Creative production

One master, every size, ready to traffic

A display campaign stalls when creative becomes the bottleneck. We build HTML5 and dynamic banners from a single responsive master, export all six IAB standard sizes, and hand them over trafficked and ready to A/B test. New markets and offers ship in days, not weeks.

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Standard sizes

The six formats we build by default

Every set ships in these IAB standard sizes, the units that carry the vast majority of display inventory.

Medium Rectangle

300×250

Highest-inventory unit; sits inline within content.

Leaderboard

728×90

Top-of-page desktop workhorse.

Wide Skyscraper

160×600

Tall sidebar unit with strong dwell time.

Half Page

300×600

High-impact vertical; premium viewability.

Mobile Leaderboard

320×50

Standard mobile banner; anchored to screen edges.

Billboard

970×250

Large desktop brand canvas above the fold.

Service led by

Sofia Marchetti · Creative & CRO Lead

Published 20 Feb 2026 · Updated 9 Jun 2026

Why it matters

Creative is half the performance

You can buy perfect inventory and still lose if the banner is wrong. Creative decides whether a viewable impression becomes a click or a remembered brand. That is why we keep production inside the media team: when a placement underperforms, the fix is often a new creative shipped the next day, not a new audience.

For the detail on which formats earn their place, read our guide to standard banner ad sizes that perform. To see creative and media move together, look at the cross-border marketplace results, where creative turnaround dropped from nine days to two.

Questions

Creative production FAQ

Which banner sizes should we build?

Start with the six that carry most inventory: 300×250, 728×90 and 160×600 hold the largest share, with 300×600, 320×50 and 970×250 covering mobile and high-impact placements. We build one responsive master and export all six, so a campaign is never short a size when good inventory appears.

What is dynamic creative optimization (DCO)?

DCO assembles a banner at serve time from a product feed and audience signal, so a returning shopper sees the exact item they viewed at the current price. It turns one template into thousands of personalised variants, which is what makes retargeting creative feel relevant instead of generic.

Do you build in Google Web Designer?

Yes. Google Web Designer is free and exports clean HTML5 that traffics into Google Ads and DV360 without issues. For dynamic feeds and large multi-market rollouts we also work in creative-management platforms, but most standard HTML5 banner sets ship straight from Google Web Designer.

Take creative off the critical path

We'll audit your current display and programmatic setup across viewability, fraud, frequency and working-media share, then show you where the spend leaks. No obligation.

Brief our creative team See client results