Banner advertising - What is banner advertising? Is it effective?

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Feb 16, 2023
Media channels

Opportunities with banner advertising

Do you want to promote your business and reach your target audience with your brand communication in an effective and visual way? Then banner advertising is a powerful strategy for your digital marketing. Web ads, which are ads in different formats and sizes, allow you to appear in different places on the internet and communicate your message in an engaging way.

Challenges with banner ads

One of the most common challenges with banner advertising is something called 'banner blindness'. This means that people have become accustomed to ignoring or not even noticing banners on web pages. This can be frustrating, especially if you spend time and resources creating banners that don't get the attention they deserve.

How to create banner ads

This can of course be solved and below we list some key factors for creating banner ads that really capture the attention of your target audience. 

Banner blindness

Banner blindness is a phenomenon in digital marketing where internet users consciously or unconsciously ignore banner ads on websites. This often occurs because users have become accustomed to seeing ads and therefore no longer pay attention to them. Banner blindness can reduce the effectiveness of advertisements and pose a challenge for marketers trying to capture the attention of their target audience.

Here are a few clear things to consider:

  1. Relevant Content: Make sure your message is relevant to the target audience.
  2. Engaging design: Use colors, images and text that catch the eye.
  3. Clear Call-to-Action (CTA ): Clearly prompt users what to do.

Popular banner ad sizes

There are several common banner ad sizes that work well on different websites and mobile applications. Popular sizes include 320x320, 320x480, 300x600 and 980x240. By adapting your ad to these sizes, you can reach a wider audience and increase the chances of your ad being seen.

Common banner ad formats

Besides size, it is important to think about the format you use for your banner ad. For example, you can use static images, animated GIFs, HTML5 or even videos/MP4 to make your ad more interactive and engaging.

Example of banner advertising

An example of banner advertising is this: 

Imagine you run a clothing company and want to promote your new summer collection. You can create a banner ad with an inspiring image and an enticing CTA (Call-to-Action) that encourages users to click to shop the collection. By placing this ad on relevant sites with fashion-conscious audiences or on the popular Google Display Network, you can reach people who are interested in fashion and increase the chances of them visiting your website.

Responsive ads in banner advertising

Another exciting development in banner advertising is responsive ads. With responsive ads, you can create a single ad that automatically adapts to different screen sizes and devices. This means that your ad will look great whether it is displayed on a computer, a mobile phone or a tablet. This is especially useful in today's mobile landscape, where people are constantly switching between different devices. By using responsive ads in your banner advertising, you can ensure that your ad always looks professional and attractive, no matter how it is displayed.

Programmatic advertising + banner advertising = true

Buying banners via programmatic platforms creates additional opportunities to streamline your campaigns. 

Programmatic advertising allows you to use advanced algorithms and data to optimize your ads and ensure they reach the right person at the right time. You can target specific demographics, behaviors, interests, and even geographical locations. This helps you avoid wasting resources serving ads to people who are not interested in your offer and instead focus on those who are most likely to convert.

Explore other advertising strategies

In addition to banner advertising, you can also consider other effective digital advertising strategies to reach your target audience:

  • Native advertisingNative ads are designed to blend in with the editorial content of a website, providing a less intrusive and more engaging user experience.
  • Online display advertisingOnline display advertising includes different types of visual advertisements that can be displayed on websites, mobile apps and social media platforms to increase your brand awareness and drive traffic to your website.

Frequently asked questions

Now you may have some questions about banner advertising. Below we answer some of the most common questions:

Where do my banner ads appear?

Your banner ads can be displayed in different places on the internet, including premium sites/publishers, mobile applications and ad networks such as the popular Google Display Network. By choosing relevant locations for your target audience, you can maximize the visibility and impact of your ads. 

How much do banner ads cost?

The cost of banner ads varies depending on factors such as ad location, ad size and market competition. Typically, you pay per thousand impressions (CPM). It is important to consider your budget and objectives when planning and optimizing your ads.

Are banner ads effective?

Banner ads can be very effective if created and optimized properly. By targeting a specific audience, using engaging content and using data to optimize your ads, you can achieve impressive results and increase your marketing ROI.

What formats to use in banner advertising?

There are different formats to choose from in banner advertising, including static images, animated GIFs and videos. The best format depends on your message, your target audience and your marketing objectives.  

Josefine Lopes Helgesson

Sales & Marketing Coordinator

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