A banner ad is a rectangular graphic display that appears on websites mobile applications or social media platforms. These visual advertisements come in standardized sizes and formats and are one of the oldest and most recognizable forms of digital advertising.
Common banner ad formats include leaderboards (728×90 pixels) appearing at the top of pages medium rectangles (300×250 pixels) embedded within content wide skyscrapers (160×600 pixels) on sidebars and mobile banners (320×50 pixels) for smartphone displays. Banner ads can be static animated (GIF) interactive (HTML5) or rich media with video and expandable elements.
While historically associated with high visibility banner ads now often suffer from “banner blindness” where users subconsciously ignore these advertising areas. To combat this modern banner ads employ targeting strategies interactive elements compelling visuals minimal text and clear calls-to-action to improve engagement.
Performance is typically measured through impressions click-through rate (CTR) conversion rate view-through conversions and return on ad spend (ROAS). Most banner ads are purchased through programmatic advertising networks or directly from publishers.
Michael Smith
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