Online Marketing: Banner Advertising | Benefits of Banner Ads | Costs of Banner Adverts
Banner Advertising
Return to the index of frequently asked questions about online marketing.
What is Banner Advertising?
Banner advertising on the Internet means embedding an advertisement (a web banner or banner ad) into a web page. The purpose of banner advertising is usually to increase awareness of the advertiser's brand, service or product, as well as driving traffic (Internet viewers) to their website when the banner ad is clicked on. A banner advert is linked to the advertiser's website or relevant webpage.
Banner Ad Creatives
Banner adverts can be designed either as text, image, animation (such as Flash) and can also include sound. Typically banner ads are formatted as leaderboards (across the web page), banners/half-banners, buttons, rectangles, squares and skyscrapers (the most common banner ad size is 468×60 pixels). No matter what the size of the banner advert though, the most important factor in banner advertising is creating a banner ad on which the words/pictures/animation succeed in enticing the world-wide-web-weary viewer to click on it.
Banner Ad Costs
The costs of placing a banner advert will depend on a variety of factors such as:
- The cost of the initial creative (design and wording of the advert itself)
- The format and location of the ad (i.e. what website and where on that website)
- The cost per impression (cost per viewing).
Banner Advertising Benefits
The key to a successful banner advertising campaign is to publish effective, eye-catching adverts on highly-targeted, high traffic websites and to ensure that the specific web pages, those on which the ads will appear, are attracting consistently high visitor numbers. Reputable websites accepting banner adverts should be up-front about their visitor numbers, prices and offer site statistics from a reputable company, like Nielsen.
A well-researched, creative and well-positioned banner advertising campaign potentially can:
- Increase website traffic from new sources
- Increase brand and product awareness online
- Increase your website link popularity.
The cost of banner advertising is prohibitive for many small and medium-sized businesses in New Zealand, and it may be that banner advertising is not the right form of online advertising for your business. View more about other online marketing options.
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