A banner ad is a graphic object of an advertising nature that is placed on third-party websites and is aimed at promoting goods, services, or brands. Banners can serve various advertising purposes including creating awareness, providing information, reminding about a good deal, or persuading to complete a purchase.
This form of advertising is constantly evolving and modern banners can be of arbitrary shapes, include soundtracks, or react to cursor movements. The commission of the publisher whose website features the banner ad usually depends on the number of users who’ve been exposed to this ad or the number of users who’ve clicked on it.
Banner ads have their advantages and disadvantages. Due to design customization and wide reach, companies can increase brand awareness and effectively convey their messages. On the other hand, banners that interfere with the user experience, don’t relate to the content of the publisher’s website or are being displayed to a user multiple times, may decrease the user’s loyalty to both publisher’s website and the advertiser’s brand.
