Web banner

RawStoryScreenshot2011

Standard web banner ad sizes

Banner on Wikivoyage

Web banner is a form of advertising on the World Wide Web delivered by an ad server. 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, and often employing animation or sound to maximize presence. Sizes of web banners typically conform to standards set by the Interactive Advertising Bureau (IAB).

History

The concept of web banner advertising was pioneered in the early 1990s. The first banner ad was sold by Global Network Navigator (GNN) in 1993 to a law firm. However, the practice became widespread when HotWired, the online component of Wired magazine, sold a banner ad to AT&T Corporation in October 1994. This event marked the beginning of the web banner as a key tool in online advertising.

Types of Web Banners

Web banners come in various shapes and sizes, and their use depends on the advertising goals. Common types include:

• Leaderboard (728x90 pixels): Positioned typically at the top of a web page.
• Skyscraper (120x600 or 160x600 pixels): Tall and narrow, these are usually placed on the sides of web pages.
• Rectangle and Medium Rectangle (180x150 and 300x250 pixels, respectively): Often found embedded within content or at the end of articles.
• Interstitial ads: These are full-page ads that appear before the intended webpage.

Design and Function

The design of a web banner is crucial for its effectiveness. Advertisers often use eye-catching graphics, animation, and interactive elements to engage users. The functionality of a web banner also includes tracking mechanisms for monitoring performance, such as the number of times the banner was displayed (impressions) and clicked on. This data helps advertisers in optimizing their campaigns for better performance.

Effectiveness and Challenges

The effectiveness of web banners has been a topic of debate. While they can be effective in brand building and driving traffic, users often experience banner blindness, where they ignore the banner ads. Additionally, the rise of ad blocking software has made it increasingly difficult for advertisers to reach their audience.

Future of Web Banners

With advancements in technology and changes in user behavior, the future of web banners is likely to involve more personalized and interactive ads, leveraging data analytics and machine learning to improve targeting and effectiveness.

See Also

• Online advertising
• Digital marketing
• Interactive Advertising Bureau
• Ad blocking