Banner Advertising: How It Works And How It Could Help Promote Your Website

Banner advertising or display advertising as it's sometimes known is the placement

of a banner advert (usually made up from an image) on an aggregator website in order to drive traffic to a particular website. If you're considering using banner advertising to attract traffic to your website then you might want to use it alongside an SEO or PPC strategy to maximise its potential.

In the 1990's when websites were first beginning to get to grips with how they should be structured and promoted, online display ads were not exactly thrilling to look at. With the impact of new technology, banner adverts have taken on new forms on how they interact with the end consumer by creating interactive adverts that allow you to control the advert with your mouse - creating an advert that isn't stagnant and appears a lot more lively and interactive.

The effectiveness of your display ad is dependent on multiple factors such as: Does the ad make the end user engage with it? Is the ad in an annoying format such as pop up or pop under? Is the ad displayed on a platform where it can be seen by your target audience? All these factors are important to consider before even launching any display or banner advert as if a display ad doesn't meet any of these requirements, chances are it won't evolve into a successful ad campaign.

Once you know the structure of your online display advert, know which landing page you want to link it to and know your target market, your next step will be to decide which platform to run it on. There are over 600 display platforms available worldwide alongside many more media owners who have advertising space available. Google recently unveiled their new display advertising platform: the Google Display Network, which offers advertising space on a huge range of different websites and which will more than likely be capable of reaching your target audience. If Google doesn't provide the online display network you are looking for then AOL, Microsoft and Yahoo also have advertising platforms available.

Apart from display advertising networks there is another method of online advertising available through the use of rep firms which are smaller in size than the huge networking landscape that advertising networks have, however these rep firms can offer full transparency and give you greater control of what is actually going on.

When you have decided which advertising platform fits your needs then you have to decide on how you will pay for the service. Several models exist and it's your choice as to which method you want to use. Finally depending on the nature of the advert and what it actually links back to, you may want to use a CPI (Cost Per Impression), CPC (Cost Per Click) or CPA (Cost Per Action) model.

by: John Bateman

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