technical specifications”. The following is a list of the minimum specs that a banner brief must always include:

  • Name of format, i.e. Leaderboard, MPU…
  • Size of format, i.e. 728×90, 300×250…
  • Type of banner, i.e. HTML5, swf, GIF (static/animated)
  • Max. file weight, i.e. 150kb, 300kb, 2.2MB…
  • Expandable, yes or no, and if so expansion size and direction.
  • Video, yes or no, and if so all relevant video specs (Audio, Autoplay…)
  • Max. duration, i.e. 20 seconds
  • Looping, i.e. no loop, 2 loops, 3 loops
  • Adserver, i.e. Doubleclick, Sizmeck, Flashtalking…
  • Clicktag code
  • Backup file type: gif, jpeg, animated gif…
  • Back up max. file weight, i.e. 40kb…

To sum up, the ideal brief must include the following sections:




4.Technical specs


Each and every one of these five points is necessary to deliver a great production job and to calculate an accurate production estimate. We know it can be a pain to find out all these details, but in the end banners need to be trafficked according to publishers’ specs, so if you don’t have time to do all this and you know your media plans sometimes miss out important information,  we can do it for you!

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