web banners or banner ads are forms of advertising on the World Wide Web submitted by ad servers. This form of online advertising involves placing ads into web pages. This is intended to attract traffic to a website by linking to an advertiser's website. In many cases, banners are sent by the central ad server. When an advertiser scans their logfiles and detects that the web user has visited the advertiser's site from the content site by clicking on the banner ad, the advertiser sends the content provider a small amount of money (usually about five to ten US cents). This return system is often how content providers are able to pay for Internet access to supply content in the first place. Typically, advertisers use ad networks to serve their ads, resulting in higher quality revenue sharing and ad placement systems.
Web banners work in the same way traditional ads are meant to work: to inform consumers about products or services and present the reasons why consumers should choose the product in question, the fact that was first documented on HotWired in 1996 by researchers Rex Briggs and Nigel Hollis. Web banners are different because results for an ad campaign can be monitored in real-time and can be targeted for the benefit of the audience. Behavior is often tracked through the use of click tags. Many web surfers perceive these ads as annoying because they distract from the actual content of a webpage or the bandwidth of the waste. In some cases, web banners include screen content that users want to see. Newer web browsers often include the "adblocker" option to disable pop-ups or block images from selected websites. Another way to avoid banners is to use a proxy server that blocks them, such as Privoxy. The web browser also has extensions that can block banners, such as Adblock Plus for Mozilla Firefox, or AdThwart for Google Chrome and IE7pro for Internet Explorer.
Video Web banner
History
The pioneer of online advertising is Prodigy, a company owned by IBM and Sears at the time. Prodigy used the first online ad to promote Sears products in the 1980s, and then other advertisers, including AOL, one of Prodigy's direct competitors. Prodigy can not take advantage of one of the first mover advantage in online advertising. The first clickable web ad (later known as the "banner ad") was sold by Global Network Navigator (GNN) in 1993 to Heller, Ehrman, White & amp; McAuliffe, the now-dead law firm with the Silicon Valley office. GNN is the first commercially supported web publishing and one of the first commercial websites ever.
HotWired is the first website to sell large number of banner ads to various large enterprise advertisers. Andrew Anker is the first CEO of HotWired. Rick Boyce, a former media buyer with San Francisco advertising agency, Hal Riney & amp; Partner, pioneered the sales effort for the company. HotWired coined the term "banner ad" and was the first company to provide a tariff click report to its customers. The first web banner sold by HotWired was paid by AT & T Corp. and entered online on October 27, 1994. Other sources also praised Hotwired and October 1994, but had the "Zima" Coors campaign as the first web banner. In May 1994, Ken McCarthy guided Boyce in his transition from traditional advertising to online and first introduced the concept of clickable/trackable advertising. He stated that he believes that only a direct response model - where return on individual ad investment is measured - will prove sustainable in the long run for online advertising. Regardless of these predictions, banner ads are priced and sold based on the number of impressions they generate.
The first central ad server was released in July 1995 by Focalink Communications, which allows online advertising management, targeting and tracking. The local ad server quickly followed from NetGravity in January 1996. The ad server technology innovation, along with online advertising sales based on impressions, triggered a dramatic increase in the proliferation of web advertising and provided the economic foundation for the web industry from 1994 to 2000. New online advertising model which emerged in the early years of the 21st century, introduced by GoTo.com (then Overture, then Yahoo and mass marketed by the Google AdWords program), relies heavily on tracking ad responses rather than impressions.
Maps Web banner
Significance
Banner ads play an important role in enabling the rapid development of paid advertising on the Internet. With standard formats, operations (clickable links to a destination), and pricing systems (impressions), banner ads allow each website to sell ads, and provide operating conditions for enterprise ad servers, such as NetGravity, to develop systems needed to operates and tracks Web-based advertising. Banner ads are also unique, compared to advertisements that appear in comparable media, such as newspapers and magazines. Unlike magazine ads, banner ads encourage media consumers to completely abandon media or product services and go to separate media environments (usually advertiser-operated Web sites). Conversely, readers who see newspaper or magazine ads are not encouraged to leave the magazine. Instead, the message from the ad itself is intended to influence the reader.
Standard size
Ad sizes have been standardized to some extent by the IAB. Before IAB standardization, banner ads appeared in over 250 different sizes. However, some websites and advertising networks (outside Eurosphere or North America) may not use any or all of the basic IAB ad sizes. IAB ad sizes are:
Standard web banners included in the IAB Universal Package and Ad Unit Guides are supported by major ad serving companies. This is highly relevant for IAB members such as Adform, AppNexus, Chitika, Conversant, Epom, HIRO, Mixpo, SpotXchange, ZEDO, and many others. In addition, ad service providers can offer other non-standard banner sizes and technologies, as well as support for various online ad formats (eg native ads).
However, standard banner ad sizes continue to grow due to consumer creative fatigue and banner blindness. Advertising companies consistently test ad unit performance to ensure maximum performance for their clients. Some publishers are famous for their unique implementation, including BuzzFeed, CraveOnline, Quartz (publication), Thought Catalog, Elite Daily, Vice Media, Inc., Mic (media company), and many others. According to media research firm eMarketer, this type of special execution through direct purchases of publishers is on the rise, with genuine advertising spend to reach over $ 4.3 Billion by the end of 2015.
Non-advertising usage
The use of web banners is not limited to online advertising. Heroes images are a broad example of non-advertisement web banner applications. This type of banner is part of the website design and is usually used for aesthetic reasons. A hero image is represented by a large photo, graphic, or video placed in a prominent part of the website.
See also
References
Source of the article : Wikipedia
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