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Banner Advertising

Banner advertising has reached a new milestone. As of 2015, banner advertising (or display advertising) is 20 years old! Let’s wish this medium a happy birthday by diving into what it is and how it can help your business.

banner advertising

If you’ve spent time surfing the web, you’ve likely seen a banner ad. An example is shown above highlighted in teal.

5.3 billion banner ads were served in 2014 alone. At its core, banner advertising is the placement of a small square or rectangular display or graphic ad on a website. Websites essentially lease space on their sites to ad networks. Those ad networks then serve displays within that space depending on a variety of targeting techniques. When a visitor clicks on the ad, they are brought to the advertiser’s website.

Today banner ads can be displayed across desktop websites, mobile websites, and smartphone apps. Furthermore, banner ads can be highly targeted using retargeting – allowing you to target visitors who have already shown an interest in your business by previously visiting your website.

What Banner Advertising Is. What It Is Not.

The goal of banner advertising has shifted through its 20 years of existence. The first banner ads were new, unique, and attention grabbing. They drove both brand recognition and click-throughs to the advertisers’ websites. Today, the typical Internet user sees 1,707 banner ads each month. As a result, click-through-rates (or CTAs) can be as low as 0.1%. The goal of banner advertising has shifted from driving clicks to driving impressions and brand recognition in a targeted market that has already shown an interest in your business. Banner advertising allows you to stay at the forefront of the consumer’s considerations set.

What is Retargeting?

Any successful banner adverting campaign today is driven by retargeting. Retargeting is a strategy of banner advertising that places a cookie on the computer of any user that visits your website. Advertising networks can read this cookie and, when the user visits other websites, deliver your banner ad if they had previously shown interest in your brand by visiting your website.

Optimizing Banner Advertising with WMDI

WMDI’s banner advertising experts work around-the-clock to optimize your campaigns for continued success. Partner with our design experts to create a banner ad that grabs attention and avoid banner blindness. We’ll optimize your campaign with the latest in retargeting strategies to drive the greatest success.

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