Standard Ads

Standard vs. Rich banner Ads

As with many things, the ever-evolving state of advertising makes it hard to keep up with what is what and maintain clear boundaries between various advertising terms. Rich and standard media are no exception! When we started in the biz, the difference between the two was massive and stark but, with the progression of technology, ad servers, and of course HTML5, the difference between standard and rich media is growing ever murkier. Though file size is still a difference, it’s not nearly as much of a difference as it once was. In our current advertising climate, the biggest difference between standard and rich media is cost of development and that standard units cannot support video or use a dynamic feed.

Some of our Standard banner Ads

Static ≠ Standard Media

We’ve also come across a few media plans that allow for standard media units but some producers and teams aren’t always aware of the differences between static and standard media. Often, they end up creating static ads and effectively, wasting client money (sad face!).

Though standard units are often limited to 150KB, it’s still entirely possible to create some bang-a-rang units. Generally, we hear clients trying to take animation out of their units to save file size, all while cramming in several full bleed images into the units. In fact, it’s actually the assets, not the animation, that contributes to file size. You may not believe us (though you should!), but it’s entirely possible to make a great-looking creative for only 40KB if you’re clever about it. For instance, images that are photo-realistic eat up file space faster than you can imagine. A way that we suggest working around tight standard file sizes is illustration! The file size for animated assets is a drop in the bucket compared to high res photography and the animation to make them eye-catching is barely the weight of a digital feather! The units below are a great representation of compression. The left is how the units were served and the right is what the end result would be with only one or two extra images squeezed into the build. Compressing multiple full bleed images makes a difference!

What the IAB says about Standard Ads

All standard ads and media should have at least 150KB from the media agency. The IAB, or the International Advertising Bureau, release updated advertising ad specs nearly every year and even still, we often have clients coming to us with specs from their media agency that are woefully out of date. If a media agency tries to sell you standard media placements at 40KB, they’re not only not following IAB practices, but they’re also taking your valuable campaign dollars in exchange for less-than-stellar media placement.

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See some of our work

Johnnie Walker

Johnnie Walker our work Standard Media Adverts Exceptional and Unparalleled Johnnie Walker is one of those brands to whom we could pen a love letter. Their briefs range from elegant builds with subtle animation to chipper and quick frame transitions with bright colours, to builds that feature rich colours paired with smooth and captivating animation. [...]

Diet Coke

Diet Coke our work Standard Media Adverts Oh yes, we can What’s better than an animated banner ad? Probably nothing—except maybe a glittery animated banner ad! And that’s exactly the creative brief that Diet Coke came to us with. We were only too happy to help glitter-fy the screens of Diet Coke’s audience with these [...]

Heineken Social

Heineken Social UEFA Champions League our work Social Facebook Instagram Global campaign in 6 hours or less Heineken came to us in 2018 with some lofty social media goals as they wanted to make their brand synonymous with UEFA Champions League games. To do so, they proposed creating Instagram posts, Instagram Stories, YouTube videos, and [...]


Nike our work Rich Media Adverts Find your Unlimited Potential Nike approached us with a killer banner ad campaign concept—desktop-only video ads that featured various Nike athletes, almost no text aside from a tagline, and multiple product shots in action. Which is exactly what we created! Just try and tell us these aren’t the slickest [...]

Heineken Rich

Heineken our work Rich Media Adverts Raise a Heineken to Video & HTML5 Integration Heineken is one of our favourite brands to work with, both because they have such great creatives and because they have such high standards. For this rich media campaign, we were commissioned to seamlessly integrate HTML5 with video. A quick word [...]


Gatorade our work Standard Media Adverts Client Direct Gatorade is one of our most important direct-to-client relationships. While more and more companies are looking to in-house some or all of the production process, our professionalism and expertise really starts to shine. Deploying (on average) two or three campaigns a year, it was not financially viable [...]


E.ON our work Rich Media Adverts Dynamic Media Programmatic Display Guardians of the Brand Galaxy E.ON is an international, privately owned energy supplier based in Essen, Germany, and has around 43,000 employees. As with any global powerhouse, E.ON delivers only the highest quality in everything they do, and digital display media is no exception. The [...]

McDonald’s Wraps

McDonald's Wraps our work Standard Media Adverts Campaign Consistency We know it feels like it's been a long time since McDonald's launched it's wraps, but when they did, we were right there with them! To get this campaign out the door, we produced a series of video and HTML5 units. This campaign was actually launched [...]

McDonald’s GTA

McDonald's GTA our work Rich Media Adverts Dynamic Media Parallax Plunge When McDonald's comes knocking at your door, you answer. So when we were brought in to help introduce the flavours of America to a British audience, we were thrilled! The beauty of these banners is found in their simplicity. As anyone who works with [...]

Destination BC

Destination BC our work Standard Media Ads Rich Media Ads Programmatic Ads Go Wilder Explore BC is an initiative to get BC residents to experience different aspects of their province during the fall, winter and spring months. It also includes a global ski campaign which help to advertise BC ski resorts, which account for almost [...]

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