What is Banner Advertising and Why Would I Use it? | Internet ...

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Banner advertising is effective and it can be tracked, both of which can help a business tremendously when attempting to gain a large audience on the web. Simply putting a web site up and waiting for traffic to find it rarely works well. Banner ads link customers to a site from many other web pages.

This type of web advertising is a method using an ad on a web page to bring potential customers to another site, generally to initiate a sale. It is usually a small rectangular or square ad, commonly at the top, bottom or side of the page advertising a product or service. It often contains animation to attract the most attention and largest audience. The animation encourages the viewer to ?click on? a button, which takes them via a hyperlink to another page where they are presented with the product or service to purchase. Some banner ads are targeted by key word or site category and some are ROS (run of site) which means the banner ad is displayed throughout the website or banner network.

The times a viewer actually ?clicks? on the link is counted and the times a shopper actually purchases something is called a ?conversion rate?. When the viewer visits the website or puts a product into the shopping cart a small file is written into the computer called a ?cookie?. This helps the advertiser track which banner ad a viewer saw that brought them to the site and aids in determining future ads.

With banner advertising, it is important to plan before beginning the process. What is the ad trying to accomplish? An increase in sales? Or to communicate information? Create buzz? Or simply drive traffic to a web site? The planning process also must take into consideration who is the targeted audience? Why are they specifically the target? What will they respond to? How will they be approached? How relevant is the message? Other factors include determining what size or style the ad will be? Where should placement be? On which web sites should the ad be positioned?

There are many aspects of banner advertising to consider in order to gain the most from this method of advertising. What is being advertised; whom is it directed to and why, and how will the design methods support it? It can work very well, and help a site gain a tremendous new audience.

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Source: http://www.majon.com/blog/internet-marketing/2012/12/what-is-banner-advertising-and-why-would-i-use-it/

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