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What Is Banner Advertising?

A banner ad, or a web banner, is an advertisement displayed into a web page. The advertisement consists of an image (.jpg, .png, .gif) or of a multimedia object (usually created using Flash). Thus, banner ads can be static or animated, depending on the technology used to make them.

If you’re looking for a definition that’s a bit more formal, according to Wikipedia:

A web banner or banner ad is a form of advertising on the World Wide Web delivered by an ad server. This form of online advertising entails embedding an advertisement into a web page. It is intended to attract traffic to a website by linking to the website of the advertiser. In many cases, banners are delivered by a central ad server.

Banner ads are image-based rather than text-based and are a popular form of online advertising

The purpose of banner advertising is to promote a brand and/or to get visitors from the host website to go to the advertiser’s website.

How Banner Advertising Works

Internet advertising has gone from an uncertain bet to serving as the primary platform for most companies’ marketing. In the U.S., the growth in digital advertising continues to grow by double digits on an annual revenue basis, with 2019 revenue exceeding $124.6 billion.1

Banner advertising consists of static or animated images or media and are usually placed in high-visibility areas on high-traffic websites. Banner advertising is attractive because it can help create brand awareness, generate leads and re-target an audience (such as giving a visitor a chance to sign up for a newsletter or free trial before they click away).

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