Banner ads, also known as « web banners », are common forms of online advertising used to promote products, services or brands on websites and mobile applications. These banner ads are usually interactive images or videos, strategically placed on web pages or mobile apps to grab users’ attention and entice them to click on the ad.
Historically, the first banner ads were created in the late 1990s to help fund websites and offset the costs of content creation. Since then, banner ads have become a key part of online advertising, generating billions of dollars in revenue for advertisers and website publishers each year.
Banner ads can be placed in different ways on web pages and mobile apps. The most common banners are top banners and side banners, but they can also be placed in more creative placements, such as pop-up banners or in-content video banners.
Banner ads are often measured in terms of « impressions » or « clicks ». Impressions are the number of times the banner was displayed on a web page or mobile app, while clicks are the number of times the user clicked on the banner to enter the website or promotional content.
Although banner ads are common in the digital environment, their effectiveness is often questioned due to the phenomenon of « ad fatigue ». Users are often overwhelmed with online advertisements, which can make banner ads less effective. For this reason, advertisers have started exploring new, more engaging ad formats, such as native ads and video ads.
Ultimately, banner ads remain an important part of online advertising, providing advertisers with an effective way to promote their products and services to a targeted audience. However, to stay relevant in an ever-changing advertising environment, advertisers must be prepared to explore new formats and innovate their advertising approach to adapt to the changing needs of online consumers.
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