Display Banner Sets Drawn Per Size, Not Rescaled

A 320x50 mobile banner gives you sixteen thousand pixels for the entire message. A 970x250 gives you two hundred and forty thousand. They are not one design at two scales, and a set produced by rescaling a master is the reason a placement report shows mobile web inventory flat while the desktop billboard looks healthy. This engagement draws each shape family as its own layout. Which sizes get built: The list comes from your last ninety days of placement-level delivery, not from the IAB portfolio. Most display buys concentrate the large majority of served impressions in six to eight sizes; the rest of the set exists to avoid gaps in the buy rather than to carry the campaign. I build the concentrated sizes first, make the real layout decisions there, then work outward. If nobody on your side can pull that export, I will ask your trading desk for it and read it myself. How the shapes get grouped: Four families, four hierarchies. Wide units — 728x90, 970x90, 468x60, 320x50 — lose the supporting line entirely and carry a mark, one clause and a button; there is no reading order in a strip that thin, only left to right. Tall units put the product or character art at full bleed and set type against it. Block units are the only place a headline, a subhead and a call to action share vertical space without crowding. Canvas units are where art direction gets to be art direction. Each family is drawn, reviewed and corrected on its own, and an approved change on the 300x250 does not silently propagate to the rest. Weight, colour, and what networks quietly reject: Files stay under 150 kilobytes because Display and most exchange seats reject above it, and because a heavy JPEG on a South African mobile connection renders after the user has already scrolled past. Exports are sRGB with no embedded profile, since in-app webviews and Chrome do not treat profiles alike and a brand red that shifts between them gets blamed on the designer. Where the background is white or near-white, the border is drawn into the layout rather than left for the network to stroke on. Type is set to survive a mid-tier Android at device pixel ratio two, tested on one, not judged on a 5K display. What arrives: Flat production files per size, layered source with every size as its own named frame, the export settings used, and one trafficking sheet listing file name, dimensions, weight, destination URL and flight dates in the column order your ad server ingests. Not included: Concept and campaign platform. If the idea does not exist yet I am the wrong first call and will say so on the intake call rather than after the invoice. No stock licensing or talent clearance; I work with assets you own, and I will flag when a licence covering owned channels does not cover paid. No copywriting — I will cut a headline to fit a 728x90 and send the cut back for approval, but the offer is yours. No animation; that is the HTML5 engagement. No media buying, and no trafficking into your seat unless it is added. Not for you if: You want the full portfolio regardless of what the plan buys. I will build sizes you do not serve, but I will argue first. You expect price to track size count rather than the number of distinct layouts. Your flight starts Monday. Or the real problem is a landing page converting at a third of what the plan assumed, in which case better banners only spend the budget faster.