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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 Tue. February / 19 / 2019

Special Advertising Section: The Ingleside Hotel  BizTimes.com (Milwaukee)

Lake Country's favorite venue is also now the newest. The Ingleside Hotel, formerly Country Springs Hotel, has completed a 14 million dollar property renovation ...


Special Advertising Section: Lake Lawn Resort  BizTimes.com (Milwaukee)

Nestled along two miles of Delavan Lake's shoreline, Lake Lawn Resort is the ultimate year-round destination for conferences, groups, meetings and executive ...


Special Advertising Section: Jan Serr Studio  BizTimes.com (Milwaukee)

Milwaukee's historic East Side goes modern with the newly renovated Jan Serr Studio, an industrial-meets-modern events space located on the top floor of the ...


Special Advertising Section: War Memorial Center  BizTimes.com (Milwaukee)

Milwaukee's lakefront boasts many beautiful attractions one of them being the War Memorial Center. Here at the center we have spaces where we best engage ...


Special Advertising Section: Marcus Performing Arts Center  BizTimes.com (Milwaukee)

Your event, large or small, takes Center Stage at the Marcus Center! Located in the heart of Downtown along the beautiful Milwaukee RiverWalk, the Marcus ...


UPDATE 1-Australia's Seven West Media's first-half profit falls as advertising rev declines  Reuters

Adds details on advertising revenue, cost target, background)


Confession: I love advertising  Campaign US

FCB Global's Susan Credle says her love of advertising puts her in the minority these days.. From Campaign US.


Advertising with paramotor scares Civil Lines residents  The Tribune

Tribune News *Service*. Ludhiana, February 17. Around 3 pm, residents of Civil Lines, Ghumar Mandi, Ferozepur Road, were scared to hear loud chopper-like ...


MannKind - Scripts, Advertising, And Cash  Seeking Alpha

Advertising has slowed again. Afrezza scripts came in at less than 600. Cash sits at about $55 million.


Timeline: Lee Clow’s 50 Years in Advertising  Adweek

Lee Clow is born in Los Angeles, where he would later attend Santa Monica City College and California State University at Long Beach.


Global Internet Advertising Market Insights Report 2019 – IAC, Facebook, Pandora, Soho, Amazon, Twitter, Linkedin, Microsoft, Alphabet  Industry News Network

The global “Internet Advertising” market report comprises the thoroughly investigated data by the experts of the Internet Advertising market in classified form.


Princess Cruises launches its first advertising campaign for Asia | Travel News  Travel News | eTurboNews

Princess Cruises has launched its first international advertising campaign developed and produced specifically for Asian markets, titled "Princessa." It.


Nine Of The Best Outdoor Advertising Campaigns  Forbes

Members of Forbes Agency Council share examples of outdoor advertising campaigns they found particularly effective, and why they worked so well.


Lamar Advertising (LAMR) Set to Announce Quarterly Earnings on Wednesday  Fairfield Current

Lamar Advertising (NASDAQ:LAMR) will be issuing its quarterly earnings data before the market opens on Wednesday, February 20th. Analysts expect the ...


Big Drop In Advertising Giants Shares  Forbes

WPP, Interpublic, Omnicom and Publicis Groupe are in a bit of a trouble. Their stocks have been affected and there is a significant drop in their share value.


How to Get Millenials to Trust and Respond to Your Advertising  Forbes

One in six millennials have $100000 in savings. And if you want to attract the attention of this rather affluent, very large group of young consumers, you need to ...


Mobile Advertising Market to Witness Comprehensive Growth During the Year  Industry News Report

“Mobile Advertising Market by Types (Display Advertising, In-App Advertising, In-Game Advertising, Search Advertising and Others), by Devices (Digital ...


L'Oreal Canada expands AI ambitions through online advertising  Glossy

L'Oréal Canada is infusing its online advertising with artificial intelligence through chatbots. Since April 2017, L'Oréal Canada has used chatbots within ...


Advertising Association launches Export Month in run-up to Brexit  CampaignLive

The Advertising Association has teamed up with the Department for International Trade and the IPA to launch Export Month in March in the run-up to Brexit to ...


How Paid Search Can Become a Top Advertising Strategy for Brands and Retailers  Adweek

Even though retailers already spend the majority of their advertising budget in digital, 80 percent of their co-op funds have traditionally gone into non-digital ...


Big brands like Unilever and Marriott are taking more of their advertising in-house than ever before, and a whole new cottage industry of companies is trying to cash in on the opportunity  Business Insider

As more big brands take their advertising in-house, a new crop of companies is emerging to help them pull this off.


Manipulative advertising  Pakistan Today

Advertising is not meant to be simply inane jingles and cavorting models, although it often is; there is supposed to be some serious psychology behind the ...


The Difference Between Digital Marketing, Social Marketing, and Pay Per Click Advertising - Alex Membrillo, Cardinal Digital Marketing  Atlanta Small Business Network

The prospect of marketing your business can be overwhelming at times, but it doesn't have to be. Our guest today, Alex Membrillo lends his expertise and clears ...


CBS Brass Talk NFL Deal, Political Advertising Bonanza, Streaming Growth but Not Viacom  Variety

CBS is prepared to "do what is necessary" to hang on to its NFL rights. That was the message sent by CBS acting CEO Joe Ianniello and CBS Sports chief Sean ...


Sports Analytics Market Players Attention On More Moderen Advertising Techniques To Pressure Income  Industry News Network

“Sports Analytics Market: Global Industry Analysis, Size, Share, Growth, Trends, and Forecasts 2016–2024” The global Sports Analytics Market report represents ...


Motion filed to delay lawsuit proceedings between Lamar Outdoor Advertising and City of Weston  WBOY.com

Attorneys for both parties involved in a lawsuit related to placement of billboards are seeking a new scheduling order for the proceedings.


18,000 Android Apps Track Users by Violating Advertising ID Policies  BleepingComputer

18,000 Android apps with tens or hundreds of millions of installs on the Google Play Store have been found to violate Google's Play Store Advertising ID policy ...


Amazon’s big new business: Here’s how much advertising revenue the company generated in 2018  GeekWire

Amazon's advertising business is showing no signs of letting up. Amazon reports record profits of $3B, crushes Wall Street expectations for holiday quarter ...


Meraas and Backlite Media extend advertising partnership to four Dubai destinations  Campaign Middle East

Meraas and BackLite Media today announced an extension of their advertising partnership to now include the new destinations of Al Seef, La Mer and The ...


Local Advertising Reveals Possible WWE Hall of Fame Inductees (POSSIBLE SPOILERS)  411mania.com

Local advertising in the New York area revealed possible headliners for this year's class of the WWE Hall of Fame, which may spoil it...


Amazon's Promising Advertising Growth Story  Seeking Alpha

Amazon.com Inc. is making serious inroads in the global digital advertising business. Covering the expected growth of this lucrative market on a macro level. Ho.


Lake Erie Bill of Rights supporters respond to recent advertisements  WNWO NBC 24

Next Tuesday, Toledo residents will have the opportunity to vote whether or not to give Lake Erie a Bill of Rights. After being added to the ballot in December, ...


Women's Student Union criticizes pro-life advertisements on OCCT buses  Binghamton University Pipe Dream

An advertisement on Off Campus College Transport (OCCT) buses ignited controversy last week after the Women's Student Union (WSU) spoke out against a ...


Sprint sues AT&T over the company's use of '5G E,' claims false advertising  USA TODAY

AT&T's labeling of its 4G LTE network as "5G E" isn't just drawing the ire of the tech world. Sprint is now suing claiming it is "false advertising."


U.K. Government Report Calls for Investigation Into Digital Advertising Market  Adweek

The realities of digital advertising are so damaging to local and investigative news in the U.K. that a report commissioned by lawmakers is proposing government ...


6 Non-Advertising Ways That Facebook Can Grow  Seeking Alpha

Facebook set a new record of $274 million for non-advertising revenue in Q4 2018, up 41% year-over-year. This means Facebook has an annual run rate of ...


Opportunities for Advertising With Augmented Reality Are More Popular Than Ever  Adweek

Most investors and many marketers I speak with don't quite realize what's happening with AR ads today. I anticipate that AR advertising will account for at least ...


Despite the negative public perception, advertising can be a force for good  The Drum

Figures from the Advertising Association's Lead conference recently made for rather chilling reading, with advertising's public favourability standing at a record ...


Advertising and Sponsorships  Construction.com

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Taco Bell Nearly Doubles Television Advertising Spend in January  Skift Table

Note: With advertising being such a large part of the restaurant business, Skift Table continues to look at the top spenders on television ads for the.


Track Takeover: Art replaces advertising in SEPTA station  WHYY

Dozens of artists have taken over the SEPTA subway station walls at Walnut Street in Philadelphia. For the next month, all the advertising billboards along the ...


Pitched battle over bill to prohibit 'deceptive advertising' at faith-based pregnancy centers  The CT Mirror

A bill that would prohibit “deceptive practices” at faith-based pregnancy centers drew passionate — and conflicting — testimony from people on both sides of the ...


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Since Facebook and Instagram play a vital role in many brands' marketing strategies, how could the company's use of blockchain-based solutions affect ...


You won’t see a digital billboard near this busy Beaufort Co. bridge. Here’s why  Hilton Head Island Packet

A request by Adams Outdoor Advertising for a digital electronic billboard in Port Royal SC was denied Wednesday when Town Council declined to vote.


Actor Yul Brynner inspired Australian anti-smoking advertising campaigns  Gold Coast Bulletin

In a posthumous ad in which he tells viewers not to smoke, actor Yul Brynner inspired organisations in Australia to advertise against the tobacco companies.


Burger King’s Week of Being Misunderstood Just Ended With Advertising’s Best Reunion in Years  Adweek

If you thought Burger King's Super Bowl ad featuring Andy Warhol was “advertising for people who work in advertising,” then wait until you see this one. In a new ...


Gun Safety Devices Get Caught in Online Advertising Bans  The Wall Street Journal

As more Americans keep loaded guns in their homes, efforts to sell them new kinds of safety locks are getting stuck by policies intended to block ads for firearms ...


Advertising uber-analyst Brian Wieser takes role at GroupM  AdAge.com

Brian Wieser is joining GroupM as its global president of business intelligence starting this week.


Wallingford coalition protests I-91 billboard advertising marijuana  Meriden Record-Journal

By Jeniece Roman. Record-Journal staff. NORTH HAVEN — Members of the Coalition for a Better Wallingford gathered on Route 5 Saturday to protest a ...


Marketers are Shifting Advertising Budgets to LinkedIn  Search Engine Journal

Marketers are reportedly shifting advertising budgets away from platforms like Facebook and Twitter, and spending more on LinkedIn ads. According to a ...


Estonian newspapers go against paid advertising in municipal publications  bnn-news.com

Estonian press, united by the Estonian Newspaper Association, is convinced there is a need for law prohibiting local governments from selling ad space in their ...


AT& T to resume advertising on YouTube  Marketplace APM

AT&T has announced it's putting ads back on YouTube. A couple of years ago, the telecom giant pulled their ads off the platform because of concerns that its ...


The new Advertising Regulatory Board governance regarding influencers  Bizcommunity.com

Authenticity is a key component in influencer marketing. But studies show that brands often shy away from terms like 'sponsored' and '#ad' on paid partnership ...


5 Facebook Advertising Hacks for your Health and Fitness Brand -- or Any Brand  Entrepreneur

We're now two months into the new year, and as a health and fitness ecommerce brand, we see continuing evidence that there's never been a better time to use ...


Attorney General seeks to protect women's health, stop deceptive advertising  WFSB

A bill to protect women's health got its first hearing on Monday.


Jeff Bezos used to hate spending money on ads, but told employees in November he 'changed his mind'  CNBC

Amazon used to reject the need for ad spending, but Jeff Bezos has changed his view and turned the company into a major advertiser.


Will Small Advertisers Stand By Facebook During A Downturn?  AdExchanger

Facebook CFO David Wehner recently told investors that even if the economy falters, Facebook's ability to measure advertising returns is its saving grace.


African-American Advertising Pioneer Barbara Gardner Proctor Dies At 86  NPR

Trailblazing Chicago businesswoman Barbara Gardner Proctor, who was best known as the founder of the first ad agency owned by an African-American ...


Google: Still 'early days' for performance advertising on YouTube  Marketing Land

Developing the advertising business on YouTube continues to be a huge focus for Google. On its fourth-quarter earnings call Monday, company executives said ...


HCM City to hold fourth auction for bus advertising spaces  VietNamNet Bridge

The HCM City Department of Transport's Management Centre of Public Transport will organise an auction for 11 bus advertising packages for the fourth time on ...


Meet Mike Sharman: Advertising visionary helping to spark a revolution  BizNews

Five years ago, Webfluential was launched, a business which now represents 35000 global influencers with a reach into well over a billion people.


Amazon Knows What You Buy. And It’s Building a Big Ad Business From It.  The New York Times

The online retail giant is taking advantage of what it knows better than anyone: consumers' online shopping habits.


Row over retrospective plans for sign advertising new housing development  Northumberland Gazette

Residents and parish councillors are opposed to an advertisement for a new housing development in a north Northumberland village. However, a retrospective ...


My advertising junk room; ill winds, TV and 16-34s  MediaTel Newsline

There are metaphorical rooms where we store information about brands - and Dominic Mills is taking a bulldozer to one of his. Plus: if TV ad exposure amongst ...


Amazon advertising attribution: Here’s how it works  Search Engine Land

Amazon is complex. Amazon Advertising is really complex. And Amazon Advertising Attribution – well, that's another level entirely! Amazon Sales Attribution is ...


The New Native Advertising Narrative - Folio:  Folio Magazine

How native advertising became custom *content* and what it means for publishers.


Buy, Hold or Sell: The Outlook for 9 Internet Advertising Stocks | Stock Market News | US News  U.S. News & World Report

Will an economic slowdown hurt the internet advertising industry? It depends on the stock.


Reuters article highlights ethical issues with native advertising  Columbia Journalism Review

When Aubrey Belford started work as a special correspondent for Reuters in Southeast Asia, his new colleagues in the Bangkok bureau were working on a ...


Hulu Private Marketplace Gives Programmatic Advertisers Choice and Control  WebProNews

The invite-only auction, which is I would say our new shiny toy that's getting wrapped in the PMP, provides us the opportunity for a variable floor price,” says ...


UK broadcasters face advertising tipping point, new study finds  The Guardian

Broadcasters are facing a tipping point in the next five years where a faster decline in traditional viewing will make TV campaigns too expensive to be ...


‘Lady Tank’ guilty of forcing teen into prostitution in Lexington, DOJ says  The State

India Cuyler, aka “Lady Tank,” pleaded guilty in federal court to using a cell phone to advertise and force a teen into sex. The incident happened at a Lexington ...


Guggenheim: What Snap Investors Need To Know About Instagram, Android And Advertising  Yahoo Finance

Snap Inc (NYSE: SNAP ) reported fourth-quarter results Feb. 5 that generated "incremental enthusiasm," but three key questions remain regarding the ...


Advertising is facing a historic shift. Can Australian media keep up?  Crikey

Just as Mad Men documented the historic shift in advertising from print to television, more prosaic figures released by ACMA late on Friday show the speed and ...


The case against behavioral advertising is stacking up  TechCrunch

No one likes being stalked around the Internet by adverts. It's the uneasy joke you can't enjoy laughing at. Yet vast people-profiling ad businesses have made ...


Indian Media Company Eros International Partners With Advertising Company Artimedia  CTech

Mumbai-headquartered media company Eros International Media Ltd. has entered a collaboration with Israeli video advertising company Artimedia ...


Comedy Central Stops Advertising With Every Comedian’s Worst Enemy  Vulture

Comedy Central ran several ads this month on the Instagram account FuckJerry, run by Jerry Media, which initially rose to fame by stealing other people's jokes ...


Connecticut Billboard Advertising Legal Cannabis In Massachusetts Draws Protests  Ganjapreneur

“Weed is legal in 60 miles,” a billboard in Connecticut will tell you as you approach the Massachusetts border. Full story after the jump. a word from our sponsors:.


Advertising and Media Insider newsletter February 13  Business Insider

Welcome to the Advertising and Media Insider newsletter.


Revealed: Facebook enables ads to target users interested in 'vaccine controversies'  The Guardian

Social media platforms under pressure by US congressman to crack down on anti-vaccine propaganda, citing Guardian investigations.


Chad Livengood on 910AM: Detroit to update advertising rules | Metro Detroit shopping malls soldier on | TCF CEO is an old new face  Crain's Detroit Business

Crain's Detroit Business Senior Reporter Chad Livengood talks with Kelly Cobb on 910AM Superstation about top stories in Crain's latest issue. Listen to the ...


Advertisers Warm to Fledgling Alliance of American Football  The Wall Street Journal

A new professional football league, The Alliance of American Football, plays its first games on CBS this Saturday. However, advertisers are divided on whether ...


Print advertising sales industry presents career opportunities  Chron.com

The media industry is an ever-changing sector that depends on its sales people to sell the features and benefits of particular products. In this career, people ...


The ins and outs of targeted advertising  WRDW-TV

Monday, January 21, 2019. CNN -- Everyone's been there, you're looking at something online, you click over to another page, and up pops an ad for the very ...


Social influencers have been the darlings of the advertising world up to now, but is their time finally up?  RSVP Live

They've had a good run and made a lot of money, but the tide appears to be turning against bloggers and influencers, says Andrea Smith. Share. By.


Advertising group Dentsu Aegis buys Manchester-based creative agency BJL as it expands in the north  City A.M.

Advertising group Dentsu Aegis has bought Manchester-based creative agency BJL in a bid to expand its offering in the north of England.


testYONO SBI disrupts Indian advertising by working with 2000 Influencers  United News of India

Uniindia: Mumbai, Feb 18 (UNI) YONO SBI, an integrated digital banking platform by State Bank of India launched their recent campaign 20 Under 20 to felicitate ...


'Fortnite' Studio Ups Their Advertising Following 'Apex Legends' Success  Comicbook.com

While many developers have tried to capitalize on Epic Games' success in the battle royale genre, gamers have likely wondered if Fortnite can be overthrown.


JDAP gives its nod to lit advertising hoarding in Claremont  Community Newspaper Group

A joint development assesement panel set up by government has approved an LED advertising sign opoosed by the council in Claremont.


In search of bigger brand budgets, Amazon is beefing up its brand metrics  Digiday

Amazon is trying to prove to marketers that it can not only sell their products but sell new customers on buying their products with a new metric.


Facebook sucks for privacy, but how good are advertisers at targeting me?  The Next Web

Amid the massive hue and cry about Facebook's utter disregard for data privacy, and the illicit use of personally identifiable information, I thought I'd take a step ...


GALA Releases Second Edition Of Global Advertising Law Guide - Media, Telecoms, IT, Entertainment - United States  Mondaq News Alerts

The Global Advertising Lawyers Alliance just released the second edition of Advertising Law: A Global Legal Perspective. The new edition -- which is more than ...


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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.


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What Do Your Ads Say?
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