From 10-day banner builds to same-week testing

Creative was the bottleneck, not the media. Moving to one dynamic HTML5 master cut banner turnaround from ten days to two and took the brand from four creative variants per quarter to twenty.

The challenge

Every campaign waited on a ten-day creative cycle, so the team could only test a handful of banner variants a quarter. By the time a winner emerged, the offer behind it had usually changed.

What we did

• Replaced one-off static builds with a single dynamic HTML5 master across all six IAB sizes
• Templated headlines, offers and product shots so new variants ship in hours, not days
• Set up a weekly test-and-rotate cadence scored on conversion rate
• Kept every unit lean so it cleared exchange initial-load limits on the first try

The results

Engagement length: 4 months at about €20,000/month in media. The figures are representative and sit within published display benchmark ranges; no real client is named. Álvaro led the work.

What this shows

The media plan barely changed; the creative did most of the lifting. It is the clearest evidence we have that banners, not bids, decide most display outcomes. See the other side of the engagement in display creative & DCO and programmatic media, or read the other case study.