The Concept of Banner Advertising

By | March 12, 2020





Banner Ads


Banner advertising is the form of ads that is graphically displayed in the form of a rectangle across the sides, top or bottom of an internet media asset or web page.

The vertical banner advertisement is called a skyscraper which is positioned on the sidebar of a website or blog while the horizontal banner advertisement is popularly known as a leaderboard. Banner ads (image-based) differ greatly from text-based ads and are more productive than text-based advertising.

The aim of banner ads is to drive visitors from a host site to an advertiser’s blog or simply promote an online brand.

The Fundamentals of Banner Ads

Online advertising has emanated from an undetermined bet to the basic platform for most enterprises promoting their brand.

Banner ads, also known as display ads, comprise steady or energetic media or images and are commonly placed in high-accessibility areas on authority sites. Banner ads is captivating because it is instrumental in creating brand recognition and awareness, re-targeting an audience and generating leads.

Banner advertising features exactly as traditional ads; however, the approach through which advertisers make payments to the host can be quite different from traditional advertising spaces.

The advertisers pay the host for the banner ads via one of the 3 approaches: Cost per action (payment made for each site visitor that clicks through the ads, visits the advertisers’ web page and performs an action or task such as submitting an email, installing an app, buying an item, and filling an online form), cost per click (payment made for each blog visitor that clicks on the advertisement and eventually lands on the advertiser’s web page), and cost per impression (payment made for each site visitor that views the ads).

The traditional banner ads explained above has extended to numerous forms, like Instagram advertising, Facebook advertising, etc. The online advertising trend has watched digital display ad budget exceed that of search-based advertising few years back. Lately, digital display advertising won almost 20 percent of all online advertising budgets, which include banner advertising and the likes.

Banner Ad Technology

Advertising networks are in control of linking advertisers to sites that are selling ad spaces. They track what ad space is accessible and link advertisers to it. A central advertising server, which chooses particular ads that are channeled to the site’s visitor based on the whole context of the host site content, is the technology that makes this possible to do for advertising networks.

Banner ads and virtually all internet ads, presently uses real-time auction technology called programmatic auction, which enables accredited companies to bid on advertising spaces when a banner ad is expected to load. Currently, content marketing trends move around individualization or the potentiality to make customers perceive as though you are directly addressing them. Eventually, targeted banner advertising is more popular ever.

Sizes of Standard Banner Ads

Banner ads are accommodating with their display, and due to this, appropriate sizes go with it. Most significantly, take note of 5 different sizes while formatting your banner ads; the best performing sizes with click rates are:

  • 728 x 90: Giving you an optimized header
  • 300 x 200: Displaying a medium-sized rectangular banner ad
  • 320 x 50: Meant for mobile header banner ads
  • 300 x 600: This is 50 percent of a webpage
  • 336 x 280: Giving you a very large rectangular banner ad

The Google Adwords Ad templates will have your banner ads automatically formatted to the corresponding sizes, so you will not have to bother about optimizing and cropping.

With the corresponding sizes for your banner ads, the visual aids of your ads will be formatted. For example, a GIF will certainly not be the most appropriate selection for a 320 x 50 banner ad on a mobile device, particularly with a little bigger file than common.

Most Recommended Banner Ads

It’s important to know the appropriate sizes for your banner ads – but it isn’t the only thing to consider. To ensure your banner ad is proficient to hit specific audiences, there are some tactics to be implemented while designing your own ads.

How to Set up Banner Ads

  • Incorporate your brand
  • Add a CTA (Call-to-Action)
  • Select great visuals
  • Use the right keywords

Let’s assume you have all the needed tools for setting up an ideal banner ad! While the real accomplishment of the design is completely up to you, integrating these components into your ad to ensure it’s proficient, is important.

1. Incorporate Your Brand

If you don’t have a visible logo, how will prospects find out what your brand is? A logo might be at the very bottom of the banner ad in a visible spot. You don’t have to make the logo occupy the whole ad space; it simply has to be identifiable among the other images.

2. Add a CTA (Call-to-Action)

A CTA (Call-to-Action) is simply what entices potential customers into finding out more about your service or product. It’s what prompts them to click through your ads and want to learn more.

A captivating, bright call-to-action (CTA) puts your specific audience in the appropriate direction, and getting them linked to your product page is a great way to gather a ton of clicks on your site.

3. Select Great Visuals

To maintain a professional ad, a visual component, like a GIF or image, has to be of good quality. While transferring images is a powerful way to keep banner ads captivating, steady images are just as proficient.

Imagery should be fun and keep the message intact. A logo should be a way to fetch imagery, ensuring that the brand keeps their audiences in mind.

4. Use the Right Keywords

Utilizing the right keywords will not alone help optimize your banner ad for search visibility, but has a more feasible chance of web browsers communicating with your ad as your product seems appropriate for them.

There are marketing tools that facilitate things such as award-winning software, etc. If starting out is as simple as selecting a button, there is no cause not to check it out at least.


While building out tons of great, high-quality and compelling content can help drive organic visits to your site, it’s not enough to rely on that alone – you also need to utilize banner advertising to generate more sales and grow your business in no time.

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