If you are receiving quotes for your HTML Banner Ads and the numbers vary wildly, then there are five key factors that come into play.
Number of Sizes Required
A standard display ad, as defined by the IAB UK, covers many different sizes. Each banner size is a separate build (not a resize of one file). Therefore, commissioning five banner sizes (for example) will cost more than commissioning 2 banner sizes.
Animation and Interactivity
A simple fade-in animation will cost a fraction of the time and price of a complex sequence of moves, interactive elements or a video-style transition.
Supplied Assets Versus Built From Scratch
If you supply the studio with print-ready artwork and approved copy then they can build the Banner from your supplied brief. However, if copy needs to be written and/or artwork designed then this is charged as extra work.
Revision Rounds
Typically, one would expect for a studio to quote for 1 or 2 rounds of amendments on top of the initial build. Agreeing copy and visuals prior to commencement of build is usually enough to ensure there are no further amendments needed.
Fallback Static Versions
A useful reference for HTML Banner Ads is //thebannermen.com/banners/animated-ads/html5/. The Bannermen creates HTML5 banner ads and corresponding static images for use in ad networks that don’t support HTML5. In some cases this may add to the overall cost of the project.
By knowing the factors that can influence cost in advance, you can ensure that you have an accurate quotation from a design studio.
