A banner ad, also known as a web banner, is a form of online advertising that is embedded on a web page. It was among the first advertisements ever published on the internet. Banner ads typically feature visuals and images rather than marketing copy, and when clicked, redirect to an external website.
Banner ads come in various types such as square ads, leaderboard ads, skyscraper ads, or traditional rectangular banners that appear horizontally at the top or bottom of a web page. They can be sold by individual websites or placed on websites through an advertising network.
A traditional, horizontal banner ad’s common dimensions are 468 x 60 pixels. Banner ads are often purchased based on the number of impressions on a CPM (cost per mille or cost per thousand impressions) basis.
When a user views a website, a pop-up ad appears or “pops up” on the screen, often overlaying the existing content. In contrast, a banner ad lives within the content and is meant to be seen as a part of the website rather than an interruption. Pop-up ads are considered more effective, but they are also polarizing and can lead to a terrible user experience.
Standard banner ads, such as leaderboard ads, are placed above navigation bars or within the main content on a web page. Banner ads are typically created as images that are 468 x 60 pixels in size.
Banner ads contain calls to action (CTA) that entice users to click and view or obtain something else. They inform, notify the user of new products, grab their attention, or simply increase brand awareness in a more passive manne