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An advertisement on a web page, usually
in the from of a gifimage. Invented by hotwired in 1994, the
banner is still the most common form of web advertising. Most banners
contain animations designed to catch a browser's eye and trigger a
clickthrough to a website with the hope of eliciting a
sale. Banners are sold on a cost per thousand model (c p m), with
advertisers typically paying between $5 and $50 or so forever 1,000
impressions, depending on the profile of the site and the position of the
advertisement within it.
The number of website visitors clicking on
banners has declined dramatically as their presence has spread to every
corner of the web and the curios of the audience has waned. Many advertisers
have therefore rethought their online strategy. Nonetheless, banners
are still regarded by some as cheap and effective tools, especially in
conjunction with a search engine capable of displaying specific
banners triggered by particular keywords. Many banner advertisements
are now being replaced by alternatives based on rich media
advertising techniques. |
