What Is Banner Advertising?

What are banners?

Banners are the picture adverts that appear on some webpages; they could appear almost anywhere on any site, they could be animated, they could have sound, they could expand to a short video clip and very soon they could be a combination of all those things.

How does it work?

Most websites have created spaces throughout their site for banner advertising and companies like yours could advertise in that space.  You could advertise on select websites or on a network of sites, you could approach each website yourself or use an agency or investigate other options.

Banner sizes

Banners come in different shapes and sizes, they can be long and short or tall and thin, but there are standard sizes set by the IAB, which should be adhered to.  There’s the banner (728×90 pixels), the small banner (468×60 pixels), the small skyscraper (120×600 pixels), the skyscraper (160×600 pixels), the half page (300×600 pixels) and the mpu (300×250 pixels).

Pricing models

Banner advertising can be purchased a number of different ways, but here are the most common three:

  • CPM (Cost per Mille) – Cost per thousand impressions.
  •  CPC (Cost per Click) – Only pay for clicks on your banner.
  •  CPA (Cost per acquisition) – Only pay if the consumer completes a transaction.

Alternatively, some agencies will take your entire marketing plan into consideration and just charge you a flat rate which includes the cost of building your banners, monitoring and optimising your campaign.