A dynamic banner set that lifted travel retargeting CTR 2.6x
retargeting CTR, 0.28% to 0.74% on creative alone
Creative & Performance Director · May 2026
The media plan barely changed. The creative did. Replacing a handful of static banners with a dynamic HTML5 set across all six standard IAB sizes lifted retargeting click-through from 0.28% to 0.74%.
The challenge
Retargeting leaned on three static JPGs resized by hand, so most placements never had the right size and click-through sat at 0.28%, below even the rough 0.7% retargeting benchmark. Creative turnaround of nine days meant offers were stale before they launched.
What we did
- Built one dynamic HTML5 master that auto-generates all six standard IAB sizes from a single design
- Fed live destination, price and availability data into the banners so each impression showed the right trip
- Kept every unit under the 600 KB HTML5 budget so it cleared exchange initial-load limits
- Set a 3-per-day frequency cap and rotated three creative concepts weekly against conversion rate
The results
| Metric | Before | After |
|---|---|---|
| Retargeting CTR | 0.28% | 0.74% |
| Creative turnaround | 9 days | 2 days |
| Sizes shipped per campaign | 3 | 6 |
| Post-click conversion rate | 1.1% | 1.9% |
Engagement length: 3 months at about €16,000/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.
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