Banner Advertising

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Banner Advertising

Postby marshtric » Tue Mar 03, 2009 11:06 am

Blinking, fast moving, flashy color in front of your eyes, exceptional idea, eye catching picture and words that you wish to read… all are characteristics of banner advertising. Banner ad is hot in web space.

"A banner ad is simply a special sort of hypertext link. A bit of HTML code instructs a Web server to bring up a particular Web page when a user clicks on a certain piece of text. Banner ads are essentially the same thing, except that instead of text, the link is displayed as a box containing graphics (usually with textual elements) and sometimes animation." – How Stuff Works

A banner ad is an ad graphic hyperlinked to the URL of the advertiser. These are usually animated GIF images, though we are seeing an increasing number of MacroMedia Flash banners. The full banner size is 468 x 60 pixels, and most sites limit the file size of the graphic to 12K to 16K. The Internet Advertising Bureau (IAB) specifies eight different "standard" banner sizes. The full banner (468 x 60) is by far the most popular, but you will see all these variations all over the Web.

"Never underestimate the selling power of a well positioned banner ad" said Joe – Target Marketing Magazine.

Online effectiveness tracking has historically been framed in terms of ad impressions, click-through rate, and the resultant direct-response action registration, purchase, etc.

Effectiveness – a simple example:

1. People see an online ad for product, click on it, and buy through web site. OR
2. People see an online ad for product, don't click on it but become more aware of the benefits of product and are perhaps more likely to buy product next time in the store
Online advertising creates effect in mind. Either it may increase direct sale or indirect sale through other mediums.

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