Internet Banners: For Dummies

rations of the banner size

Banners size (source: IAB)

Banners are a form of Internet advertisement that are placed on web pages.

There banners work in two fashions: they are either pay per click or pay per view.

First, pay per view advertisement is easier, as a companies pays each time a browser displays the ad. This is usually more expensive type of ad too, as people may be just being doing a click through behavior, where they jump from one page to another, spending almost no time a on page with the ad.

In case of pay per click, as a person clicks on the advertisement, the click triggers automatic response tag system that connects the ad to a page owner. The page owner get certain amount of money for the click. On the other hand, person who clicked on the banner is redirected to pre-established page.

The cost per click (and per view) is pre-agreed and can vary dramatically, with some companies entering into a bidding war over a possibility to promote on certain websites. General rule is, the more profit a company gets from an ad click, the more it will want to bid for opportunity to get a click. Also, the more companies are out there competing for the same click, the higher the cost per click will be. There are of course some concerns about the margins, whereas bidding specialists are looking at Return on Investment (ROI) to make decision at how much to invest.

Some of the most competitive and most expensive industries, in terms of cost per click out there are housing industry, where housing agencies get up to 10% of the cost of the house upon a sale (although it may be lower after the crash) and investment banking industries, where each new customer brings a steady long-term profit to a company.

Additionally, there are companies that make business by compiling a portfolio of websites from where they get their clicks and sell them to other companies, some of which as also selling click, because they may have a bigger reach and companies prefer them due to a big a steady flow of click generating capacity, even though the latest might be more costly.

Another consideration is the quality of a click. Specifically, the better clicks come from related website, which content is related to the ad content. For example, a banner that is selling a banking solution will have better convergence rate on a banking related website, such as a blog, than on a leisure industry website (e.g., related to traveling). Not to say the a banking solution will never be sold from a leisure website, but there will be people interested in it from a banking website.

Banner advertisement is also popular because ads are said to receive 50-100% attention (50% in case of static banners and 100% when the ad is animated), compared to other media, such as 15% in case of TV ads, 10% for magazines and 5% for radio (see “Rossiter” or “Quattro Saatchi” coefficients for different media).

Lastly, if you want to make a banner you need to know the standard banner size. These sizes are determined by Interactive Advertising Bureau:

(If you need some help creating banners try contacting a great professional Maya Khlobystina at:

Name Width / px Height / px Aspect ratio
Rectangles and Pop-Ups
Medium Rectangle 300 250 1.2
Square Pop-Up 250 250 1
Vertical Rectangle 240 400 1.67
Large Rectangle 336 280 1.2
Rectangle 180 150 1.2
3:1 Rectangle 300 100 3
Pop-Under 720 300 2.4
Banners and Buttons
Full banner 468 60 7.8
Half banner 234 60 3.9
Micro bar 88 31 2.84
Button 1 120 90 1.33
Button 2 120 60 2
Vertical banner 120 240 2
Square button 125 125 1
Leaderboard 728 90 8.09
Wide skyscraper 160 600 3.75
Skyscraper 120 600 5
Half page ad 300 600 2
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  1. How To Design an Irresistible Ad Banners For Your Blog Sidebar

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