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Back in the Flash days it was easier to get these things right. Now is again the wild west and trying to get estimation and pricing in the right spot is quite an art I think. From my agency experience I usually put 8 hrs per banner and 4 hrs per resize, but you know there all different kind of clients from those who sent you the final PSD to to those that take you through 10 rounds of review with 3 re-designs during the project with an non-changing deadline. Right now whenever I plan a banner the first thing I do is see if I can do it all in HTML/DOM with GSAP/JS/CSS3 which is a cheaper workflow (Photoshop and Sublime only) than say Easel JS (which requires separation of Design and Developer tasks and some Flash experience). Do I need to use and animate SVG? Increase the hours. Do I need to use canvas? Increase the hours. Then I remember that I'm probably estimating like in my Flash days so I multiply the hours by 1.5 since HTML is slower. Do you charge per hour or per banner? Are clients more willing to pay per banner of per developer hour? Is it cheaper now or is more expensive with HTML5? How do you manage large campaigns with say 50 banners? Where do you cut costs to be competitive? Let's talk about the art and science of making banners.