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Glossary – Banner advertising

Banner advertising

Nikiforov Alexander
Friend of clients
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Table of Contents

What is banner advertising?

Banner advertising is a form of advertisement consisting of an image and text. Users can click on the banner to go to the advertiser's website or social media. The success of this advertising format is largely due to how people perceive information. Bright images attract attention, and short text that can be read in a second is easily digestible. The first banner ad appeared in 1994 on the HotWired website and immediately demonstrated a high click-through rate of 44%. Since then, banners have remained popular despite the emergence of new promotional formats and the phenomenon known as banner blindness.

Goals of banner advertising

Banner advertising is a versatile tool that can be used to achieve various business goals:

  • Expanding the customer base: Attracting new customers and informing them about new products.
  • Customer retention: Using retargeting to bring back users who previously visited the site.
  • Encouraging repeat purchases: Maintaining interest in products and reminding about new offers.
  • Increasing brand recognition: The goal may simply be for users to remember the company name and logo.

Types of banners

Banners come in different types, including:

  • Static: Classic formats like JPEG, PNG, and WEBP. Although they are used less frequently due to a lack of adaptability, they remain affordable.
  • Dynamic: Modern banners with animations, often in HTML5 format, that adapt to different screen sizes and allow for video banners.

The effectiveness of a banner also depends on its size. There are standard sizes that are most commonly used:

  • 278 x 90 pixels: Placed at the top of the website, attracting user attention.
  • 468 x 60 pixels: Used since 1994, although its popularity is declining.
  • 300 x 250 pixels: Medium rectangle, works well on both websites and mobile versions.
  • 336 x 280 pixels: Large rectangle with high clickability.
  • 300 x 600 pixels: Half-page banner, which also shows good results.

Where and how to place a banner

Placement of banners is important both online and offline. On websites, banners are placed in the following areas:

  • At the top of the website: Users often look for main information here.
  • Embedded in the text: Users notice them while reading.
  • High clickability areas: Services like Yandex.Webvisor help identify such zones.

Advantages and disadvantages of banner advertising

Banner advertising has its pros and cons. Advantages include:

  • Impact: The effectiveness of banners is based on visual perception.
  • Ease of implementation: Creating a static banner is possible without professional skills.
  • Affordable price: One of the most budget-friendly advertising channels.

However, there are also disadvantages:

  • Banner blindness: Users may ignore banners due to their abundance.
  • Ad blockers: Many users install extensions to block ads.
  • Unreliability: Ads may be irrelevant to the user.

How to create an effective banner

Creating an effective banner requires attention to detail. Here are some recommendations:

  • Clarify the goal: Determine what effect the banner should produce.
  • Segment the audience: Identify which specific groups of people should see the banner.
  • Study the platform's rules: Familiarize yourself with the design and text requirements.
  • Show the benefits: Describe what problems your product solves.
  • Use branding: Include your logo and corporate colors to enhance recognition.
  • Attract attention: Use creative elements to stand out among other banners.
  • Test: Experiment with different banner variations.

Future of banner advertising

Despite the emergence of new formats, banner advertising remains relevant. Marketers are adapting their approaches to make advertising less intrusive and more targeted. The application of innovations such as native advertising and online video indicates that while banner advertising is transforming, it still plays an important role in digital marketing strategies.