25BESTPRACTICES

I
NBANNERADVERTI
SING
©2010by

AboutBanner Snac k.com

Ba nnerSnacka imst ogiv epeopl etheopportuni
tytocrea
tebetterandmor eprof
essiona
l ba
nnera ds
theea s
ywa y .
Sinc eit
slaunc hin2008, BannerSna c
kint
roducedoneoft hemos tvers
ati
l
ea s
hba nnercreat
iontool
s
i
nt hewor l
d, ana ppli
cationt hatisnowusedbymor ethan150.000peoplea r
oundt heglobe,i
ncludi
ng
des igners,
freelancers
,c opy writ
ersandadverti
si
ngc r
eati
ves.
Thiss hortebooks er
vest hes ames copeofenabli
ngpeopleadver t
isebet
ter
,moreeffec t
ivel
ya ndmore
prof ess
ionally
.Wehopey ou'
llenjoyit
!

Aboutt heaut hors

CodruţaMogai spartofthesocia
lmedi apromot i
oneffortsatSnackT
ools
,being
res
pons i
bleforthecompa ny
'scommuni cat
ionsv i
aTwi
t t
er,F
acebookandthe
SnackTool
sBlog. Sheispassi
onatea boutI
nternetmarketi
nga ndconst
antl
yintouc
h
wit
ha dverti
singprofess
ionalsworldwide.

Dari
usTulbureismarketi
nga s
sist
antatBannerSna
ck,bei
nginvol
vedinthepromoti
on
st
rat
egy,theproduct'
sconcepti
ona ndwebs i
teopt
imizat
ion.
Al
so,atBannerSnac
k.com,hehelpedhundr edsofcl
i
entscrea
tebet
terads.Hewri
teson
banneradver
tisi
ngrel
a t
edtopicsonBannerSnackBl
og.

T
hisebooki
spr
otec
tedundert
heCr
eat
iveCommonsl
i
cens
e.ht
tp:
//
crea
tiv
ecommons
.or
g/l
i
cens
es/
by-
nc/
3.0/
us/
Noc
ommer
ci
alus
e,noc
hanges
.Feel
freet
osha
rei
t,
pos
tit
,pr
inti
torc
opyi
t.
T
hisebooki
sav
ail
abl
eforf
reea
twww.
banner
sna
ck.
com i
nthe“
Blog”
sec
tion.
Y
ouc
anpos
tthi
sebookony
ourbl
ogors
har
eitwi
thwhoev
ermi
ghtbenetf
rom r
eadi
ngi
tThanky
. ou!
25BESTPRACTI
CES Event hough2010isthey earofsocialmedia
INBANNERADVERTI
SING revol
ut i
onanditsi
mpor t
anceisgr
owi nginthe
ma rk
et i
ngstr
ategyofthecompa nies,yousti
l
l
Thetruthaboutbanneradsisthatthey'
re
annoying,boringandtheyof
tens peak mightneedt oadvert
iseyourorganiz
ation
adifferentlanguage. orproduc ti
ntheclas
sica
lwa y
,usi
ngba nner
s.

T
hroughs oc i
almediay
ouc anc
reate
Well
,abigpartofthem.Hundr edsofadsbli
nk, r
ela
tionshipsandconnectdi
rec
tlywithyour
as
ha nd us
es tr
ongc olorstodriv
ea tt
enti
on, c
ustomer s
, whil
ewithbanneradver
tisi
ngy ou
whil
esome(pop-ups,expandablebanner
s)have c
ana chi
evebot hincr
easedsal
esa ndbr a
nd
t
henervetocoverwhattheusersar
ereadi
ng. a
wa reness
.

Anothertrutha boutadverti
si
ngisthatit Spendy ourbudgetwi sel
yand,us i
ngyour
giv
esus erstheoppor t
unitytoreadtonsofgrea
t creati
vit
y,buil
ds omea dsthatcreat
eimpa c
t-
contentforfreebysuppor t
ingthepubl i
sher
. notliketheonesment ionedinthe rstl
i
nes.
Andt hefactis–whi l
ebannera dverti
si
ngis Thisisas hortbookt hatcanhelpy oucreat
e
gett
ingmor eandmor esophisti
cated-somewel l mor erel
ev a
ntba nnerads,s
tart
ingwith
denedr ulesands t
andardsarearis
ing. creati
ngac onceptandendingwi thmeasuri
ng
theresults
.
Needl
esst
osaythatnowther
e'smor
eres
pec
t
f
ortheI
nter
netuserst
hanever
. Enj
oy!

25BE
STPRACT
ICE
SINBANNE
RADVE
RTI
SI
NG 2
 1.Ans
wert
hequest
ions
“Whati
smygoal
?”

Youma yofferadi sc
ount ,
int
roduceanew
Copywr
it
ing producttot hema rket,l
etpeoplek now
abouty ourproduc t
'simproved featur
es
Thepr ocessofcreatinggr eatdi
spl
ayads
ands oon.Whateveryouradisabout,t
here
st
artsbyc r
aft
ingapower f
ul mess
age.
aretwopos s
ibl
erea s
onsforyoutor unit
:
Copywrit
ing isan es sent
ialpartofwhat
tocreat
ebranda warenessandtosell.
banneradvert
isi
ngmea ns,
andinsomecas
es
i
t'
sthemos timportantone.
Sel
lingyourproducta ndpromot i
ngy our
brandusuall
ycomea longtogether,
Agooddes i
gnempower st
hemessa
geand
howev ersomea dsc anha v
eaf ocuson
drawsa
ttent
ion,butthewordsy
ouputin
mak ingthesal
e,wher easotherstendt o
ther
edenet hemessa
ge.
foc
usonpr omotingthebrand.

25BE
STPRACT
ICE
SINBANNE
RADVE
RTI
SI
NG 3
2.
Tar
get

Havey
ouev erhear
dt hesay
ing“i
fyou'r
espea k
ingtoeverybody,
you'r
espeaki
ngt onobody”?
Sa
met hi
ngwi thbanneradver
ti
si
ng.Ithappensbecaus
et heInt
ernet
,asanyothermedium,iscr
owded
wi
thadvert
isi
ngmes sagest
hattr
ytogr a
bus ers
'at
tent
ion.Sotheusersr
eactbyjusti
gnori
ngmos t-
i
fnotal
l-ofthesemes s
ages
.

heywi
T l
ll
is
tentowha tyou'vegottosa
yonlywhent heywa ntt
oa ndonlyi
fyourmessageres
onateswit
h
t
hei
rwayofseeingthewor ld.Sotr
ysel
li
ngtopeoplewhoa r
emor eli
kel
y
t
oli
st
entoyou,whent heya r
ereadyt
olist
en.
S
tar
tbyl
earningmor ea boutyourposs
ibl
epr os
pec
ts,aboutthei
rint
eres
tsandneeds.I
fyourproduct
c
anbeusedbydi ffer
entgr oupsofpeople
,creat
eadifferentma r
keti
ngmessageforea
chgroup.

25BE
STPRACT
ICE
SINBANNE
RADVE
RTI
SI
NG 4
3.
Puty
our
sel
fint
hei
rshoes

Youhav edevelopedas erviceorproductforaspec icgr oupof

cust
omer s,tos olveapr oblem theyha veorma ketheirlif
e
easi
er.
T heywoul dprobablybemuc hmor eopent ohea rabout
yourproductify ouspeaka boutitusi
ngt hei
rwor ds.I
tma ybe
difficultnottous etechni
c alwordsthatyoua ndyourtea m use
whent alki
nga boutit.Buti nyourprospec t
s'eyesthes etech
wordsmi ghtbeonl yconfusingtermsthattheydonot
understandproper l
y(sur
e ,ifyoua dv
erti
set ogeek sandt ech
savvypeople,ont heoppos i
te,youhavetous eja
rgon!).

Solet '
ssa yyouwa nttorea c
har egulara udi
enc e,buty ou
createda na dful
lofspec sandjargon. I
ma ginet hosefew
moment syourprospec t
snot i
ces ucha na d. Wha twoul dthey
nd?S omet echlingot heydonotunder st
a nd( t
heywoul dn't
admi tithowev er)
.Wha twouldtheyt hink?Wel l,
probabl ythey'l
l
i
gnor ey oura da ndmov eon.Af terall,i
twa sn'
tt a
rget eda t
them, buta tyou.Soevent houghy ou, asane xpertinyour el d,
under standy ourproduc tperf
ec t
lya ndk now ev eryfea tur
ei t
ha s
,y oura dshouldn'
ts ounds ot hatitpleas esyou.Ins t
eadi t
should“ please”y
ouraudi ence.

25BE
STPRACT
ICE
SINBANNE
RADVE
RTI
SI
NG 5
4.
Bebr
ief

Wedon'twanttost
a r
talongcopyv s
.shortcopydebate
.Bybei ng“bri
ef”
wemea nthatyoushoul
dav
oid
wordi
nessandanyunnecessar
yinf
orma t
ioninyourads(t
hisispart
icul
arl
ytruef
orbanners
).
Bl
atherbor
estheever-
hurr
iedInt
ernetusersandi
thardl
yca nma keasale.
Wek nowyourproducti
sgreatandithasallt
hesec
ool
f
eatures
,butremembert ha
tus erswil
lgrantyouv
eryfew
moment st
oready ourad.Sochoos eyourwordscar
eful
l
y
andshapeupas i
mpleandc oherentmessage.

Fori
nst
anc
e,youmightwanttowri
teapunchy“hea
dli
ne ”
,
orus
eanenti
cingques
ti
on.Per
hapsac
atchycal
ltoact
ion?

5.
Cat
chywor
ds

Youcanusec atc
hywor dsonlyify
ouk nowwhatiscat
chyint heeyesof
yourprospec
ts.Av
oidexpres
sions
(s
omec al
lthem buzzwords) l
ik
e“makemoney”,“
cli
entf
oc used”
,“110%val
ue”
,“
innovati
ve”bec
ause
every
bodyus esthem andt heyhavebecomec l
i
chés(thesea r
ejustaf
ewe xa
mpl es
;formore,c
heckout
SethGodi
n'sE ncyc
lopediaofBusi
nessCli
chés
).

Theyar
eprobabl
ynota ppeal
i
ngt oyoura
udienc
eany
mor
e,t
hey
'r
eineffec
tiv
eandf
ors
uret
heywon'
t
ma k
eyouroffers
tandoutfr
om thecompet
it
ion.

25BE
STPRACT
ICE
SINBANNE
RADVE
RTI
SI
NG 6
 6.
Expl
ic
itc
all
-t
o-ac
tion

Bei
ngi nvolv
edi ntheproc es
sofc raf
tingy ourad,
youknowe xac
tlywha tyourprospectshav etodo.
Howev er
,theymightnot ndy oursubtleincent
ive
FREEisthes t
rongestwordt hatyouc anuseina soobvious.Sothebestbetist
owr it
ea ne x
plici
tcal
l
banner,sobec ar
efulnott omisuseit.
Ma kesure toact
ion.
youc anr eal
l
ypr ovides omethingv al
uablefor
fr
eeandev er
ythi
ngwi llbeok .Don'ttryt
ot r
ick As i
mple“cli
ckhere[t
o..
.
]”mayjustdot hetri
ck,
but
user
swi t
haf ake“fr
eea pproach”-theonlythi
ng youc ana l
soexperi
mentwi t
hs omemor especic
you'
llgetaresomec r
a z
yc li
cksthathavenovalue approaches,l
ik
e:“hi
reaf r
eelancer
”,
“readourf r
ee
whatsoeverbecauseuserswi l
ll
eaveimmedi a
tely
. report
”,
“joi
nourc ontes
t”
,“
cli
cktopl a
y”,“s
tarty
our
driv
ingcoursenow”.
Otherwor dstha tcanbec atchy
:li
mi t
edoffer ,t
ips,
secret,cl
icktopl a y
,how to,why ,new.T hinkin
ter
msofbenet s ,notfea
tures.
Af eat
ur ei
sa
technicalas
pec tthatdescri
besthepr oduct,whil
e
abenetc anbes eena sthewa yt hatfeat
ure
solvesaproblem. Here'
sane xa
mpl e:feat
ure–
i
nnov a t
ive t nes s equi
pment ,benet -l ose
weightea sil
y.Peopl ewa ntt ok now how y our
produc tcanma k etheirl
iv
esea s
ier.

25BE
STPRACT
ICE
SINBANNE
RADVE
RTI
SI
NG 7
Wha tev ercall
toa ctiony ou'regoi
ngtous e,
don't
trytof oolusers.Theba nnercancreat
e
expec tancy,soi t
'simpor tanttheuser
swon' tf
eel
l
etdowna f
tertheyc l
i
c koni t.
Ifyouarenotsure
whet hert oadv erti
sey ourwebs i
teasawholeora
pa r
ti
c ularproduc t,c
hoos ethelas
tonea ndrel
ate
theca ll
-to-act
iont oit.

ti
I smor eli
kelyfors
omeonet obei
nterest
edin
apa rt
icul
arproductthatsolv
esapart
icular
problem,thanitisf
orthem tobeabstr
a c
tly
i
nterestedinyourwebsite.Agai
n,i
t'
saboutthe
customer,notthecompa ny.

7.
Trydi
ffer
entappr
oac
hes

Askpeoplewhoa renotinvolv
edi ntheproces
sofma k
ingtheadswhatist
heiropi
nionregar
dingthe
message.
Iftheyaref
rom yourtar
getgroup,i
t'
sevenbet
ter
.Afres
heyecanbri
ngsomet hi
ngint
eres
ti
ng.
Youcanalsoma k
edifferentvers
ionsofthesa
mea danda s
kyourpeopl
ewhichonema kesmoresense.

25BE
STPRACT
ICE
SINBANNE
RADVE
RTI
SI
NG 8
Des
ign
8.
Uses
tandar
dsi
zesf
ory
ourbanner
s

Webba nnerscant a
kea nysi
zeyouwa nt.Butthere
aretwoma inr eas
onsf orthem nott aki
nga ny
i
ma ginablesha pe:
•bec auseoft hepublisher
s'poli
cy:webs i
testhat
dis
playba nnersa c
ceptonlyafews t
andardba nner
for
ma ts.
•effic iency:i
t'
snotc osteffecti
ve,neit
herpracti
c a
l
tocreatethes ameba nnerinadifferentf
orma tfor
eachpubl i
sher.

Soit'
sbes tt oc hoos eas t
a ndar
ds izef ory our
bannerad,al
t houghus uallythesizeoft heba nner
i
soneoft he r stthingsy out al
ka boutwi tht he
publi
sherbef orea ny c reati
on endea vort akes
plac
e.Theba nners t
a nda r
ds izesweres etwitht he
helpoftheI AB( Intera ct
iveAdv ertis
ingBur ea u)
,
thetr
adea ss
oc ia
tionf ortheI nter
netma rket
ing
i
ndus t
ry.
Youc a
n ndt hem her e.

25BE
STPRACT
ICE
SINBANNE
RADVE
RTI
SI
NG 9
9.
Fontt
rends/F
onts
ugges
tions Seri
ffontsar
eea s
ytoident i
fybythel i
tt
ledashes
attheendsofthev a
rioussegment sofac har
acter.
T
her i
ghts el
ect
ionof i
nadesi
gncan Seri
ffontsareusual
lyeas ytoreadi fusedinlarge
s
etthea ppropr
iat
emood. blocksofte
xt.Buti
fthefonts i
zeistoosma l
l,
T
he r stquesti
oniswhet
hert
ous
eser
ifors
ans theyc anbeha rdertor eadt ha
nt hei
rs a
nss eri
f
s
eri
ffonts. counterpar
t.

Thes ma llnessoft heba nnerwi l

lfor
c ey outouse
Sans
-ser
iff
ont
sma l
lc ha ra
cterstoo,s owewoul dn'trecommend
yout ous eseri
fsinl ongishcopies.Howev er,
youcan
usethemi nhea dlines,subheadlines,
c al
ltoacti
ons,
buttonset c.Seri
ffont sca ngivethesenseof
sobriety,seri
ousnes s
,profess
iona l
i
sm, f
orma li
sm,
Ser
iff
ont authent i
c i
tyandt rustfulness
.Popularseriff
onts
exampl es :Adobe Ca slon,Geor gia
,T imes New
Roma n,Book ma nOl dS tyl
e,Ga r
amond, Ba s
kervi
l
le,
Bodoni a ndPa l
atinoL inotype.

Ser
iff
ont(
ser
if
sinr
ed) Sa
nsseri
f
, meani
ngwit
houtser
if
,r
efer
stoty
pefa
ces
wi
thouttheli
ttl
eda
shestha
tcharact
eri
zethes
eri
f
f
onts
.

25BE
STPRACT
ICE
SINBANNE
RADVE
RTI
SI
NG 10
 Generally
,onpr i
nt,sanss eri
ffontswer eus edin
placeswherealargetypefa
c ewa srequired,suchas
anews paperheadli
ne.Howev er
,onl i
ne,s anss er
if
fontsareusedvir
tuall
yeverywher e.Thatisbec a
use
oftheirabil
it
ytok eepthei
rr eadabil
ityev enwhen
verysma l
ltypef
aces(under8) ar
eus ed.

Sansseri
ffontscangivethesenseoffriendli
ness
,
famil
iar
ity,
ea si
ness,
simpli
ci
ty,s
tra
ight for
wa r
dness
Thea bov ef ont sa rea llc l
ass i
cal,wi del
y-used andbol dness.Popularsansseri
ff ontse xampl
es:
typef a
c es,howev ery oumi ghtwa ntt ousesome Helvet
ica,Trebuchet,Fr
ankli
nGot hic,My ri
adPro,
kindofs pecia l
font s,i
ftha thel psy oua dda Cali
bri
,L uci
daS ansUnicode/L
ucidaGr andeand
certain“ f
eeling” tot hea d.Someoft hemos t Tahoma .
popul ars pec ialf ontsc ategor i
esa re:“West
ern”
,
“Typewr i
ter”,“S tenc i
l
”,“ Medi eval/Ol d Engli
sh”
,
“Ha ndwr it
ten” ,
“Ret ro”
,“Bitma p/Pixel”,
“Calli
gr aphic” ands oon.
Not et hatthea bov earenota ctua lfontnames,
butgener a lc ategor i
esoff ont s
. Youc an nda
grea tarrayof f
rees pecia l
font sforea chc a
tegory
i
fy oudoaqui cks earchont heweb.

25BE
STPRACT
ICE
SINBANNE
RADVE
RTI
SI
NG 11
10.
Col
ort
ips Whens el
ec t
ingthec ol
orsf
oryourbanner,
sometimesit'
sadv i
sabl
etoconsi
derthecol
orsof
Color
sc ana ddi mpa cttoy oura d.Us es t
rong thewebsiteswher eyouwanttoplac
eit.
col
ors(l
ikeredorbr i
ghtor ange) andi twill Youc oul
dus ethes amec ol
orstoma key our
automati
ca l
l
ydrawa t
tention.Us epa l
ec olorsand bannerbemi sta
kenf oract
ualc
ontent.
yourbannerwillgainelega ncea nds tyl
e. Ofcourse,“mist
aken”isn'
ttheri
ghtwordi fyou
Butchoosingther i
ghtc olorsisn'tjustana r
ti
sti
c real
l
yha vesomet hingval
uabl
etooffer.
quest,
butama r
ketinga ndps ychol ogic
a lpursui
t.
Color
sc a
nbeus edt oempha s
ize,highlight,and Avoidc reatingba nnerst hatf
ea tur
es peedycolor
l
eady ourendus erst oper forma nac ti
on( i.
e. shi
fting( e.g.redt ogr eent oredt ogr eenet c
.)
,
cl
icki
ngony ourba nner).Colorsc ana l
sot r
iggera thatma k esy ourba nner a sha nd i ck
er–itwi l
l
widearra
yofemot i
ons . onlyi r
ri
ta tethewebs ur f
ers
.Ins t
eady ouc ould
Kul
er l
ooka tt
hepa gey ourba nnera dwi l
lbegoingon,
togetaf eelforwha tcolorswillwor kbest.
Als
oma k es ureyoudon' tusetooma nydifferent
out-of-cont extcolorsory ouc ouldendupwi th
anuna t
trac t
ivekitschydes i
gn.
COL
OURl
over
s
Usec ol
ors chemesgenerator
s,t
heyar
equit
e
prac
tica
la ndi ns
pir
ing.Getsomecol
orsi
dea
s
fr
om KulerandCOL OURlov
ers.

25BE
STPRACT
ICE
SINBANNE
RADVE
RTI
SI
NG 12
11.
Usei
mageswi
sel
y

I
t'ssaidapi ctureisworthat hous a
ndwor ds .Idon't
knowwhet hert henumberi sa c
cur at
e,butt hei deais
thati
ma gesc anha veaveryhi ghimpa cta ndc a nhelp
youc onv eyc ompl exmessagesus ingfewwor ds .
Alsoima gesha vetheabil
i
tyt odra wa tt
ent i
ont oyour
ad,andi nnowa days'market,attenti
oni ss carcea nd
preci
ous .
Howev er,onedr awbackoft hei ma gesi st ha tthey
havear elativelybigl esi
zec ompa r
edtot exts, vect
or
shapesa ndot hersuchgraphicelement s .
T herefore,i
f
youdon' tusei ma gescorr
ec tl
y,ther esultwi llbea n
over-
s i
zedba nnert ha
tnopubl i
sherwi llaccept .Here
aresomet hingsy oucandot oopt i
mizey ourphot os:

-Croporr es
izeyouri mages.Ify
oua regoingt oma kea300×250pxba nnerdon’tl
oa dapi ct
ur eofsay
2400×1554px.Usea nima geedit
orli
kePhotoshop, Pa
int
,Phot
o-Pai
nt,I
rf
anViewetc.t
oc ropofft hea r
eaof
thepic
tureyouneed. Ifyouneeda pproxi
ma t
elythewholepic
ture
,resi
zeit
,butbec a
refultoconstrai
n
proport
ions.
Inthise x
a mpleyoucouldresi
zethe2400×1554pxdownt o16%of t
heorigi
na l
siz
e ,r
esult
ing
a408×264pxr esizedima ge.Nowy ouc angofurtherwitht
heima geopti
mi z
ati
ona ndc r
opt hisresi
zed
i
ma geto tper f
ectlythe300×250pxs iz
eoftheba nner.

25BE
STPRACT
ICE
SINBANNE
RADVE
RTI
SI
NG 13
-Compressa nds ave.
Inor dertofurt
heropt i
mi ze
yourima ges,y ou ha vet osli
ghtlyc ompr ess
them.
Themostc ommoni ma gef ormatthatisgoingt o
beusedtoma kebannera dsistheJPG.
Savethei ma gea nds ett hecompr essi
onl evel
somewher ebet ween75- 80%.
fy
I ouusePhot os
hopc hooseF il
e>Savea sf or
Webors avei tnorma l
lybei ngcarefultosetthe
compress
ionl ev el
to8- 9(outof12). I
fyouwa nt
tousetr
ans parentPNG, sav ei
tnorma l
ly,wi
thout
anycompr ession.

Y
ouc a
nal
soedi
tyourphot
osus
ingoneoft
hes
efr
eeonl
i
nephot
oedi
ti
ngt
ool
s:Pi
cni
k,Pi
xl
rorAv
iar
y
(
rea
dmoreaboutt
hem).

Agener
aldesi
gnrul
e,r
egar
dles
sofyouus i
ngjusttypef
aces,ori
magestoo,
istohaveacent
erofinter
est
i
nyourcomposi
ti
on,awel
ldeneds ubj
ect,jus
tli
keinphotography
.Tha
thelpstheuser
stosett
heireyes
ononer
egionoft
hebannerandst
art“
reading”i
tfr
om there
.

t
I'
sbestwhentheuser
s'ey
es owsmoot
hlyf
rom a
nel
ementofdes
ignt
oanot
her
.Tha
twi
l
lma
ket
hem
c
lear
lyunder
sta
ndyourmessa
ge.

25BE
STPRACT
ICE
SINBANNE
RADVE
RTI
SI
NG 14
Ani
mat
ions
12.
Bri
ngy
ouradst
oli
fe

Thereareba sic
a ll
ytwot ypesofwebba nners:
st
a t
icanda nima ted.
Stati
cba nnersta ketheform ofimage l es(J
PG,
PNG, GIF)thatareus ual
lycreatedwitha
profess
iona li
ma geedi t
or,suchasPhot oshop.
Theirma inadva ntageisthatmos tpublisher
s GIFani
mati
ons
,unli
kethe a
shones,l
ookmorel
i
ke
acceptthem ont heirwebsites
.Andt hey'rel
ess apic
tures
li
des
howc rea
tedf
rom af
ews l
i
des
,
obnox i
ousf orthev iewers. ty
pical
l
yfr
om 2to5.

Animatedbannersta
k etheform ofashobject
s Anima tedba nnersaremor eli
kelytogetnot i
ced,
(SWF)orani
ma t
edGI Fba nners
.Fl
ashbanners becaus et hemov i
ngel ementsusua l
lydraw
arecr
eatedusi
ngAdobeF l
ash,
Banner
Snackand att
ent ion.
other ashc
ontenteditorsandc a
nfeat
urevery Moreov er,animatedadshol dthea dva nt
aget hat,
complexmov i
e-l
i
k eanima t
ions. byus ingmul ti
plesl
ides ,
themes sa
ges entthrough
them ismor ec omplex.
AnimatedGIFbanner
sont heotherhandcanbe Byus inga nima ti
onsy ouc anact
uallytellastory,
creat
edusingaGIFedit
or,
ora nimageedit
or or-let'ssa y-a ni
ntroduc t
iontothes torythatwill
thatal
lowsyout
oma k
eGIFa nimat
ions. continueony ourwebs it
e.

25BE
STPRACT
ICE
SINBANNE
RADVE
RTI
SI
NG 15
13.
Don'
tfool
aroundwi
thani
mat
ions

Al
thoughani
ma ti
onscanbri
ngyouradstoli
fe,
us
ingani
ma t
ionsabus
ivel
ycani
nfactki
l
lthem.

I
tca
nbeaba dideatollt
hebannerwi
thal
otof
j
umping,ashi
ng,te
xtgoi
nginandout
,bl
urr
ing
a
ndthingsl
i
kethat.

Puty ours
elfi
ntheviewer'
sposi
ti
on:
doyouli
ke
thek indofadsthatpop-outy
oureyeba
ll
sand
mes swithyourpat
ience?
Proba bl
ynot.

Anot
herdi
sadv
a nt
ageofoverus
ingani
mat
ionsi
nba
nner
sisthei
ncr
eas
edFILESI
ZEthebannerwi
l
lget
.
Thi
swil
lmakeyourbanners
lowert
odownl
oa da
ndi
mpli
ci
tl
ythewebpages
lowertodi
spl
ay.

Anyway,
ther
eares
omest
andardsr
egardi
ngthema x
imum le-s
izet
hati
sacceptablef
oracer
tai
nbanner
.
Checkt
hem her
e.I
nanyc
ase,
apublis
hercandifferf
rom t
hes
egenerals
tandards
, s
other
e'sal
waysr
oom
f
ornegoti
ati
on.

25BE
STPRACT
ICE
SINBANNE
RADVE
RTI
SI
NG 16
14.
Usel
oopi
ngwi
sel
y 15.
Useex
pandabl
ebanner
scl
ever
ly

Loopi
ngbanner
sa r
eanimat
edbanners(ashor Expandableba nner s,
a st
heirna mes uggests,
GIF)t
hatpl
ayt
heirani
mati
onsr
epeatedl
y. arethosebannera dsthatextendt heirs
ize
automa t
ical
l
yoronus ermous ea c t
ion,suchasrol
l
overorcli
ck.Si
nc et hi
sk i
ndof ba nner sc
a ndouble
oreventripl
ethei rini
tials
ize,cov eri
ngt he
contenttheusersa rereading,theyc anbev ery
annoying.
Needlesstosayt hemos tir
rit
atingonesa rethose
whoe xpanda utoma t
ical
ly,wit
houtt heus er
's
Shouldy oul oopornot ?Ours ugges ti
onwoul d i
nterventi
on.
benott o,bec a useanev er-endi ngloopi nga d
canber ea l
l
ya nnoy i
ng,espec i
allyforthos ewho Howev er,thosewho
haves lowc omput ers
.Anothera s
pec trega r
ding expa ndonr ol
lov er
thi
sissuei sthepos i
ti
onofs omepubl i
shersthat aren'ttoos oothing
don'ta cceptl oopi ngads. either;ima gi
ne
I
AB( Intera c
tiveAdv ert
is
ingBur ea u) tha tyou
recommendst ha taba nner’
sa nimationl ength acc i
dent al
ly
shouldbeofma ximum 15s econds ,including hov erov ersuch
mul t
iplel oops .S otoma keitea sierfory ou,the ana dwhi lereadinganint
eres
ti
nga r
ti
cl
e–y
ou'
l
l
publishera ndt hev i
ewer,don'tloop. bedes perateto ndt heXbutt
on.
..

25BE
STPRACT
ICE
SINBANNE
RADVE
RTI
SI
NG 17
Ofcourse,
themos tac
ceptabl
efor
m of 17.
Ric
hmedi
abanner
s
expandabl
eba nnersarethosethatexpa
ndon
us
erc l
ic
ka ndhaveavisi
blecl
osebox. Ri
chmediabanner
sareashbanner
stha
templ
oy
i
ma ges
,te
xt,
soundandv
ideo.
Als
oabannershouldr
ema inexpandedfor
maximum 3sec
ondsifthere'
snouseri
ntera
cti
on. Theya reoft
eni ntera
c t
ive,i
nvit
ing
Readmoreaboutthes
es pecicat
ionshere
. theus ertoplayaga me ,navi
ga te
throughdifferent “pages”,
tur
nt he
16.
Avoi
dpop-
upsandpop-
under
s soundon/ off,selectanit
emf roma
drop-down,pa usethev i
deoa nd
Acc ordingt otheI AB,“consumer sdonot soon.Al so,ar ichmedi aba nner
distingui shpop- upsf rom pop- unders
” and“mor e canus esever
al othertechnologies
than90%ofc onsumer s ndpop- upsannoy ingor besidesF lash, sucha sJava,
objec ti
ona ble”(source).Butthisisnothingnew, Javasc r
ipt,andDHT ML .
ri
ght ?Y ouy ourselfha veproba bl
yapop- up Richmedi aa dv erti
singisabiga nd
bloc kerins tall
ed, nottoment ionthatma ny growi ng t rend.Adv erti
sersa r
e
I
nt ernetbr ows ershav eabui l
t-
inpop-up crazya boutr ic h medi a banner
bloc ker.
.. ads,a ndf oragoodr eason:they
Sot hepr obl em wi t
hpop- upsa ndpop- under si
s wor kmuc hbet terthanthe
thatus er swon' ts eethem a ndinc a
setheywi l
l, conv entiona lones .
they 'l
lha tet hem. There'snotmuc hma r
k et
ing Theys i
gnic a ntlyi mprovet heus ere
xper
ienc
e
groundi ngf orus ingthem. si
nc eus ersc ani nteractwit
ht hem.

25BE
STPRACT
ICE
SINBANNE
RADVE
RTI
SI
NG 18
Thes ebanner sareus ua l
lyfuntous e,andthey Hav i
nga neffec tiv
eadt hatsuc ceedsi natt
racting
giveus erstheinforma tioninamor eexcit
ingway theus er'
sa ttenti
onisonlyha lfofthewa y.
thanwi tha nyot hertypeofa d. Thel andingpa geshouldc ontainsomeoft he
Mor eimpor t a
ntly,theywi l
lgetmuc hbetterc
li
ck (
gra phic)element softheba nner .I
tc anbet hel ogo,
ratesthanba si
ca sha ndGI Fbanner s
. thec opy,aphot ooranyot hergr aphicelement .
Wes tronglys ugges ttous ethem,butt heyhavea Thiswi l
lrendert helandingpa gef ami l
iar
.Anot her
drawba ck ,
whi chi s
,theyt akemoret imea nd adviceistol inktheba nnerdirec t
lytot hewebpa ge
moneyt oc reate
. Butifyoua regoingt ola
uncha thatha sthei nformati
ont hea dpr omi ses
.
big,wel l
-pl
a nnedc a mpa i
gn, i
t'
swor ththeeffort
. Yourv is
it
or sha venot i
mef ors earchingforthe
produc tthatwa sadvert
isedt othem i ntheba nner.
Youwoul dn'twa ntyourus erstoa skthems elv
es
18.
Beki
ndt
oyourl
andi
ngpage
"wher eamI ?".
Theywi l
lmos tlikel
yl eavethepa ge
i
nas pli
tsec ond.
Neglecti
ngy ourlandi ngpa geisav er
ye x pensiv
e
mistake.
Itcouldruiny ourc ampa i
gn.
Why ?Well,
thelandi ngpa gei st
he r stthingy our
prospect
swi l
lseea fterc li
ckingyoura d,soi t
’s
veryimportanttoma k es ur
et heywon’ tleave
yourwebs i
teinthene x tsecond.Ot herwis e,
your
adverti
si
ngc ampa igni snomor et hanwa st
ed
money .Sothebes tbeti stogivey ourlanding
pagea smuc hattentiona syoudi dwithy oura ds,
orperhapsal i
tt
lemor e .

25BE
STPRACT
ICE
SINBANNE
RADVE
RTI
SI
NG 19
Pl
acement&c
ost
s 20.
Avoi
dcr
owdedpl
aces

19.
Agai
n,t
arget

Thinka
boutt
hepeopl
ewhoarel
i
kelyt
obuyy
our
product
.Wha
twebsi
tesdot
heyvi
si
t?

Wha
ta r
etheyint
eres
tedi
n?Wher
edot
heyget
t
hei
rinf
ormat
ionfr
om ?

Whens earchingf orwebs iteswher etoa dv erti

se,
avoidtheonest ha tar
ec r
owdedwi tha ds,ev enif
Answeri
ng thes
e quest
ions wil
l theyha vehuget r
a ffic.Itwon' thel
pha v i
ngal otof
hel
py ou makealis
tofwebs i
tes othera dvert
isement saroundy our
s:youwi ll
whereyoucoul
dputthea
d. compet ewi thot herbra nds,y ouwi l
lc ompet ef or
attenti
ona ndf orcli
cks.
Youwi llndal otofwebs ites,s
ome Mor eover,usersa r
egener a l
lynotha ppyt os pend
ofthem bi ggerandbet t
ert ar
geted toomuc htimeonapa get ha tlooksli
kea
thenot hers,butknowi ngy our hodgepodgec oll
ageofa ds.T heywi l
lsimpl ynot
Answeringthes eques ti
onswi l
lhelpy ouma ke
audienc eit'
sthebes tsta
rt i
ngpoi nt paya tt
ent i
on. Aba nnera di smos teffec ti
vewhen
alis
tofwebs i
teswher ey ouc ouldputt hea d.
i
ns electingtherightones . i
t'saloneonac ertainpa ge.
Youwi l
l ndal otofwebs it
es,someoft hem
biggerandbet tert ar
getedt henot hers,but
knowingy oura udi enceit'
sthebes tstart
ing
25BE
STPRACT
ICE
SINBANNE
RADVE
RTI
SI
NG 20
pointi
ns el
ec t
ingt herightones .
21.
Tryex
changi
ngbanner
s 22.
Res
ortt
oadnet
wor
ks

Bannere xchangeisac ommonpr actic

eont he Av er
yha ndyandpr ot ablewa yforbuy i
ng
Wor l
dWi deWeba ndinvolvesatl
easttwo advert
isi
ngs pa
cei stor esorttoadv er
tis
ing
webs i
testhatagreetopos teachother'
sbanners
. networks.Adnetwor ksa r
ec ompa niesthat
I
not herwor ds,y
ouc ouldma keana greement connectwebs i
testha twa nttohos t
wi
tha notherwebs it
etopubl is
hyourba nneri
n advert
isementswi tha dvertis
erswhowa ntt
orun
ex
c hangef oryoudoingt hesame. advert
isements.Theyha veapor tfoli
oofwebs i
tes
foreachimportantdoma inc at
egor y(l
ik
e
automobile,
realestat
e ,bea uty,
ma rketi
ngetc)
.
Howev er,i
fyouoptforba nnerexchange,make
sur
ethewebs i
tesyou'r
ee xchangi
ngba nners Youca nsea rchtheirportfol
ioforwebs it
est hatyou
withar
er epresenta
tiv
efory ourtar
getaudience. thi
nky ourc ustomer sar
ei nt
erestedi n,
butt hebes t
Benet s:bannerexchangec ansendy outar
geted betistoc ontactthea dnet work'srepresentatives
tr
affic,itcanhel pyoua c
quiresomei nboundlink
s andgi vethem s pecici nformationa bouty our
(t
hatwi l
lhelpwithyourGoogl esear
c hra
nk i
ng), i
ndus tr
y, youra dverti
si
nggoa ls
, yourbudgeta nd
andit
'svirt
ua l
l
yf r
ee. soon.
Theywi llt akec aretoma key ouaper s onaliz
ed
Di
sadvantages:youcandi
st
ractvi
si
torsawayt
o offer.Also, t
heyus uall
yha veamedi ak i
t,
inc l
uding
ot
hersit
esbef oret
heyhadthechanceto deta
iled i nformation a boutt heirdemogr a phic
ex
ploreyours.Youshoul
dusebannerexcha
nge prole ,t he a ggregate numberofv isi
tors per
wi
selyanda voidover
usi
ngit. mont h,theirtechnicalr
equi r
ement sands oforth.

25BE
STPRACT
ICE
SINBANNE
RADVE
RTI
SI
NG 21
23.
Choos
eapur
chas
esy
stem CPC=c
ostperc
li
ck

Advert
is
ingontheInt
ernetcanbepur
chasedi
n I
st hea mountofmoneypa i
dperc lic
k -
thr ough.
var
ioussys
tems
, t
hemos tcommonbeing: Tha tmea nst haty ouwi llpayonl ywheny our
bannerget sc l
ic
k edandbr ingsonev i
sitort othe
CPM =cos
tpermil
le(
als
oca
ll
edc
ostper sit
e .Asana dv erti
ser,
y ouha vetoma kes urethea d
thous
andi
mpress
ions
) i
sr elevanttot hewebs i
t e'
sc ontenta ndt herefore
ac l
ickha sagoodc hanc eoft urningi ntoa naction.
tr
I epr esentshowmuc hyou'llpayf oryoura dt o Youdon' twa nttopa yf orus erstha taba ndony our
bes hownat hous a ndtimes. TheCPMs ystem sit
ei nsec onds.Thepubl isher,ont heot herha nd
fav
or sonlythepubl i
shersbec auset hey’
llreceive hast oma kethea dvi
sibl eforitsvisit
ors ,bec a
us eif
revenuer egardlessoft hec ampa ign’ssucces s
. theyc li
ckhewi l
l getpa id.TheCPCs ystem i s
Als
o, athous andi mpr essi
onsdoes n’tguara ntee widel ysprea dtoda ybec aus eitdividest her is
k s
thatthea dwi l
l bea ct
uall
ys een1000t i
mes ; t
he andr espons ibil
it
iesequa ll
ybet weent hepubl i
sher
sys
t em onlygua r
a nteesthatitwillbedi splayed andt hea dv erti
ser.
1000t imesforac er t
ainamountofmoney .
Thes ystem’smos ti mpor t
anta dv
a ntagefor CPA=c
ostpera
cti
onorc
ostpera
cqui
si
ti
on
advertiser
sisthef a ctthattheyc anea sil
y
compa r
emedi apr ices. Repres
ent sthecostforaspec
ieda cti
onr el
ated
tothead. Forexa
mpl e,t
hisca
nbe: apurchase,
T
hes
efact
smademanyoft
hea
dver
ti
ser
smov
e ll
i
ngaf orm, anaccountregi
st
rat
ion,arequestof
t
owar
dsCPCa
ndCPA. i
nformation,adownl oadandsoon.

25BE
STPRACT
ICE
SINBANNE
RADVE
RTI
SI
NG 22
TheCP Asys
tem favorsyou,t
hea dvert
is
er,
becauseyouwi l
lpayonlyift
hea dwa sseen,
cl
ickedandtheus erhasperf
ormedt he
i
ntendeda c
tion.Bec ar
efulatthesepurchas
e
sys
temswheny oubuya dspa c
e .

Accepttheonesthathelpsy oubestachieveyour
advert
is
inggoalsandisthemos tcos
t-effecti
ve.
Forins
tance,
ifyouwa ntjustbrandawa r
eness
al
ongwi thf
ewa cci
denta lc
licks
,CPMist heri
ght
sys
tem fory
ou.

Ontheotherha
nd,ifyouwantr
esul
tswitht
he
l
eastmoneypossi
ble,
y ous
houl
doptforaCPC
oraCPAsyst
em.

25BE
STPRACT
ICE
SINBANNE
RADVE
RTI
SI
NG 23
Meas
urement 25.
Useawebanal
yti
cst
ool

24.
UseCTRt
omeas
ureeffec
tiv
enes
s Aweba nal
yti
cstoolisusual
l
yas c
ripttha
t
measur
esav i
si
tor'
sjourneyonyourwebs i
te.
Onl i
nea dverti
sing,compa r
edt oi tsoffli necousins
, Agoode x
ampleofs ucha nana
lyt
icstool
radio,TV, andnews paper s
,isattractivebecauseit'
s i
sGoogleAnalyt
ics.
directlymea s
ur able.F
ewy earsa go,display
adv ertisi
ng foc used on mea s uri
ng i mpressi
ons. Weba nal
yti
cstoolscanprovideyouawi dearra
y
Thet ec hniquewa sborrowedf rom thewor l
dof TV ofdata,
suchasda i
lyvi
sits
,uniquevisi
tors
,tr
affic
ads .Butt hefa ctthatana disdi splayed,doesnot sour
ces,bouncer at
e,sessi
ondur a
tion,number
i
mpl yiti sactuallyseenbyt heus ers;i
mpr ess
ions ofpagesvi
sit
edpers ess
ion,andsoon.
aren'tt hebes twa ytomea surema rketi
ngs uccess
. Thes
et ool
sa r
ev erycompl e
xa nditmi ghttak
e
Then, adifferentmet r
icwa sint roduced: t
hec l
ick- youawhi l
etolearntowor kwitht
hem.
throughr a
te( CTR).Thisisc alculatedbydi vi
ding Formea s
uringa
thenumberofus er
swhoc l
ickedont hea dbyt he banneradverti
sing
number of t imes t he a d wa s displayed campaign'
ss ucces
s,
(i
mpr essions)
.F ore xampl ei fweha veac l
ick- youcanus eaweb
throughr ateof2%, i
tmea nst ha toutof100 anal
yti
cstool t
o
i
mpr ess i
onsdel iver
ed,t heba nnerwa scli
ckedon checkhowma ny
twot imes .Therefore,thehi ghert heCT Ris,the vi
sit
orsyouget
mor e effec ti
vet he a dverti
sementi s.It’sthat
f
rom c
ert
ains
it
esonwhi
chy
oua
dver
ti
se.
simpl e.

25BE
STPRACT
ICE
SINBANNE
RADVE
RTI
SI
NG 24
Youcant hencheck,howmuc hti
medi dt hev i
sit
orsspendonyoursi
te–didtheyvisi
tmorethanapa ge,
ordidtheyleaveyourwebs i
teimmedi ately?Youc anal
soseewheredoyourv i
si
tor
scli
ck,whet
herthey
ret
urnornot ,
from whatcountri
esaretheya ndmuc hmoreus
eful
infor
ma t
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