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Banner Advertising


Emergence of banner advertising on the internet is a fitting example of growing commercial use of the internet space. Contextually, a web banner is a transfigured advertisement embedded on the web page within fixed ad spaces. These ad spaces vary from publisher to publisher, also at times restricted under various international norms. Banner advertising has become almost an indispensable part of any online advertising campaigns for organizations.

Banner advertising has different work-scopes for advertising organizations, agencies & publishers enthroned with the user movement at the core of it all. While advertising organizations are the spender group, the agencies play their role in designing creatives' & negotiating best prices from publishers who in turn offer lucrative ad spaces on their web page. The whole process is governed by the user movement on the publisher site which is also tracked through precise monitoring tools used by the publishers.

Banner ads can be rectangular ads, banner & ad buttons or sky-scraper ads with standard sizes ranging from a large rectangle ad space of 336 by 280 pixles to a half page of 300 by 600 pixles on a web page.

Publisher's Role:
Publishers thrive wholly on the popularity of their website or web portal, i.e. the number of users hitting their web pages for information, services, products etc. This hit count helps them charge advertisers on per impressions (on banner ads) or per page views for various sizes of ad spaces. These ad spaces multiplied by the number of hits on the website marks the total inventory of a website. Each advertiser or agency purchases certain inventory from these publisher at a rate measured as CPM.

Agencies' Role:
The agency plays a pre-dominant role in channelizing the demand & supply in the market. This means that the agency not only serves the advertisers in getting them the maximum inventory for their banner at a publisher website, but also servers a huge list of publishers giving them clients they seek. In addition to this, the agency also capitulates on the designing these banner ads for the advertisers for their campaigns.

Historical facts

  • The first clickable banner ad emerged in the year 1993, sold to a law firm.
  • AT&T is one of the first of the advertisers utilizing banner advertising on internet.
  • First of the publishers in the banner advertising segment were Goto.com, followed by overture-Yahoo & later by Google.

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