A banner is the most popular advertising format on the internet consisting of including a graphic advertising piece within a web page. They are designed with the intention of attracting attention, so they do not necessarily maintain the graphic line of the site. Their goal is usually either to generate advertising impacts through impressions, or to attract traffic through clicks to the advertiser’s website.
Banners are included in websites either by agreements between webmasters, with exchange of banners or economic agreement, or through platforms that allow their monetization such as Google Adsense.
Banners are used primarily for an advertising purpose to publicize the advertiser’s products or services. Its most common use is for the promotion of brands, events, products or websites.
How Banners are measured
The fundamental metrics for measuring banners are Impressions (times a banner is displayed), Clicks (times users click on them) and CTR (number of clicks divided by number of impressions). This last metric is one of the most useful when assessing its performance, since the higher the CTR, the higher the interest shown by users in said banner.
Types of Banners
In display advertising campaigns, many types of banners are used, some of which are the following:
- Rectangular: it is usually located at the headwaters or at the bottom (468×90, 728×90 …).
- Skyscrapers: they are usually placed in a left or right column (120×600, 160×600 ..).
- Page stealer: it is usually integrated into articles, with a usual width of 300 px.
- Expandable: with the extension of responsive design, they are becoming more common. Its size adapts to the type of device and the resolution of the screen.
- Interstitial: Open before loading a page. They are usually considered intrusive, but their effectiveness in capturing the user’s attention is important.
- Layer: also considered intrusive, they place a layer on the final page that must be closed expressly, or must wait for the scheduled exposure time.