Banner advertizing is a method of advertizing in which a banner is displayed on a webpage. The banner can contain text, graphics, animations or their combination to give out a message and attract the attention of the web visitor.
There is a clickable link associated with the banner so that when someone clicks on the banner another web page opens where the advertiser intends to send the visitors.
The banner ads are of standard sizes and are embedded on the webpage using JavaScript program or multimedia object that are run with technologies such as Shockwave, Java, of Flash. Sometimes sound and video effects are also used for drawing attention.
The advertiser would like to place banner on web pages with related content and with high traffic. The position of the banner on web page is also crucial and the advertiser would prefer to place it at a prominent spot where it can easily come to notice.
Banners can be put at different places such as below the header, left and right columns, bottom of the page and not infrequently within the main content of the page.
What sort of message should the banner give out? This is an advertisement and normal practices of advertising are all applicable.
The message coming out of the text and general appearance of banner ad should draw attention and provoke curiosity. It should not try to sell anything; it should only induce the visitor to click the banner so that they are taken to the landing page.
Should the banner stand out on the webpage or should it merge as an integral part of the theme of the page?
Opinions vary on this point. Some people say that visitors are offended by banners that stand out and therefore avoid it. Others say that the banner should stand out so that it has better chance of getting noticed. There is no general rule on this issue and the best is to experiment with various combinations until effective banner ad is generated.
Where do you put banners?
I would like to put banner prominently on a web page or blog that has high traffic. I would first find such web pages and blogs. These pages are generally on top of search engine results for related keyword. Many of them offer space for banner ads and charge for their service.
Before taking their services I would verify their Alexa ranking to ascertain that these pages have large number of visitors. I would prefer pages with traffic rank1 to 100,000. The page should have content similar to what I am offering so that visitors of that page also get interested in my banner ad.
There are banner placement agencies that can put the banner on high traffic relevant pages. There are various ways in which banner placement services are paid. It could be a sort of rent for showing banner for certain fixed time. Another way is by impressions which is based on number of times the banner is shown.
Yet another method is by action – payment is made on the basis of number of times the banner is clicked.
Although banner is among the oldest form of advertizing, it has its importance and continues to give predictable results.
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