Goods and Services

How Banner Ads Work

Author bio: Guest post is provided by Ted Dhanik, the president and co-founder of engage:BDR.  engage: BDR is a leading media company that offers marketing and advertising solutions to its clients.  Ted Dhanik has extensive experience with banner and display advertising and marketing of all different kinds.  Ted Dhanik was previously the VP of Strategic Marketing for Myspace.

Everyone who uses the internet in this day and age has undoubtedly come across many banner ads.  Banner ads are the small advertisements that appear on web pages of all different kinds.  Banner ads vary dramatically in content and appearance, however, they all work the same way.  When you click on a banner ad, you’re taken directly to the advertiser’s website.

Banner ads are one of the most lucrative forms of online advertising today.  Banner ads are made up of simple HTML coding and hypertext links.  These ads have a powerful impact on online businesses.  Banner ads are similar to basic text links which use some HTML code and allow a web server to bring up a website when a user clicks on certain text.  Banner ads function similarly, but instead of text, they use a box that contains graphics and occasionally animation.

Due to the artistic element involved, banner ads are often compared to traditional ads that you find in print, such as those in magazines.  However, because these ads are digital, they often create a faster response from customers.  Another great advantage of these digital ads is that they can be easily and quickly changed.

Banner ads, just as print ads, come in all different shapes and sizes.  There are eight typical banner sizes, which vary according to pixel dimensions.  Pixels are small units of color that make up pictures on computers and televisions.  Full banners are one of the most commonly used banner ads, with the dimensions 468 X 60.  No matter what the size, all banner ads have a limit on memory.  They can’t take up more than 16K of memory on the web page.  If banner ads are too big or take up too much memory, they can increase the amount of time that it takes for a browser to load on a specific page.

Banner ads vary considerably in graphic content.  Simple banners ads usually only have one static GIF or JPEG image that is linked to the advertiser’s home page.  Today, it is very common for advertisers to use animated GIF banner ads that feature multiple pictures in a row.  There are also banner ads that use audio, video, Java or Shockwave programming.  Many of these ads are very interactive and engaging.

Banner ads often require an initial investment, however, they can dramatically increase the amount of clients and sales for businesses, which makes them a worthwhile investment.

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