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Understanding Internet Banner Advertising


Banner advertising is an effective way of getting your advertising message seen on the Internet. Banner ads should not be your only online form of advertising, but they are an essential part of your online advertising mix.

This article assumes that the reader knows what a banner ad looks like, but do you know how they work, and how you can derive benefit from them? Let's define a few terms before answering these questions.

1. "Page views" or "page impressions." These terms are interchangeable and they refer to the number of times that a page within a website has been displayed on a website.

2. "Banner view." Like a page view, a banner view is the number of times that a banner has been displayed on website.

3. "Click through." A click through is the number of times a website visitor has "clicked" on a particular banner ad and was transferred to the website of the banner advertiser.

4. "CTR." CTR is the acronym for "click through rate," which is the ratio of the number of banner view versus the number of times visitors have "clicked through" to your website. CTR is expressed as a percentage, so a click through rate of 1% means that for every 1,000 banner views, 10 visitors have clicked through to your site.

5. "CPM." CPM is an acronym for "cost per M," where "M" is the ancient Roman numeral for 1,000. Translation: CPM is the price your business will pay to have its banner advertisement displayed 1,000 times on a website, e.g. the cost of 1,000 banner views. So, for example, if the CPM to advertise on a site is $80.00 your business will pay $80.00 for every 1,000 banner views.

6. "ROS." ROS is the acronym for "run of site," which simply means that a banner ad is displayed on every page in a website, as opposed to being displayed only in a particular category of a website or only when a particular keyword is entered into a search engine.

Everyone who is in charge of a advertising or marketing department (that's you if you're the sole shareholder of the company) knows that advertising is, in large part, a numbers game. The more frequently your message is seen or heard, the more likely the consumer is to purchase your service or product. Take Mattress Mac with Gallery Furniture , for example. If you live in the Houston area, or if your radio can pick up the signal of almost any Houston area radio station, you cannot go a single day without hearing or seeing an advertisement for Gallery Furniture. Peppering your senses with constant reminders that "Gallery Furniture Saves You Money!" has enabled Mr. McIngvale to build his single location furniture store into an empire. (Of course, advertising alone won't do it; you still must have a quality product or service). I have no scientific data to support this assertion, but I'll make it anyway: I'm willing to bet that Gallery Furniture is known to more people in the greater Houston area than any other single business. How did that come to be? Mattress Mac understands the advertising numbers game and plays it better than anybody else.

Banner ads are a numbers game. The industry standard click through rate for online advertising in general is around .5%. Not 5%, but .5%. Doesn't sound very encouraging for your banner ad campaign, eh? Well, there are ways to significantly increase the CTR of any given banner. The best way is by targeting a particular banner ad to a narrow audience, an audience that is looking specific for a product or service just like yours. Highly-targeted can boost your CTR to as much as 2%-3% or higher and significantly increase the traffic to your website.

Another valuable purpose of the banner ad is branding. Intertwined with the messages Gallery Furniture delivers about particular sales events or types of furniture is the company's consistent and recognizable logo, color scheme, and tag lines. Your banner advertisements can, and should, perform the same function; they should be designed using your company's logo and colors, at a minimum. Sometimes incorporating the tag line is the way to go, but other times you may want to advertise a particular special offer, product, etc. The important thing is that you take advantage of the numbers game by continually displaying your name, logo, and colors. The more visitors that see you, the more they will come to associate your name with your type of product or service, and the more likely they will be in the future to buy from you.

Henry J. Fasthoff, IV
Principal & General Counsel
HoustonBusiness.com


Todays News by officejax free advertising and ad exchange solutionsAdvertising news reports resources updated Sun. August / 25 / 2019

Activision Blizzard's Advertising Business Is Gaining Momentum  The Motley Fool

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Epoch Times banned from advertising on Facebook after breaking ad rules  The Verge

Facebook has banned conservative news site The Epoch Times from buying ads after the site violated ad policies by attempting to avoid Facebook's rules for ...


Leaner WPP prepares for a new era of advertising  Financial Times

Shortly after becoming chief executive of WPP last year, Mark Read called the advertising group's 150 top directors to a week-long meeting in Brooklyn to ...


Weedmaps says it will ban advertisements from unlicensed cannabis sellers. Legal sellers applaud  Los Angeles Times

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Advertising Week New York Evolves - with Tech, Culture, and Data at the Table  Grit Daily

Advertising Week New York is coming up September 23-26 and Grit Daily will be there to cover it with a number of features and exclusives.


U.K. Regulator Warns Claims-Management Firms About Misleading Advertising  Wall Street Journal

A U.K. financial regulator issued a warning to claims-management companies, saying the industry has been providing misleading information to customers in its ...


Biz Roundup: Seminar focuses on online advertising strategies - Salisbury Post  Salisbury Post

Learn how to make the most of online advertising. SALISBURY — Local businesses have a chance to hear from an industry insider about how to hit the mark ...


Google Chrome proposes 'privacy sandbox' to reform advertising evils  CNET

Publisher ad revenue drops 52% when ads aren't targeted, says Google -- whose privacy sandbox idea aims to offer both ad targeting and privacy.


The rise of advertising activism in the Trump era  Axios

An increase in boycotts, threats and blacklists under the Trump administration is putting pressure on corporate America to be more selective with their marketing ...


Twitter blocks state-controlled media outlets from advertising on its social network  TechCrunch

Twitter is now blocking state-run media outlets from advertising on its platform. The new policy was announced just hours after the company identified an ...


Despite Its Risky Reputation, In-App Advertising Is More Popular Than Ever  Adweek

PubMatic's survey finds programmatic players seek refuge in private marketplaces.


Chicken Sandwich War Helps Give Popeyes $24 Million In Free Advertising  News One

The announcement that Popeyes had a new chicken sandwich launched a war between fast-food restaurants resulting in $24 million in free advertising for the ...


Weedmaps Changes Advertising Policy Before Class Action Suit Is Filed | Corporate Counsel  Law.com

The lawsuit would have been filed by the Los Angeles-based cannabis firm Zuber Lawler and would have sought relief under California's Unfair Competition ...


Mondelēz Is 'Streamlining' Its Creative Advertising Model Under Two Main Global Agencies  Forbes

In an effort to become more consumer-centric, Mondelēz International is consolidating its creative advertising business with a new agency model.


Editorial: Free advertising for Apple Card isn't coming from unit sales or market share  AppleInsider

Apple Card is all over the news, in part because the physical legacy card it ships with can be scuffed up if you throw it in your jeans pocket with coins and keys.


Quibi Head of Partnerships and Advertising Tim Connolly Departs  Variety

Tim Connolly, the former Hulu exec who joined Quibi last year as head of partnerships and advertising, is leaving the company.


NGE IP Focus: Advertising & Social Media | Neal, Gerber & Eisenberg LLP  JD Supra

Neal Gerber Eisenberg and Wolters Kluwer have teamed up to bring you NGE IP Focus, a quarterly newsletter dedicated to intellectual property-related legal ...


Juul, Philip Morris sued for marketing to minors, deceptive advertising  CNET

It's one more criticism of the e-cigarette industry's effect on young people.


Tucker Carlson’s Fox News Show Loses More Advertisers  The New York Times

Mr. Carlson still attracts a large audience, but his statements about women, immigrants and race have prompted calls from activists for advertiser boycotts.


Weedmaps announces it will stop advertising unlicensed cannabis retailers 'later this year'  Marijuana Business Daily

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Paul Bunyan and other fiberglass advertising giants ride again at Bell Plastics in Hayward California  Boing Boing

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A new addition might be coming to MLB uniforms soon but we're not too sure how everyone is going to feel about it.


12 Strategies To Keep In Mind When Designing Advertising For E-Commerce  Forbes

Understanding the strategies that work in e-commerce marketing requires a more in-depth examination of the medium and its products. Follow these tips for ...


Twitter announces complete advertising ban on state-run media outlets  The Next Web

Twitter earlier today announced it's banned more than 900 accounts purported to be linked to a China-sponsored disinformation campaign against the citizens of ...


Your Illinois News Radar » *** UPDATED x1 *** False advertising?  The Capitol Fax Blog

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With Players' Weekend's success, is MLB adding advertising patches to uniforms?  NJ.com

Major League Baseball continues its recent Players' Weekend tradition over the next three days. A similarly drastic change to MLB uniforms might be coming in ...


Advertising icons real and imagined meet in a digital mural from the Clio Awards  AdAge.com

The interactive, annotated project celebrates 60 years of the show.


SNHU Is The Fastest-Growing Private College, And Spends The Most On Advertising  New Hampshire Public Radio

New data shows that Southern New Hampshire University spends more on advertising and marketing than any other private, non-profit college in the country.


Tillamook creamery accused of falsely advertising dairy products  KGW.com

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Business Insider has identified the leading companies that are helping marketers navigate privacy regulations.


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The merger of CBS Corp. and Viacom Inc. creates a larger media company better positioned to pursue advanced advertising technology and ad-supported ...


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Despite strong results being realized by brands from location targeting advertising, nearly two-thirds of spend is still being wasted because of poor quality.


State audit targets lottery advertising  Gainesville Sun

The audit comes nearly a year after the lottery cut ties with a former city commissioner after learning he duped them out of $188000.


Class-action lawsuit against Tillamook creamery alleges misleading advertising  Statesman Journal

The company falsely claims its cows live on small farms on the coast, when most of its milk comes from a megadairy in eastern Oregon, the lawsuit says.


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With privacy concerns growing among consumers, the article explores the potential of video *content* and context data to replace conventional user-based data ...


Facebook banned advertisements from The Epoch Times after it bought $1.5 million of Trump ads in 6 months  Business Insider

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You Were Right, Walt Mossberg: The Cookie Did Not Improve Online Advertising 08/22/2019  MediaPost Communications

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MLB Uniform Advertisements Could Be On The Way  Forbes

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Like many advertisers, Fidelity Investments wants to avoid advertising online near controversial *content*. The Boston-based financial-services company has a ...


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New guidelines relating to the advertising of mobile phone and broadband services by the Advertising Standards Authority for Ireland will start on 1 September.


Tucker Carlson returns to Fox News -- but advertisers are staying away  Media Matters for America

Fox host Tucker Carlson is returning to his show tonight, after an attempted cooling-off period for defending white supremacy and downplaying white nationalist ...


Pinterest reports strong demand for advertising on its social-media service  AdAge.com

The stock gained value on a second-quarter report highlighting revenue, users, and a 2019 forecast.


New York Times advertising revenue is expected to decline sharply  AdAge.com

Analysts say the decrease in ad revenue was 'a negative surprise,' and the company's stock suffered its worst defeat since 2012.


YouTube is expected to end targeted advertising on videos for kids  Digital Information World

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Advertising has as much power to challenge perceptions and conventions as to reinforce bias and stereotypes. Unfortunately, businesses that have the money ...


Google Policy Limiting Advertising for Pro-Life Pregnancy Centers Fails to Work  Christianheadlines.com

A Google policy that aimed to make it extremely difficult for crisis pregnancy services to advertise on its platform has failed to work properly. The tech giant ...


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“Data-Driven Thinking” is written by members of the media community and contains *fresh* ideas on the digital revolution in media. Today's column is written by ...


Global Social Advertising Software Market Analysis Report 2019: Facebook, 4C, WordStream, FastTony.es, Marin Software, MediaMath  Financial Newspaper

The market report, titled “Social Advertising Software Market” is a broad research dependent on Social Advertising Software market, which examines the ...


350.org On Challenging Facebook’s Fossil Fuel Advertising Profits  CleanTechnica

August 23rd, 2019 by The Beam. By Liam J. Kelly. If you aren't familiar with 350.org, the group is a grassroots movement pursuing a fossil-free future via ...


Brian Wieser: Exploring America's digital advertising trends  The Drum

Digital media is ubiquitous in American life, coinciding with and driving significant growth in spending on related advertising. However, with so much scale and ...


Facebook's Expanding Search Advertising  Motley Fool

More marketers can now place ads in Facebook's search results, but there's a catch.


Weak Ad Market Slams Advertising Bellwether Focus Media  Caixin Global

Outdoor advertising specialist Focus Media said its revenue sagged and profit plunged in the first half of the year, as the industry veteran faced twin headwinds ...


Facebook Watch Draws More Advertisers—Gradually  The Wall Street Journal

Advertisers are beginning to direct more money toward Facebook Watch, but the video-viewing platform remains far behind YouTube in revenue and audience.


UK Advertising Watchdog Upholds Complaints Against BitMEX Bitcoin Promotion  CoinDesk

The U.K. Advertising Standards Authority (ASA) has upheld complaints over a bitcoin ad placed by crypto derivatives exchange BitMEX (HDR Global Trading).


Thank you to our GOLD Annual Sponsor Adventure Advertising  PenBayPilot.com

West Bay Rotary would like to thank our GOLD annual sponsor Adventure Advertising . Adventure Advertising is a locally-owned advertising and marketing ...


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A gun store's controversial advertisement depicting four Congresswomen as the '4 Horsemen' and calling them idiots is being removed. That's according to a ...


Fastest-Growing Private Nonprofit Colleges With the Highest Rates of Advertising Spending  The Chronicle of Higher Education

Three of the fastest-growing largest private nonprofit institutions devoted more than 15 percent of their overall functional expenses to advertising and marketing ...


Resort fees: Bait and switch or false advertising? | Letters  Orlando Sentinel

Great editorial Tuesday (“Stop gouging hotel visitors”). I have long resented paying a resort fee for things I don't use. Are these hidden costs bait and switch, ...


Thank You To Our Advertisers  Reston Now

RestonNow.com is an advertiser-supported independent local news website. Our advertisers allow us and our dedicated full-time staff to publish ...


Amazon and DSPs Foresee an Advertising Utopia in CTV  Adweek

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Amazon Advances in the Digital Advertising Space  Market Realist

Amazon has also been gradually increasing its revenue exposure to the digital advertising business—and there's huge opportunity in the space.


German gambling advertising tripled over the last five years  CalvinAyre.com

A new study claims Germany's gambling advertising spending has tripled over the past five years, with much of the growth driven by online casino ads.


Twitter's 6-second rule means advertisers can pay for completed ad views  AdAge.com

It's the first time the platform has a way to buy ads that only costs brands when viewers watch the whole commercial, if it's a short one.


Data privacy-first advertising is here: Here are the winners and losers  Digiday

It's a new dawn in digital advertising. The drive for data privacy-first strategies has become more apparent, spurred by anti-tracking moves made by browsers as ...


Kroger Is Upping Its Advertising Game  Fortune

Naming creative advertising agency DDB, as the grocer uses technology for a strong omnichannel business—in-store, online, delivery and in-store pickup.


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Amazon’s high-flying advertising growth levels out  Marketing Land

Amazon's advertising business had it's second $3 billion quarter in the second quarter of 2019. (Or close to it — Amazon advertising revenues make up the ...


Global Search Advertising Software Market Analysis Report 2019: WordStream, AdWords, Kenshoo Infinity Suite, Marin Software  Financial Newspaper

The worldwide “Search Advertising Software Market” statistical surveying report is an inescapable research report that contacts the most imperative parts of the ...


UKRAINIAN MEDIA INTERNET ADVERTISING MARKET EXPANDS BY 82% IN H1 2019 – UIA ASSOCIATION  Ukraine open for business

The Ukrainian media Internet advertising market expands by 82% in H1 2019, to UAH 1.987 billion, the Ukrainian Internet Association (UIA) has said. The.


US Advertising: Can Twitter Start to Capitalize on the Boom? %  Market Realist

Twitter capitalizes on strong US advertising as its advertising sales pike. There is more to come as Twitter addresses advertisers' transparency concern.


State settles with 5-hour Energy in false advertising lawsuit  vtdigger.org

Vermont's lawsuit against 5-hour Energy was the last of the three to be resolved, after Washington and Oregon ended theirs. Creative Commons photo.


Amazon Is Looking to Put Advertising Data on a Blockchain  CoinDesk

Amazon is seeking to integrate parts of its advertising business with a blockchain. The Seattle-based e-commerce giant is looking for a senior software engineer ...


Russia demands Google stop advertising 'illegal' protests on YouTube  Engadget

Russia is intensifying its pressure on Google to censor political dissent in the country. Media overseer Roskomnadzor has sent a letter to Google insisting that...


Facebook to remove thousands of outdated interest targets for advertising  Marketing Land

Facebook announced Tuesday that it will be removing thousands of outdated and infrequently used interest targets such as old movie and band names and ...


How the Trump Campaign Used Facebook Ads to Amplify His ‘Invasion’ Claim  The New York Times

Some of President Trump's re-election ads have repeated his inflammatory claims about an “invasion” on the southern border — language that is under scrutiny ...


Your quick-start guide to podcast advertising  Marketing Land

Podcasts have been around for over a decade, but it's only within the last few years that the format has begun to capture the attention of the general public.


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We predict the NFL games advertisers won't want to miss.


Kang Daniel signs an advertising contract with Mexicana Chicken  allkpop

Kang Daniel has landed an advertising deal with Mexicana Chicken!On August 22nd, the major fried chicken franchise announced that they had signed a…


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How to Write Ads that Increase Your Business
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Top Design and Marketing Tips from a Branding Expert
This month, we wanted to share some general tips relating to your graphic design that we've come up with over the past year: Always include an address on your business card, even if you are operating a small business out of your home - it greatly increases your credibility and makes you look much more established! If you're concerned about privacy, a Post Office box is a great way to go. When signing up for a Post Office box, consider using a "Mailboxes" store instead of the Post Office - you'll get a street address instead of the typical "P.


Media Planning: Smart Choices for Your Success
Media Planning for Smarties: You say you're ready to advertise. How are you going to choose whether to place your ad in the local newspaper or a national magazine? Why not do a radio spot or place a banner ad on a related company's website? Understanding the benefits and pitfalls of these different forms of media will help you get the most out of your advertising budget.


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Make Your Business Cards Work
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Advertising Inserts
One of the best and easiest ways to advertise without having to worry about shelf life of those who would most likely use your services or buy the products from your small business is to use inserts in your local newspaper. A marketing piece might also be to insert our flyers in the daily newspaper.


5 Reasons Why Headlines Are Crucial To Your Website's Success
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The TV Shoot, The Spoiled Brat, And A Painful Lesson
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What's The Frequency?
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Don't Be a Secret Agent
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What Do Your Ads Say?
Make a list of everything you think should be included at one time or another, in one of your ad, be it radio, newspaper or Little Jimmie's class play program. Everything.

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