Banner Ads and Your Business


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A web banner, also known as a banner ad, is an advertisement placed on a web page that is linked to the advertiser’s own website.
Anyone who has surfed the internet has encountered web banners one way or another. They come in different types, sizes and placements, and can either be static or animated. Before, banner ads were limited to text and images only. But as technology progressed, they have grown to include multimedia objects that allow for moving images to better capture the viewer’s attention.


  1. Banner Ads and Your Business eBook
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  • What is a web banner? 

    A web banner, also known as a banner ad, is an advertisement placed on a web page that is linked to the advertiser's own website.

    • Banner ads are part of what is called Display Advertising. Display advertising is also referred to as Banner advertising because of its use of banners to deliver its message. Banner ads are used to inform, promote awareness, generate brand recall, among others. Since most banner ads are clickable links, they are used to draw in traffic into the advertiser’s website by engaging the viewer to click on them.
    • Typically, advertisers place banner ads in high traffic websites that cater to their target audience and/or are related or relevant to their businesses. They are a great way to retarget potential customers who may have already visited the advertiser’s website, but did not take any action (ex. purchase, sign up, download etc.) While some people may think of banner ads as distracting or annoying, others see them as their source of income. This is true especially for bloggers who get revenue from the ad placements on their blogs.
  • What are the types of banner ads? 

    According to Google Adsense, there are 5 most effective banner ads.

    • • Leaderboard 728×90 pixels • Medium Rectangle 300×250 pixels • Large Rectangle 336×280 pixels • Half Page 300×600 pixels. • Large Mobile Banner 320×100 pixels (for mobile) Adsense notes, however, that although these are the sizes that perform well, one should still choose which size best complements the targeted web page.
  • What are the Rising Stars ad units? 

    According to Interactive Advertising Bureau, there are 6 Rising Stars ad units.

    • The Interactive Advertising Bureau also came up with a list of six “Rising Stars” ad units, which are defined as “brand-friendly ad units that tap into the breadth of cutting-edge technology, providing new tools that resonate with consumers and serve as powerful vehicles for advertisers.”
    • These Rising Stars are: 1. Billboard 970×250 pixels 2. Filmstrip 300×600 pixels 3. Portrait 300×1050 pixels 4. Pushdown 970×90 or 970×66 pixels 5. Sidekick 300×250 or 300×600 or 970×250 pixels 6. Slider 970×90 pixels
  • Why use banner ads? 

    Aside from having a visual component compared to Search Ads, which are composed only of text, there are a few other advantages of using banner ads.

    • Unlike with Search ads, Display ads allow you to reach viewers without the need for them to search anything. It also allows specific targeting based on the demographic or geographic location of your target market. Moreover, you can also retarget customers using banner ads. Retargeting, as defined by, is directly targeting display ads to those customers who have already been to your website but have not converted. Through retargeting, you can be able to recapture the viewer’s interest and drive them to convert into a customer. Banner ads are also easily measured through the click-through rate (CTR), which is computed by dividing the number clicks on the ad by the number of impressions (number of times the ad is shown). A high click through rate means that your banner ad is effective and more people are driven to your website.
  • Display Advertising Best Practices 

    As in everything, there are rules and best practices to adhere to. lists the following guidelines in developing banner ads.

    • Should always have clear, defined borders and are separate from a webpage’s content Should not contain fake computer simulations. Creating display ads that mimic computer actions (ex. notifications) is unprofessional and dishonest. Should have genuine interactivity Should comply with the maximum loop length for animation Should have fallback images (ex. static version of the animated banner ad) Should use dynamic content Should use retargeting features Should use good copy and call-to-action