HTML5 Banners Built Against The 150KB Bundle Limit

A Display bundle has 150 kilobytes to spend in total, and Chrome's heavy ad intervention will unload an ad that uses more than four megabytes of network or sixty seconds of CPU across its life, or fifteen seconds inside any thirty-second window. Within that budget you can have a photographic background, or you can have a typographic build with real motion. Deciding which one earns the weight, before a single keyframe exists, is the work being commissioned here. How it gets built: Hand-coded HTML, CSS and JavaScript. GSAP goes in when the timeline genuinely needs sequencing and easing control, and it costs roughly twenty-three kilobytes gzipped — about a sixth of the budget — so a linear build gets CSS keyframes instead. Google Web Designer only when your own team must edit the file after handover; its output is heavier and I will tell you what that costs in image quality rather than shipping it quietly. Images are compressed per asset rather than per folder, and sprite sheets appear only where the frame count justifies their weight. Trafficking, per network: The click implementation is not generic. Campaign Manager 360 gets Enabler.js with exitOverride, Adform gets its manifest and wrapper, Xandr and Sizmek get the clickTag variable each expects, and every bundle is zipped to that network's structure. Each size ships with a backup image built as a designed frame rather than a screenshot of the end state, because the backup serves on inventory that will not take HTML5, which in several exchanges is still a meaningful share of impressions. The frames that matter: Frame one is a finished ad. A share of impressions never reach the second frame, because the unit renders below the fold or the page is scrolled, so the opening state has to carry the mark and the offer alone. The final frame holds, because looping stops and the end state is what sits on screen while the page is actually read. Everything between those two frames is negotiable; those two are not. QA before you see it: Tested inside the network's own creative preview and on a mid-tier Android over a throttled connection, not on a desktop at full speed. Frame rate is checked against LEAN guidance for CPU load, because an ad that heats a phone gets the page blamed and the publisher complains to your seat, not to me. Excluded: No video-in-banner, no VAST or VPAID. No expandables, interstitials or rich media formats requiring vendor certification; if you need those, your rich media vendor's studio builds them and I will hand over layouts and direction. No audio. No verification or viewability wrapping. No concept development — I animate an idea that already exists, and if it does not, the first meeting will be short. No trafficking into your seat unless added. Do not hire me for: A twenty-size animated set in two days. A recut of your television commercial into banner form, which is an edit suite job and usually produces a worse ad than a built one. A rebuild of last year's set with a new logo, which your studio can do for a fraction of this. Or an animated set meant to rescue a campaign whose click-through is fine and whose conversion rate is not. Motion moves the first number and never the second, and I would rather say that now than after the flight.