Compare suitable display advertising scope
Display advertising may include creative production, buying space or both. One concept in multiple formats differs from several new ideas. Define creative work, technical adaptation, advertising and reporting.
Separate production and advertising
Do you need files, management or a package? Production does not automatically include space; advertising can use existing approved materials.
Assessment reviews without booking. Specify files, recommendations, configuration or ongoing management.
| Service | Define in the work |
|---|---|
| Creative | Concepts, copy and revisions |
| Adaptation | Formats, languages and checks |
| Advertising | Environments, settings and approval |
| Reporting | Metrics, period and next steps |
Count concepts and variants
A concept is a distinct idea. Sizes, languages and promotional variants add work. Compare counting methods rather than file totals.
Review images, logos, copy and rights. Photography, illustration or translation may be extras. Banner and destination statements need consistency and approval.
Match format and placement
Images, animation, HTML5 and assembled ads need different preparation. Publisher, network and booked spaces determine actual specifications.
Agree files, sizes, loading and devices. For automatic combinations, specify changeable elements. Flexible ads need not look identical everywhere.
Define audiences and environments
Describe regions, languages, audiences and offers. Context, selected placements and audience targeting differ. Request planned and excluded environments.
Exclusions do not replace monitoring. Retargeting and personalisation need appropriate data and rules. No customer files or credentials in the enquiry.
Separate delivery and effect
Specify delivered ads, measured visibility, clicks or actions. Delivery does not prove attention; a click is not a purchase.
Compare periods and counting. Post-exposure attributed actions vary by model and window. Document limitations, placements and changes without promised revenue.
Compare creative, management and media
Compare concepts, formats, languages, revisions and rights. Separate production, integration, management and paid space. Different billing bases need explanation.
Before advertising agree spend, billing, changes and pausing. Tools and extra content belong in the quote. No compulsory budget is needed for the first enquiry.
| Item | Question |
|---|---|
| Production | How many concepts and revisions? |
| Variants | Which formats and languages? |
| Management | Which setup and checking? |
| Media | Which booking and billing basis? |
| Extras | Which rights, content and tools? |
Organise briefing and handover
Describe task, goal, concepts, formats, languages and assets. Put offers, references, regions and duration in one short brief. Unclear specifications can be established later.
Plan concept, subject approval, checks and agreed advertising. Handover includes files or accounts, settings and reports. New work and extensions need agreement.
Frequently asked questions
Does production include advertising?
No, unless explicitly agreed together.
How are concepts counted?
Separate ideas from size, language and promotional variants.
Must I provide images?
Not necessarily. Creation or purchase may be included; clarify rights and cost.
Do flexible ads look identical everywhere?
Not necessarily. Define authorised adaptations.
Are impressions the same as people?
No. Deliveries and people differ; account for repeat contacts.
Which costs should be compared?
Production, variants, rights, management, media, measurement and extras.
