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Understanding Internet Banner Advertising


Banner advertising is an effective way of getting your advertising message seen on the Internet. Banner ads should not be your only online form of advertising, but they are an essential part of your online advertising mix.

This article assumes that the reader knows what a banner ad looks like, but do you know how they work, and how you can derive benefit from them? Let's define a few terms before answering these questions.

1. "Page views" or "page impressions." These terms are interchangeable and they refer to the number of times that a page within a website has been displayed on a website.

2. "Banner view." Like a page view, a banner view is the number of times that a banner has been displayed on website.

3. "Click through." A click through is the number of times a website visitor has "clicked" on a particular banner ad and was transferred to the website of the banner advertiser.

4. "CTR." CTR is the acronym for "click through rate," which is the ratio of the number of banner view versus the number of times visitors have "clicked through" to your website. CTR is expressed as a percentage, so a click through rate of 1% means that for every 1,000 banner views, 10 visitors have clicked through to your site.

5. "CPM." CPM is an acronym for "cost per M," where "M" is the ancient Roman numeral for 1,000. Translation: CPM is the price your business will pay to have its banner advertisement displayed 1,000 times on a website, e.g. the cost of 1,000 banner views. So, for example, if the CPM to advertise on a site is $80.00 your business will pay $80.00 for every 1,000 banner views.

6. "ROS." ROS is the acronym for "run of site," which simply means that a banner ad is displayed on every page in a website, as opposed to being displayed only in a particular category of a website or only when a particular keyword is entered into a search engine.

Everyone who is in charge of a advertising or marketing department (that's you if you're the sole shareholder of the company) knows that advertising is, in large part, a numbers game. The more frequently your message is seen or heard, the more likely the consumer is to purchase your service or product. Take Mattress Mac with Gallery Furniture , for example. If you live in the Houston area, or if your radio can pick up the signal of almost any Houston area radio station, you cannot go a single day without hearing or seeing an advertisement for Gallery Furniture. Peppering your senses with constant reminders that "Gallery Furniture Saves You Money!" has enabled Mr. McIngvale to build his single location furniture store into an empire. (Of course, advertising alone won't do it; you still must have a quality product or service). I have no scientific data to support this assertion, but I'll make it anyway: I'm willing to bet that Gallery Furniture is known to more people in the greater Houston area than any other single business. How did that come to be? Mattress Mac understands the advertising numbers game and plays it better than anybody else.

Banner ads are a numbers game. The industry standard click through rate for online advertising in general is around .5%. Not 5%, but .5%. Doesn't sound very encouraging for your banner ad campaign, eh? Well, there are ways to significantly increase the CTR of any given banner. The best way is by targeting a particular banner ad to a narrow audience, an audience that is looking specific for a product or service just like yours. Highly-targeted can boost your CTR to as much as 2%-3% or higher and significantly increase the traffic to your website.

Another valuable purpose of the banner ad is branding. Intertwined with the messages Gallery Furniture delivers about particular sales events or types of furniture is the company's consistent and recognizable logo, color scheme, and tag lines. Your banner advertisements can, and should, perform the same function; they should be designed using your company's logo and colors, at a minimum. Sometimes incorporating the tag line is the way to go, but other times you may want to advertise a particular special offer, product, etc. The important thing is that you take advantage of the numbers game by continually displaying your name, logo, and colors. The more visitors that see you, the more they will come to associate your name with your type of product or service, and the more likely they will be in the future to buy from you.

Henry J. Fasthoff, IV
Principal & General Counsel
HoustonBusiness.com


Todays News by officejax free advertising and ad exchange solutionsAdvertising news reports resources updated Thu. May / 23 / 2019

NRA Sues Advertising Firm for Alleged Media Leaks, Coup Attempt  The Daily Beast

The NRA is suing the advertising firm that it has worked with for decades–again. This time: for allegedly leaking NRA information to reporters. The complaint ...


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Google will require advertisers who wish to run ads about abortion to apply for approval first, according to a change in the company's policy. Advertisers in the ...


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Advertisers will lose $42 billion of ad spend around the world in 2019 due to fraud across online, mobile and in-app channels, according to a new study from ...


Digital Audio Can Be An Advertising MVP – If Navigated Correctly  MarTech Series

25% of all consumer time spent on mobile devices is now going to music, podcasts and other audio.


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Nine students and a longtime professor in Mississippi State's Department of Art recently were honored with awards from the Tuscaloosa American Advertising ...


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Senate Judiciary Holds Hearing on Digital Advertising, Privacy, and Competition - Disruptive Competition Project  Disruptive Competition Project

On May 21, the Senate Judiciary held a hearing titled Understanding the Digital Advertising Ecosystem and the Impact of Data Privacy and Competition Policy.


advertising giant Leo Burnett names Liz Taylor chief creative officer  Crain's Chicago Business

Liz Taylor, former FCB Chicago chief creative officer, will now oversee creative and communications for Leo Burnett.


Two day Seminar: FDA Scrutiny of Promotion and Advertising Practices - Baltimore, United States - June 27-28, 2019  Yahoo Finance

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Margin of Safety Calculated for NASDAQ:LAMR | High Dividend Yield, News, Real Estate.


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A new econometric analysis of advertising's impact on smaller businesses provides a wealth of insight and practical advice for smaller businesses that want to ...


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The New York Times Company on Wednesday reported first-quarter results that were better than expected, as gains in digital advertising and subscriptions ...


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Comcast Ventures, Comcast's investment arm, is trying to create new television advertisers by teaching its DTC portfolio companies to buy TV.


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TripAdvisor is building up its advertising revenue team as it pitches its platform to advertisers outside of the travel and hospitality sectors.


Whatsapp messaging to introduce advertising, Facebook confirms  7NEWS

Brace yourself Whatsapp users, ads are coming. The popular messaging *service*, which was purchased by Facebook for a staggering $27 billion and stock in ...


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A new market research report, titled “Mobile Advertising Software Market” has been included to our repository. One of the leading factors pouring the expansion ...


Target rebrands digital-advertising business as Roundel  Star Tribune

Target Corp. does more than just sell merchandise to shoppers. Since 2016, it also has operated a separate, in-house media company that creates digital ...


Clean.io raises $2.5M to fight malicious advertising  TechCrunch

Existing approaches to blocking malicious advertising aren't working — at least according to digital ad veteran Seth Demsey. That should resonate with anyone ...


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While header bidding has transformed the programmatic industry in desktop and mobile web environments, in-app advertising has not yet capitalised on this.


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Digital ad spending in the United States exceeded $100 billion for the first time last year, according to the latest internet advertising report from the Interactive ...


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Students who entered the advertising portion of the Celebration 225 contest were paired with an LNP/LancasterOnline business that chose to be part of this ...


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Anheuser-Busch has been quietly brewing its own U.S. creative in-house agency for the past year.


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Facebook is preparing advertisers for the “clear history” tool that will let people erase their personal data from the social network, affecting ad targeting.


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Starbucks may have gotten billions in free advertising from 'Game of Thrones' gaffe  New York Post

The "Game of Thrones” coffee cup gaffe may have given Starbucks $2.3 billion in free advertising — even though it didn't belong to the java giant.


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VP of marketing Todd Kaplan talks about the brand's Super Bowl boost, and how being a challenger is actually a marketing advantage.


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The American Gaming Association just released its new code for marketing legal sports betting, with a commitment to pushing responsible gaming. The AGA ...


Google parent Alphabet’s stock tumbles on slow advertising growth  Washington Post

The firm said growth in advertising sales slowed to 15 percent from a year earlier.


Letter: Limit drug companies' donations, advertising - Opinion  The Columbus Dispatch

Every day there seems to be an article about the high price of prescription drugs. This should have been addressed a long time ago and probably would have ...


ASU professors 'take aim' at attack advertising | ASU Now: Access, Excellence, Impact  Arizona State University

Arizona State University Foundation Professors Kim Fridkin and Patrick Kenney's new book “Taking Aim at Attack Advertising: Understanding the Impact of ...


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Like many shiny new objects in advertising, visual search is filled with promises to change everything, but will it fizzle out?


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BENTON — A Rhode Island advertising company is suing a Belvidere pacemaker company, alleging the plaintiff's photos were used without consent.


Lockport agency offers free advertising materials to groups helping kids  Buffalo News

J. Fitzgerald Group, a Lockport advertising agency, has participated in the advertising industrys annual CreateAthon 11 times before, but this year the agency …


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Amazon's advertising sales growth is slowing down  CNBC

Amazon's ad sales are still growing, but much slower than before.


Apple arms web browser privacy torpedo, points it directly at Google's advertising model  The Register

Apple's WebKit team, which develops the plumbing beneath the iGiant's Safari browser, has proposed a way that online ads can be measured while maintaining ...


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Display is a key tool in the digital marketing playbook. But the landscape is rapidly changing, as emerging adtech formats – including in-banner video, dynamic ...


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How many ads have you encountered today? On this week's radio show, we discuss the insidiousness of advertising in American media.


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$10 Billion In Annual U.S. DTC Healthcare Advertising Indicates Merging Of Patient And Consumer  Forbes

Recently, the renowned bioethicist Art Caplan commented on the merging of the terms patient and consumer, and physician and provider. I am sympathetic to ...


Tango returns to TV with vibrators, sexts and Tanguru  Marketing Week

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Business cards are the most underutilized and misunderstood marketing tool in business. Many people spend the bucks for cards and don't make an effort to get them into the hands of those who can hire them or buy from them.


The TV Shoot, The Spoiled Brat, And A Painful Lesson
It was two days before our shoot. I was in the office with the client going over the story boards and filling him in on all the details for his latest television campaign.


What's The Frequency?
The more things change, some say, the more things stay the same. When it comes to marketing, I tend to agree.


Don't Be a Secret Agent
This tactic of the game was hard for me to master and at first I failed many times. I carried my business cards only in my briefcase, because I thought they were only used in business.


What Do Your Ads Say?
Make a list of everything you think should be included at one time or another, in one of your ad, be it radio, newspaper or Little Jimmie's class play program. Everything.

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