Information about Web Banner
A web banner or banner ad is a form of advertising on the World Wide Web. This form of online advertising entails embedding an advertisement into a web page. It is intended to attract traffic to a website by linking them to the web site of the advertiser. The advertisement is constructed from an image (GIF, JPEG, PNG), JavaScript program or multimedia object employing technologies such as Java, Shockwave or Flash, often employing animation or sound to maximize presence. Images are usually in a high-aspect ratio shape (i.e. either wide and short, or tall and narrow) hence the reference to banners. These images are usually placed on web pages that have interesting content, such as a newspaper article or an opinion piece.
The web banner is displayed when a web page that references the banner is loaded into a web browser. This event is known as an "impression". When the viewer clicks on the banner, the viewer is directed to the website advertised in the banner. This event is known as a "click through". In many cases, banners are delivered by a central ad server.
When the advertiser scans their logfiles and detects that a web user has visited the advertiser's site from the content site by clicking on the banner ad, the advertiser sends the content provider some small amount of money (usually around five to ten US cents). This payback system is often how the content provider is able to pay for the Internet access to supply the content in the first place.
Web banners function the same way as traditional advertisements are intended to function: notifying consumers of the product or service and presenting reasons why the consumer should choose the product in question, although web banners differ in that the results for advertisement campaigns may be monitored real-time and may be targeted to the viewer's interests.
Many web surfers regard these advertisements as highly annoying because they distract from a web page's actual content or waste bandwidth. (Of course, the purpose of the banner ad is to attract attention. Without attracting attention, which makes it annoying, it would provide no revenue for the advertiser or for the content provider.) Newer web browsers often include options to disable pop-ups or block images from selected websites. Another way of avoiding banners is to use a proxy server that blocks them, such as Privoxy.
HotWired was the first web site to sell banner ads in large quantities to a wide range of major corporate advertisers. Andrew Anker was HotWired's first CEO. Rick Boyce, a former media buyer with San Francisco advertising agency Hal Riney & Partners, spearheaded the sales effort for the company. HotWired coined the term "banner ad" and was the first company to provide click through rate reports to its customers. The first web banner sold by HotWired was paid for by AT&T, and was put online on October 25, 1994.[legitimate citation needed] Another source also credits Hotwired and October 1994, but has Coors' "Zima" campaign as the first web banner.[1]
In May of 1994, Internet commercialization pioneer Ken McCarthy, who mentored Boyce in his transition from traditional to online advertising, first introduced the concept of a clickable/trackable ad. He stated that he believed that only a direct response model—in which the return on investment of individual ads was measured—would prove sustainable over the long run for online advertising. [1]
In spite of this prediction, banner ads were valued and sold based on the number of impressions they generated. This approach to banner ad sales proved successful and provided the economic foundation for the web industry from the period of 1994 to 2000 until the market for banner ads "crashed" and there was a radical revaluation of their value.
The new online advertising model that emerged in the early years of the 21st century, introduced by GoTo (later Overture, then Yahoo and mass marketed by Google's AdWords program), closely resembled McCarthy's 1994 projection.
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Typical web banner, sized 468×60 pixels.
The web banner is displayed when a web page that references the banner is loaded into a web browser. This event is known as an "impression". When the viewer clicks on the banner, the viewer is directed to the website advertised in the banner. This event is known as a "click through". In many cases, banners are delivered by a central ad server.
When the advertiser scans their logfiles and detects that a web user has visited the advertiser's site from the content site by clicking on the banner ad, the advertiser sends the content provider some small amount of money (usually around five to ten US cents). This payback system is often how the content provider is able to pay for the Internet access to supply the content in the first place.
Web banners function the same way as traditional advertisements are intended to function: notifying consumers of the product or service and presenting reasons why the consumer should choose the product in question, although web banners differ in that the results for advertisement campaigns may be monitored real-time and may be targeted to the viewer's interests.
Many web surfers regard these advertisements as highly annoying because they distract from a web page's actual content or waste bandwidth. (Of course, the purpose of the banner ad is to attract attention. Without attracting attention, which makes it annoying, it would provide no revenue for the advertiser or for the content provider.) Newer web browsers often include options to disable pop-ups or block images from selected websites. Another way of avoiding banners is to use a proxy server that blocks them, such as Privoxy.
History
The first clickable web ad (which later came to be known by the term "banner ad") was sold by Global Network Navigator (GNN) in 1993 to a law firm. GNN was the first commercially supported web publication and one of the very first web sites ever.HotWired was the first web site to sell banner ads in large quantities to a wide range of major corporate advertisers. Andrew Anker was HotWired's first CEO. Rick Boyce, a former media buyer with San Francisco advertising agency Hal Riney & Partners, spearheaded the sales effort for the company. HotWired coined the term "banner ad" and was the first company to provide click through rate reports to its customers. The first web banner sold by HotWired was paid for by AT&T, and was put online on October 25, 1994.[legitimate citation needed] Another source also credits Hotwired and October 1994, but has Coors' "Zima" campaign as the first web banner.[1]
In May of 1994, Internet commercialization pioneer Ken McCarthy, who mentored Boyce in his transition from traditional to online advertising, first introduced the concept of a clickable/trackable ad. He stated that he believed that only a direct response model—in which the return on investment of individual ads was measured—would prove sustainable over the long run for online advertising. [1]
In spite of this prediction, banner ads were valued and sold based on the number of impressions they generated. This approach to banner ad sales proved successful and provided the economic foundation for the web industry from the period of 1994 to 2000 until the market for banner ads "crashed" and there was a radical revaluation of their value.
The new online advertising model that emerged in the early years of the 21st century, introduced by GoTo (later Overture, then Yahoo and mass marketed by Google's AdWords program), closely resembled McCarthy's 1994 projection.
Standard sizes
Ad sizes have to some extent been standardized; they are (in pixels)[2]:- Sizes for rectangular/pop-up ads
- Medium Rectangle: 300 by 250
- Square Pop-Up: 250 square
- Vertical Rectangle: 240 by 400
- Large Rectangle: 336 by 280
- Rectangle: 180 by 150
- Sizes for banner/button ads
- Full Banner: 468 by 60
- Half Banner: 234 by 60
- Micro Button: 80 by 15
- Micro Bar: 88 by 31
- Button 1: 120 by 90
- Button 2: 120 by 60
- Vertical Banner: 120 by 240
- Square Button: 125 square
- Leaderboard: 728 by 90
- Sizes for "skyscraper" ads
- Wide Skyscraper: 160 by 600
- Skyscraper: 120 by 600
- Half Page Ad: 300 by 600
References
1. ^ Chapman, Merrill R., In search of stupidity: over 20 years of high-tech marketing disasters (2nd Edition) , Apress, ISBN 1-59059-721-4
2. ^ Ad Unit Guidelines. Interactive Advertising Bureau.
2. ^ Ad Unit Guidelines. Interactive Advertising Bureau.
See also
- Online advertising
- Marketing
- Advertising
- Central ad server
- Internet marketing
- Popup ad
- Hover ad
- Live Banner
External links
Advertising is paid, one-way communication through a medium in which the sponsor is identified and the message is controlled by the sponsor. Variations include publicity, public relations, etc..
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World Wide Web (commonly shortened to the Web) is a system of interlinked, hypertext documents accessed via the Internet. With a web browser, a user views web pages that may contain text, images, videos, and other multimedia and navigates between them using hyperlinks.
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A Web page or webpage is a resource of information that is suitable for the World Wide Web and can be accessed through a web browser. This information is usually in HTML or XHTML format, and may provide navigation to other web pages via hypertext links.
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Web traffic is the amount of data sent and received by visitors to a web site. It is a large portion of Internet traffic. This is determined by the number of visitors and the number of pages they visit.
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A website (alternatively, Web site or web site) is a collection of Web pages, images, videos or other digital assets that is hosted on one or several Web server(s), usually accessible via the Internet, cell phone or a LAN.
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A website (alternatively, Web site or web site) is a collection of Web pages, images, videos or other digital assets that is hosted on one or several Web server(s), usually accessible via the Internet, cell phone or a LAN.
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Graphics Interchange Format
A rotating globe in GIF format. The gradient blue areas of this image transition choppily, a common artifact produced when dithering is not employed.
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JPEG
A photo of a flower compressed with successively more lossy compression ratios from left to right.
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A photo of a flower compressed with successively more lossy compression ratios from left to right.
File extension:
.jpeg, .jpg, .jpe
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PNG may stand for:
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- Papua New Guinea, a country in Oceania, occupying the eastern half of the island of New Guinea and numerous off-shore islands.
- Portable Network Graphics, a bitmapped image format that employs lossless data compression.
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JavaScript
Paradigm: multi-paradigm
Appeared in: 1995
Designed by: Brendan Eich
Developer: Netscape Communications Corporation, Mozilla Foundation
Typing discipline: dynamic, weak, duck
Major implementations: SpiderMonkey, Rhino, KJS, JavaScriptCore
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Paradigm: multi-paradigm
Appeared in: 1995
Designed by: Brendan Eich
Developer: Netscape Communications Corporation, Mozilla Foundation
Typing discipline: dynamic, weak, duck
Major implementations: SpiderMonkey, Rhino, KJS, JavaScriptCore
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Java
Paradigm: Object-oriented, structured, imperative
Appeared in: 1995
Designed by: Sun Microsystems
Typing discipline: Static, strong, safe, nominative
Major implementations: Numerous
Influenced by: Objective-C, C++, Smalltalk, Eiffel,[1]
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Paradigm: Object-oriented, structured, imperative
Appeared in: 1995
Designed by: Sun Microsystems
Typing discipline: Static, strong, safe, nominative
Major implementations: Numerous
Influenced by: Objective-C, C++, Smalltalk, Eiffel,[1]
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Adobe Shockwave (formerly Macromedia Shockwave) was Macromedia's first and most successful multimedia player prior to the introduction of Macromedia Flash (now Adobe Flash).
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Player support only: GNU/Linux (Intel, x86) and Solaris (Intel, SPARC) [1]
Genre: Multimedia Content Creator
License: Proprietary EULA
Website: Adobe.com's Flash page Adobe Flash, or simply Flash
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Genre: Multimedia Content Creator
License: Proprietary EULA
Website: Adobe.com's Flash page Adobe Flash, or simply Flash
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A web browser is a software application that enables a user to display and interact with text, images, videos, music and other information typically located on a Web page at a website on the World Wide Web or a local area network.
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Ad serving describes the technology and service that places advertisements on web sites. Ad serving technology companies provide software to web sites and advertisers to serve ads, count them, choose the ads that will make the website or advertiser most money, and monitor progress
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Internet is a worldwide, publicly accessible series of interconnected computer networks that transmit data by packet switching using the standard Internet Protocol (IP). It is a "network of networks" that consists of millions of smaller domestic, academic, business, and government
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Bandwidth is the difference between the upper and lower cutoff frequencies of, for example, a filter, a communication channel, or a signal spectrum, and is typically measured in hertz.
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In computer networks, a proxy server is a server (a computer system or an application program) which services the requests of its clients by forwarding requests to other servers.
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Maintainer: Privoxy Developers
OS: Cross-platform
Use: Filtering proxy
License: GPL
Website: www.privoxy.org
Privoxy is a web proxy program, frequently used in combination with Tor and Squid.
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OS: Cross-platform
Use: Filtering proxy
License: GPL
Website: www.privoxy.org
Privoxy is a web proxy program, frequently used in combination with Tor and Squid.
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The Global Network Navigator (GNN) was the first commercial web publication and the first web site to offer clickable advertisements, now commonly referred to as "banner ads." The First Internet Ad was sold on GNN to Heller Ehrman LLP.
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HotWired was the first commercial web magazine, launched on October 27, 1994. Although it was part of Wired Ventures, HotWired was a separate entity from Wired, the print magazine, and had original content.
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Rick Boyce was a pioneer in the movement to commercialize the World Wide Web.
A media buyer with the San Francisco ad agency Hal Riney & Partners, Boyce was recruited by HotWired's chief executive officer, Andrew Anker, to be HotWired's director of business development when
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A media buyer with the San Francisco ad agency Hal Riney & Partners, Boyce was recruited by HotWired's chief executive officer, Andrew Anker, to be HotWired's director of business development when
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AT&T Inc.
Public (NYSE: T )
Founded 1983[1]
Headquarters San Antonio, Texas, USA
Key people Randall L. Stephenson, Chairman/CEO; Richard Lindner, CFO
Industry Telecommunications
Products Wireless, Telephone, Internet, Television
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Public (NYSE: T )
Founded 1983[1]
Headquarters San Antonio, Texas, USA
Key people Randall L. Stephenson, Chairman/CEO; Richard Lindner, CFO
Industry Telecommunications
Products Wireless, Telephone, Internet, Television
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October 25 is the 1st day of the year (2nd in leap years) in the Gregorian calendar. There are 0 days remaining.
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Coors Brewing Company is a regional division of the world’s fifth-largest brewery companies, the Molson Coors Brewing Company. According to the Molson-Coors website, [1] the division is the third-largest brewer in the U.S.
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Zima is a lightly-carbonated alcopop beverage made by the Coors Brewing Company. It is an un-hopped beer with flavoring agents added, and has slightly more alcohol than an average American lager.
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Ken McCarthy (born September 20, 1959) is an American activist, educator, entrepreneur and Internet commercialization pioneer.
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