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Pencil Exports Technical Spec Sheet

Understand exactly how Pencil structures and formats your exports. This article details the tech specs, evaluation criteria, and deliverable types for every use case across the platform.

Written by Michael Whyle
Updated over 2 weeks ago

Every output Pencil generates is built to a specific standard. Whether it's an audience strategy, a competitor benchmarking report, or a marketing calendar, each use case follows defined technical specifications. This article breaks down what to expect from each export, so you can work confidently with the deliverables straight out of the platform.

Category

Use case

Output specification

Strategy

Audiences

Primary deliverable: Strategy document (.docx)

  • Page: A4 (210×297mm)

  • Styles: heading hierarchy (H1–H3), body 11pt, 1.15 line spacing; auto TOC; numbered sections

  • web PDF (compressed)

Strategy

Brand strategy

Primary deliverable: Strategy document (.docx)

  • Page: A4 (210×297mm)

  • Styles: heading hierarchy (H1–H3), body 11pt, 1.15 line spacing; auto TOC; numbered sections

  • web PDF (compressed)

Strategy

Briefing

Primary deliverable: Strategy document (.docx)

  • Page: A4 (210×297mm)

  • Styles: heading hierarchy (H1–H3), body 11pt, 1.15 line spacing; auto TOC; numbered sections

  • web PDF (compressed)

Strategy

Competitor benchmarking

Primary deliverable: Strategy document (.docx)

  • Page: A4 (210×297mm)

  • Styles: heading hierarchy (H1–H3), body 11pt, 1.15 line spacing; auto TOC; numbered sections

  • web PDF (compressed)

Strategy

Consumer trends

Primary deliverable: Strategy document (.docx)

  • Page: A4 (210×297mm)

  • Styles: heading hierarchy (H1–H3), body 11pt, 1.15 line spacing; auto TOC; numbered sections

  • web PDF (compressed)

Strategy

Data analysis

Primary deliverable: Data analysis workbook (.xlsx)

  • Format: Microsoft Excel Workbook (.xlsx), no macros (no .xlsm); compatible with Excel 2019+ and Google Sheets

  • Tables: Excel Tables for all datasets; consistent column headers;

Strategy

Focus groups

Primary deliverable: Strategy document (.docx)

  • Page: A4 (210×297mm)

  • Styles: heading hierarchy (H1–H3), body 11pt, 1.15 line spacing; auto TOC; numbered sections

  • web PDF (compressed)

Strategy

Marketing calendar

Primary deliverable: Data analysis workbook (.xlsx)

  • Format: Microsoft Excel Workbook (.xlsx), no macros (no .xlsm); compatible with Excel 2019+ and Google Sheets

  • Tables: Excel Tables for all datasets; consistent column headers

Strategy

Media planning

Primary deliverable: Media document (.docx)

  • Page: A4 (210×297mm) • Styles: heading hierarchy (H1–H3), body 11pt, 1.15 line spacing; auto TOC; numbered sections
    web PDF (compressed)
    Supporting file: Planning spreadsheet (.xlsx)

  • Sheets: Inputs, Assumptions, Plan, Budget, Timeline; frozen header row; filters enabledno macros; compatible with Excel/Sheets

Copywriting

Campaign idea

Primary deliverable: Copy deck (.docx)

  • .docx: clear sections (Objective, Audience, RTBs, Tone, Mandatories, Copy options, Disclaimers)

  • .pdf: web PDF (compressed)

  • .txt: plain-text; Copy variants: labeled by channel/placement; character counts included per line

  • .xlsx: one row per variant; columns: Channel, Placement, Headline, Body, CTA, Emojis?, Char count, Notes, Legal

Copywriting

Advertising Campaign Copywriting

Primary deliverable: Copy deck (.docx)

  • .docx: clear sections (Objective, Audience, RTBs, Tone, Mandatories, Copy options, Disclaimers)

  • .pdf: web PDF (compressed)

  • .txt: plain-text
    Copy variants: labeled by channel/placement; character counts included per line

  • .xlsx: one row per variant; columns: Channel, Placement, Headline, Body, CTA, Emojis?, Char count, Notes, Legal

Copywriting

B2B Copywriting

Primary deliverable: Copy deck (.docx)

  • .docx: clear sections (Objective, Audience, RTBs, Tone, Mandatories, Copy options, Disclaimers)

  • .pdf: web PDF (compressed)

  • .txt: plain-text
    Copy variants: labeled by channel/placement; character counts included per line

    • .xlsx: one row per variant; columns: Channel, Placement, Headline, Body, CTA, Emojis, Char count, Notes, Legal

Copywriting

Brand Copywriting

Primary deliverable: Copy deck (.docx)

  • .docx: clear sections (Objective, Audience, RTBs, Tone, Mandatories, Copy options, Disclaimers)

  • .pdf: web PDF (compressed)

  • .txt: plain-text
    Copy variants: labeled by channel/placement; character counts included per line

  • .xlsx: one row per variant; columns: Channel, Placement, Headline, Body, CTA, Emojis?, Char count, Notes, Legal

Copywriting

Conversion Copywriting

Primary deliverable: Copy deck (.docx)

  • .docx: clear sections (Objective, Audience, RTBs, Tone, Mandatories, Copy options, Disclaimers)

  • .pdf: web PDF (compressed)

  • .txt: plain-text: Copy variants: labeled by channel/placement; character counts included per line

  • .xlsx: one row per variant; columns: Channel, Placement, Headline, Body, CTA, Emojis?, Char count, Notes, Legal

Copywriting

Copywriting

Primary deliverable: Copy deck (.docx)

  • .docx: clear sections (Objective, Audience, RTBs, Tone, Mandatories, Copy options, Disclaimers)

  • .pdf: web PDF (compressed)

  • .txt: plain-text
    Copy variants: labeled by channel/placement; character counts included per line

  • .xlsx: one row per variant; columns: Channel, Placement, Headline, Body, CTA, Emojis?, Char count, Notes, Legal

Copywriting

Direct Mail Copywriting

Primary deliverable: Copy deck (.docx)

  • .docx: clear sections (Objective, Audience, RTBs, Tone, Mandatories, Copy options, Disclaimers)

  • .pdf: web PDF (compressed)

  • .txt: plain-text
    Copy variants: labeled by channel/placement; character counts included per line

  • .xlsx: one row per variant; columns: Channel, Placement, Headline, Body, CTA, Emojis?, Char count, Notes, Legal

Copywriting

E-commerce Copywriting

Primary deliverable: Copy deck (.docx)

  • .docx: clear sections (Objective, Audience, RTBs, Tone, Mandatories, Copy options, Disclaimers)

  • .pdf: web PDF (compressed)

  • .txt: plain-text
    Copy variants: labeled by channel/placement; character counts included per line

  • .xlsx: one row per variant; columns: Channel, Placement, Headline, Body, CTA, Emojis?, Char count, Notes, Legal

Copywriting

Editorial Copywriting

Primary deliverable: Copy deck (.docx)

  • .docx: clear sections (Objective, Audience, RTBs, Tone, Mandatories, Copy options, Disclaimers)

  • .pdf: web PDF (compressed)

  • .txt: plain-text
    Copy variants: labeled by channel/placement; character counts included per line

  • .xlsx: one row per variant; columns: Channel, Placement, Headline, Body, CTA, Emojis?, Char count, Notes, Legal

Copywriting

Email Copywriting

Primary deliverable: Copy deck (.docx)

  • .docx: clear sections (Objective, Audience, RTBs, Tone, Mandatories, Copy options, Disclaimers)

  • .pdf: web PDF (compressed)

  • .txt: plain-text

  • Copy variants: labeled by channel/placement; character counts included per line

  • .xlsx: one row per variant; columns: Channel, Placement, Headline, Body, CTA, Emojis?, Char count, Notes, Legal

Copywriting

Influencer/Partnership Copywriting

Primary deliverable: Copy deck (.docx)

  • .docx: clear sections (Objective, Audience, RTBs, Tone, Mandatories, Copy options, Disclaimers)

  • .pdf: web PDF (compressed)

  • .txt: plain-text

  • Copy variants: labeled by channel/placement; character counts included per line

  • .xlsx: one row per variant; columns: Channel, Placement, Headline, Body, CTA, Emojis?, Char count, Notes, Legal

Copywriting

Interactive Copywriting

Primary deliverable: Copy deck (.docx)

  • .docx: clear sections (Objective, Audience, RTBs, Tone, Mandatories, Copy options, Disclaimers)

  • .pdf: web PDF (compressed)

  • .txt: plain-text

  • Copy variants: labeled by channel/placement; character counts included per line

  • .xlsx: one row per variant; columns: Channel, Placement, Headline, Body, CTA, Emojis?, Char count, Notes, Legal

Copywriting

Internal comms

Primary deliverable: Copy deck (.docx)

  • .docx: clear sections (Objective, Audience, RTBs, Tone, Mandatories, Copy options, Disclaimers)

  • .pdf: web PDF (compressed)

  • .txt: plain-text

  • Copy variants: labeled by channel/placement; character counts included per line

  • .xlsx: one row per variant; columns: Channel, Placement, Headline, Body, CTA, Emojis?, Char count, Notes, Legal

Copywriting

PPC/Ad Copy

Primary deliverable: Copy deck (.docx)

  • .docx: clear sections (Objective, Audience, RTBs, Tone, Mandatories, Copy options, Disclaimers)

  • .pdf: web PDF (compressed)

  • .txt: plain-text

  • Copy variants: labeled by channel/placement; character counts included per line

  • .xlsx: one row per variant; columns: Channel, Placement, Headline, Body, CTA, Emojis?, Char count, Notes, Legal

Copywriting

PR Copywriting

Primary deliverable: Copy deck (.docx)

  • .docx: clear sections (Objective, Audience, RTBs, Tone, Mandatories, Copy options, Disclaimers)

  • .pdf: web PDF (compressed)

  • .txt: plain-text

  • Copy variants: labeled by channel/placement; character counts included per line

  • .xlsx: one row per variant; columns: Channel, Placement, Headline, Body, CTA, Emojis?, Char count, Notes, Legal

Copywriting

Sales Page Copywriting

Primary deliverable: Copy deck (.docx)

  • .docx: clear sections (Objective, Audience, RTBs, Tone, Mandatories, Copy options, Disclaimers)

  • .pdf: web PDF (compressed)

  • .txt: plain-text

  • Copy variants: labeled by channel/placement; character counts included per line

  • .xlsx: one row per variant; columns: Channel, Placement, Headline, Body, CTA, Emojis?, Char count, Notes, Legal

Copywriting

SEO Copywriting

Primary deliverable: Copy deck (.docx)

  • .docx: clear sections (Objective, Audience, RTBs, Tone, Mandatories, Copy options, Disclaimers)

  • .pdf: web PDF (compressed)

  • .txt: plain-text

  • Copy variants: labeled by channel/placement; character counts included per line

  • .xlsx: one row per variant; columns: Channel, Placement, Headline, Body, CTA, Emojis?, Char count, Notes, Legal

Copywriting

Social Media Copywriting

Primary deliverable: Copy deck (.docx)

  • .docx: clear sections (Objective, Audience, RTBs, Tone, Mandatories, Copy options, Disclaimers)

  • .pdf: web PDF (compressed)

  • .txt: plain-text

  • Copy variants: labeled by channel/placement; character counts included per line

  • .xlsx: one row per variant; columns: Channel, Placement, Headline, Body, CTA, Emojis?, Char count, Notes, Legal

Copywriting

Technical Copywriting

Primary deliverable: Copy deck (.docx)

  • .docx: clear sections (Objective, Audience, RTBs, Tone, Mandatories, Copy options, Disclaimers)

  • .pdf: web PDF (compressed)

  • .txt: plain-text

  • Copy variants: labeled by channel/placement; character counts included per line

  • .xlsx: one row per variant; columns: Channel, Placement, Headline, Body, CTA, Emojis?, Char count, Notes, Legal

Copywriting

UX / Microcopy

Primary deliverable: Copy deck (.docx)

  • .docx: clear sections (Objective, Audience, RTBs, Tone, Mandatories, Copy options, Disclaimers)

  • .pdf: web PDF (compressed)

  • .txt: plain-text

  • Copy variants: labeled by channel/placement; character counts included per line

  • .xlsx: one row per variant; columns: Channel, Placement, Headline, Body, CTA, Emojis?, Char count, Notes, Legal

Copywriting

Video Scriptwriting

Primary deliverable: Copy deck (.docx)

  • .docx: clear sections (Objective, Audience, RTBs, Tone, Mandatories, Copy options, Disclaimers)

  • .pdf: web PDF (compressed)

  • .txt: plain-text

  • Copy variants: labeled by channel/placement; character counts included per line

  • .xlsx: one row per variant; columns: Channel, Placement, Headline, Body, CTA, Emojis?, Char count, Notes, Legal

Copywriting

Voice & Conversational Copywriting

Primary deliverable: Copy deck (.docx)

  • .docx: clear sections (Objective, Audience, RTBs, Tone, Mandatories, Copy options, Disclaimers)

  • .pdf: web PDF (compressed)

  • .txt: plain-text

  • Copy variants: labeled by channel/placement; character counts included per line

  • .xlsx: one row per variant; columns: Channel, Placement, Headline, Body, CTA, Emojis?, Char count, Notes, Legal

Copywriting

Website Copywriting

Primary deliverable: Copy deck (.docx)

  • .docx: clear sections (Objective, Audience, RTBs, Tone, Mandatories, Copy options, Disclaimers)

  • .pdf: web PDF (compressed)

  • .txt: plain-text

  • Copy variants: labeled by channel/placement; character counts included per line

  • .xlsx: one row per variant; columns: Channel, Placement, Headline, Body, CTA, Emojis?, Char count, Notes, Legal

Image Production

Mockups

Primary deliverable:

  • Web: sRGB JPG (quality 80–90) or PNG for transparency; 2000px long edge unless specified

  • Crops: provide common aspect ratios (1:1, 4:5, 16:9, 9:16) with safe copy area

Image Production

Storyboarding

Primary deliverable:

  • Web: sRGB JPG (quality 80–90) or PNG for transparency; 2000px long edge unless specified

  • Crops: provide common aspect ratios (1:1, 4:5, 16:9, 9:16) with safe copy area

Image Production

3D Photography (CGI-enhanced)

Primary deliverable:

  • Web: sRGB JPG (quality 80–90) or PNG for transparency; 2000px long edge unless specified

  • Crops: provide common aspect ratios (1:1, 4:5, 16:9, 9:16) with safe copy area

Image Production

360° & VR Photography

Primary deliverable: 360°/VR panoramic image/video

  • Image: equirectangular 6000×3000 (or higher); JPG quality 90+; embedded metadata

Image Production

Augmented Reality (AR) Assets

Primary deliverable: High-res image master (PNG) with transparency

  • Web: PNG with transparency;

Image Production

Background Replacement

Primary deliverable:

  • Web: sRGB JPG (quality 80–90) or PNG for transparency; 2000px long edge unless specified

  • Crops: provide common aspect ratios (1:1, 4:5, 16:9, 9:16) with safe copy area

Image Production

Background Removal

Primary deliverable:

  • Web: sRGB JPG (quality 80–90) or PNG for transparency; 2000px long edge unless specified

  • Crops: provide common aspect ratios (1:1, 4:5, 16:9, 9:16) with safe copy area

Image Production

Blurring & Depth of Field

Primary deliverable:

  • Web: sRGB JPG (quality 80–90) or PNG for transparency; 2000px long edge unless specified

  • Crops: provide common aspect ratios (1:1, 4:5, 16:9, 9:16) with safe copy area

Image Production

Cropping & Resizing (Aspect Optimization)

Primary deliverable:

  • Web: sRGB JPG (quality 80–90) or PNG for transparency; 2000px long edge unless specified

  • Crops: provide common aspect ratios (1:1, 4:5, 16:9, 9:16) with safe copy area

Image Production

Cartoon / Character Design

Primary deliverable:

  • PNG exports: 24-bit, transparent background; 1×/2× sizes for digital

Image Production

Child-inclusive ads

Primary deliverable:

  • Web: sRGB JPG (quality 80–90) or PNG for transparency; 2000px long edge unless specified

  • Crops: provide common aspect ratios (1:1, 4:5, 16:9, 9:16) with safe copy area

Image Production

Display ad

Primary deliverable: HTML5 display ad package (.zip)

  • Formats: standard IAB sizes (e.g., 300×250, 728×90, 160×600, 300×600, 970×250)

  • File weight: ≤250KB initial load (or per publisher); polite load for additional assets

  • Tech: HTML/CSS/JS; clickTag implemented; no external libraries unless allowed

  • Backup: static JPG/PNG (same dimensions) ≤40KB; 1px border if white background

  • QA: Chrome/Safari/Edge; 30fps max;

Image Production

Color Grading

Primary deliverable:

  • Web: sRGB JPG (quality 80–90) or PNG for transparency; 2000px long edge unless specified

  • Crops: provide common aspect ratios (1:1, 4:5, 16:9, 9:16) with safe copy area

Image Production

Compositing / Photo Manipulation

Primary deliverable:

  • Web: sRGB JPG (quality 80–90) or PNG for transparency; 2000px long edge unless specified

  • Crops: provide common aspect ratios (1:1, 4:5, 16:9, 9:16) with safe copy area

Image Production

Documentary / Candid Photography

Primary deliverable:

  • Web: sRGB JPG (quality 80–90) or PNG for transparency; 2000px long edge unless specified

  • Crops: provide common aspect ratios (1:1, 4:5, 16:9, 9:16) with safe copy area

Image Production

Fashion Photography

Primary deliverable:

  • Web: sRGB JPG (quality 80–90) or PNG for transparency; 2000px long edge unless specified

  • Crops: provide common aspect ratios (1:1, 4:5, 16:9, 9:16) with safe copy area

Image Production

Lighting & Shadow Adjustments

Primary deliverable:

  • Web: sRGB JPG (quality 80–90) or PNG for transparency; 2000px long edge unless specified

  • Crops: provide common aspect ratios (1:1, 4:5, 16:9, 9:16) with safe copy area

Image Production

High-End Retouching (Skin, Product, Textures

Primary deliverable:

  • Web: sRGB JPG (quality 80–90) or PNG for transparency; 2000px long edge unless specified

  • Crops: provide common aspect ratios (1:1, 4:5, 16:9, 9:16) with safe copy area

Image Production

Hand-drawn Illustration

Primary deliverable:

  • PNG exports: 24-bit, transparent background; 1×/2× sizes for digital

Image Production

Image production

Primary deliverable:

  • Web: sRGB JPG (quality 80–90) or PNG for transparency; 2000px long edge unless specified

  • Crops: provide common aspect ratios (1:1, 4:5, 16:9, 9:16) with safe copy area

Image Production

Internal comms

Primary deliverable:

  • Web: sRGB JPG (quality 80–90) or PNG for transparency; 2000px long edge unless specified

  • Crops: provide common aspect ratios (1:1, 4:5, 16:9, 9:16) with safe copy area

Image Production

Digital Screens

Primary deliverable:

  • Web: sRGB JPG (quality 80–90) or PNG for transparency; 2000px long edge unless specified

  • Crops: provide common aspect ratios (1:1, 4:5, 16:9, 9:16) with safe copy area

Image Production

Mixed Media Illustration

Primary deliverable:

  • PNG exports: 24-bit, transparent background; 1×/2× sizes for digital

Image Production

OOH ad

Image Production

Print ad

Image Production

Product Photography

Primary deliverable:

  • Web: sRGB JPG (quality 80–90) or PNG for transparency; 2000px long edge unless specified

  • Crops: provide common aspect ratios (1:1, 4:5, 16:9, 9:16) with safe copy area

Image Production

Product Photography (CGI-enhanced)

Primary deliverable:

  • Web: sRGB JPG (quality 80–90) or PNG for transparency; 2000px long edge unless specified

  • Crops: provide common aspect ratios (1:1, 4:5, 16:9, 9:16) with safe copy area

Image Production

Projection Mapping

Primary deliverable: Digital signage video loop (MP4)

  • Resolution: 1920×1080 (landscape) or 1080×1920 (portrait) per placement

  • Codec: H.264, High Profile; 8–12 Mbps; AAC audio 48kHz (or muted for silent venues)

  • Duration: 6–15s loop; seamless loop; no fades unless requested

Image Production

Retail ad

Primary deliverable: Digital signage video loop (MP4)

  • Resolution: 1920×1080 (landscape) or 1080×1920 (portrait) per placement

  • Codec: H.264, High Profile; 8–12 Mbps; AAC audio 48kHz (or muted for silent venues)

  • Duration: 6–15s loop; seamless loop; no fades unless requested

Image Production

Retouching

Primary deliverable:

  • Web: sRGB JPG (quality 80–90) or PNG for transparency; 2000px long edge unless specified

  • Crops: provide common aspect ratios (1:1, 4:5, 16:9, 9:16) with safe copy area

Image Production

Traditional Photography

Primary deliverable:

  • Web: sRGB JPG (quality 80–90) or PNG for transparency; 2000px long edge unless specified

  • Crops: provide common aspect ratios (1:1, 4:5, 16:9, 9:16) with safe copy area

Image Production

Typography Overlay

Primary deliverable:

  • PNG exports: 24-bit, transparent background; 1×/2× sizes for digital

Image Production

Vector Illustration

Primary deliverable:

  • PNG exports: 24-bit, transparent background; 1×/2× sizes for digital

Image Production

Virtual Reality (VR) Visuals

Primary deliverable: 360°/VR panoramic image/video

  • Image: equirectangular 6000×3000 (or higher); JPG quality 90+; embedded metadata

Video production

Cinematic Storytelling

Primary deliverable: Web video delivery (.mp4)

  • Container: .mp4

  • Video: H.264 (High Profile), 1920×1080 (16:9), 25fps (UK default), progressive

  • Bitrate: 12–20 Mbps target (VBR), max 25 Mbps; keyframe every 2s

  • Audio: AAC, 48kHz, 320 kbps stereo; loudness -14 LUFS (online default)

Video production

Video production

Primary deliverable: Edited video master

  • Delivery: MP4 H.264; target 10–20 Mbps; AAC 48kHz

Video production

Child-inclusive ads

Primary deliverable: Web video delivery (.mp4)

  • Container: .mp4

  • Video: H.264 (High Profile), 1920×1080 (16:9), 25fps (UK default), progressive

  • Bitrate: 12–20 Mbps target (VBR), max 25 Mbps; keyframe every 2s

  • Audio: AAC, 48kHz, 320 kbps stereo; loudness -14 LUFS (online default)

Video production

Display ad

Primary deliverable: HTML5 display ad package (.zip)

  • Formats: standard IAB sizes (e.g., 300×250, 728×90, 160×600, 300×600, 970×250)

  • File weight: ≤250KB initial load (or per publisher); polite load for additional assets

  • Tech: HTML/CSS/JS; clickTag implemented; no external libraries unless allowed

  • Backup: static JPG/PNG (same dimensions) ≤40KB; 1px border if white background

  • QA: Chrome/Safari/Edge; 30fps max;

Video production

Kinetic Typography

Primary deliverable: Edited video master

  • Delivery: MP4 H.264; target 10–20 Mbps; AAC 48kHz

Video production

Jump Cuts

Primary deliverable: Edited video master

  • Delivery: MP4 H.264; target 10–20 Mbps; AAC 48kHz

Video production

TV / Cinema production

Primary deliverable: Broadcast master (.mov)

  • 1920×1080 (HD); 25fps (UK) or 29.97fps (US)

Video production

UGC video

Primary deliverable: Social video pack (MP4)

  • Aspect ratios: 9:16 (1080×1920), 1:1 (1080×1080), 4:5 (1080×1350), 16:9 (1920×1080)

  • Codec: H.264; 25/30fps; 10–20 Mbps; AAC 48kHz; keep key copy within safe areas

Video production

Social Video

Primary deliverable: Social video pack (MP4)

  • Aspect ratios: 9:16 (1080×1920), 1:1 (1080×1080), 4:5 (1080×1350), 16:9 (1920×1080)

  • Codec: H.264; 25/30fps; 10–20 Mbps; AAC 48kHz; keep key copy within safe areas

Video production

Lifestyle / Testimonial

Primary deliverable: Social video pack (MP4)

  • Aspect ratios: 9:16 (1080×1920), 1:1 (1080×1080), 4:5 (1080×1350), 16:9 (1920×1080)

  • Codec: H.264; 25/30fps; 10–20 Mbps; AAC 48kHz; keep key copy within safe areas

Video production

Interviews & Case Studies

Primary deliverable: Edited video master

  • Delivery: MP4 H.264; target 10–20 Mbps; AAC 48kHz

Video production

Docu-style / Branded Content

Primary deliverable: Edited video master

  • Delivery: MP4 H.264; target 10–20 Mbps; AAC 48kHz

Video production

End Tag / Pack Shot Integration

Primary deliverable: Edited video master

  • Delivery: MP4 H.264; target 10–20 Mbps; AAC 48kHz

Video production

Internal comms

Primary deliverable: Edited video master

  • Delivery: MP4 H.264; target 10–20 Mbps; AAC 48kHz

Video production

Match Cuts

Primary deliverable: Edited video master

  • Delivery: MP4 H.264; target 10–20 Mbps; AAC 48kHz

Video production

Smash Cuts

Primary deliverable: Edited video master

  • Delivery: MP4 H.264; target 10–20 Mbps; AAC 48kHz

Video production

OOH ad

Primary deliverable: DOOH video loop (MP4)

  • Resolution: per network (commonly 1920×1080 or 1080×1920); pixel-perfect, no letterboxing

  • Codec: H.264; 25/30fps; 8–15 Mbps; audio muted unless allowed

  • Duration: per network (commonly 6/10/15s); hard cut loop; avoid flashing content

Video production

Slow Motion / Speed Ramping

Primary deliverable: Motion graphic/2D animation master (.mov ProRes)

  • 1920×1080 or 3840×2160; 25/30fps• Delivery: MP4 H.264; target 10–20 Mbps; AAC 48kHz

Video Production

Motion Graphics

Primary deliverable: Motion graphic/2D animation master (.mov ProRes)

  • 1920×1080 or 3840×2160; 25/30fps• Delivery: MP4 H.264; target 10–20 Mbps; AAC 48kHz

Video Production

2D Animation

Primary deliverable: Motion graphic/2D animation master (.mov ProRes)

  • 1920×1080 or 3840×2160; 25/30fps• Delivery: MP4 H.264; target 10–20 Mbps; AAC 48kHz

Adaptation

Cutdowns

Primary deliverable: Variant matrix (.xlsx)

  • Delivery (video): MP4 H.264; target 10–20 Mbps; AAC 48kHz

  • Delivery (image): sRGB JPG (quality 80–90) or PNG for transparency; 2000px long edge unless specified

  • Delivery (text): .docx with clear sections• Project handoff: PS/AE

Adaptation

Quick Cuts / Fast-Paced Editing

Primary deliverable: Variant matrix (.xlsx)

  • Delivery (video): MP4 H.264; target 10–20 Mbps; AAC 48kHz

  • Delivery (image): sRGB JPG (quality 80–90) or PNG for transparency; 2000px long edge unless specified

  • Delivery (text): .docx with clear sections• Project handoff: PS/AE

Adaptation

Mashups

Primary deliverable: Variant matrix (.xlsx)

  • Delivery (video): MP4 H.264; target 10–20 Mbps; AAC 48kHz

  • Delivery (image): sRGB JPG (quality 80–90) or PNG for transparency; 2000px long edge unless specified

  • Delivery (text): .docx with clear sections• Project handoff: PS/AE

Adaptation

Format variants / Resizing

Primary deliverable: Variant matrix (.xlsx)

  • Delivery (video): MP4 H.264; target 10–20 Mbps; AAC 48kHz

  • Delivery (image): sRGB JPG (quality 80–90) or PNG for transparency; 2000px long edge unless specified

  • Delivery (text): .docx with clear sections• Project handoff: PS/AE

Adaptation

Localisation

Primary deliverable: Variant matrix (.xlsx)

  • Delivery (video): MP4 H.264; target 10–20 Mbps; AAC 48kHz

  • Delivery (image): sRGB JPG (quality 80–90) or PNG for transparency; 2000px long edge unless specified

  • Delivery (text): .docx with clear sections• Project handoff: PS/AE

Adaptation

Test variants

Primary deliverable: Variant matrix (.xlsx)

  • Delivery (video): MP4 H.264; target 10–20 Mbps; AAC 48kHz

  • Delivery (image): sRGB JPG (quality 80–90) or PNG for transparency; 2000px long edge unless specified

  • Delivery (text): .docx with clear sections• Project handoff: PS/AE

Adaptation

Channel variants

Primary deliverable: Variant matrix (.xlsx)

  • Delivery (video): MP4 H.264; target 10–20 Mbps; AAC 48kHz

  • Delivery (image): sRGB JPG (quality 80–90) or PNG for transparency; 2000px long edge unless specified

  • Delivery (text): .docx with clear sections• Project handoff: PS/AE

Adaptation

Personalization

Primary deliverable: Variant matrix (.xlsx)

  • Delivery (video): MP4 H.264; target 10–20 Mbps; AAC 48kHz

  • Delivery (image): sRGB JPG (quality 80–90) or PNG for transparency; 2000px long edge unless specified

  • Delivery (text): .docx with clear sections• Project handoff: PS/AE

Media

Campaign building

Primary deliverable: Media document (.docx)

  • Page: A4 (210×297mm)• Styles: heading hierarchy (H1–H3), body 11pt, 1.15 line spacing; auto TOC; numbered sections• web PDF (compressed)

  • Supporting file: Planning spreadsheet (.xlsx)

  • Sheets: Inputs, Assumptions, Plan, Budget, Timeline; frozen header row; filters enabled• no macros; compatible with Excel/Sheets

Media

Campaign insights

Primary deliverable: Media document (.docx)

  • Page: A4 (210×297mm)• Styles: heading hierarchy (H1–H3), body 11pt, 1.15 line spacing; auto TOC; numbered sections• web PDF (compressed)

  • Supporting file: Planning spreadsheet (.xlsx)

  • Sheets: Inputs, Assumptions, Plan, Budget, Timeline; frozen header row; filters enabled• no macros; compatible with Excel/Sheets

Media

Campaign management

Primary deliverable: Media document (.docx)

  • Page: A4 (210×297mm)• Styles: heading hierarchy (H1–H3), body 11pt, 1.15 line spacing; auto TOC; numbered sections• web PDF (compressed)

  • Supporting file: Planning spreadsheet (.xlsx)

  • Sheets: Inputs, Assumptions, Plan, Budget, Timeline; frozen header row; filters enabled• no macros; compatible with Excel/Sheets

Media

Campaign optimization

Primary deliverable: Media document (.docx)

  • Page: A4 (210×297mm)• Styles: heading hierarchy (H1–H3), body 11pt, 1.15 line spacing; auto TOC; numbered sections• web PDF (compressed)

  • Supporting file: Planning spreadsheet (.xlsx)

  • Sheets: Inputs, Assumptions, Plan, Budget, Timeline; frozen header row; filters enabled• no macros; compatible with Excel/Sheets

Measurement

Incrementality & MMM

Primary deliverable: Media document (.docx)

  • Page: A4 (210×297mm)• Styles: heading hierarchy (H1–H3), body 11pt, 1.15 line spacing; auto TOC; numbered sections• web PDF (compressed)

  • Supporting file: Planning spreadsheet (.xlsx)

  • Sheets: Inputs, Assumptions, Plan, Budget, Timeline; frozen header row; filters enabled• no macros; compatible with Excel/Sheets

Measurement

Scoring

Primary deliverable: Media document (.docx)

  • Page: A4 (210×297mm)• Styles: heading hierarchy (H1–H3), body 11pt, 1.15 line spacing; auto TOC; numbered sections• web PDF (compressed)

  • Supporting file: Planning spreadsheet (.xlsx)

  • Sheets: Inputs, Assumptions, Plan, Budget, Timeline; frozen header row; filters enabled• no macros; compatible with Excel/Sheets

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