binary advertising. Does your business need banner ads?

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 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 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:

1. 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.
2. 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.
3. general thematic- these are less targeted 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 by large companies that invest a lot of 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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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 a new product or service to market
• 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 website banner advertising are different - someone believes that the times when it attracted the attention of users have gone into oblivion and on the 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 in any convenient way - for the number of impressions or for clicks to the desired site.

The effectiveness of banner advertising

The maximum effectiveness of banner advertising can be achieved only with an 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 a useful service for marketers that allows you to launch banner ads, conveniently 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 the 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 of the World Wide Web saw the first banner. For the majority, even then it acted irritatingly, but at the same time it intrigued, attracted attention, which was successfully used by advertising agencies that took up 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 effective. 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 middle-class people burdened with 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.

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 example, the city administration can congratulate citizens on the holidays or announce 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?

1. 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.
2. 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.
3. 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.
4. Imitation. Imitation of well-known brands is not condemned, but it is not welcome either. But those companies that do not want to invest a lot of money and effort in 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

1. Introduction to products. Any manufacturer that is just starting to produce new products thinks about how to tell potential customers about their product. Banners are ideal for this purpose. Catchy advertising covers a large contingent of all ages.
2. 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.
3. 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.
4. 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 advertising placed next to a shopping center that has little traffic 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? It is absolutely useless to order beautiful pictures with bright inscriptions that will not bring you customers. 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, original ideas are valuable. 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

1. 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 an advertisement for cat food.
2. 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.
3. 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.
4. 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?

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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

1. 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 net that can cover half of the page being read - 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 for working 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:

1. Define your target audience.
2. Formulate goals and objectives.
3. Consider design.
4. Write such text of the advertising message to arouse interest and desire to go to the resource.
5. Analyze the use of this tool and draw conclusions.
6. 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:

1. Static - this is when its cost will be calculated from the term of renting a place on the site.
2. 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 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.