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By: Ikedi Ani-okoye.

Banner advertising explained

A web site banner is an advertisement in the form of image and text. Though you will see banner ads placed in a variety of different areas, they are commonly used at the top of a webpage. This technique maybe considered a holdover from when internet banner advertising was in its glory days but it really serves a more practical purpose. The top of the page is where you are most likely to attract the attention of your visitors.

Banner advertising popularity

Many people may think of banner ads as a rectangular box with a static and stationary company logo with a clickable link. Some may remember early animated banner ads that appeared to be a game, but no matter where you clicked it took you to a business website or flashing banners that tell you that you are the 10,000th customer and a winner of some valuable prize.

Today's banner ads are impressive and high profile. With the advent of AdSense and other Pay Per Click (PPC) advertising methods it was thought the use of banner ads was no longer something that business owners should engage in.

Banner advertising performance

On an average, banners receive a click trough rate of 0.2% - 0.6%, but some banner ads receive a CTR of up to 3%. A well-designed banner can achieve a 1% Click Through Rate (CTR) or even more. Targeted banner impressions often cost $10 per 1,000 impressions ($10 CPM). This equates to an advertising value of $1,000.00 and a cost per click (CPC) of only 10 cents. Added benefits of Branding: Your logo and web address appears 150,000 times on other sites (100,000 on your banner and 50,000 on your pop-under window).

CONCLUSION

So ultimately, psychologists do have a better hold on their theories, as advertisers just have a couple of things to keep in mind. Banner advertising could provide a very valuable function in the process of fostering familiarity. Familiarity-based advertising might work best for those impulse buys, where the more detailed evaluations are not as likely to occur.