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It's a form of online advertising through banners. Banner advertising is also called display advertising (as opposed to text-only advertising) because of the visual nature of banner ads. The purpose of banner advertising is to promote a brand. The banner ad can take the visitor from the host website to the advertiser's website or a specific landing page. You can start a banner advertising campaign with Google Adwords or any other display network.



A banner ad, or a web banner, is an advertisement displayed into a web page. The advertisement consists of an image (.jpg, .png, .gif) or of a multimedia object (usually created using Flash or HTML5). Thus, banner ads can be static or animated, depending on the technology used to make them. The static banner ad can be a simple image or a visual that is acting just like an ad but in the digital ecosystem you can click on it and get to the website or landing page of the advertisment. We've heard lots of questions around "What is an animated banner ad?" so we want to help you with an answer: An animated banner ad (or web banner) is a type of digital advertising that is delivered by an ad server. The purpose is the same as the one for the static banner ad: to get noticed on the website and make the user click on it. Also you can call the animated banner ad a programmatically generated display or sequential visual that creates the illusion that the objects in the image are moving.



Banner ads are intended to generate traffic to a website by linking to it. Also, web banners can function as regular, print advertisements: inform, notify about a new product, increase brand awareness and so on. However, most banners are clickable and their main function is to get clicked on. But we’ll talk about banner effectiveness in a few moments. So, why use banner advertising?

1. Brand awareness - you can grow your brand awareness using banner ads so people can easily recognize your product or service. Brands like IBM, Apple, Target or Nike use banner ads to grow their business.

2. Lead generator - it's a great way to build your users base. If you are as SaaS you can use banner ads to get more users sign up and try your product/service.

3. Retarget your audience - if somebody came on your website but didn't sign up on your newsletter or didn't try out your product you can retarget them with banner ads. Generally, banner ads are placed in high traffic websites that offer interesting or useful content.

But, besides traffic, there are other important aspects to be taken into consideration when choosing a website to advertise on. This is why we always recommend you to advertise on the websites that are in your industry's niche. One of these aspects is the website's target, which has to more or less match with the banner's intended audience.



One advantage of the online advertising over the traditional one is that its effectiveness can be easily measured. Regarding banner ads, the main effectiveness indicator is the click-through rate. The click-through rate (CTR) is calculated by dividing the number of users who clicked on the ad by the number of times the ad was displayed (impressions). For instance, one might say that a certain ad has a click-through rate of 3%. That means that out of 100 impressions delivered, the banner was clicked on three times. Therefore, the higher the CTR is, the more effective the advertisement is. It's that simple.



Sample Google Keyword Word Search:

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African American Arts & Humanities
American Slavery: Slave Records By County


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