Marketing banners come in two types: traditional and rich media. Choosing which type to use depends on the website’s purpose, design, and advertising goals. Traditional banners are static and easy to integrate, while rich media banners enhance the viewer experience but can be disliked if overused. Banners should grab attention without being a distraction and are most useful when placed above the fold.
Two of the main types of marketing banners are traditional and rich media. Selecting which type to use in a web page depends on the website’s purpose, design and advertising goals. Marketing banners are business tools that need to fit carefully into a website’s overall strategy and not just be randomly selected and placed. The overall appearance of the web page with the marketing banner should be pleasing to the eye while grabbing the visitor’s attention without being considered an annoying distraction.
Traditional marketing banners display a static image or text with no sound. These banners are usually available in five formats: full banner, half banner, square, button and skyscraper. Most banners come in standard pixel sizes, making it easier for designers to strategically plan advertising placements around website content. These banners tend to be the easiest to integrate into a website design, they are less distracting and usually load quickly.
Rich Media banners enhance the viewer experience with animation, audio or video. While these banners add to the user experience if the user is interested in what is being marketed, they tend to be disliked by visitors if they have repetitive animations, sounds that start when the page loads, or videos that start without being triggered manually. Excessive use of Rich Media banners on a web page can lead to an increase in bounce rate and the page may become too slow to load, making it less functional for the end user.
Selecting which type of marketing banner to use depends largely on the design of the web page and the purpose of the website. Marketing banners should grab the user’s attention, but not distract too much from the web page content. For example, if a viewer is trying to read website content with a flashing animated graphic banner in the sidebar, they might quickly get annoyed and leave to find information or products elsewhere. The purpose of the website should also be considered, as an informational website without graphics can benefit from the effects of rich media, such as advertisements with related videos.
Marketing banners are generally most useful when placed “above the fold” on the web page or in the space initially visible to the end user before scrolling. This allows visitors to view them quickly when they first land on a page. If the web page already has rich content, it may be more beneficial to display traditional banners, to reduce the chances of banners delaying the page loading.
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