A banner is a graphic element that serves as one of the cornerstones of digital marketing. You often see them on websites, apps, and other online platforms.
What is a banner?
A banner is essentially a graphical ad that appears on a website or application. It’s usually an image containing text and graphics. Most banners are clickable, directing the user to a specific product, service, or website.
The main goal of a banner is to encourage the user to take a specific action, such as making a purchase or visiting a webpage.
What are banners used for?
- Promoting special offers
- Selling products or services
- Increasing traffic
- Capturing customer attention
Types of banners
- Static: A simple, non-moving graphic.
- Animated: Includes moving elements that can display more information.
- HTML5: Features interactive elements and animations.
- Flash: Once popular, now considered outdated.
- Video: Contains video clips, often with an autoplay function.
Sizes and formats
Banners come in various sizes, but there are industry standards such as:
- 300×250 px
- 728×90 px
- 160×600 px
The most common formats are JPG, PNG, and GIF, though HTML5 is often used for interactive banners.
Effectiveness and measurement
The effectiveness of a banner is typically measured by two key metrics:
- Click-Through Rate (CTR): The number of clicks divided by the number of impressions.
- Conversion Rate: The number of people who clicked on the banner and completed a desired action.
SEO and banners
While banners do not directly affect search engine optimization (SEO), well-designed and properly embedded banners can enhance website usability and user experience, indirectly benefiting SEO.
A banner is not just a simple graphic element; it’s a complex marketing tool. With various types and sizes, its effectiveness can be measured. When creating a banner, it’s important to consider the target audience and the type of interaction you want to generate to maximize its impact.