How to Brief a Banner Ad Production Studio

Getting display ad creative right starts before a single frame is built. In most cases, the briefs that cause problems in production are not the result of a lack of knowledge — they are simply incomplete, usually because timelines are tight and information is still being confirmed. This guide covers what a production studio needs from you, and when, so that builds stay on track and creative lands ready to traffic.

Why the brief sets the pace

A clear brief does more than communicate intent. It lets a studio plan resource, flag potential issues early, and give you an accurate delivery timeline. When key information arrives mid-build — a change to the ad server, a new size added to the matrix, an asset supplied at the wrong resolution — it creates knock-on delays that are difficult to recover from, especially when trafficking dates are fixed.

The good news is that most briefs can be sorted in a short conversation or a single document. The sections below cover what to include.

Campaign objective and messaging

Start with what the banner needs to do and what it needs to say. This does not need to be a strategy document — a clear steer on the primary message, any secondary messaging, and the call to action is enough. If copy is being supplied, confirm whether it is final or likely to change. Copy amendments after animation has started can be straightforward or disruptive depending on how the build is structured.

If you need support with creative direction or messaging hierarchy, let us know at the briefing stage and we can advise.

Formats and sizes

Confirm which banner sizes the campaign requires. Standard display sets typically include the 300×250, 728×90, 160×600, 300×600 and 970×250, but media plans vary. If you are running static ads alongside animated or HTML5 formats, list both and flag which sizes apply to which format.

If the full size matrix has not been confirmed by the media team yet, share what you have and we can build a production plan around it, with the remaining sizes added once confirmed.

Platform and ad server

Where the ads will run affects how they are built. HTML5 banner ads built for Google Display Network have different technical requirements to those trafficking through CM360, DV360, or a platform like AdRoll. Confirm the ad server and any platform-specific requirements upfront, including whether click tracking needs to be implemented in a particular way.

If you are unsure of the technical specs, our HTML5 banner validator can help review existing packages before upload, and we are happy to advise on requirements at the briefing stage.

Animation or static, and any motion requirements

If the campaign includes animation, let us know how you expect the creative to move. This does not need to be a detailed storyboard — a broad description of the intended feel, any specific timing requirements, and whether the animation should loop are all useful starting points.

For HTML5 builds, we will typically create a master animation for approval before producing the full size set. If designs are being supplied rather than built from scratch, share them in the format they were created in, along with any brand guidelines or motion principles that should inform the build.

Assets and brand guidelines

Supply logos, imagery, fonts, and colour references as early as possible. Files supplied in the wrong format or at insufficient resolution can delay production, so if you are unsure what to send, ask and we will confirm what we need. If brand guidelines exist, share them — even a PDF is useful context for a studio building to your identity for the first time.

File size limits and technical specs

Different platforms enforce different file size caps. Google Ads limits most animated HTML5 banners to 150KB, while other programmatic environments may allow up to 200 or 300KB depending on placement. If you know the limits that apply to your campaign, include them in the brief. If not, we can confirm the relevant specs once we know the platforms involved.

Timelines and delivery dates

Work back from your trafficking date. A standard set of animated banners from approved designs typically takes five to seven working days. If creative is being built from scratch, allow two to three weeks to include storyboarding and review rounds. Static sets can move faster, but they still need time for QA and any revisions.

If your deadline is tight, tell us early. We would rather know upfront and plan accordingly than find out when the project is already underway.

Supplied designs vs. built from scratch

Both routes work, and which one makes sense depends on where you are in the process. If approved designs exist, we can work from those directly and focus production time on the build, animation, and QA. If the creative is still being developed, we can take on design as well, starting with storyboards to align on direction before moving into production.

Either way, the brief process is similar. The main difference is timelines and what you need to have ready before work begins.

A note on DOOH

DOOH briefs have their own set of considerations. Screen environments, aspect ratios, dwell time, and the absence of interactivity all shape how creative needs to be built and delivered. If your campaign includes DOOH formats alongside digital display, flag this upfront so we can plan both workstreams together.