Banners

A banner is an image or an advertising text block being a hyperlink to pages with detailed description of products and services.

Banners are posted on different Internet resources to attract visitors, enhance corporate image or promote the resource. A banner can be graphic, text or mixed-type.

Types of banner advertisements:

• Prepaid banner advertisement.

  As a rule, the advertiser pays for a fixed number of banner shows in the advertising space. Sometimes the fee is based on the time the banner remains posted (e.g., 1 month, 3 months).

• Banner exchange network.

  This is an association of sites featuring member banners on certain terms, as well as the banners of companies having paid for their placement to the owner of the banner network. For instance, your web page contains the code of the banner network. When the page is viewed, it displays the banner downloaded from the banner exchange network server. At the same time, other sites within the same banner exchange network display the banners which advertise your site, to the same extent as you do in respect to such sites. In this way, the problem of unequal exchange is solved. Any banner network charges certain commission fees, from 10% to 50% of the number of shows. For example, the commission fee is fixed as 15%; in this case, when your site displays 100 banners, others display only 85 of yours. The remaining 15 banner shows are sold by the network to those users, who do not wish to post other banners on their own sites.

Banner response is the ratio of the number of “clicks” on the banner to the number of its shows. The higher the ratio, the more efficient the banner.