Glossary – Banner Advertising

Banners, we have all seen them before it’s either a graphic image that announces the name or identity of a site (and often is spread across the width of the Web page) or is an advertising image. The first banner was launched in October 27 in 1994 on Wired Magazine. It was just a simple banner that said “Have you ever clicked your mouse right here? You will”. After the user clicked on the banner it sent them to an AT&T campaign.

bannersSince then many things have changed. Banner advertising is also called display advertising because of the visual nature of banner ads. Banners are mostly used to promote a brand, when you’re on a host website and you click on a banner it will take you to the advertiser’s website or a specific landing page. To start a banner advertising campaign you can do this with Google Adwords are any other display network. If you click on the link below you can see how they make banners with Google Adwords.

But why should people use banners? First of all, banners create brand awareness. By using banners people can easily recognize your product or service. They are also used as a lead generator, it’s a great way to build your users base. It’s also useful to retarget your audience. For example: maybe someone already visited your website but they didn’t sign up on your newsletter and just left your website. Banners can be used in this case to remind the same person again about your website.

It’s a bit of a discussion if banners are as effective as it sounds or not. I am going to sum up why banner advertising can be effective. A big advantage is that it can be easily measured, you can use for example the click-through rate. The CTR is calculated by dividing the number of users who clicked on the ad by the numbers of times the ad was displayed (impressions). If your CTR is 3%, that means that out of 100 impressions, the banner was clicked on 3 times.

To finish: on this website you can find a collection of 50 incredibly creative banner ads from across the globe who are definitely worth watching.




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