Banner Ad
Definition
A rectangular image ad displayed on websites. One of the oldest forms of digital advertising, now part of broader display campaigns.
What is a Banner Ad?
A banner ad is a rectangular graphic displayed on websites to promote products, services, or brands. They're one of the oldest forms of online advertising, appearing since the 1990s.
Despite "banner blindness" concerns, banners remain effective when well-designed and properly targeted.
Standard Banner Sizes
The Interactive Advertising Bureau (IAB) sets standard sizes:
| Size | Name | Placement |
|---|---|---|
| 300x250 | Medium Rectangle | Within content |
| 728x90 | Leaderboard | Top of page |
| 160x600 | Wide Skyscraper | Sidebars |
| 320x50 | Mobile Leaderboard | Mobile sites |
| 300x600 | Half Page | Sidebars |
The 300x250 is the most widely used and generally performs best.
What Makes a Good Banner
Clear Message
One message per ad. Don't cram everything in.
Strong Visual
Eye-catching image that stops the scroll. Professional design matters.
Obvious Call to Action
Button or text telling people what to do next. "Learn More", "Get Quote", "Shop Now".
Brand Consistency
Match your website and other marketing. Builds recognition.
Readable Text
Large enough to read quickly. Minimal words.
Banner Ad Performance
Click-through rates for banners are typically low:
- Average CTR: 0.05-0.10%
- Good CTR: 0.10-0.20%
- Excellent CTR: 0.20%+
Despite low CTRs, banners contribute to awareness and can influence conversions later.
Banner Blindness
Internet users have learned to ignore banner-shaped areas. Combat this with:
- Native-looking placements
- Compelling creative
- Proper targeting
- Retargeting warm audiences
- Video or interactive formats