A graphical web advertising unit, typically measuring 468 pixels wide and 60 pixels tall (i.e. 468x60).
Information
Love them or hate them, banner ads are one of the dominant forms of advertising
online. Due to the widespread
acceptance of the standard 468x60 banner ad size, buyers can easily secure placements
at most sites, and publishers can accept ads from most advertisers.
Banner ads were initially judged primarily on the basis of click-through rate
(CTR). In the early days of the Web, click-through rates were generally much higher
than they are now, perhaps due to the novelty factor. Other causes for the decline
in CTR may include technical limitations, the awkward horizontal shape,
poor banner design, an excessive percentage of run-of-network buys, and accumulated
bad experiences of Web surfers.
"Banners never work" is a common refrain from the anti-banner crowd. Although click-through rates have gone consistently
downward, the same can be said of banner ad prices. It is still
possible to achieve a click-through rate many times the industry average by combining
good placement and design. Combining below-average ad rates and above-average response rates can lead to an acceptable return on investment, just as in any other advertising medium.
