Banner advertising

What the article is about:

  • What is display advertising, when to use it and what tasks it solves;

  • What are the formats of banner advertising;

  • Where to place banner ads;

  • How to evaluate effectiveness.

What is display advertising

Online display ads are advertisements that grab the attention of an audience by influencing emotions through visual and audio materials. It helps the brand to form the desired associations with the product or service, as well as create the desired attitude towards the company.

Often, display ads are associated only with banners, but formats are completely different – from images, video and audio clips to interactive special projects.

This type of communication allows brands to solve traditional image problems and increase brand awareness. It will be a good performance strategy tool. Thanks to him, you can increase site traffic or tell the target audience about special offers, discounts and promotions.

The Role of Display Ads at the Beginning of the Funnel

Typically, this type of online advertising is used to work at the top level of the sales funnel – that is, to reach a cold audience and generate demand. However, if you install interactive buttons on the banner, you can quickly attract a high-quality target audience. For example, if you add “buy” or “order” buttons to a banner advertising a new service, they will help attract a warmed up audience from the entire reached audience.

Advertising blocks are placed on any sites:

According to a study by Zenit Media, by 2022 banner ad spending will rank first, leaving TV advertising behind


According to the international media agency Zenith, by 2022, banner advertising spending by companies will overtake TV advertising spending and will account for 31.8% of the total market. The share of investments in advertising on television will continue to fall and will decrease from 29.2% in 2019 to 25.1%.

Banner display advertising: what happens and how it differs

Banner advertising on the Internet is a popular format, especially due to modern technical capabilities. Often it contains only part of the information about the product and is intended to intrigue the user, arouse curiosity to go to the site. The main emphasis should be on design and proper placement.

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Types of banners

  • Standard or graphic. Classic banners – static picture or animated image with effects in jpeg, png, gif, swf formats. Such banners are placed in a separate block. The formats and sizes of banners depend on the technical capabilities of the site.
  • Rich-media (richmedia)… These are banners with “rich features”. They interact with users through interactive and multimedia content. Previously, flash technology was used to create them. Modern rich media banners use JavaScript and HTML5 technologies. The latter are the most difficult to create, but they look much better and more interesting than other formats.

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Varieties of formats

  • Popup (pop-up) and popunder (pop under). Both banners are pop-ups. The difference between them is that the pop-up opens on top of the site page so that the content is completely or partially covered by an advertising banner, and the pop-under is in a new browser window. To prevent advertisers from abusing aggressive mechanics, for example, when trying to close a window with an advertisement, a new one does not pop up, Yandex introduced a special filter. The search engine applies sanctions to sites that post banner ads of this nature, and ranks them below.
  • Top line (constrictions). Banners above the main content of the page. Most often, they take up the entire width of the browser window and adjust when resized. They look like street signs for outdoor advertising, for which they got their name.
  • Screenglide/expandable (expanding banners). Banner of two flash videos. The first is small. The second – expands to full screen over the content on hover.

Benefits of banner display ads

Banner advertising allows companies to attract the attention of the largest possible audience. Thanks to its wide reach, it works to increase brand awareness and helps build image, trust and loyalty. People are more likely to make a purchase if they know about the brand’s products at the time of the search.

You can target a display campaign to a target audience and select an advertising banner that matches the site’s theme, user location, display time and other parameters.

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Banner ads are good for remarketing. If you run it in conjunction with a general display campaign, it will help you find and return users who have already been on your site. Read more about setting up dynamic remarketing in our article.

Creative richmedia formats entertain site visitors. Interactive banners are sometimes made in the form of a game or cartoon. You can add a poll or slider to them. A banner that complements the text content makes it easier to remember the content of the page.

The sequence of user actions when they see banner ads


Depending on the task of the client and the site, you can choose different payment models:

Where to place banners

Banner advertising in networks Google and Yandex

Both Google and Yandex have their own banner creation tools – Google Web Designer and Creative Designer, respectively. To launch and run display campaigns, advertising accounts Google Ads and Yandex.Direct are used.

Both networks offer advertisers a wide range of banner formats. However, the Google Display Network is a more powerful tool. Google has over 2 million partner sites, which is more than Yandex. As well as services such as Maps, YouTube and Gmail, social networks, games and mobile applications.

Yandex is popular mainly on the Russian-speaking Internet, while Google covers foreign sites. The settings in the Google Ads account are more complex than those in Yandex.Direct, especially for beginners. But there are much more opportunities in it.

In a sense, banner display advertising in Yandex can be called an extension of contextual advertising. One of the most expensive options that a search engine offers is banners on the home page – in the desktop and mobile versions, and in the Yandex browser. This is a display advertisement, although contextologists start it.


Banners with product images in the organic SERP on request are not related to banner display advertising. The former name of this format is a media contextual banner. Those. it is also a contextual advertising tool.


Banner advertising on sites

Banner advertising on a large popular platform with a high proportion of the target audience will help to form a solid image, increase brand awareness and trust, and tell the maximum number of potential buyers about the company’s product or service.

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Posting on sites with a narrow industry theme or on regional sites will help you reach your target audience faster. In addition, the cost of advertising will be significantly lower.

Banner advertising in social networks

Display advertising on social networks works on the same principle as on all Internet resources. It is configured using built-in tools, for example, Business Manager for Facebook and Instagram, an advertising account for VKontakte, as well as external services – MyTarget and similar.

How to evaluate the effectiveness of banner ads

There are two types of analytics – PostBuy and PostClick.

PostBuy is a measure of the effectiveness of an ad campaign after its completion. At this stage, you need to estimate the number of clicks, reached reach, CTR and other parameters. If the target indicator in the media plan is, say, 2000 clicks, then in the post-buy you need to see how many clicks the advertising campaign received in fact.

PostClick is an assessment of data on audience reach, frequency of impressions, searches, clicks, cost of conversions, time on the site, etc. The easiest way to do this analysis is in Yandex.Metrica and Google Analytics offices.

Having analytical data, you need to watch how the dynamics of sales or website traffic changes, before and after the launch of display advertising. We recommend monitoring the reactions and actions of users and conducting A / B testing to find the most effective solutions.

What to look for before launching banner ads

Three key rules of effective online advertising: correct banner placement, site relevance and positive user experience.

  • Do not forget to include the name of the brand, product or service, and USP.

  • Test the sites you are going to host;

  • Check that the information on the banners is relevant to the page to which the advertisement is pointing – they should not contradict each other.

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