Banner ads show up across the web. Sometimes they are in a sidebar, and sometimes they show up as a leader board at the top of a site. Other times they flood your screen with popups and unsavoury content (you know what I am talking about.)
Browsers have gotten good at blocking many banner advertisements in 2021, and the annoying popup is a thing of the past (for most people - depending on what kinds of sites you browse.) However, banner ads have evolved into "posts" and "feed ads." All of the time spent learning how to employ high CTR techniques in banner advertising still has a place. Modern banner ads assemble on the fly with dynamic machine learning choosing the text and
Banner advertising is not what it used to be. It was the early 90's when websites were beginning to become the vast resources they are today. Hotwired (now called Wired) added a banner to their homepage that read something like, "Have you ever clicked your mouse right here? You will".
Google Ads just unveiled the Discovery campaign-type, where dynamic ads assemble for Gmail users, YouTube surfers, and newsreaders alike. Banner ads generate a lot of impressions. They also bring traffic (usually) which has a much higher bounce rate. And more often than not, banner advertising is used for remarketing or attempting to re-engage a website visitor and bring them back to the conversion funnel.
For the most part, you can think of Banner advertising as the old name for Display Advertising. When you hear terms like "programmatic" or "HTML5" ads, this often refers to banner advertising.
For the best result, it's usually best to take your creative message and format it for each platform based on their specific dynamic requirements. That will let your banner ad run with the broadest possible distribution and also allow the algorithms to test combinations for you. Alternatively, if you try to keep up and design your ad for each specific placement, you will have a hard time getting all the variations in place because there are many.
Display advertising can be very effective. We paired it with other campaign types and focused landing pages to maximize conversions.
Display ads (including banner ads) come in many different types.
Banner Ads: These ads show up on a website page and stay in one spot, usually because the advertising space has a specific size. Companies often use them to promote a particular product or service.
Sponsored Stories: Facebook offers this type of ad that appears in the News Feed. It targets people who have expressed interest in your company or products and triggers when Facebook users take specific actions.
Video Ads: This type of ad may be embedded into another video or placed on YouTube or another video provider service. Video ads can be interruptive, complimentary, or you can try to use entertainment to encourage organic growth.
Mobile Ads: This kind of ad can appear in mobile apps and push notifications, usually targeted toward micro-audiences.
Rich Media Ads: This ad includes animation, video and other interactive elements that work well on mobile devices.
Promoted Tweets: These ads can appear in the Twitter stream or search results for specific keywords.
Display Network Ads: Google offers this kind of ad to place across millions of websites based on keywords.
Shopping Ads: This kind of ad is placed only in the Google Search results and shows items related to your search term that are available for purchase through your business.