a web site > buy visitors > banner
Banner ads are the
« traditional » way to advertise on the Internet.
Many different layouts
and sizes are available. They can include animation, video and sound.
The standardized sizes
commonly available are:
|Size in pixel
size in kilo octet
Gif or Jpeg
|728 x 90 pixels
|300 x 250 pixels
|160 x 600 pixels
Usually, the advertiser pays a banner ad on the publisher's site based
on the impression model (number of times the ad has been viewed). The
measurement unit is the thousand of impression (called CPM). 1 CPM means
that the advertisement has been viewed 1,000 times.
A conversion rate
of 1% (the proportion between impressions and clicks) is already an excellent
rate. It means 10 clicks for 1 CPM. (1 user out of 100 clicked on the
ad, meaning 10 users out of 1,000).
Rates vary very much:
from 5% for the best sites to 0.1% based on :
- Position of the
ad on the page
Up on the page the ad is, close to the content the ad
is, will increase the exposure.
- Relevance of the
ad with the content
If the advertisement has no connection with the content,
why people would click on it ? They need to have a good reason –
a need to fulfil – to click on it.
- Quality of the
An animated ad is recommended, with an obvious message
expressing urgency to take a good opportunity now, with an unique benefit.
Sites and advertising
networks accept more and more to pay publishers for clicks instead of
impressions. The advertiser pays for each click on his ad.
email is, in spite of spam, an efficient way to reach a target group.
placement - Email advertising
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