Banner advertising: types, placement, effectiveness and examples. Banner advertising Banner advertising

One of the most popular and relevant areas in modern marketing. There are many tools and solutions available to help you achieve maximum success.

With the spread of technology, this type of advertising brings more and more effective results, surpassing many alternative analogues in all respects.

A separate category is represented, which involves the ability to place a banner with a link on different sites and special platforms. A characteristic feature of this method is the equivalence of all market participants. Huge concerns and small companies have the same chances and opportunities.

Outside the network, banner advertising has been used for a long time. Every day on the street everyone sees posters with images, information or other materials. Online versions began to appear back in 1994, because the appearance of the first banner with a hyperlink dates back to this year.

Initially, this solution was designed to attract attention to specific sites and projects, but soon marketers appreciated the advantages of such a tool. Gradually, special platforms emerged that sold advertising space and operated on the principle of bulletin boards.

If we talk about price, there is no specific answer to the question of how much banner advertising for my website will cost. The budget can be very different.

Why banners?

From the first days of their existence, banners were extremely effective, because such an interesting new product instantly attracted attention.

But over time, more and more bright, catchy messages with special effects began to appear, which began to be increasingly ignored by users. Special blockers and other alternative ways to get rid of intrusive banners have appeared.

Now to banner advertising on the Internet brought a real effect, it is necessary to approach its creation competently and professionally. To do this, many companies hire designers and other outside specialists, and banners are great for posting messages.

Another move is to post the material before viewing the site. In this case, the content of the page becomes available only after reading the advertising information. This option has its advantages and disadvantages. If the first ones are obvious, the second ones mainly concern the fact that such an intrusive step often causes a backlash and leads to a decrease in the permanent audience.

Such a tool should be used with the utmost caution, and only well-promoted sites with a stable audience, or other resources whose advantages outweigh the discomfort of being intrusive, can safely afford it.

Among the latest developments that deserve attention are interactive banners. This is not only an animated image, but also an entire mini-game that can captivate the user.

Another opportunity offered by modern Yandex banner advertising (Direct) is. This allows you to limit the audience for impressions, and, accordingly, ensure an increase in the target by showing certain messages only to the obviously interested part of the users. There can be many criteria for restrictions and they vary by the advertiser himself, depending on the specifics of the product or site being promoted, and the requirements of regular visitors.

Advantages of banner advertising

Image
Banner advertising necessarily creates an image of the offer it informs about. This is the first impression of users, so it requires the most careful and thoughtful implementation. High graphic capabilities allow you to implement interesting and original projects. The message should be concise, informative and motivating. Good advertising should not only stimulate certain actions, but also be memorable, form the face of the brand, and be its calling card.
Economic benefit
Internet banners are much cheaper than street banners, and they do not require maintenance, installation or other complex manipulations. If you calculate the average price of one attracted target visitor for outdoor advertising, it will be significantly higher than the payment for a similar indicator for Internet marketing.
Information content
Modern technologies and graphic tools make it possible to make banners not only attractive, but also as informative as possible. The material can be presented in various forms, including multimedia technologies. If desired, as an example, you can attach not only text with an image, but also active elements, video or audio track.
The target audience
Yandex banner advertising allows you to reach any audience. Advertisers themselves choose the location, potential exchange partners, exchanges or specialized platforms. This contributes to the rapid growth of traffic in general. And to attract target users, you can always set the necessary restrictions, taking into account geographical, demographic, social or any other factors.
Efficiency
Internet marketing provides not only maximum efficiency, but also the ability to track performance results, assessing the success of the chosen strategy. There are many counters and programs that allow you to keep traffic statistics, on the basis of which you can form an impression of a particular innovation.
Control
Another advantage of all online tools is the possibility of instant control. Special banner advertising exchange allows you to easily post new messages, delete irrelevant materials or make changes.

Banner advertising development

Its effectiveness depends on the competent development of the project, banner advertising and the speed of appearance of the first results. Most often, banners are used in conjunction with other advertising tools, but it’s worth planning your strategy in advance. In the absence of professional knowledge and skills, it is better to entrust this task to specialists. The planning stages may vary, but several of them can be distinguished:

Formulating goals, setting tasks, identifying the target audience;
Development of an idea, slogan and plot, their visual implementation based on information about the market and target audience;
Researching suitable sites and networks that host banner advertising free or on a paid basis;
first results, statistics of visits, transitions, profits from specific banners;
strategies based on the received materials.

Banners should be unique and memorable. You can use both completely individual projects and advanced template solutions. Corporate banners must correspond to the style of the enterprise and not stand out from the design of the website and other resources. The content of the banner and its placement are the most important criteria that deserve special attention to achieve a quality result.

The number of impressions, which indicates the effectiveness of the implementation and application of the tool.
The number of clicks indicates how interested users are in the proposed material.
CTR, which expresses the relationship between clicks and impressions.
Expenses, even banner advertising free requires a certain amount of effort and time, on the basis of which its feasibility is calculated.

Banners and formats

Gradually, more and more original solutions appear, so the classification of banners on the site is regularly updated. First of all, there are several basic formats:

Static images;
Animated images;
Interactive banners;
Text blocks.

Another important criterion for classification is the size of the banner. The larger it is, the longer the page will take to load. Banners that are too slow are initially ineffective because they cause a negative reaction, and often the user even manages to leave the page before viewing it. That is why special platforms and free banner advertising assume there are size restrictions. Despite the fact that fast and unlimited Internet is now becoming more common, this indicator does not lose its relevance.

Image banners initially occupy a separate niche. Their purpose is to promote the brand and increase its awareness. In turn, information blocks have the main goal of conveying textual information. There are also original, vague advertisements that do not convey specific facts, but are designed to intrigue users in order to encourage them to find out what is on the link. Flash banners can be full-fledged mini-games. Finally, there are also decoy banners disguised as system windows and other analogues. This method refers to dishonest marketing, because it is designed to deceive novice users.

Of course, different styles and formats can be combined with each other. The optimal option is selected based on the characteristics of a specific marketing campaign. All projects are unique and specific, due to which they require an individual approach. Methods that are ideal in one case may cause a diametrically opposite reaction in another.

If you need a main job, then x is not suitable for this purpose, but for a part-time job this is a completely good option.

There should be no broken links on the site. You can find out how to check links on your resource.

Do you often hear the word “information business”, but still don’t know what it is? There is detailed information on this topic.

Banner tasks

High-quality banners perform several tasks at once. In sales this is:

Attracting attention;
Creating a positive impression;
Ability to interest;
Incentives to follow the link;
Motivation for performing a specific action: for example, purchasing a product or service.

Banner exchange

Banner exchange is another popular marketing tool. The principle of operation is based on the mutual placement or display of banners, for which special networks are used or site owners independently cooperate with each other.

Specialized networks provide participants with a wide exchange of opportunities and tools, in return requiring compliance with rules. Most of them are selected based on graphic, informative, and aesthetic components. This is the easiest way to get rid of low-quality participants and banners.

Another feature of professional services is results tracking. These are statistics, graphs, reports and other data on the basis of which you can evaluate and adjust the chosen strategy.

When choosing a banner exchange or teaser network, you need to pay attention to several nuances:

The quality of participants and user reviews, on the basis of which you can evaluate the productivity of further cooperation.
Focus, because most networks are classified into universal and thematic. The former have a larger audience, while the latter guarantee an increase in the number of target users.
The size of the network, because the more participants, the more reliable the resource, the higher the number of impressions and the more diverse the platform.
Support for different formats, which allows you to avoid restrictions and additional difficulties, such as converting banners.
Openness of statistics, the materials of which should be available to all participants, because this is the main indicator of the reliability, safety and efficiency of the site.
Targeting tools that allow you to limit your audience, increasing campaign productivity.

A competent approach to the issue of banner exchange is a guarantee of a quick and successful result, which will have a positive impact on the brand.

Sincerely, Nastya Chekhova
Banner advertising on the Internet is all advertising that uses text and graphic ad formats. It is placed both in contextual media networks and using rtb technologies; direct purchases of banner advertising are also still popular on the Internet.

Attracts new traffic

Returns existing

Increases brand awareness

Introduces a new product or service to the market

Stimulates demand or serves current

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 media networks.

Banner advertising by direct agreement with sites. – Used for narrow targeting.

Banner advertising through the rtb exchange. – Used for large purchase volumes.

Post-Click - tracks generated leads through clicks.

- allows you to link an online sale with the display of a banner, without clicking on it.

Attitudes towards website banner advertising are different - some believe 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 its supporters are confident that it is she who attracts the attention of the Internet audience to the advertised product, and they can pay in any convenient way - for the number of impressions or for clicks and transitions to the desired site.

The effectiveness of banner advertising

The maximum effectiveness of banner advertising can only be achieved with an integrated approach, and it certainly should not be the only method of promotion. Nowadays, 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 them to launch banner advertising and conveniently track its effectiveness 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 as easy as possible to install and is integrated with the main . You choose the set of services yourself, and for each of the services you can see an accurate forecast of the increase in the effectiveness of the advertising campaign and performance in terms of revenue, conversion, and the most frequently added products to the cart.

Trends in banner advertising

Banner online 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. Even then, it was annoying to most people, but at the same time it intrigued and 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 your eye is that banners are increasing in size, creators are adding interactive elements, maybe using sound.

Example of banner blindness

In order to achieve a good CTR (and it starts at 0.2%), multimedia advertising must be effective. Many people strive to attract attention to their website by placing banners on any more or less suitable platform. As a result, this advertising format has begun to become boring, and some users are extremely negative towards it. This phenomenon has its own term - .

Who doesn't it work on? As a rule, good click-through rates on banners are shown by people who are just starting to explore the Internet space; they are interested in everything. If the banners are designed stylishly, and even with some obvious zest, we can say with confidence that they will be of interest to representatives of the middle class, burdened with higher education. Unconventionality and even a certain aggressiveness are 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 very 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 is a banner that spans the entire width of the page that opens in the browser. Gives a good CTR.

Classic banners of a wide range of sizes, made in JPEG, GIF, PNG, SWF.

The effectiveness of any banner is its CTR, the number of actions performed by users per 1000 impressions. Therefore, it may seem that the formula for success is very simple, since the effectiveness of an advertising campaign is measured by the click-through rate. The conclusion seems to be this: 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 has no benefit from an uninterested audience. There are clicks, but no purchases. This is a waste of money.

A high CTR is far from a guarantee of campaign effectiveness if banner clicks are made by a “cold”, uninterested audience. It is important to get exactly the target buyers interested in purchasing the promoted product or service. If the user reacts to an outright enticement and nevertheless 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, he loses practically nothing from this transition. But the advertiser has something to lose - money and reputation. Therefore, you should not use black hat methods, even if their CTR gives a high click-through rate, in the end you will lose much more than you win.

Cost of banner advertising

Online prices for banner advertising are quite affordable. What are they made of? Of course, competition is taken into account. The more advertising you have on your topic, the higher the cost for its placement will be. Targeting by region is also taken into account; it is clear that the Moscow audience is more solvent than residents of the Ryazan outback.

A banner is an advertising graphic image. It may include text, static images, or contain animation (even using video and some interactive objects). Often, a banner links to a page with some information or to the advertiser’s website.

It is believed that the first banner appeared in 1994. It was an ordinary picture that included a link to the advertised site. At first, this method was used to advertise one site on the pages of another. Then it became clear that you can make money by placing banner advertising of any goods or services on your website, which caused an increase in the popularity of this type of advertising. Specialized websites are still being created that are aimed at making a profit from placing banner advertising.

Today, banner (media) advertising is one of the most popular and effective methods of advertising on the Internet. Like no other, it affects the consciousness of the audience. By placing a banner on authoritative resources, you thereby contribute to the development of a stable positive association of the advertised products with the company, increasing the growth of recognition and popularity of the brand.

Attracting targeted visitors to the site.

Developing a positive attitude towards the brand/product.

Advantages and disadvantages

Pros:

Wide audience coverage

Impact on the target audience

Visual appeal and memorability

Works for your brand image

Interactivity

Minuses:

Low click-through rate

Large dependence of the number of clicks on the banner on the quality of execution

Difficulty in predicting transitions

Additional costs for banner production

High cost per click

Targeted (aimed at the target audience)

Informational (carry a message about any upcoming events, promotions, special offers)

Internal (located inside the site)

Image (to create consumer preference for the advertised company/product)

JPEG – static images

GIF files, Flash animation – animated images

Richtext – text and textographic blocks

JavaScript and Flash animation – interactive with user interaction elements

Most Popular banner sizes:

Stretch marks

240x400 pixels

468x60 pixels

One of the main characteristics of a banner is its size in bytes, which determines the speed of its loading in browsers on the user’s computer, thus, the smaller the banner size, the higher the likelihood that the user will have time to see it before moving to another page.

Note that with the development of technology and the growing popularity of high-speed network access, the problem with banner sizes faded into the background, and video banners became completely commonplace for a modern user, although back in 2000 it seemed like a pointless waste of traffic to users.

Contextual media banner

A contextual display banner is a display of an animated advertising module on a website. Contextual banner advertising is displayed when a certain key phrase is displayed in the search bar, which is identical to the banner request.

Unlike a regular banner, a contextual media banner is displayed only to users interested in a specific product/service.

Key tasks of a contextual display banner

Increased brand awareness.

Selling complex and expensive goods and services.

Promotions and sales (both B2B and B2C).

New services and products (new items).

Achieving a stable association of the topic with the promoted brand.

It is difficult to give a strictly fixed figure for how much banner advertising costs, because... the price depends on the list of sites on which it will be placed. The main indicators when determining the cost of banner advertising on a particular site are traffic, popularity of the resource, as well as the location of your banner.

Creativity in creating banners can be defined as an unusual approach to development. For example:

custom image design

unusual arrangement of objects and color combinations

video inserts and audio accompaniment

use of interactivity

memorable plot

dynamism in animation, when the entire video is watched in one go

formulate a clear goal of advertising

draw up a detailed media plan (determine the budget of the advertising campaign and select advertising platforms where your target audience is present)

create a high-quality banner

place and track banner impressions on selected advertising platforms

analyze the results of the advertising campaign, adjust if necessary

Having worked in the field of promotion for more than five years, Artox Media Digital Group specialists have acquired a sufficient amount of experience in the development and implementation of banner advertising campaigns. Our specialists know how to make sure that your advertising banner is seen by as many target visitors as possible.

We've released a new book, Social Media Content Marketing: How to Get Inside Your Followers' Heads and Make Them Fall in Love with Your Brand.

We've all seen bright, colorful banners on the streets that attract the attention of potential customers. This type of publication on the Internet is also attractive and more informative for people. Agree that we often pay attention to correctly designed modules.

Banner sizes

Space on a web page is limited, so any content has its own place and corresponding dimensions. This point should be taken into account when developing the design. Ads of this type vary in their pixel sizes:

468 x 60 - long or full banner. It is the most common; most often, when developing website designs, 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 for advertising services and goods and is positioned vertically;

88 x 31 - buttons that range in size from square 125 x 125 to micro buttons.

Types of banner advertising on the Internet

Based on their form and method of creation, banners are divided into graphic and text.

Image format for graphic advertisements – gif, jpeg, png. They can be either static, when the module is based on just one picture, or dynamic, i.e. several alternating images. Their main advantage is the simplicity and convenience of their creation. But their capabilities, 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 ones are banal text blocks without images or animation. This, of course, does not look very creative, but they load quickly and do not irritate the user.

More often you can see a text-graphic hybrid.

Related formats

The sister of banner advertising is teaser advertising. It is used to attract traffic to sites with pirated content, to sell miracle weight loss products, etc. They always use unusual and shocking designs to attract as many people as possible, this is something akin to the yellow press.

Pop-up blocks. When you click on an advertising module, the page may open in a separate window above the one you are viewing - this is the so-called pop-up or below the page - pop-under. The point of such a move is to switch the visitor’s attention to yourself or attract it, but after closing the page of interest. This can be quite annoying, especially when using sound effects.

Online advertising may resemble pop-up messages from social networks in appearance. They are located in the lower left or right side of the page. This type is attractive due to the familiarity of the content, but at the same time manipulates the user.

Advertisement on top of the page. Often you come across modules on the Internet that can cover half of the readable page - these are float banners, they also belong to rich media. This method makes the ad more noticeable due to interactivity and provides a fairly high click-through rate. But despite this, they harm the site with their intrusiveness.

Creation technologies

The use of flash technologies is now the most popular and allows you to create any design you want.

Application programs are written in java and embedded in HTML documents. To display such banners correctly in a browser window, special plugins are required. Now they are present in packages of almost any software for working on the Internet. Such modules have no special functional advantages. You can edit some elements, perform simple manipulations with objects, track when the user clicked the mouse or pressed keys on the keyboard, etc. 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 classified as so-called rich media or advertising media, which are distinguished by their interactivity and attractiveness for 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.

Information. They carry the goal of telling a potential client about goods and services that may interest him. In addition, they may encourage a desire to learn more about these products and ultimately make a purchase.

Branded. They make the brand recognizable and increase the degree of trust in it.

External. Their goal is to lead the user from one resource to another.

Domestic. They help move from page to page within one site.

Advantages of banner advertising

This type of promotion is suitable for both large and well-known organizations and young, developing ones. Everyone is equal here

This is a great opportunity to influence the reputation and image of a 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 location for placement. The advertiser knows his target audience, its social, demographic and geographic characteristics and sets the necessary parameters, taking these aspects into account. Thanks to this, only potential customers see his advertising. For example, in Yandex, display-contextual advertising displays banners that match user requests. You can read about this in the article about the 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 correct ad settings, choice of placement site and visual design of the block.

You can also 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:

Define your target audience.

Formulate goals and objectives.

Think about the design.

Write the text of the advertising message in such a way as to arouse interest and desire to go to the resource.

Analyze the use of this tool and draw conclusions.

Make adjustments if necessary.

If data analysis is not satisfactory:

Study the position of the block on the page and its design. This is necessary in order to prevent the user from ignoring it (consciously or unconsciously - the so-called banner blindness).

Play with the banner's color scheme. Explore 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 your publication in two ways:

Static - this is when its cost will be calculated based on the rental period of the space on the site.

Dynamic - when payment will depend on the number of clicks.

The cost of placement will depend on several factors: where you plan to place your 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 listing 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 more competition, its promotion will always be more expensive.

Choose long-term placement and you will get more traffic.

We see examples of banner advertising on the Internet all the time, on almost every information resource. If you approach development correctly 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.

In this section you will learn what banner advertising is, what its features are and how an advertising banner on a website works. 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?

A web banner is much better than the standard one you see on the street. Firstly, such advertising will be much cheaper on the Internet 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 advertising.

On the Internet, everything is much simpler, cheaper and can be done in almost a couple of clicks. It is because of this that this type is still well used on the web.

Advertising banner formats

Let's look at banner formats:

Graphic banners— such advertising can use simple images in png, jpg, gif or jpeg format. This banner format, although simple, can heavily load the site. This is especially true for fairly large GIF images. Therefore, if you use graphic advertising, try to make it small. This way you will not overload the site. Try to keep the file size no more than 100 Kb. If you use the gif format, 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. And it weighs much less. Typically, 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. Make the frequency of such banner advertising on the site no more than 24 frames per second.

Text ad units—Richtext (storage format for marked-up documents). Unlike graphic ads, text ads load much faster. This ad will be shown even if the user has disabled graphics in their 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 advantage is that text advertising blocks do not cause banner blindness and blend well with the general information of the site itself.

Ad unit sizes

Banner sizes vary quite a bit. I will say that they are all indicated in (px). For example, 480×60 px. The width is indicated first, and only then comes the height. Naturally, the larger the size of the web banner, the greater its weight and loading time. Therefore, it is worth considering that large advertising blocks will take longer to load.

If you want to include large-sized banner advertising on your website, I recommend using it in the interactive advertising format. Unlike the graphic format, it will weigh much less. Accordingly, such an ad will load faster and you will be able to significantly increase the effectiveness of your advertising on the Internet. The faster it loads, the more likely it is that such advertising 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 is an advertisement that leads to an internal page of the same site where the ad itself is installed. That is, usually when you click on an advertisement, you are taken 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 your own website. It is often used to notify about various news of a project or company. For example, many bloggers use an internal banner when holding competitions on their blog. With this method, they can attract more participants for their event.

Brand banner— just by the name you can guess that such advertising works primarily to promote the brand. This type of banner on the Internet no longer works for clicks, but for impressions. It doesn’t matter to the advertiser whether a person clicked on the ad or not. The main thing here is that the user sees an advertisement with the company logo. The more often a user encounters such a brand, 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 it will already be familiar to him.

Information banner is an advertisement that gives the user information about a specific product or service. The main task here is to generate great interest in the advertised product or service. That is, we need to lure a person to this offer.

Target banner- works to attract the target audience. The target audience is very important for advertisers, since it is this category of people who are 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, and not a specific small size jacket.

Main places for advertising

Very often a question arises such as how to choose a place to place an advertising banner on a website. This is one of the important factors in creating effective banner advertising. Place in the header of the site will cost much more. But such placement is the most effective from an advertising point of view. It is located at the very top and in a prominent place.

A visitor, entering such a site, immediately draws attention to the advertisement in the site header. A person does not need to scroll to see the ad, as it immediately catches his eye. Typically, a banner size of 468×60 is used in the website header. A banner with the desired height can also be used.

A place in the site menu will cost a little less. It can be located on the left, right or both sides. There are also other places to place banner advertising on the site. However, it all depends on the scrollbar. This means that the top spots 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 place is in the basement.

However, you should first take into account, no matter how effective the advertising space is, if the site (website) poorly chosen for advertising, then there will be corresponding results. Therefore, take your search for the right sites seriously. Also, always pay attention to the topic of the project. There are both narrowly themed sites and projects with broader topics. Use targeting for projects on broad topics. That is, you need to place banner advertising on certain categories, and not on all sections of the site. This way you can significantly save your budget and at the same time increase the effectiveness of your advertising.

Online platforms for posting advertisements

Below I will provide information that will help you select a site for banner advertising. Here I will highlight three types of sites:

Highly specialized sites— from the name you can guess that these are projects that are devoted to a specific topic. For example, if the topic is medicine, it is a broad topic. Then the removal of acne will have a narrow direction. Here the articles are devoted to a specific disease. As a rule, traffic on such narrow niche sites is not so large. This is due to a small semantic core. But the audience for such a project will be the most targeted. If you advertise on such narrowly themed sites, the effectiveness of the advertising campaign will be quite good. This is due to the fact that the site’s audience will be most interested in the advertising itself.

Thematic sites- these are projects aimed at a specific industry. For example, the site is dedicated to medicine. Unlike narrowly themed sites, these projects can describe the treatment of various diseases. The attendance of such resources will be higher, but the target audience will also be a little blurry.

General thematic- these are less targeted projects for advertising, as they are aimed at different industries. But the traffic on these sites will be very large. As a rule, these are large portals.

So, to choose a platform for placing banner advertising, you need to decide on your target audience. The more interested the audience in your offer, the cheaper it will be to attract them. Therefore, to increase sales, narrowly themed sites will be the most effective. Not only does our target audience live here, but 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 advertising, although it will be more expensive, will be able to promote your brand very well. Also pay attention to site statistics (traffic sources, keywords, etc.).

So, now the question about what a banner is should not arise in your mind. This type of advertising on the Internet is quite well used. After all, with the right approach, banners can attract a lot of attention and thereby show the user’s interest in a specific product or service. Baner also works well for brand promotion. This approach is mainly used by large companies that invest a lot of money in their advertising campaigns. They need to increase brand awareness and form good relationships.

Below you can find articles that can give you advice on working with banner advertising on the Internet.
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