Producing Standard Digital Banners are a great entry point into interactive production and will most likely be one of the first projects you take on as an entry level interactive producer. Here is a step by step guide of the basic steps to take when you are moving forward with a digital banner production.
Preproduction
- Collect all specs from publishers so that you know all the sizes and formats that will be needed
- Create a spreadsheet that contains all the different banner units that you will need to produce so that you can keep yourself organized during your digital banner production.
Partner Selection and Estimating
- Decide who is going to build the banners (production partner, internal developer,etc.)
- Once you’ve decided on who is going to build the banners, together with the creative team you should have a call to very clearly describe the concept of the banner and how you envision it coming to life.
- After this initial briefing, the producer should follow up and provide all the necessary specifications to the production partner in a written format
- Whomever is building the banners should then be able to provide you with an accurate quote of how much it will cost to build the banners (assuming you are using external resource) as well as a timeline.
- Once you receive your timeline and budget from the production partner, make sure to add in any necessary agency or client timings as well as a bit of money for any necessary legal checks and licensing if not included.
- Provide your account team with an accurate schedule and budget to produce the banners
- Recieve client approval on the timing and budget
- Upon approval of the timing and budget you should draft a simple statement of work with your production partner, so that it’s clear what is expected of them (ie. rounds of feedback, #of sizes, formats, payment terms etc.)
Production
- Cut PO for the first payment for your production partner
- Package all assets for your production partner in a neat and organized way and send over. Ask what other assets will be needed, so you’re not caught asking your Art Director to turn things around too quickly.
- Be sure that any assets you provide (images, fonts, etc.) are properly licensed.
- From this point, the production partner should begin building a master banner (instead of starting all the different sizes at one).
- Once you receive the first link to review the master banner (first size) carefully check it over and ask the production partner about anything your weren’t expecting (anticipate any questions your team may have)
- Share the animation with your internal creative team and collect any feedback that they have. Consolidate this feedback into a very clear and consise format and share it with your production partner.
- Once all the revisions your creative team requested have been made (within reason), it’s time to share it with the client for their approval.
- Depending on the number of rounds of feedback you have with your production partner, this could be repeated more than once.
- It’s very important that all parties understand that the master size animation will be applied across the board to all sizes and any changes should be made at this stage. It’s much more efficient to do a change once versus having to do it 50 times. This could end up costing you or the client a lot of money if this isn’t clear.
- Once the master is approved, it’s time to start all the other formats.
- Repeat the same process for all other formats, but the feedback should be minimal.
- Make sure you proofread and check all formats.
- The production partner should package everything up for you in a very organized manner.
- Deliver the appropriate approved files to the publications or media company based on your spreadsheet.
Post-Production
- Organize all files in a place where they can be accessed should you ever leave the company
- Cut the final PO for your production partner
- Screenshot the banners in the live environment and file these as well.
- Wrap-up the project and thank your team for a job well done.
Any questions? Feel free to ask for clarification below. Good luck producing those banners!