Ad banner

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[[Category:Glossary]]
 
[[Category:Glossary]]
A graphic image or other media object used as an advertisement. [http://www.iab.net/iab_products_and_industry_services/1421/1443/1452 See the IAB's Ad Unit Guidelines] for voluntary <span class="plainlinks">[http://www.shindiristudio.com/ <span style="color:black;font-weight:normal; text-decoration:none!important; background:none!important; text-decoration:none;">web design</span>] guidelines for banner ads.
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Ad banners (also known as '''banner ads''') are one of the most dominant forms of advertising on the internet.  Banner ads are a form of display advertising that can range from a static graphic to full motion video.
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==History==
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HotWire ran the first banner ad on [http://thelongestlistofthelongeststuffatthelongestdomainnameatlonglast.com/first66.html October 24, 1994].  The banner ad was for AT&T's "You Will" campaign, and was created by [http://commercial-archive.com/node/114815 TANGENT communications of Westport, Conn.]
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[[Image:banner.JPG]]
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Although this ad has [http://en.wikipedia.org/wiki/Web_banner become known] as the first banner ad, TANGENT Executive Producer Otto Timmons says:
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''"There were at least five or six other banner ads that launched at the same time and they too should get credit for being "first". I can remember Club Med, AT&T, ZIMA. Last but not least, O'Reilly's Global Network Navigator, GNN, started accepting paid advertising at the same time (one banner ad on the home page, as I recall)."''
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==Present day outlook==
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As of Tuesday, December 23, banner advertising is poised for [http://www.nypost.com/seven/10312008/business/the_world_weep_web_136178.htm flat growth in 2009], after years of double-digit growth. This plays in concert with weak estimates for all forms of advertising -- both online and offline.
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Despite a gloomy outlook in the short term, display advertising is projected to account for over [http://www.alleyinsider.com/2008/11/bullish-emarketer-chops-online-ad-forecast-still-too-bullish $12.3 billion in 2009].
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==IAB Guidelines==
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Banner ads today can of a variety of file formats.  From static [[JPEG]] and [[GIF]] banners  to [[In-Banner Video Ads]] and [[rich media]] units.
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The IAB frequently updates their ad guidelines in order to assist creators and buyers of banner ads.  [http://www.iab.net/iab_products_and_industry_services/1421/1443/1452 See the IAB's Ad Unit Guidelines] for voluntary guidelines for banner ads.
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By far, the most standard banner ad sizes are (by pixel dimension):
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;[http://www.iab.net/wiki/index.php/Image:300x250.jpg 300x250]
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:Also known as a super-square, tile or big box.  Best practice is to refer to the ad by its pixel dimensions, 300x250, to avoid ambiguity.
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;[http://www.iab.net/wiki/index.php/Image:728x90.jpg 728x90]
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:Also known as a billboard, banner or super-banner.  Best practice is to refer to the ad by its pixel dimensions, 728x90, to avoid ambiguity.
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;[http://www.iab.net/wiki/index.php/Image:160x600.jpg 160x600]
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:Also known as a skyscraper.  Best practice is to refer to the ad by its pixel dimensions, 160x600, to avoid ambiguity.
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==Media planning and buying==
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Compared to offline forms of display advertising, banner ads allow for several enhanced types of targeting.  Including geo-targeting, dayparting, and various types of [[Behavioral Targeting]].
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Media planners are able to use these types of targeting to better reach their desired audiences.  Traditional demographic is important as well.
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Buying banner ads is most often, and almost exclusively, done on a [[CPM]] basis.  CPMs for banner ads can range from less than $1 to upwards of $100 or more.  CPMs depend on the level targeting detail, and the perceived value of the audience.
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==Measurement and tracking==
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In addition to enhanced targeting possibilities, banner ads -- like all digital advertising -- allow for detailed measurement and tracking.  Below are some of the measurements used with banners:
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;Impressions
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:Each banner ad impression -- measured as a load in a web user's browser -- is tracked.  Advertisers are sure that their ad has loaded; whether that correlates [http://www.useit.com/alertbox/banner-blindness.html into a "real" impression is up for debate].
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;[[Click rate]] or '''click-through rate'''
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:The click-through rate is the most-often used ''metric for success'' in online advertising.  As banner ads are both clickable ''and'' branding units, there is [http://creativezone.eyeblaster.com/Blog/index.php/2008/10/21/its-time-we-ended-our-obsession-with-clickthrough-rates/ discussion as to whether this is the best success metric] for banner ads.
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;Conversions
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:More important than click-throughs are conversions, which gauge whether a web user has taken the actions defined as a success for each campaign.  Conversions can include: signing up for an email list, watching a branded video, downloading a coupon, or purchasing a product or service.
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;Interaction rate
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:As banner ads have become more interactive and engaging, advertisers have used [[rich media]] to interact with web users instead of simply asking them to click-through to another website.

Latest revision as of 11:24, 26 March 2012

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