home Training Banner advertising. Banner advertising: types, placement, effectiveness and examples Placement of advertising banners on the Internet

Banner advertising. Banner advertising: types, placement, effectiveness and examples Placement of advertising banners on the Internet

In this section, you will find out what is banner advertising, what features it has and how the advertising banner on the site works. 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 one is the most efficient view advertising, but also expensive compared to other formats. Vector graphics look 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 general information 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 your 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 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 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, it is worth considering first, no matter how effective place for ads if the platform (site) 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 highly specialized sites, then the effectiveness advertising campaign will be pretty 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. Indeed, 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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One of the most popular and relevant areas in modern marketing. There are many tools and solutions available to help you achieve maximum success.

With the spread of technology, this type of advertising brings more and more effective results, surpassing many alternative analogues in all respects.

A separate category is, which involves the ability to place a banner with a link on different sites and special sites. Feature this method - the equivalence of all market participants. huge corporations and small companies have the same chances and opportunities.

Outside the web, banner advertising has been used for a long time. Every day on the street, everyone sees posters with images, information or other materials. Online versions began to appear as early as 1994, because this is the year when the first banner with a hyperlink appeared.

Initially, this solution was designed to draw attention to specific sites and projects, but soon marketers appreciated the benefits of such a tool. Gradually, special platforms were formed that sold advertising space and worked on the principle of bulletin boards.

If we talk about the price, then there is no specific answer to the question of how much banner advertising for my site will cost. The budget can be very different.

Why banners?

From the first days of its existence, banners have been extremely effective, because such an interesting novelty instantly attracted attention.

But over time, more and more bright, catchy messages with special effects began to appear, which began to be increasingly ignored by users. There are special blockers and other alternative ways to get rid of intrusive banners.

Now to internet banner ads brought a real effect, it is necessary to competently and professionally approach its creation. To do this, many companies attract designers and other specialists from outside, and banner ads are great for posting messages.

Another move is posting material before viewing the site. In this case, the content of the page becomes available only after reading the advertising information. This option has its advantages and disadvantages. While the former are obvious, the latter relate mainly to the fact that such an obsessive move often causes a backlash and leads to a decrease in the permanent audience.

Such a tool should be used with the utmost care, and only promoted sites with a stable audience, or other resources, the benefits of which outweigh the discomfort of an intrusive one, can afford it painlessly.

Among the latest developments that deserve attention are interactive banners. This is not only an animated image, but also a whole mini-game that can captivate the user.

Another opportunity offered by modern Yandex banner advertising (Direct) is. This allows you to limit the audience for impressions, and, accordingly, ensure an increase in the target audience by showing certain messages only to the obviously interested part of users. There can be many criteria for restrictions and they vary by the advertiser, depending on the specifics of the promoted product or site, the requirements of regular visitors.

Benefits of banner ads

Development of banner advertising

The effectiveness of the project depends on the competent development of the project, banner advertising and speed of first results. Most often, banners are used in conjunction with other advertising tools, but it is worth planning a strategy in advance. In the absence of professional knowledge and skills, it is better to entrust this matter to specialists. The planning stages may differ, but several of them can be distinguished:

Formulation of goals, setting the task, determining the target audience;
Development of an idea, slogan and plot, their visual implementation based on information about the market and target audience;
Researching suitable sites and networks hosting banner ads free or on a paid basis;
first results, statistics of visits, conversions, profits from specific banners;
strategies based on the inputs received.

Banners should be unique and memorable. Can be used in full individual projects, and advanced template solutions. Corporate banners must match the style of the enterprise, not stand out from the design of the site and other resources. The content of the banner and its placement are the most important criteria that deserve special attention to achieve a quality result.

The number of impressions, which indicates the effectiveness of the implementation and application of the tool.
The number of clicks that indicates how much the proposed material interests users.
CTR rating, which expresses the relationship between clicks and impressions.
expenses, even banner ads free requires a certain expenditure of time and effort, on the basis of which its expediency is calculated.

Banners and formats

Gradually, more and more original solutions appear, so the classification of banners on the site is regularly updated. First of all, there are several basic formats:

Static images;
Animated images;
Interactive banners;
text blocks.

Another important criterion for classification is the size of the banner. The larger it is, the longer the page loads. Too slow banners are ineffective initially, because they cause a negative reaction, and often the user even manages to leave the page before viewing. That is why special platforms and free banner ads imply size restrictions. Despite the fact that fast and unlimited Internet is now becoming more common, this indicator does not lose its relevance.

A separate niche is initially occupied by image banners. Their purpose is to promote the brand, to increase its recognition. In turn, information blocks set the main goal of conveying textual information. There are also original, vague ads circulating that do not contain specific facts, but are designed to intrigue users in order to stimulate them to find out what is under the link. Flash banners can be full-fledged mini-games. Finally, there are separate decoy banners disguised as system windows and other analogues. This method refers to unscrupulous marketing, because it is designed to deceive novice users.

Of course, different styles and formats can be combined with each other. The best option is selected according to the characteristics of a particular marketing campaign. All projects are unique and specific, due to which they require an individual approach. Methods that are ideally suited in one case can cause a diametrically opposite reaction in another.

If you need a main job, then x is not suitable for this purpose, but for a part-time job it is quite a good option.

The site should not have broken links. How to check links on your resource, you can find out.

Do you often hear the word "infobusiness", but still don't know what it is? In there detailed information on this topic.

Banner Tasks

High-quality banners perform several tasks at once. In sales, these are:

Attracting attention;
Creating a positive impression;
The ability to interest;
Stimulation to follow the link;
Motivation for a specific action: for example, buying a product or service.

banner exchange

Banner exchange is another popular marketing tool. The principle of operation is based on the mutual placement or display of banners, for which special networks are used or site owners independently cooperate with each other.

Specialized networks provide participants with a wide exchange of opportunities and tools, in return requiring compliance with the rules. Most of them are selected for graphic, informative, aesthetic component. This simplest way get rid of low-quality participants and banners.

Another possibility of professional services is tracking results. These are statistics, graphs, reports and other data on the basis of which you can evaluate and adjust the chosen strategy.

When choosing a banner exchange or teaser network, you need to pay attention to several nuances:

The quality of participants, and user feedback, on the basis of which it is possible to evaluate the productivity of further cooperation.
Orientation, because most networks are classified into universal and thematic. The former have a larger audience, while the latter guarantee an increase in the number of target users.
The size of the network, because the more participants - the more reliable the resource, the higher the number of impressions and the more diverse the site.
Support for different formats, so you can avoid restrictions and additional difficulties, such as converting banners.
Openness of statistics, the materials of which should be available to all participants, because this is the main indicator of the reliability, safety and efficiency of the site.
Targeting tools that allow you to limit the audience, increasing the performance of the campaign.

A competent approach to the issue of banner exchange is a guarantee of a quick and successful result, which will have a positive effect on the brand.

Sincerely, Nastya Chekhova
Advertising today is almost everywhere. It is on TV, it is printed in a magazine, ads can be read on the street and on the Internet. One of the popular types is banner ads. Is this method of promotion effective? You will find the answer in the article.

Definition

What is a banner ad? This is one of the most popular ways to promote products. Initially, the banner was called advertising, which was fixed on billboards, walls of buildings, advertising banners. Oversized ads caught the eye and were quickly remembered by users. This fact was noticed by marketers, and with the advent of the Internet, banner advertising appeared in the virtual space. There are many advertisements on the Internet, and half of them will be banners. Catchy pictures that appear to the right or left of the main text of the site attract the attention of users and make them go to the advertiser's site.
But advertising is not always obvious. Both street and media banners can be purely informational. For instance, City Administration can congratulate citizens on holidays or notify about important city events.

Kinds

Banner advertising is divided into two types: real and virtual. Despite the fact that these two types of delivering information to a potential client are different, they have a similar format. Attire and essence of street and media advertising are the same. What are the types of banner ads?

Classic. Banners, which have the shape of a rectangle or square, are placed both on city billboards and on all kinds of sites. This classic type of advertising is still popular, but it has become so familiar to sophisticated customers that most people simply ignore this type of advertising. And this can be done intentionally. For example, put an ad blocker on your computer and phone.

Stretch marks. Streamers are similar to classic banners, but have a horizontal orientation. Little information is placed on them. Most often, this type of advertising is narrative or informative in nature.

Richmedia. Volumetric advertising banners that are illuminated both day and night are considered a luxury version of advertising. Not every company is ready to spend a lot of money to order a design layout, and then make unique advertising poles with extensive refinement. On the Internet, rich media banners look like an animated picture that pops up on top of the window.

Imitation. imitation famous brands not condemned, but not welcomed either. But those companies that do not want to invest a lot of money and effort into developing their unique concept can take someone else's good idea and design their company in the image and likeness of a popular brand. Accordingly, advertising banners will be slightly different from the originals, but sometimes these differences are difficult to find at first glance.

Goals

Introduction to products. Any manufacturer who is just starting to produce new products thinks about how to tell potential customers about your product. Banners are ideal for this purpose. Catchy advertising covers a large contingent of all ages.

Strengthening existing advertising. If a company has released a commercial and broadcasts it on the Internet and on television, it will not be superfluous to duplicate it again on banners. Due to the fact that advertising in its various manifestations will flash before your eyes, it will be better remembered.

Fixing the company in the mind of the client. In order for a company to become successful, its product must not only be bought up, but constantly be heard. This is where banner ads come in handy. A person who spends his time reading the text on the banner will remember it, as he will feel sorry for the wasted effort.

Warming up the audience. Before the start of seasonal sales, many stores put up banner ads. Thus, they notify customers that they should soon update their wardrobe for the new items of the coming season.

Outdoor accommodation

For ads to work, they need to be in the right place. By placing 3 banners on the outskirts of the city, the advertiser will not receive any output. It is precisely because many people choose the wrong places to place banners that they believe that this type of advertising does not work. If you decide to start promoting your company, think about where it would be most appropriate to talk about it. Placement of banner advertising should be done near large shopping centers if you are advertising a product. If you want to tell clients about the services of qualified accountants, you should hang such a banner next to business business centers. Be sure to consider not only the place, but also its prestige. Banner ad placed next to shopping mall, which has a small cross, will be useless.
Be sure to check the area in which you want to hang a banner for similar advertisements. If the same banner of a competitor hangs next to your banner, both ads will become useless.

Web hosting

The virtual space is similar to the real one. You can consider the sites the same streets. When placing banner ads on the Internet, one should be guided by the same principles as when placing banners on the streets. Be sure to check the site for competitors. If they are not, it will play into your hands. Make sure the site has a good conversion rate. On a virtual site with poor attendance, prices may be lower, but the result from such advertising will be zero.
In order not to waste money in vain, you can order contextual banner advertising. What it is? This is the type of advertising that is focused on the interests of a particular user. For example, a person looked at the prices of bicycles, and your company is just collecting these vehicles. The next time a user enters a site where you have paid banners, they will see your ad.

Examples

You can place banner ads anywhere, but will it work? Order beautiful pictures with bright inscriptions that will not bring you customers is absolutely useless. Therefore, immediately think about what will attract the attention of sophisticated customers and make them turn to you. Examples of banner ads can be found by walking down the street. After conducting such an excursion for yourself, you will definitely understand what not to do. Black and white ads look beautiful only in pictures. She does not catch the eye, and the person does not want to look at the gray banner. The only exceptions are famous brands. If you want to draw attention, use bright colors. But still it is advisable not to take more than three different shades.
Today in price original ideas. An example of a memorable banner ad is the creation of a hole in the wall of a building, a visual illusion, or a psychedelic image that is hard to look away from.

Benefits of internet banners

Interactivity. Display banner advertising is good because some of its options can include animated mini-games. Even an adult gets hooked on interactivity. Everyone wants to stroke a cute cat, and at the same time watch ads cat food.

Minimum text. Modern people do not like to read. They agree to absorb a few lines. Banner advertising on the Internet consists of a minimum of text. Two or three lines will be able to convey to the potential client the essence of the action or what the advertiser considers important.

Dynamism. Pictures that change rather than stand still attract more attention. The very fact of something flickering against the background of the text will make a person look at the fields of the site. So, advertising will be perceived.

Availability of information. Unlike street advertising, a person views banners on the Internet at home, which means that, if necessary, he can go to or find the advertiser's website in just a few clicks.

Benefits of street banners

Despite the popularity of the virtual space, advertising on billboards, billboards and banners continues to exist. How effective is banner advertising and what are its advantages?

Banner advertising on the Internet is all advertising using a text-graphic ad format. It is placed both in contextual media networks and with the help of rtb technologies, direct purchases of banner advertising are still popular on the Internet.

Attracts new traffic

Returns an existing

Increases brand awareness

Brings to market new product or service

Stimulates demand or serves the current one

Builds relationships with the user

As we have already said, in accordance with the task, you can buy:

Banner advertising in the Google Display Network, Yandex. - Serves existing demand.

Targeted advertising on social networks. - Posted on social networks.

Banner advertising by direct agreement with the sites. - Used for narrow targeting.

Banner advertising through rtb exchange. - Used for large purchases.

Post-Click - tracks generated leads through clicks.

- allows you to link the sale on the Internet with the display of the banner, without clicking on it.

Attitudes towards banner advertising of the site are different - someone believes that the times when it attracted the attention of users have gone into oblivion and into mobile internet it only causes irritation, there is no point in investing in it, because it is effective only when brand recognition is required

Others spend the lion's share of their marketing budget on banner advertising on the Internet and are happy when they look at CTR statistics. Another part of her supporters is sure that it is she who draws the attention of the Internet audience to the advertised product, and you can pay for any convenient way- for the number of impressions or for clicks-transitions to the desired site.

The effectiveness of banner advertising

The maximum effectiveness of banner advertising can be achieved only when integrated approach, and certainly it should not be the only method of promotion. Now marketers even combine several banner advertising tools in advertising campaigns, which makes it somewhat difficult to track the effectiveness of each source.

Ve Interactive has developed useful service for marketers, which allows you to run banner ads, it is convenient to track their performance without conversions across multiple channels using the Post-View model. VePlatform includes services that take care of your traffic, retain visitors, reduce bounce rates and increase sales. VePlatform is extremely easy to install and integrated with the main . You choose a set of services yourself, and for each of the services you can see an accurate forecast for increasing the effectiveness of an advertising campaign and performance in terms of revenue, conversions, and the most frequently added items to the cart.

Trends in banner advertising

Banner Internet advertising celebrates its birthday on October 27th. It was on this autumn day in 1994 that users world wide web saw the first banner. Even then, she acted irritatingly on the majority, but at the same time she intrigued, attracted attention, which was successfully used advertising agencies who undertook the promotion of new brands that appeared on the trading arena.

An example of the first banner on the Internet.

One of the trends that catches the eye is that banners are increasing in size, the creators are adding interactive elements, maybe with the use of sound.

An example of banner blindness

In order to achieve a good CTR (and it starts from 0.2%), multimedia advertising must be spectacular. Many seek to draw attention to their site by placing banners on any more or less suitable site. As a result, this advertising format began to become boring, some users are extremely negative towards it. This phenomenon has its own term -.

Who does it not work for? As a rule, good click-through rate on banners is shown by people who are just starting to master the Internet space, they are interested in everything. If the banners are stylishly designed, and even with some obvious zest, it is safe to say that they will be of interest to the middle class, burdened higher education. Non-standard and even some aggressiveness is fertile ground for attracting the attention of young people.

AdSpot is a small banner that you have probably seen many times on various sites with not too good karma. It is located in the lower corner of the site - it is especially loved by hackers who distribute various virus programs disguised as system messages and instant messengers.

CatFish - a banner that clings to the entire width of the page that opens in the browser. Gives good CTR.

Classic banners of various sizes, made in JPEG, GIF, PNG, SWF.

The effectiveness of any banner is its CTR, the number of actions taken by users per 1000 impressions. Therefore, it may seem that the formula for success is very simple, since the effectiveness of an ongoing advertising campaign is measured by the click-through rate. The conclusion, it would seem, suggests itself as follows: large format + shock animation + a huge “click here” button - and here it is, the desired happiness is very close. But is it? It must be understood that the advertiser does not benefit from an uninterested audience. There are clicks, but no purchases. This is a useless waste of money.

A high CTR is far from a guarantee of the effectiveness of the campaign if the clicks on banners are made by a “cold”, uninterested audience. It is important to get exactly the target buyers who are interested in buying the promoted product or service. If the user reacts to a frank lure and still clicks on the banner, he will definitely see that behind the intrigue is not at all what he expected to see, disappointment is inevitable and he is unlikely to be delighted with the deception. But in fact, from this transition, he practically loses nothing. But the advertiser has something to lose - money and reputation. Therefore, you should not use black methods, even if their CTR gives a high click-through rate, as a result, you will lose much more than you will win.

Banner ad cost

Prices on the Internet for banner advertising are quite affordable. What are they made up of? Of course, competition is taken into account. The more ads on your subject, the higher the cost for its placement. Regional targeting is also taken into account, it is clear that the Moscow audience is more solvent than the inhabitants of the Ryazan hinterland.

Banners account for 21% of the total Internet advertising market. In 2014, companies spent $66 billion on this type of promotion. In 2016, the network's total media budget is projected to be $74.4 billion. The average cost of one marketing campaign and placing banners on the Internet is about $350 per week. Performance analysis shows that half of this money goes down the drain due to random clicks. Why is this happening? How to increase the effectiveness of banner advertising? You will receive answers to these questions in the article.

Whom to entrust the advertising budget

The international company Ve Interactive - a leader in the field of e-commerce - has developed a clear system for organizing banner advertising on the Internet, which allows you to increase website conversion by 25% or more. The team's assets include the implementation of successful projects for 10,000 clients from 49 countries of the world, dozens of victories in prestigious professional competitions, awards, honorary titles of "Company of the Year" in various nominations. Wikipedia has a page on Ve Interactive. The head office of the company is located in London. Representations are opened in 21 countries, including in Russia - in Moscow.

The placement management service, created by Ve Interactive, uses data about the customer's website and company, target audience analytics, and its own data processing platform in its work. The system guarantees successful promotion and fulfillment of KPIs. The CPM and CPA payment model helps optimize costs.

1000 impressions of an advertising banner - the price is 100-120 rubles.

retargeting - the price is calculated from the confirmed CPL sale

When can a CPM payment model be beneficial?

We strive to reduce the cost of banner advertising by optimizing advertising campaigns. As you know, 1000 impressions do not equal 1000 views, which is why we use attribution model. With the help of pixel tag technology, the maximum effective management banners and media traders have the opportunity to reduce the cost of attracting a client with an advertising banner.

Everything you need to know about banner ads

Banners - static or animated graphic images with hyperlinks leading to the site being promoted, an effective resource promotion tool. Traditional places for placing banners on the Internet are sites that are suitable for the topic, social networks, search engines. Read more about placing banners.

rising star

Lightboxes

Due to their location, lightboxes attract the attention of every user who comes to the publisher's page.

After 20 seconds, the lightbox closes automatically.

Image: Lightbox example.

billboard

New IAB Rising Star format. One of the most visible elements of advertising inventory.

When a user enters the site, he sees the 970x250 banner first. The user can click or close it at any time.

Image: An example of a billboard banner.

Floor Ad format

Located at the bottom of the page. Fills the page width 100% with interactive rich media content.

Whether the user scrolls the screen or resizes the window, the floor remains the point of contact between the brand and the audience.

When interacting with the user, the floor can expand in order to fully immerse the user in rich media: from videos to games and entire embedded websites.

Image: An example of a floor.

Stick (Hockeystick)

Two floating banners that are shown next to each other at the same time.

Image: example of a stick.

Wallpaper

Width: 1920px. Height: 1200px. Supported formats: png, jpg, gif.

There is no doubt that three parts of the wallpaper are always visible to the user: right, left and top.

The middle section becomes visible as the user scrolls through the content.

Image: Wallpaper example.

half page

The half page floats on the blank space on the page.

Image: An example of a half page banner.

Pennant

The pennant is located across the entire page, like a paper constriction.

The content of the page wraps around the pennant, thus placing it right in front of the user's eyes.

The pennant moves as you scroll the page, which guarantees visual accessibility.

The pennant can have dimensions of 770x250 or 970x250.

After 10 seconds, the pennant collapses into a 160x250 pixel format to ensure a long-lasting advertising effect.

If a collapsed pennant is clicked, it will expand to full size again.

What is a banner for?

Common types of advertising banners on the Internet: local "teaser" and "ears", float or rich-media, "stretch", top-line, side-line, screen glide, pop-up, pop-under, "explode". Image sizes - from 88x31 or 100x100 to 728x90 or 970x250 pixels.

Offline analogues of advertising banners - billboards, banners, pavement signs, city lights, signboards, prismatrons installed on the streets of megacities and country roads. Online media with a surface area 1-10 thousand times smaller than their offline large-format "colleagues" outperform the latter in terms of efficiency. The possibilities of the Internet allowed:

reduce the price of 1 contact with the audience by 20%;

increase targeting by 60%;

achieve the required audience coverage;

accelerate the launch of a marketing campaign.

Calculations and expert opinions showed that the most effective advertising on the Internet - banners. Its use allows you to increase website traffic by 60-75%, sales - by 15-30%, brand awareness - by 95%.

Indicators of the effectiveness of placing banners on the site:
1. CTR - expressed as a percentage of the ratio of the number of clicks to the number of impressions;
2. Different kinds of cost:

CPI - for 1 banner impression;

CPM - for 1000 impressions;

, CPV - for 1 click or 1 visitor;

CPT - for the period;

CPD - per day;

CPO - for a completed action (placed order, completed application form).

CPS - cost of sale;

3. CTB - ratio between visitors and buyers;
4. CTI - the popularity of the resource - the ratio between random and interested visitors who returned to the site.

7 benefits of banner advertising for a website

network users on various grounds;

flexible settings display;

convenient budget management, the ability to customize banner ads and cost per click for rational use funds;

quickly attracting the attention of site visitors;

increasing product and brand awareness;

prompt launch of a marketing campaign;

instant response.

Banner Issues

Once you understand the problems with banners on websites, you can get creative with your placement and make your ads more effective.

The problem with online banner ads is that in order for someone to click on the banner, you have to interrupt it. By doing so, you create friction with the person who went to his goal. Usually on the Internet, users do the following:

Communicate in social network

looking for something

Enjoy watching videos

Most banner ads don't help visitors with any of the three things listed above. That's why the new age of internet marketers avoid disruptive marketing and focus on inbound marketing(inbound marketing).

How to waste your advertising budget. Banner placement errors

incorrect definition of the target audience;

Poor marketing proposition, incorrect wording of customer benefits, lack of motivation to act, banal or tasteless design, image size that is too small or too large;

lack of precise goals, business KPI;

neglect of analytics;

mistakes in planning and setting up a campaign, for example, the wrong choice of pages and places for display, intersection with competitive images;

the effect of "banner blindness", which occurs in users who are focused on finding information, ignoring advertising. It can be overcome by using original visual techniques.

Creation and placement of banners on the Internet

To prepare an effective campaign to promote a product or brand, to correctly create and place an advertising banner on the site, you need to:

formulate the goals and objectives of the marketing event and key performance indicators;

analyze the audience;

formulate an offer for potential customers, develop an idea for advertising;

choose the type, size of the banner and create a design using special computer programs- Corel Draw, Adobe Photoshop, Adobe Illustrator, Macromedia Flash and others;

calculate the required characteristics of reach, display frequency, cost per click;

determine sites for placement - manually or using special banner services that automate the process;

set up advertising campaign settings;

periodically conduct analytics and timely adjustment of banner exposure modes.

An important parameter to consider when planning to install a banner on the site is the price. The price of an advertising banner depends on the popularity of the site, image size, period and frequency of impressions, targeting, and other aspects. Two popular methods of forming the cost of advertising are used:

for 1000 impressions;

for clicks.

To create an effective one, you need the work of a team consisting of: a marketer, a designer, a copywriter, a webmaster, a project manager. Independent placement of banners on sites leads to frequent mistakes. The solution of such a problem should be entrusted to specialists.

Banner example from Ve Interactive

How to make a banner ad?

Easily! You can create static or animated banners for example with BannerSnack and other similar banner systems. Or you can seek help from professionals.

How to buy banner placement on the Internet

There are two main ways to buy banner ads. You can deal directly with the site, or work with . Here is a brief description of each method:

Self-placement of advertising banners

Depending on your industry, you may find out about some niche sites that are very popular and have an advertising program. Contact the administrators of these sites and find out the price of placing an advertising banner on the site.

Another point to think about is how you can become an advertiser resident on these sites. The longer you advertise on these sites, the deeper relationships can be built with their loyal visitors. Therefore, you need to think about how to change your banners and banner frequency over time. If you can freshen up your banners every month and make their site visitors smile, then you will strengthen the loyalty of these visitors to your brand.

Advertising networks

For a more inclusive approach, you can join a banner network. These ad networks act as intermediaries between you and the sites that host your banners. This is convenient because you can have centralized access to all advertising banners. But you will not be able to agree but build a closer relationship with the site administrator and get the best rates.

Here are some of these ad networks: Google Adwords, IAB, AOL Advertising, Right Media, BuyAds.com, OpenX. Each of them has certain standards, so you need to make sure that your banners comply with the placement rules. One can take advantage of BannerSnack banners compatible with all these ad networks.

Articles about advertising banners