Programmatic advertising is the general name given to the purchase and management of digital advertising spaces through software. The designer's job is not to replace the purchasing system, but to prepare understandable and applicable creative in selected placements. As Selçuk Aker, I set up a production system that adapts the message to different banner sizes and content situations.
Get media plan before banner production
Platform, layout, file type, size limit and animated content conditions should be included in the technical brief. Don't apply an old list of dimensions found online to all campaigns. The current specifications of the media team or publisher should be taken as basis.
| Brief area | Why it matters |
|---|---|
| Format and size | Determines layout and text density |
| File type and weight | Explains technical delivery limit |
| Message and action | Determines which information is read first |
| Target page | Ensures consistency of offer following ad |
| Variants | Separates language, product and campaign versions |
Why is it not enough to make the same image smaller?
In a horizontal banner, the product and the message can stand side by side; In narrow vertical space, the reading order changes. In small format it may be necessary to reduce secondary information. The logo, offer and action should not compete with each other. The design set should include compositions suitable for all sizes while maintaining common rules.
In an example campaign, the main offer, product image, and orientation remain constant; The number of header lines and placement varies. This is a production approach, not a specific click or sales increase claim.
Test dynamic content areas
If the product name, price, or photo will change from the data source, specify behavior for the longest text, missing image, and missing value. Wrong currency or truncated product name can't be fixed with a nice template. The product or media team and the visual layout designer should check the accuracy of the data.
Delivery checklist
- Does the file name describe the size, language and version?
- Are the target link and offer terms approved?
- Is the text read at actual viewing size?
- Does the file meet the technical specifications?
- Have variable fields been tested with limit values?
We can combine ad design scope, social media visuals, and landing page design in the same campaign message. My Portfolio shows my visual approach; it does not demonstrate media-buying results.
Frequently asked questions
Does programmatic ad design involve media buying?
No. Creative production and advertising inventory purchasing are different responsibilities. Tasks and budgets should be stated separately in the proposal.
Is HTML5 banner required in every campaign?
No. File type depends on layout and publisher specifications. The format should not be selected without knowing the requirement.
How many banner variants should be prepared?
The number depends on the dimensions, languages, products and messages in the media plan. Instead of multiplying unused variants, the required set is defined.
