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.
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.