Banner Advertising is the placement of banners on the Internet on various targeted resources as well as in mobile applications for attracting quality clients at a certain cost for a certain period of time. It is recommended to give preference to the placement of banners on targeted resources rather than in mobile apps as the second option reduces the effectiveness and increases the cost of the advertisement because of the mixed interests of mobile app users.
Quite often digital advertising is associated only with banners, but in fact there is a variety of formats, from images, video and audio spots to interactive special projects.
Banner advertising allows advertisers to increase brand awareness and solve traditional image problems. This type of communication allows you to increase website traffic or tell your target audience about discounts, special offers and promotions.
Banner ads are usually used to reach a cold audience and generate demand. But by adding interactive buttons to your banner you can speed up the process of attracting a quality target audience. For example, by adding “Order” or “Buy” buttons to a banner advertisement you can attract a warm audience from the whole audience reached.
Types of banner advertising
There are a few types of banner advertising, they are classified by both manufacturing technology and size. If we talk about the size of banners, the most popular is a block of 468x60 pixels, which appeared in the distant 1994 and to the present day is widely used by major advertising networks, such as Google Ads. Banner advertising has no generally accepted standards, but large corporations and webmasters in the advertising business follow these popular formats: 728x90 px, 300x600 px, 300x250 px, 240x400 px.
Nowadays, the PNG format is considered to be the main format for graphic banner advertisement. The advantage of PNG is that this bitmap format for storing information uses compression technology without losing image quality. Banners in this format are comfortable, simple and quite effective, but their capacity is limited. Moreover, heavy graphics can lead to slow loading speeds of the webpage.
Refers to the type of advertising banners of increasing complexity. The following technologies are used for making dynamic banners: Flash, HTML, CGI, Java.
A detailed selection of the platform and advertising placement will allow you to get the best results with your banners. The most prospective position for placing a banner is the top of the page, where you can place an advertising block with the size of 468 x 60 pixels. Maximum reach can be achieved thanks to the fact that the banner is located at the top of the page, where it can be viewed by all the website users, increasing the CTR rate.
The topic of the website is also an important criterion. Choosing websites it is recommended to give preference to those with a content that is wholly or partially similar to the topic of your advertisement. If not, the budget will be wasted as you will pay for non-targeted visitors. Websites with a broad topic are also essential. It is advisable to use targeting on such platforms. If these tools are not available, you can highlight the main categories on the website and limit the range of stakeholders.
Banner ads should attract users’ attention, motivate their interest and encourage them to buy your services and products. In order to encourage a visitor to go to your website, it is worth using elements of understatement.
Advantages and disadvantages of banner advertising
Banner advertising on the Internet is widely used for promoting products, services or websites of any subject. It is useful for advertisers to know the advantages and disadvantages of such advertising.
Evaluating banner ad performance
Performance is measured by CTR (click-through-rate) - the ratio of clicks per ad to impressions. The following formula is used to calculate CTR: clicks÷impressions=CTR%. For example, with 10 clicks per 100 banner impressions, the CTR will be 10%, so the higher the value, the more successful the advertising is. According to the advertising network and advertising platforms, as well as the quality of ads, CTR may vary, for example, Google Ads generally considers a regular CTR of 5 to 10% and the average CTR is 3%.
The second and equally important ad performance indicator is the bounce rate that can be checked in Google Analytics. The information in the ad should correspond to the final page that the user reaches after clicking on the ad, as the discrepancy between them will have a negative effect on the performance and will increase the bounce rate. That means you should not try to indicate invalid and/or inappropriate information in the banners to increase CTR, because it will also lead to a higher bounce rate.