An Online or Web banner advertising, is an advertisement displayed into a web page. The advertisement consists of an image (.jpg, .png, .gif) or of a multimedia object (usually created using Flash).
Online or Web Banner advertising is a rectangular graphic display that stretches across the top or bottom of a website or down the right or left sidebar. The former type of Web banner advertisement is called a leaderboard, while the latter is called a skyscraper. Online or Web Banner ADs are image-based rather than text-based and are a popular form of website advertising. The purpose of banner advertising is to promote a brand and/or to get visitors from the host website to go to the advertiser's website.
Thus, Web banner advertising can be static or animated, depending on the technology used to make them. Web Banner ADs can work magic when it comes to selling products online, but like every form of marketing, they have to be done right.
The host is paid for the Web banner advertisement through one of three methods: cost per impression (payment for every website visitor who sees the ad), cost per click (payment for every website visitor who clicks on the ad and visits the advertiser's website) or cost per action (payment for every website visitor who clicks on the ad, goes to the advertiser's website and completes a task such as filling out a form or making a purchase).
Web Banner ADs are intended to generate traffic to a website by linking to it. Also, web banners can function as regular, print advertisements: inform, notify about a new product, increase brand awareness and so on. However, most of banners are clickable and their main function is to get clicked on.
Generally, banner ads are placed in high traffic websites that offer interesting or useful content. But, besides the traffic, there are other important aspects to be taken into consideration when choosing a website to advertise on.
One of these aspects is the website’s target, which has to more or less match with the banner’s intended audience.
One advantage of the online advertising over the traditional one is that its effectiveness can be easily measured. Regarding banner ads, the main effectiveness indicator is the click-through rate. The click-through rate (CTR) is calculated by dividing the number of users who clicked on the ad by the number of times the ad was displayed (impressions).
For instance, one might say that a certain ad has a click-through rate of 3%. That means that out of 100 impressions delivered, the banner was clicked on three times.
Therefore, the higher the CTR is, the more effective the advertisement is. It’s that simple.
When you browse across the Internet it’s likely for you to encounter all kind of banners in all kind of sizes. Lucky us, there are some standards too. And their role is to reduce the amount of work for agencies when faced with the problem of creating many banners and similar sizes for different publishers.