Banner advertising: types, placement, effectiveness and examples. Banner advertising Types of advertising banners

But placing a banner on the site is not always effective. Therefore, it is important to familiarize yourself with its main characteristics, advantages and applications.

The history of banner ads

Banner advertising migrated to the Internet from real life. Bright banners on city streets are a basic element of classical marketing. The idea to transfer colorful posters to the web led to the fact that in 1994 the first banner appeared on the Internet with a link to the advertiser's website. It was presented as a small button that has little to do with modern banners. But with the development of Internet marketing, this type of advertisement has also improved.

The advantage of banners is that they are suitable for completely different areas of commercial activity. The chances of brand promotion and promotion are the same for both a construction company and an online store.

Initially, it was planned to use banners only to drive traffic to third-party sites. But enterprising marketers have noticed that banner advertising attracts the eyes of millions of users, which can be used for commercial firms. Therefore, the first specialized sites soon began to appear, selling places for advertising.

Types of banner ads

To place a banner ad, you need to clearly understand how it will look and what result it should bring. In modern Internet marketing manuals, there are several classifications of banners based on their key differences. According to the payment method, banner advertising is divided into:

Static. Its cost depends on the period of rent of advertising space on the site.
Dynamic. Payment consists of the number of clicks on the banner, as in contextual advertising.

To determine the payment method, you need to consider the location of the target audience. If the bulk of potential buyers are tied to a particular region, you can place static banner ads on city portals, forums, news blogs. If geographic parameters do not play a key role, as, for example, in online stores with delivery throughout Russia, then it is better to stop at pay per click.

By appearance banners are divided into 4 groups:

Static - an image without animation. This is the most common type of banner used for advertising. They can be developed independently in any graphic designer. The main thing is to keep an eye on the size of the image, otherwise it can negatively affect the page loading speed.
Text ad blocks. They are placed in RTF format and merge with the main information when viewing the page. Because these ads are lightweight, they can be viewed by users who have a slow internet connection or have graphics turned off in their browser.
GIF banners are a type of image ad in which several frames change in a certain sequence. The number of frames determines how much the ad will seem "alive". But the more images you make, the larger the size of the banner will be. It is desirable that it does not exceed 100 Kb.
Flash, Java - animated ad built on vector graphics. Such banners can be created in Adobe Flash or in a special designer, and unlike GIFs, the dynamics of the animation does not affect the size of the banner. In addition, it can be accompanied by sound effects, which allows you to connect the user's auditory perception to the ad. This type of banners is the most perfect and, accordingly, the most expensive.

Regardless of the appearance of a banner ad, its weight plays an important role. The larger it is, the longer the site page loads. Therefore, banners with a large weight can initially be called ineffective.

The sizes of banners on the site pages can be varied: 800x100 (stretching at the top of the page), 728x90 (leading stand), 250x250 (pop-up square) and others. The banner size is specified in pixels. The first value indicates the width, the second value indicates the height. On sites where you can place a banner for free, there is a limit on its size. This should be taken into account when designing banner ads.

Advantages and disadvantages of banner advertising

The popularity of banners is due to the fact that their advantages far outweigh the disadvantages, which include the need for high-quality design development and the search for a suitable platform for placement. If the development of the appearance of a banner can be entrusted to specialists, then choosing a site is not so simple. Even high traffic rates cannot guarantee that a banner will achieve a good CTR.

The benefits also include:

Large audience coverage. The more site traffic, the higher the probability that the banner will be of interest to more users. But this will work only if the advertiser chooses the right theme for the site and the place to place the banner on the page.
Positive impact on brand awareness. Display advertising attracts no longer with text, but with a bright flashy image. Therefore, the picture placed on the banner will unconsciously remain in the user's memory, which will increase brand awareness.
Orientation to the target audience. To reach only those users who are interested in the promotional offer, you can use image ad targeting, as in the settings contextual advertising Yandex and Google. This allows you to set the necessary settings based on the portrait of a potential buyer, which will bring only high-quality traffic to the site.
Instant results. Banner advertising is able to bring users in the first hours after launch. The result depends only on the correct design, placement and configuration of the ad.
Easy control. You can make changes and monitor statistics at any time online.

Banner Tasks

Banners, as a marketing tool, can be called multitasking. Therefore, by including them in the arsenal of an advertising campaign, several goals are achieved at once. In total, there are 5 tasks that banner ads cope with:

to attract attention;
creating a pleasant impression;
the ability to arouse interest;
motivation to go to an external site;
directing the user to perform a specific action (buy a product, sign up for a seminar, etc.).

banner exchange

Banner exchange is relevant if the advertiser is the owner of a full-fledged high-quality site. The essence of this tool is that two or more site owners place banners on their sites by mutual agreement. To simplify the procedure, entire banner exchange networks are created that allow you to quickly reach users interested in cooperation.

The standard features of banner exchange networks include:

Accumulation of the number of impressions. When a banner of a third-party company participating in the banner exchange program is published on the site, a special counter of the system fixes the exact number of impressions that it will remain due.
Selling impressions. With sufficient accumulation of impressions, they can be used to publish your own ads and for sale. However, not all networks provide such an opportunity, because in this way site owners deprive administrators of banner exchange networks of their main income.
Control over statistics. Statistics allow you to control the effectiveness of participation in the program.

When choosing a banner exchange network, you need to pay attention to its direction. There are services both universal and thematic. To attract the target audience, it is better to choose highly specialized networks. In addition, this will save the owners of reputable companies who value their reputation from the appearance of incorrect advertising on their site.

Banner ad cost

The cost of a banner has no clear boundaries, since it is influenced by many factors. But in order to roughly plan the budget, you should consider:

Placement method. With a personal agreement, you can order a banner at a lower cost than the exchange can offer. Also, do not exclude the possibility of free banner placement on the network.
Territorial targeting. Impressions for residents of the capital will cost the advertiser more than for residents of sparsely populated regions of the country. This is due to the fact that residents of Moscow and the region are recognized as the most solvent buyers.
Subject. Niches in which there is a high level of competition are more expensive in terms of promotion.

In order for banners to bring greater effectiveness, placement must be long-term. A short-term advertising campaign can only bring in a small amount of traffic, as banner ads range from 2-30%. For this mode of advertising, regular impressions are an inexpensive pleasure. The average budget for one banner is about 3,000 rubles per month.

What is banner blindness?

Banner blindness is the conscious or unconscious ignoring of a banner ad. It is characterized by a low click-through rate, which, in fact, reflects the effectiveness of the ad. Click through rate (CTR) is calculated as the ratio of the number of clicks to the number of impressions per day, week, month.

The causes of banner blindness are still being researched, but the main one is that users have learned to ignore intrusive advertising. When a person enters the site, he is looking for only the necessary information without the intention of buying anything. Therefore, from advertising, users shift their gaze to navigation, headings and lists of articles.

To reduce the effect of banner blindness, you need to:

Place the banner outside the blind spots. A blind spot is a typical banner placement on a website page. An example is the stretch at the top of the page.
Test multiple banners with different color schemes. Human emotions depend on color perception. Therefore, you should analyze several color schemes and choose the most successful one.
Choose sites that are not oversaturated with advertising. An overabundance of banners and pop-ups irritate users, which makes them leave the pages of the site.

Tired of the constant intrusive advertising, users are more loyal to text banners. They organically fit into the content of the page and coincide with the subject of the published material. Therefore, as an experiment, it is worth temporarily abandoning graphic and animated banners.

Banner advertising occupies a leading position in the ranking of existing promotion methods. It copes with many tasks, but only when used correctly. If the banner matches the needs and preferences of the user, it will look attractive to him. Therefore, the interests of the person are always put in the first place.

In this section, you will learn what banner advertising is, what features it has, and how an advertising banner works on the site. You will also be offered articles that will help you solve the issue related to this type of advertising on the Internet.

What is banner advertising on the Internet?

The web banner is much better than the standard one you see on the street. Firstly, such advertising on the Internet will cost much less than offline.

Secondly, you can launch an advertising campaign much faster online. This is mainly due to the fact that you do not need to hire a team of workers and look for a platform to place your advertisement.

On the web, everything is much simpler, cheaper and done in almost a couple of clicks. Because of this, this type is still well used on the network.

Advertising banner formats

Let's look at banner formats:

Graphic banners— simple images in png, jpg, gif or jpeg format can be used in such advertising. This banner format, although simple, can heavily load the site. This is especially true for gif-images of rather large sizes. Therefore, if you use graphic advertising, then try to make it small. In this way, you will not heavily load the site. Try to make the file size no more than 100 Kb. If you use the gif format, then make the duration of the animation no more than 30 seconds. Also pay attention to the speed of animation playback. It should not exceed 5 seconds.
Interactive banner- this is the most effective type of advertising, but also expensive compared to other formats. Vector graphics looks much better here. Yes, and it weighs much less. Usually cgi, JavaScript or Flash technology is used here. The most important thing is not to overdo it with graphics and sound. If you overdo it, then such interactive advertising will look very poor and even irritate visitors a little. The frequency in such banner advertising on the site should be no more than 24 frames per second.
Text ad units— Richtext (formatted documents storage format). Unlike graphics, text ads load much faster. Such an ad will be shown even if the user has disabled the display of graphics in his browser. Creating a text banner is much easier than creating a graphic one. There is no need to spend a lot of time drawing graphics. It is enough to simply and briefly formulate the idea of your advertising message. Another good plus is that text ad units do not cause banner blindness and blend well with the general information of the site itself.

Ad block sizes

Banners vary in size. I will say that they are all indicated in (px). For example, 480×60 px. First, the width is specified, and only then comes the height. Naturally, the larger the size of a web banner, the greater its weight and loading time. Therefore, it should be borne in mind that large ad units will take longer to load.

If you want to include large banner ads on the site, I recommend using it in the interactive ad format. Unlike the graphic format, it will weigh much less. Accordingly, such an ad will load faster and you can quite well increase the effectiveness of your advertising on the Internet. The faster it loads, the more likely it is that such ads will be seen.

What types of banners are there?

Let's now look at what types of banners are used on the Internet:

Internal banner- this is an ad that leads to an internal page of the same site where the ad itself is installed. That is, usually when you click on an ad, you get to a completely different site. But in this case, it's the other way around. You only get to another page within the same site. Hence the corresponding name Interior". Typically, this type of banner is used to advertise any services or products on their own site. It is often used when alerting about various news of a project or company. For example, many bloggers use an internal banner when running contests on their blog. In this way, they can attract more participants for their event.
Brand banner- already by the name you can guess that such advertising works primarily to promote the brand. This type of banner on the Internet works more not for clicks, but for impressions. It doesn’t matter to the advertiser whether the person clicked on the ad or not. The main thing here is that the user sees an advertisement with the company's corporate logo. The more often such a brand is encountered by the user, the better he will remember it. As a result, if in the future a person wants to buy a certain product, he will first turn to this company, since he will already be familiar with it.
information banner is an advertisement that gives the user information about a particular product or service. Here the main task is to arouse great interest in the advertised product or service. That is, we need to lure a person to this proposal.
Target banner- works to attract the target audience. Target audience is very important for advertisers, since it is this category of people that is most interested in ordering a product or service. Typically, this type of banner is used to advertise the entire site, and not a specific product. For example, an entire children's clothing store is advertised, rather than a specific small size jacket.

Main ad placements

Very often there is a question like how to choose a place to place an advertising banner on the site. This is one of the important factors in creating effective banner ads. A place in the header of the site will cost much more. But this placement is the most effective in terms of advertising. It is located at the very top and in a conspicuous place.

A visitor, entering such a site, immediately pays attention to advertising in the header of the site. A person does not need to use the scroll to see the ad, as it immediately catches their eye. Typically, a banner size of 468×60 is used in the site header. You can also use a banner with the desired height.

A place in the menu of the site will cost a little less. It can be on the left, right, or both sides. There are also other places to place banner ads on the site. However, it all depends on the scrollbar. This means that the topmost places without scrolling will be expensive. And those places that are at the very bottom of the site will be very cheap. If the most expensive place is in the header of the site, then the cheapest one is in the basement.

However, you should first take into account no matter how effective the advertising space is, if the site (website) for advertising is chosen poorly, then there will be corresponding results. Therefore, take the search for the right sites seriously. Also always pay attention to the subject of the project. There are both narrowly thematic sites and projects with more extensive topics. On projects with broad topics, use targeting. That is, you need to place banner ads on certain categories, and not on all sections of the site. So you can significantly save your budget and at the same time increase the effectiveness of advertising.

Internet platforms for placing ads

Below I will provide information that will help you select a platform for banner advertising. Here I will highlight three types of sites:

Highly specialized sites- by the name you can guess that these are projects that are dedicated to a specific topic. For example, if the subject of medicine is a broad topic. That acne removal will have a narrow direction. Here articles are devoted to a specific disease. As a rule, traffic on such niche sites is not so high. This is due to a small semantic core. But then the audience of such a project will be the most targeted. If you advertise on such narrowly focused sites, then the effectiveness of the advertising campaign will be quite good. This is due to the fact that the audience of the site will be most interested in the advertisement itself.
Thematic sites These are projects aimed at a specific industry. For example, a site dedicated to medicine. Unlike highly specialized sites, these projects can describe the treatment of various diseases. Attendance of such resources will be higher, but at the same time, the target audience will be a little blurry.
general thematic is less target projects for advertising, as they are aimed at different industries. But traffic on these sites will be very high. As a rule, these are large portals.

So, to choose a platform for placing banner ads, you need to decide on your target audience. The more interested the audience is in your offer, the cheaper it will be to attract it. Therefore, to increase sales, narrowly focused sites will be the most effective. Not only does our target audience live here, but also advertising on such sites will be much cheaper.

If you use advertising to promote your brand, then it is better to choose sites with very high traffic. Here, although advertising will be more expensive, it will be able to promote your brand very well. Also pay attention to the statistics of the site (traffic sources, keywords, etc.).

So, now the question about what is a banner should not arise in your head. This type of advertising on the Internet is quite well used. After all, with the right approach, banners will be able to attract a lot of attention and thus show the user's interest in a particular product or service. Also banner works well for brand promotion. Basically, this approach is used large companies who invest big money in their advertising campaigns. They need to build brand awareness and form good relationships.

Below you can find articles that can give you tips on how to work with banner advertising on the Internet.

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A banner is an advertising medium in the form of a rectangular canvas with printed on it advertising text or an image made on a special fabric using large-format printing. Banners are placed on busy streets, on roadsides and sidewalks, over the entrances to organizations, on building facades, in shop windows and offices. They can be seen at presentations, exhibitions and other crowded places. The main goals of these structures are to attract the attention of potential customers, form a positive image of the company and effectively present the advertised goods or services.

Benefits of outdoor advertising banners

The large format of banners, their brightness and the ability to see them from a distance contribute to a wide coverage of the audience, making them one of the most popular and effective means of outdoor advertising.

The advantages of banners also include:

durability;
strength;
reliability;
high resistance to humidity, temperature extremes, exposure to exhaust and dust;
affordable cost;
wide scope;
the possibility of drawing images of excellent quality;
multifunctionality;
ease of manufacture;
the possibility of antiseptic treatment that prevents the accumulation of dust;
a wide range of accommodation options;
ease of installation.

Difficulties encountered when using banners

Not everyone likes the huge banners located on the facades of houses. Many consider this method of advertising aggressive and tasteless and call for restrictions on it. The disadvantages of outdoor banners compared to some other advertising structures are also static and lack of sound.

Types of banners

One of the most common bases for applying an image is a banner fabric. Depending on the manufacturing technology, banners made from this fabric are divided into laminated and cast.

The cast fabric is a mesh filled with liquid PVC and passed through special equipment to make the material smooth. Due to the quality of the raw material, cast fabrics provide excellent color reproduction, are characterized by high strength, elasticity, long service life and resistance to external influences. They may display ads under open sky within 2-3 years without the slightest loss of image quality. Such properties make the banner, created on cast material, the most suitable advertising media for outdoor placement. Among the shortcomings, only the high cost can be noted - from 540 rubles / sq.m.

Laminated materials consist of two layers of fabric and a reinforcing mesh between them. They have low strength and are unstable to moisture and sun, which is why outdoors they can serve only up to 2-3 months. Therefore, such banners are usually used inside buildings or during one-time promotions. Their advantages include an adequate price - from 250 to 400 rubles. for 1 sq. m.

To reduce the effect of windage in strong winds, another basis for banners is used - a grid. It is a perforated surface. It is most often placed on high-rise buildings. The average cost is about 350 rubles / sq.m.

One of the most common banner materials is vinyl, which creates a matte finish that is highly durable and won't warp. The images on it are bright and clear. According to the type of surface, vinyl banners are divided into:

Frontlit is a laminated canvas with a matte surface that costs 350-450 rubles per sq.m.
Backlit is a cast canvas that perfectly transmits light and, thanks to this, functions at any time of the day, however, it has such disadvantages as the complexity of installation and Maintenance. This version of banners costs 450-650 rubles / sq.m.
Blackout is a dense cast material, the opacity of which eliminates translucence and makes it possible to apply an image on both sides of the banner at once. Differs in the high durability and durability. It is used most often in structures above highways, in trading floors and exhibition pavilions. The cost is 500-650 rubles / sq.m.
Blue Back is a canvas with a blue backing that blocks light. It is applied on the bases of any color without distorting its shades. The average price is 150-300 rubles / sq.m.

Banner paper is also used as a material for printing banners (it is quite strong due to the content of nylon and latex in it, but it is not very resistant to mechanical damage, which is why a banner made of this material is placed on a rigid mount) and polypropylene, resistant to impact sunlight, which allows you to keep the brightness of the image for a long time.

Features of fastening banners

In order for banners to serve as long as possible, it is important to properly fix them. The most reliable way is to fix it with the help of eyelets (metal rings) located along the edges of the canvas, or pipes located on the folds of the banner. There are frame installation, in which the banner is attached to the walls of the building, and frame installation, when a special metal base is created to accommodate the advertising medium.

Stages of creating banners

The production of outdoor banners usually occurs in the following sequence:

Development and coordination with the client of the design layout. Its effectiveness depends on the level of design of an advertising banner. To create a talented and original design that combines expressiveness of the image and easy readability, every detail must be taken into account: the choice of slogan and colors, the placement of text and logos.
The choice of material and manufacturing technology. Determining the most suitable basis for a banner and how to create it depends on the goals and nature of the promotion, as well as on the placement of the design.
Printing the finished layout. At this stage, the print resolution and ink suitable for a particular product are selected, after which the direct process of printing the image is carried out.
Post-print processing, including welding of web fragments and processing of its edges along the perimeter.
Preparation for installation: production of necessary fasteners, measurement of advertising space, etc.;
Mounting finished products. The manufactured banner is placed and fixed on the appropriate structure. During installation, the texture and strength of the fabric, the expected service life and the features of attaching the banner are taken into account.

As you can see, for entrepreneurs, banners are one of the most profitable ways to draw the attention of customers to their organization and increase the number of sales of their products or services. The main advantage of using banners is that, having paid for the product once, it can be used for quite a long time.

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We've all seen bright, colorful streamers on the streets that grab the attention of potential customers. This type of publication on the Internet is also attractive and more informative for a person. Agree that we pay more attention to properly designed modules.

Banner sizes

Space on a web page is limited, so any content has its own place and appropriate dimensions. This point should be taken into account when designing. Ads of this type differ in their sizes in pixels:

468 x 60 - long or full banner. It is the most common, most often even when developing website design, a separate place is allocated for it;
392 x 72 - long banner with vertical navigation bar;
234 x 60 - these are usually arranged in groups of several pieces;
120 x 240 - this is more often used to advertise services and goods and is located vertically;
88 x 31 - buttons that range in size from square 125 x 125 to micro buttons.

Types of banner advertising on the Internet

According to the form and method of creation, banners are divided into graphic and text.

Image ad image format is gif, jpeg, png. They can be either static, when the module is based on just one picture, or dynamic, i.e. multiple interchangeable images. Their main advantage is the simplicity and convenience of their creation. But their possibilities, unfortunately, are limited by slow loading. Search engines quickly index both static and animated publications, which has an undeniable advantage in the process of promoting any resource.
Text blocks are banal text blocks without images or animations. It looks, of course, not very creative, but they load quickly and do not irritate the user.

More often you can see a text-graphic hybrid.

Related formats

The sister of banner advertising is teaser advertising. It is used to drive traffic to sites with pirated content, to sell miracle weight loss products, and so on. For her, they always use an unusual and shocking design to attract the largest possible number of people, this is something akin to yellow press.

Pop-up blocks. When you click on an advertising module, the page can open in a separate window above the one being viewed - this is the so-called pop-up or under the page - pop-under. The meaning of such a move is to switch the visitor's attention to yourself or to attract, but after closing the page of interest. This can be quite annoying, especially when using sound effects.

Online advertising may look like pop-up messages from social networks. They are located at the bottom left or right of the page. This view attracts with familiar content, but at the same time manipulates the user.

Advertisement over the page. Often there are modules on the network that can cover half of the readable page- these are float banners, they also belong to rich media. This method makes the ad more visible due to interactivity and provides a fairly high click-through rate. But despite this, they harm the site with their obtrusiveness.

Creation technologies

The use of flash-technologies is now the most popular and allows you to make the design whatever you like.
Application programs are written in Java and embedded in HTML documents. For the correct display of such banners in the browser window, special plug-ins are required. Now they are present in the packages of almost any software to work on the Internet. There are no special functional advantages of such modules. You can edit some elements, perform simple manipulations with objects, track when the user clicked the mouse or pressed keys on the keyboard, and so on. But they take a long time to load, and can often be displayed incorrectly due to a lack of any settings.
Such objects can be attributed to the so-called rich media or advertising media, which are distinguished by their interactivity and attractiveness to the user, but are difficult to manufacture.

Purpose of banners

Banners can be divided according to the tasks that are set before their creation:

Target. The point is to attract the attention of the target audience, provoke a desire to click on the ad and ensure a transition to the promoted site.
Informational. They carry the goal of telling a potential client about goods and services that may be of interest to him. In addition, they can spur a desire to learn more about these products and eventually make a purchase.
branded. They make the brand recognizable, increase the degree of trust in it.
External. They aim to lead the user from one resource to another.
Internal. They help to move from page to page within the same site.

Benefits of banner ads

This type of promotion is suitable for large and well-known organizations, as well as for young, developing ones. Everyone is equal here
This is a great opportunity to influence the reputation and image of the brand. Almost every Internet user visually or subconsciously evaluates the tools that a company uses to promote its products.
Making, placing and editing an ad on the Internet is much cheaper than ordering a street version.
You can always choose a place to stay. The advertiser knows his target audience, its social, demographic and geographical characteristics and sets the necessary parameters, taking into account these aspects. Due to this, only potential customers see his ads. For example, in Yandex contextual display advertising shows banners that match user requests. You can read about it in the article about ICD on the Semantics blog.
You can always track the success of such a promotion strategy, and if the desired results are not achieved, you can change the promotion strategy.
You can find out about the success of your actions in the near future. The result depends on the correctness of the ad settings, the choice of the site for placement and the visual design of the block.
And you can always remove unnecessary publications and make changes to existing ones, add new elements and change the text.

Rules for working with banners

The high popularity of banners indicates the effectiveness of their use. But there is always a chance that visitors will become indifferent to the effects that you use to attract their attention. To prevent this from happening, it is important to consider the following points:

Define your target audience.
Formulate goals and objectives.
Consider design.
Write such text of the advertising message to arouse interest and desire to go to the resource.
Analyze the use of this tool and draw conclusions.
Make adjustments if needed.

If data analysis is not satisfactory:

Examine the position of the block on the page and its design. This is necessary in order to exclude ignoring by the user (consciously or unconsciously - the so-called banner blindness).
Play with the color scheme of the banner. Learn how color affects the perception of information.
Try placing your ad in an unusual place on the page.
Choose sites where the amount of advertising will not force the user to leave the resource.

Where to post and how to pay

You can pay for the placement of the published in two ways:

Static - this is when its cost will be calculated from the term of renting a place on the site.
Dynamic - when the payment will depend on the number of clicks.

The cost of placement will depend on several factors: where you plan to place banner advertising and who will see it on the Internet.

Try to negotiate with the site owner. This will help to significantly reduce the cost of rent, in contrast to the placement on the stock exchange. There is always the possibility of posting online for free.
If you want your ad to be seen by users in Moscow or St. Petersburg, be prepared to pay more.
If a business has a lot of competition, its promotion will always be more expensive.
Choose a long-term placement and you will get more traffic.

We see examples of banner advertising on the web all the time, on almost every website. information resource. If you approach development in the right way and choose a quality site for placement, you will quickly notice an increase in popularity. Always analyze the click-through rates of your publications and respond to changes in a timely manner.