Banner Ads Full Details
Banner ads are one of the most common forms of advertising used in the online world.
As an affordable, effective and measurable medium they enable companies to draw attention to their brand and attract traffic back to a web page.
However, much like any other form of advertising, the success of a banner ad often depends on its design. The reasoning is simple – better design will make you stand out from the crowd, improve your click-through rate and ultimately get you ahead of the game.
Even if you have no design experience there are some cool and free design applications such as Content Creator that have beautiful typography templates that you can pair with photos and create banner ads on your iPhone or iPad in just a few minutes.
But you need to know that creating an ad is not just about putting some photos and text together and hoping for the best.
I’ve gathered a few definitions and first I’m gonna start with the one that has been previously mentioned on the Bannersnack blog:
A banner ad, or a web banner, is an advertisement displayed on a web page. The advertisement consists of an image (.jpg, .png, .gif) or of a multimedia object (usually created using Flash). Thus, banner ads can be static or animated, depending on the technology used to make them.
Banner advertising refers to the use of a rectangular graphic display that stretches across the top, bottom, or sides of a website or online media property. The horizontal type of banner advertisement is called a leaderboard, while the vertical banners are called a skyscraper and are positioned on a web page's sidebars. Banner ads are image-based rather than text-based and are a popular form of online advertising.
Internet advertising has gone from an uncertain bet to serving as the primary platform for most companies’ marketing. In the U.S., the growth in digital advertising continues to grow by double digits on an annual revenue basis, with 2018 revenue exceeding $160 billion.
Banner advertising, also called display advertising, consists of static or animated images or media and are usually placed in high-visibility areas on high-traffic websites. Banner advertising is attractive because it can help create brand awareness, generate leads and re-target an audience (such as giving a visitor a chance to sign up for a newsletter or free trial before they click away).
Banner advertising functions mainly the same way as traditional advertising; however, the method by which the advertiser pays the host can differ greatly from traditional ad space sales. The host is paid for the 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).
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A banner ad is a rectangular internet display advertising format that drives visitors to a post-click landing page when clicked. Common web banners and sizes are:
- Full banner: 468×60
- Half banner: 234×60
- Vertical banner: 120×240
- Leaderboard: 728×90
Like a good skyscraper ad (and generally any good ad), a good banner ad must is optimized for the four C’s:
- Catchiness: Does it catch the eye?
- Clarity: Is the value proposition clear?
- Creativity: Does it stand out from all the boring ads on the internet?
- Clickability: Does it compel the viewer to click?
As one of the most popular ad formats on the web, there are lots of banners to choose from. Let’s see how these 30 examples stack up.
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