Banner advertising. Does your business need banner advertising Placement of advertising banners on the Internet

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 , which involves the ability to place a banner with a link on different sites and special sites. 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 web, 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 as early as 1994, because this is the year when the first banner with a hyperlink appeared.

Initially, this solution was designed to draw attention to specific sites and projects, but soon marketers appreciated the benefits of such a tool. Gradually, special platforms were formed that sold advertising space and worked on the principle of bulletin boards.

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

Why banners?

From the first days of its existence, banners have been extremely effective, because such an interesting novelty 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. There are special blockers and other alternative ways to get rid of intrusive banners.

Now to internet banner ads brought a real effect, it is necessary to competently and professionally approach its creation. To do this, many companies attract designers and other specialists from outside, and banner ads are great for posting messages.

Another move is posting 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 former are obvious, the latter are mainly related to the fact that often such an intrusive step causes a backlash and leads to a decrease in the permanent audience.

Such a tool should be used with the utmost care, and only promoted sites with a stable audience, or other resources, the benefits of which outweigh the discomfort of an intrusive one, can afford it painlessly.

Among the latest developments that deserve attention are interactive banners. This is not only an animated image, but also a whole 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 audience by showing certain messages only to the obviously interested part of users. There can be many criteria for restrictions and they vary by the advertiser, depending on the specifics of the promoted product or site, the requirements of regular visitors.

Benefits of banner ads

Image
Banner advertising necessarily creates the image of the offer that informs. This is the first impression of users, so it requires the most careful and thoughtful implementation. High graphics 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 remembered, form the face of the brand, be its hallmark.
economic benefit
Internet banners are much cheaper than street banners, and they do not require maintenance, installation and other complex manipulations. If we calculate the average price of one attracted target visitor for outdoor advertising, it will turn out to be much higher than the payment for a similar indicator for Internet marketing.
informative
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 different forms, including multimedia technologies. If desired, as an example, you can attach not only text with an image, but also active elements, a video or an audio track.
The target audience
Yandex banner advertising allows you to appeal to any audience. Advertisers themselves choose the location, potential exchange partners, exchanges or specialized sites. 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 the results of activities, evaluating the success of the chosen strategy. There are many counters and programs that allow you to keep attendance 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 ad exchange allows you to easily post new messages, remove irrelevant materials or make changes.

Development of banner advertising

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

Formulation of goals, setting the task, determining 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 hosting banner ads free or on a paid basis;
first results, statistics of visits, conversions, profits from specific banners;
strategies based on the inputs received.

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

The number of impressions, which indicates the effectiveness of the implementation and application of the tool.
The number of clicks that indicates how much the proposed material interests users.
CTR rating, which expresses the relationship between clicks and impressions.
expenses, even banner ads free requires a certain expenditure of time and effort, on the basis of which its expediency 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 loads. Too slow banners are ineffective initially, because they cause a negative reaction, and often the user even manages to leave the page before viewing. That is why special platforms and free banner ads imply size restrictions. Despite the fact that fast and unlimited Internet is now becoming more common, this indicator does not lose its relevance.

A separate niche is initially occupied by image banners. Their purpose is to promote the brand, to increase its recognition. In turn, information blocks set the main goal of conveying textual information. There are also original, vague ads circulating that do not contain specific facts, but are designed to intrigue users in order to stimulate them to find out what is on the link. Flash banners can be full-fledged mini-games. Finally, there are separate decoy banners disguised as system windows and other analogues. This method refers to unscrupulous marketing, because it is designed to deceive novice users.

Of course, different styles and formats can be combined with each other. The best option is selected according to the characteristics of a particular marketing campaign. All projects are unique and specific, due to which they require an individual approach. Methods that are ideally suited in one case can 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 it is quite a good option.

The site should not have broken links. How to check links on your resource, you can find out.

Do you often hear the word "infobusiness", 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, these are:

Attracting attention;
Creating a positive impression;
The ability to interest;
Stimulation to follow the link;
Motivation for a specific action: for example, buying 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 the rules. Most of them are selected for graphic, informative, aesthetic component. This is the easiest way to get rid of low-quality members and banners.

Another possibility of professional services is tracking results. 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 feedback, on the basis of which it is possible to evaluate the productivity of further cooperation.
Orientation, 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 site.
Support for different formats, so you can 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 the audience, increasing the performance of the campaign.

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

Sincerely, Nastya Chekhova
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 holidays or notify about 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?

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.

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.

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.

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

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.

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.

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.

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 a competitor's banner hangs next to yours, 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

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.

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.

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.

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?

We have released a new book, "Social Media Content Marketing: How to get into the head of subscribers and make them fall in love with your brand."

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

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:

Define your target audience.

Formulate goals and objectives.

Consider design.

Write such text of the advertising message 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:

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:

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

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.

Banners account for 21% of the total Internet advertising market. In 2014, companies spent $66 billion on this type of promotion. In 2016, the network's total media budget is projected to be $74.4 billion. The average cost of one marketing campaign and placing banners on the Internet is about $350 per week. Performance analysis shows that half of this money goes down the drain due to random clicks. Why is this happening? How to increase the effectiveness of banner advertising? You will receive answers to these questions in the article.

Whom to entrust the advertising budget

The international company Ve Interactive - a leader in the field of e-commerce - has developed a clear system for organizing banner advertising on the Internet, which allows you to increase website conversion by 25% or more. The team's assets include the implementation of successful projects for 10,000 clients from 49 countries of the world, dozens of victories in prestigious professional competitions, awards, honorary titles of the "Company of the Year" in various categories. Wikipedia has a page on Ve Interactive. The head office of the company is located in London. Representations are opened in 21 countries, including in Russia - in Moscow.

The placement management service, created by Ve Interactive, uses data about the customer's website and company, target audience analytics, and its own data processing platform in its work. The system guarantees successful promotion and fulfillment of KPIs. The CPM and CPA payment model helps optimize costs.

1000 impressions of an advertising banner - the price is 100-120 rubles.

retargeting - the price is calculated from the confirmed CPL sale

When can a CPM payment model be beneficial?

We strive to reduce the cost of banner advertising by optimizing advertising campaigns. As you know, 1000 impressions do not equal 1000 views, which is why we use attribution model. With the help of pixel tag technology, the most effective banner management is ensured and media traders have the opportunity to reduce the cost of attracting a client with an advertising banner.

Everything you need to know about banner ads

Banners - static or animated graphic images with hyperlinks leading to the site being promoted, an effective resource promotion tool. Traditional places for placing banners on the Internet are sites that are suitable for the topic, social networks, search engines. Read more about placing banners.

rising star

Lightboxes

Due to their location, lightboxes attract the attention of every user who comes to the publisher's page.

After 20 seconds, the lightbox closes automatically.

Image: Lightbox example.

billboard

New IAB Rising Star format. One of the most visible elements of advertising inventory.

When a user enters the site, he sees the 970x250 banner first. The user can click or close it at any time.

Image: An example of a billboard banner.

Floor Ad format

Located at the bottom of the page. Fills the page width 100% with interactive rich media content.

Whether the user scrolls the screen or resizes the window, the floor remains the point of contact between the brand and the audience.

When interacting with the user, the floor can expand in order to fully immerse the user in rich media: from videos to games and entire embedded websites.

Image: An example of a floor.

Stick (Hockeystick)

Two floating banners that are shown next to each other at the same time.

Image: example of a stick.

Wallpaper

Width: 1920 pixels. Height: 1200px. Supported formats: png, jpg, gif.

There is no doubt that three parts of the wallpaper are always visible to the user: right, left and top.

The middle section becomes visible as the user scrolls through the content.

Image: Wallpaper example.

half page

The half page floats on the blank space on the page.

Image: An example of a half page banner.

Pennant

The pennant is located across the entire page, like a paper constriction.

The content of the page wraps around the pennant, thus placing it right in front of the user's eyes.

The pennant moves as you scroll the page, which guarantees visual accessibility.

The pennant can have dimensions of 770x250 or 970x250.

After 10 seconds, the pennant collapses into a 160x250 pixel format to ensure a long-lasting advertising effect.

If a collapsed pennant is clicked, it will expand to full size again.

What is a banner for?

Common types of advertising banners on the Internet: local "teaser" and "ears", float or rich-media, "stretch", top-line, side-line, screen glide, pop-up, pop-under, "explode". Image sizes - from 88x31 or 100x100 to 728x90 or 970x250 pixels.

Offline analogues of advertising banners - billboards, banners, pavement signs, city lights, signboards, prismatrons installed on the streets of megacities and country roads. Online media with a surface area 1-10 thousand times smaller than their offline large-format "colleagues" outperform the latter in terms of efficiency. The possibilities of the Internet allowed:

reduce the price of 1 contact with the audience by 20%;

increase targeting by 60%;

achieve the required audience coverage;

accelerate the launch of a marketing campaign.

Calculations and expert assessments have shown that banners are the most effective advertising on the Internet. Its use allows you to increase website traffic by 60-75%, sales - by 15-30%, brand awareness - by 95%.

Indicators of the effectiveness of placing banners on the site:
1. CTR - expressed as a percentage of the ratio of the number of clicks to the number of impressions;
2. Different kinds of cost:

CPI - for 1 banner impression;

CPM - for 1000 impressions;

, CPV - for 1 click or 1 visitor;

CPT - for the period;

CPD - per day;

CPO - for a completed action (placed order, completed application form).

CPS - cost of sale;

3. CTB - ratio between visitors and buyers;
4. CTI - the popularity of the resource - the ratio between random and interested visitors who returned to the site.

7 benefits of banner advertising for a website

network users on various grounds;

flexible display settings;

convenient budget management, the ability to customize banner ads and cost per click for the rational use of funds;

quickly attracting the attention of site visitors;

increasing product and brand awareness;

prompt launch of a marketing campaign;

instant response.

Banner Issues

Once you understand the problems with banners on websites, you can get creative with your placement and make your ads more effective.

The problem with online banner ads is that in order for someone to click on the banner, you have to interrupt it. By doing so, you create friction with the person who went to his goal. Usually on the Internet, users do the following:

Communicate on a social network

looking for something

Enjoy watching videos

Most banner ads don't help visitors with any of the three things listed above. This is why the new age of internet marketers avoid disruptive marketing and focus on inbound marketing.

How to waste your advertising budget. Banner placement errors

incorrect definition of the target audience;

Poor marketing proposition, incorrect wording of customer benefits, lack of motivation to act, banal or tasteless design, too small or too large image size;

lack of precise goals, business KPI;

neglect of analytics;

mistakes in planning and setting up a campaign, for example, the wrong choice of pages and places for display, intersection with competitive images;

the effect of "banner blindness", which occurs in users who are focused on finding information, ignoring advertising. It can be overcome by using original visual techniques.

Creation and placement of banners on the Internet

To prepare an effective campaign to promote a product or brand, to correctly create and place an advertising banner on the site, you need to:

formulate the goals and objectives of the marketing event and key performance indicators;

analyze the audience;

formulate an offer for potential customers, develop an idea for advertising;

choose the type and size of the banner and create a design using special computer programs - Corel Draw, Adobe Photoshop, Adobe Illustrator, Macromedia Flash and others;

calculate the required characteristics of reach, display frequency, cost per click;

determine sites for placement - manually or using special banner services that automate the process;

set up advertising campaign settings;

periodically conduct analytics and timely adjustment of banner exposure modes.

An important parameter to consider when planning to install a banner on the site is the price. The price of an advertising banner depends on the popularity of the site, image size, period and frequency of impressions, targeting, and other aspects. Two popular methods of forming the cost of advertising are used:

for 1000 impressions;

for clicks.

To create an effective one, you need the work of a team consisting of: a marketer, a designer, a copywriter, a webmaster, a project manager. Independent placement of banners on sites leads to frequent mistakes. The solution of such a problem should be entrusted to specialists.

Banner example from Ve Interactive

How to make a banner ad?

Easily! You can create static or animated banners for example with BannerSnack and other similar banner systems. Or you can seek help from professionals.

How to buy banner placement on the Internet

There are two main ways to buy banner ads. You can deal directly with the site, or work with . Here is a brief description of each method:

Self-placement of advertising banners

Depending on your industry, you may find out about some niche sites that are very popular and have an advertising program. Contact the administrators of these sites and find out the price of placing an advertising banner on the site.

Another point to think about is how you can become an advertiser resident on these sites. The longer you advertise on these sites, the deeper relationships can be built with their loyal visitors. Therefore, you need to think about how to change your banners and banner frequency over time. If you can freshen up your banners every month and make their site visitors smile, then you will strengthen the loyalty of these visitors to your brand.

Advertising networks

For a more inclusive approach, you can join a banner network. These ad networks act as intermediaries between you and the sites that host your banners. This is convenient because you can have centralized access to all advertising banners. But you will not be able to agree but build a closer relationship with the site administrator and get the best rates.

Some of these ad networks are: Google Adwords, IAB, AOL Advertising, Right Media, BuyAds.com, OpenX. Each of them has certain standards, so you need to make sure that your banners comply with the placement rules. One can take advantage of BannerSnack banners compatible with all these ad networks.

Articles about advertising banners

But placing a banner on the site is not always effective. Therefore, it is important to familiarize yourself with its main characteristics, advantages and applications.
The history of banner ads
Banner advertising migrated to the Internet from real life. Bright banners on city streets are a basic element of classical marketing. The idea to transfer colorful posters to the web led to the fact that in 1994 the first banner appeared on the Internet with a link to the advertiser's website. It was presented as a small button that has little to do with modern banners. But with the development of Internet marketing, this type of advertisement has also improved.
The advantage of banners is that they are suitable for completely different areas of commercial activity. The chances of brand promotion and promotion are the same for both a construction company and an online store.
Initially, it was planned to use banners only to drive traffic to third-party sites. But enterprising marketers have noticed that banner advertising attracts the eyes of millions of users, which can be used for commercial firms. Therefore, the first specialized sites soon began to appear, selling places for advertising.
Types of banner ads
To place a banner ad, you need to clearly understand how it will look and what result it should bring. In modern Internet marketing manuals, there are several classifications of banners based on their key differences. According to the payment method, banner advertising is divided into:
Static. Its cost depends on the period of rent of advertising space on the site.
Dynamic. Payment consists of the number of clicks on the banner, as in contextual advertising.

To determine the payment method, you need to consider the location of the target audience. If the bulk of potential buyers are tied to a particular region, you can place static banner ads on city portals, forums, news blogs. If geographic parameters do not play a key role, as, for example, in online stores with delivery throughout Russia, then it is better to stop at pay per click.
According to the appearance of banners, they are divided into 4 groups:
Static - an image without animation. This is the most common type of banner used for advertising. They can be developed independently in any graphic designer. The main thing is to keep an eye on the size of the image, otherwise it can negatively affect the page loading speed.
Text ad blocks. They are placed in RTF format and merge with the main information when viewing the page. Since these ads are lightweight, they can be viewed by users who have a slow Internet connection or have graphics turned off in their browser.
GIF banners are a type of image ad in which several frames change in a certain sequence. The number of frames determines how much the ad will seem "alive". But the more images you make, the larger the size of the banner will be. It is desirable that it does not exceed 100 Kb.
Flash, Java - animated ad built on vector graphics. Such banners can be created in Adobe Flash or in a special designer, and unlike GIFs, the dynamics of the animation does not affect the size of the banner. In addition, it can be accompanied by sound effects, which allows you to connect the user's auditory perception to the ad. This type of banners is the most perfect and, accordingly, the most expensive.

Regardless of the appearance of a banner ad, its weight plays an important role. The larger it is, the longer the site page loads. Therefore, banners with a large weight can initially be called ineffective.
The sizes of banners on the site pages can be varied: 800x100 (stretching at the top of the page), 728x90 (leading stand), 250x250 (pop-up square) and others. The banner size is specified in pixels. The first value indicates the width, the second value indicates the height. On sites where you can place a banner for free, there is a limit on its size. This should be taken into account when designing banner ads.
Advantages and disadvantages of banner advertising
The popularity of banners is due to the fact that their advantages far outweigh the disadvantages, which include the need for high-quality design development and the search for a suitable platform for placement. If the development of the appearance of a banner can be entrusted to specialists, then choosing a site is not so simple. Even high traffic rates cannot guarantee that a banner will achieve a good CTR.
The benefits also include:
Large audience coverage. The more site traffic, the higher the probability that the banner will be of interest to more users. But this will work only if the advertiser chooses the right theme for the site and the place to place the banner on the page.
Positive impact on brand awareness. Display advertising no longer attracts with text, but with a bright flashy image. Therefore, the picture placed on the banner will unconsciously remain in the user's memory, which will increase brand awareness.
Orientation to the target audience. To attract only those users who are interested in an advertising offer, you can use image ad targeting, as in the Yandex and Google contextual advertising settings. This allows you to set the necessary settings based on the portrait of a potential buyer, which will bring only high-quality traffic to the site.
Instant results. Banner advertising is able to bring users in the first hours after launch. The result depends only on the correct design, placement and configuration of the ad.
Easy control. You can make changes and monitor statistics at any time online.

Banner Tasks
Banners, as a marketing tool, can be called multitasking. Therefore, by including them in the arsenal of an advertising campaign, several goals are achieved at once. In total, there are 5 tasks that banner ads cope with:
to attract attention;
creating a pleasant impression;
the ability to arouse interest;
motivation to go to an external site;
directing the user to perform a specific action (buy a product, sign up for a seminar, etc.).

banner exchange
Banner exchange is relevant if the advertiser is the owner of a full-fledged high-quality site. The essence of this tool is that two or more site owners place banners on their sites by mutual agreement. To simplify the procedure, entire banner exchange networks are created that allow you to quickly reach users interested in cooperation.
The standard features of banner exchange networks include:
Accumulation of the number of impressions. When a banner of a third-party company participating in the banner exchange program is published on the site, a special counter of the system fixes the exact number of impressions that it will remain due.
Selling impressions. With sufficient accumulation of impressions, they can be used to publish your own ads and for sale. However, not all networks provide such an opportunity, because in this way site owners deprive administrators of banner exchange networks of their main income.
Control over statistics. Statistics allow you to control the effectiveness of participation in the program.

When choosing a banner exchange network, you need to pay attention to its direction. There are services both universal and thematic. To attract the target audience, it is better to choose highly specialized networks. In addition, this will save the owners of reputable companies who value their reputation from the appearance of incorrect advertising on their site.
Banner ad cost
The cost of a banner has no clear boundaries, since it is influenced by many factors. But in order to roughly plan the budget, you should consider:
Placement method. With a personal agreement, you can order a banner at a lower cost than the exchange can offer. Also, do not exclude the possibility of free banner placement on the network.
Territorial targeting. Impressions for residents of the capital will cost the advertiser more than for residents of sparsely populated regions of the country. This is due to the fact that residents of Moscow and the region are recognized as the most solvent buyers.
Subject. Niches in which there is a high level of competition are more expensive in terms of promotion.

In order for banners to bring greater effectiveness, placement must be long-term. A short-term advertising campaign can only bring in a small amount of traffic, as banner ads range from 2-30%. For this mode of advertising, regular impressions are an inexpensive pleasure. The average budget for one banner is about 3,000 rubles per month.
What is banner blindness?
Banner blindness is the conscious or unconscious ignoring of a banner ad. It is characterized by a low click-through rate, which, in fact, reflects the effectiveness of the ad. Click through rate (CTR) is calculated as the ratio of the number of clicks to the number of impressions per day, week, month.
The causes of banner blindness are still being researched, but the main one is that users have learned to ignore intrusive advertising. When a person enters the site, he is looking for only the information he needs without the intention of buying anything. Therefore, from advertising, users shift their gaze to navigation, headings and lists of articles.
To reduce the effect of banner blindness, you need to:
Place the banner outside the blind spots. A blind spot is a typical banner placement on a website page. An example is the stretch at the top of the page.
Test multiple banners with different color schemes. Human emotions depend on color perception. Therefore, you should analyze several color schemes and choose the most successful one.
Choose sites that are not oversaturated with advertising. An overabundance of banners and pop-ups irritate users, which makes them leave the pages of the site.

Tired of the constant intrusive advertising, users are more loyal to text banners. They organically fit into the content of the page and coincide with the subject of the published material. Therefore, as an experiment, it is worth temporarily abandoning graphic and animated banners.
Banner advertising occupies a leading position in the ranking of existing promotion methods. It copes with many tasks, but only when used correctly. If the banner matches the needs and preferences of the user, it will look attractive to him. Therefore, the interests of the person are always put in the first place.