The formats.
What we can build.

Every ad format the studio produces, with what each one is good for, what it takes to build, and what it costs to start the conversation. Built to be read before a client meeting, not during one.

Version0.1 · in progress

Format familiesSix

Quotesstudio@traveldeskglobal.com

CirculationInternal only

Start here

How to use this

This catalogue exists so nobody has to describe a format verbally and hope it lands. It does two jobs, and it is worth being clear about which one you are doing.

Before a client meeting

Read the relevant family so you know what the format does, what it needs from the client, and roughly what it costs. Walk in able to have the conversation without guessing.

Not in the meeting

This version carries internal pricing and lead times. It is not the document you screen-share or send. The client version is separate, and covered below.

Removing the surprise

The most expensive conversation in production is "I didn't realise it would look like that", and it always happens at the end. Showing a client the format up front is the cheapest way to avoid it.

Start here

How pricing works

Every format carries a "from" price. It exists to open a conversation, not to close one. Read it as the floor for a simple version of that format, delivered to a normal timeline.

Use it to frame a conversation"A dynamic campaign like that typically starts around X and covers design, build and setup across the standard size set." That is the right shape of sentence.

Say what it includesA price with no scope attached is the one that causes arguments later. Name the sizes, the markets and the rounds of amends.

It is not a quoteThe real number comes from a scoped brief. Volume, markets, variants, timeline pressure and asset quality all move it.

Never break it downThe client sees the studio price. Internal costs, specialist fees and how the work is resourced never appear in the conversation.

The full commercial reasoning sits in the studio mandate, and it is worth reading once if you have not. Lead times for every format are in the timelines table, which is the single source for them.

Formats

Display

The baseline. Static and animated units across every standard IAB size, built once and scaled across markets. Not glamorous, and it carries most campaigns.

Static display

A single image in a standard size. The fastest and most cost-effective format to produce, and the one that scales furthest across markets.

HTML5 animated

Built in code rather than video, so it stays lightweight and loads fast. Animation sequence, looping behaviour and a held end frame.

Lead time	From 2 business days. Full table in the studio mandate.
Specifications	All standard IAB sizes: 300x250, 728x90, 160x600, 300x600, 320x50, 970x250 and the rest of the set.
What we need	Asset requirements for this format are in working with us.

Detail in progressEach unit gets its own entry: the creative opportunity, a benchmark, full specifications and a from price.

Formats

Dynamic and DCO

Not a separate format. This is display with many variables behind it, and it is the studio's main work. One build, one feed, and a version of the ad for every audience, market, destination or booking window.

DCO build from scratch

The studio designs the master, the client approves, then the template, feed and variants are set up.

DCO scaling

The client provides the master in one size. The studio adapts, scales and configures across every size and market required.

Feed-driven variants

Live prices, dates, availability, weather or time of day driving what each impression shows.

Audience-triggered creative

A different message for a family in Manchester and a couple in Munich, from the same build.

Lead time	From 7 business days. Full table in the studio mandate.
Specifications	Built in Google Web Designer, hosted in Google Studio. Any IAB size. Variant count depends on the content matrix, not on the build.
What we need	Asset requirements for this format are in working with us.

Detail in progressEach unit gets its own entry: the creative opportunity, a benchmark, full specifications and a from price.

Formats

Rich media and high impact

Larger canvases and units the user can interact with. Premium placements where visibility or engagement is the point rather than reach.

Interactive units

Hover states, hotspots, carousels and units the user can move through rather than just look at.

In-banner video

Video playing inside a display unit, without needing a video placement.

Lightbox and pop-up

A unit that opens into a larger canvas on interaction.

Expandable

A standard unit that expands into a larger one on hover or click.

Lead time	From 7 business days. Full table in the studio mandate.
Specifications	Specifications vary by publisher and platform. Confirm the spec before the brief is signed off.
What we need	Asset requirements for this format are in working with us.

Detail in progressEach unit gets its own entry: the creative opportunity, a benchmark, full specifications and a from price.

Formats

Video and CTV

The studio does not shoot and does not edit video. What it does is build the branded frame around video the client already has, which is where most of the value sits for CTV.

Branded frames and skins

A frame around existing video carrying the brand, a message and a call to action. Static or animated.

QR code integration

A scannable route off the TV screen and into a booking journey, which is what makes CTV measurable.

Format adaptation

Reformatting existing footage to CTV and pre-roll specifications and durations.

Lead time	From 7 business days. Full table in the studio mandate.
Specifications	Source video supplied by the client as MOV, 1080p minimum. Durations and specs vary by platform.
What we need	Asset requirements for this format are in working with us.

Detail in progressEach unit gets its own entry: the creative opportunity, a benchmark, full specifications and a from price.

Formats

Audio

A collaboration rather than a studio deliverable. The studio brings the creative thinking, the script and the music direction. The spot itself is produced through AdOps and platform tools.

Script and concept

The idea, the script and the tone. This is the studio's part.

Music and voice direction

Choosing the track and the voice, and directing how it should sound.

Companion banners

The display unit that runs alongside the audio spot. Built by the studio.

Production

Handled by AdOps or through platform tools. The studio does not record voice artists in-house.

Lead time	From 7 business days. Full table in the studio mandate.
Specifications	Streaming audio, podcast and programmatic radio. Companion banner sizes vary by platform.
What we need	Asset requirements for this format are in working with us.

Detail in progressEach unit gets its own entry: the creative opportunity, a benchmark, full specifications and a from price.

Formats

DOOH

Digital screens in airports, transit, retail and roadside. Built to each screen specification and file size limit, which vary more than anything else we produce.

Static DOOH

A single frame per screen specification.

Animated DOOH

Short looping animation, built to the screen's file size and duration limits.

Variation sets

Volume rather than feed-driven. Where a campaign needs a version per location, screen or daypart, the studio builds the set. This is variations at scale, not DCO.

Lead time	From 5 business days. Full table in the studio mandate.
Specifications	Screen specs come from the media plan. Portrait and landscape both supported. File size limits are strict and vary by network.
What we need	Asset requirements for this format are in working with us.

Detail in progressEach unit gets its own entry: the creative opportunity, a benchmark, full specifications and a from price.

Formats

A deliberately short list

Six families, with a small curated set inside each. That is a choice, not a limitation.

A catalogue with sixty formats in it is overwhelming to read and impossible to sell from. What matters is having a strong option per channel and being honest about the rest. Two things are worth being clear about with a client:

We do not shoot or edit videoWe build the frame around video the client already has. If original footage is genuinely needed, that is a separate conversation and a separate supplier.

We do not record voiceScript and direction yes, recording no. The spot is produced through AdOps or platform tools.

Dynamic is the thing to lead withIt is what we build best, it is genuinely differentiating, and it is the hardest thing for a competitor to match at the same price.

If it is not listed, askIt may still be possible through the specialist network. It just needs scoping rather than assuming.

Reference

The client version

A separate export of this catalogue exists for client and prospect meetings. Same formats, same specifications, same visuals. What changes is how the commercials are handled.

This version	The client version
Full "from" pricing per format	One indicative package figure at the end, framed as a starting point with what it includes
Minimum and typical lead times	Typical lead times only
Internal notes on complexity and resourcing	Removed entirely
Every format, including ones rarely sold	Curated to what is relevant to that client

How the client-facing price should read

Something closer to: "A dynamic display campaign starts from around X, covering design, build and setup across the standard size set for one market." A number attached to a scope, rather than a number on its own.

Ask the studio for the current client version before any pitch where creative production is part of the conversation. Do not build your own by deleting the prices out of this one.

Reference

What is still to come

This page is the structure. The format detail is being written now.

Individual entries for every unit, with specifications, benchmarks and creative guidance
Live animated examples of the formats we own and have built ourselves
Case study links against the formats they used
The client-facing export

In progressContent is being migrated from the existing catalogue and rate card. The structure and navigation here will not change as it lands.