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Digital Banner Production

Banner Production: It’s More than a Flourish and a Magic Word

Banner development studioIn your magic trick’s first phase — its pledge — you’ll need your rich media design developers, of course, and the concept of the creative online banner ad you wish to develop. Most businesses stop there, and that’s what makes it difficult for them. They actually also need an ad server workshop like Mediamind or DoubleClick Studio, which serves as the central dashboard where the banner can be developed with all the necessary files available for convenient access and sharing, where revisions and group input and feedback are easy, and where publisher specs are also made available for double checking. Make good use of your server workshop for real time collaboration and faster, more efficient revisions processes.

When the designs are finalized, the typical process is that designers send an email that will go through the agency and eventually end up with the publishers. Heavens forbid any errors are found, because then an email regarding that error and a recommendation to fix it will then need to travel back the same channels. This is where your magic trick’s turn plays out. Instead of this tedious back-and-forth process, upload the designs directly to an ad server platform (where they’ll end up anyway) when they’re ready to be published. Once there, the designs can be checked by anyone involved and notifications can be sent in real time to the parties responsible for fixing whatever problems crop up. This little sleight of hand can save days in the process and because it’s real time collaboration, several projects can be handled at once.

Dynamic banner production
Dynamic banner production

HTML5 digital display adsOnline banner production requires the collaborative efforts of several people within a team, and often even several teams: the creative team, the media agency, the publisher, and the server. Keeping these teams connected in real time during the process cuts down on digital banner production time and increases the number of projects that can be developed. You can even go a step further by having the creative team add clicktags instead of leaving the task to the publishers. Clicktags allow the publishers to sidestep the need for developers to modify banner URLs.

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