Web banner

Internet marketing

Display advertising E-mail marketing E-mail marketing software Interactive advertising Social media optimization Web analytics Cost per impression

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Cost per action Contextual advertising Revenue sharing

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Search engine optimization Pay per click advertising Paid inclusion Search analytics

Mobile advertising

See also: Display advertising and Cost per impression

A web banner or banner ad is a form of advertising on the World Wide Web. This form of online advertising entails embedding an advertisement into a web page. It is intended to attract traffic to a website by linking to the website of the advertiser. The advertisement is constructed from an image (GIF, JPEG, PNG), JavaScript program or multimedia object employing technologies such as Java, Shockwave or Flash, often employing animation, sound, or video to maximize presence. Images are usually in a high-aspect ratio shape (i.e. either wide and short, or tall and narrow) hence the reference to banners. These images are usually placed on web pages that have interesting content, such as a newspaper article or an opinion piece. Affiliates earn money usually on a CPC (cost per click) basis, for every unique user click on the ad, the affiliate earns money.

File:Qxz-ad39.png

Typical web banner, sized 468×60 pixels.

The web banner is displayed when a web page that references the banner is loaded into a web browser. This event is known as an "impression". When the viewer clicks on the banner, the viewer is directed to the website advertised in the banner. This event is known as a "click through". In many cases, banners are delivered by a central ad server.

When the advertiser scans their logfiles and detects that a web user has visited the advertiser's site from the content site by clicking on the banner ad, the advertiser sends the content provider some small amount of money (usually around five to ten US cents). This payback system is often how the content provider is able to pay for the Internet access to supply the content in the first place. Usually though, advertisers use ad networks to serve their advertisements, resulting in a revshare system and higher quality ad placement.

Web banners function the same way as traditional advertisements are intended to function: notifying consumers of the product or service and presenting reasons why the consumer should choose the product in question, although web banners differ in that the results for advertisement campaigns may be monitored real-time and may be targeted to the viewer's interests. Behavior is often tracked through the use of a click tag.

Many web surfers regard these advertisements as highly annoying because they distract from a web page's actual content or waste bandwidth. (Of course, the purpose of the banner ad is to attract attention and many advertisers try to get attention to the advert by making them annoying. Without attracting attention it would provide no revenue for the advertiser or for the content provider.) Newer web browsers often include options to disable pop-ups or block images from selected websites. Another way of avoiding banners is to use a proxy server that blocks them, such as Privoxy.

History

The pioneer of online advertising was Prodigy, a company owned by IBM and Sears at the time. Prodigy used online advertising first to promote Sears products in the 1980s, and then other advertisers. Curiously, one of the advertisers on Prodigy in early 90s was AOL, one of Prodigy's competitors. Incidentally, Prodigy was first in online shopping, banking, stock trading as well. Prodigy was unable to capitalize on any of its first mover advantages, including online advertising.

The first clickable web ad (which later came to be known by the term "banner ad") was sold by Global Network Navigator (GNN) in 1993 to Heller, Ehrman, White and McAuliffe, a now defunct law firm with a Silicon Valley office.^{[citation needed]} GNN was the first commercially supported web publication and one of the very first web sites ever.^{[citation needed]}

HotWired was the first web site to sell banner ads in large quantities to a wide range of major corporate advertisers. Andrew Anker was HotWired's first CEO. Rick Boyce, a former media buyer with San Francisco advertising agency Hal Riney & Partners, spearheaded the sales effort for the company. HotWired coined the term "banner ad" and was the first company to provide click through rate reports to its customers. The first web banner sold by HotWired was paid for by AT&T, and was put online on October 25, 1994. Another source also credits Hotwired and October 1994, but has Coors' "Zima" campaign as the first web banner.

In May 1994, Ken McCarthy mentored Boyce in his transition from traditional to online advertising, and first introduced the concept of a clickable/trackable ad. He stated that he believed that only a direct response model—in which the return on investment of individual ads was measured—would prove sustainable over the long run for online advertising.

In spite of this prediction, banner ads were valued and sold based on the number of impressions they generated. This approach to banner ad sales proved successful and provided the economic foundation for the web industry from the period of 1994 to 2000 until the market for banner ads "crashed" and there was a radical revaluation of their value.

The new online advertising model that emerged in the early years of the 21st century, introduced by GoTo.com (later Overture, then Yahoo and mass marketed by Google's AdWords program), relies heavily on tracking ad response rather than impressions.

Standard sizes

Ad sizes have been standardized to some extent by the IAB; they are:

File:Standard web banner ad sizes.svg

IAB standard ad sizes. Note: This illustration is reduced in size. For actual sizes Click here.

Sizes in bold are part of the IAB's Universal Ad Package.

Name	Width px	Height px	aspect ratio
Rectangles and Pop-Ups
Medium Rectangle	300	250	1.2
Square Pop-Up	250	250	1
Vertical Rectangle	240	400	1.67
Large Rectangle	336	280	1.2
Rectangle	180	150	1.2
3:1 Rectangle	300	100	3
Pop-Under	720	300	2.4
Banners and Buttons
Full banner	468	60	7.8
Half banner	234	60	3.9
Micro bar	88	31	2.84
Button 1	120	90	1.33
Button 2	120	60	2
Vertical banner	120	240	2
Square button	125	125	1
Leaderboard	728	90	8.09
Skyscrapers
Wide skyscraper	160	600	3.75
Skyscraper	120	600	5
Half page ad	300	600	2

See also

• Pay per click
• Advertising
• Ad serving
• Internet marketing
• Pop-up ad
• Hover ad
• Live banner
• Standard ad size
• Web button