Banner advertising. Does your business need banner advertising What is an advertising banner on the Internet

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 the holidays or announce 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 the same banner of a competitor hangs next to your banner, 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?

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 club.

Wallpaper

Width: 1920px. 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. That's 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

Banner advertising on the Internet is all advertising using a text-graphic ad format. It is placed both in contextual media networks and with the help of rtb technologies, direct purchases of banner advertising are still popular on the Internet.

Attracts new traffic
Returns an existing
Increases brand awareness
Brings a new product or service to market
Stimulates demand or serves the current one
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 networks.
Banner advertising by direct agreement with the sites. - Used for narrow targeting.
Banner advertising through rtb exchange. - Used for large purchases.

Post-Click - tracks generated leads through clicks.
- allows you to link the sale on the Internet with the display of the banner, without clicking on it.

Attitudes towards website banner advertising are different - someone believes 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 her supporters is sure that it is she who draws the attention of the Internet audience to the advertised product, and you can pay in any convenient way - for the number of impressions or for clicks to the desired site.

The effectiveness of banner advertising

The maximum effectiveness of banner advertising can be achieved only with an integrated approach, and certainly it should not be the only method of promotion. Now 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 you to launch banner ads, conveniently track their performance 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 extremely easy to install and integrated with the main . You choose the set of services yourself, and for each of the services you can see an accurate forecast for increasing the effectiveness of an advertising campaign and performance in terms of revenue, conversions, and the most frequently added items to the cart.

Trends in banner advertising

Banner Internet 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. For the majority, even then it acted irritatingly, but at the same time it intrigued, 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 the eye is that banners are increasing in size, the creators are adding interactive elements, maybe with the use of sound.

An example of banner blindness

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

Who does it not work for? As a rule, good click-through rate on banners is shown by people who are just starting to master the Internet space, they are interested in everything. If the banners are stylishly designed, and even with some obvious zest, it is safe to say that they will be of interest to middle-class people burdened with higher education. Non-standard and even some aggressiveness is 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 too 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 - a banner that clings to the entire width of the page that opens in the browser. Gives good CTR.

Classic banners of various sizes, made in JPEG, GIF, PNG, SWF.

The effectiveness of any banner is its CTR, the number of actions taken by users per 1000 impressions. Therefore, it may seem that the formula for success is very simple, since the effectiveness of an ongoing advertising campaign is measured by the click-through rate. The conclusion, it would seem, suggests itself as follows: 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 does not benefit from an uninterested audience. There are clicks, but no purchases. This is a useless waste of money.

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

Banner ad cost

Prices on the Internet for banner advertising are quite affordable. What are they made up of? Of course, competition is taken into account. The more ads on your subject, the higher the cost for its placement. Regional targeting is also taken into account, it is clear that the Moscow audience is more solvent than the inhabitants of the Ryazan hinterland.

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.