How to order web banners and display ads that work

1. Know where the banners will run

Start by listing the ad networks, websites or platforms where the banners will appear. Each has its own list of accepted sizes, file formats and maximum file weights, and some have rules about animation length, borders and how much of the banner can be text. Many networks publish a specification page; share the link with your designer. If you are working with a display advertising specialist, ask them for the exact list of sizes and specs before you brief the designer, so the creative work matches the campaign setup.

2. Choose the sizes

A banner set usually includes several shapes: wide horizontal banners, tall vertical skyscrapers, medium rectangles and small mobile banners. Each shape needs its own layout, not just a resized copy, because a headline that fits a wide banner may not fit a narrow one. Start with the handful of sizes that cover most placements, then add more if the campaign needs them. Designers often price per size, so a clear list helps you compare quotes fairly.

3. One message, one action

People glance at banners for a second or two. Decide the single most important message and the action you want people to take, such as shop the sale, start a free trial or book a demo. Write a short headline, an optional supporting line and button text. Put your logo where it is visible but not dominant. If writing short, persuasive lines is difficult, an ad copywriter can provide several options to test.

4. Static or animated

Static banners are fast to produce and easy to approve. Animated banners, built as HTML5 or GIF, can show a short sequence: a hook, a benefit and the call to action. They tend to cost more and must stay within the network's limits for file size and animation length. Make sure the final frame works on its own, because many people will only see the end state. For short looping animations, our animated GIF guide covers what to ask for.

5. Brand assets and landing page

Provide your logo files, brand colors, fonts and high-quality images. Share the landing page the banners will link to, so the design and message match what people see after clicking. A mismatch between banner and landing page is a common reason for wasted clicks. If you are running a promotion, give exact wording for prices, dates and conditions to avoid mistakes.

6. Plan variations for testing

Ordering two or three variations from the start is usually more useful than one perfect design. You might test different headlines, images or button text. Run them side by side for a fair period, then keep the winner and replace the weakest version. Ask the designer to keep a layered master file so new variations can be created quickly without starting again.

7. Delivery and checks

Agree on file formats for each network, naming conventions that include size and version, and whether source files are included. Before uploading, check every banner at its real size on screen. Text that looked readable in the design file may be tiny in practice. Check the file weight against network limits, and confirm that links and click tags work for HTML5 banners.

Ordering checklist

• Ad networks and their specification pages.
• List of sizes, formats and file weight limits.
• Single message, headline and button text.
• Static or animated, with animation limits noted.
• Logo, colors, fonts, images and landing page link.
• Variations to test.
• File naming, formats and source file delivery.

Our web banner design guide explains how to compare designers, and our SEO vs SEM article helps if you are deciding how display ads fit into your wider marketing.