Web banners are rectangular ads displayed on web pages, providing funding for non-sales websites. They prompt users to purchase products or services and are paid based on clicks. They come in various shapes and can be static, animated, or interactive. They differ from pop-up ads and can slow down web page load times.
A web banner, also called a banner ad, is a rectangular advertisement displayed on a web page. Although banner ads are commonly thought of as a nuisance, similar to television commercials, the revenue from web banner hosting provides the funding for most non-sales web sites. Web banners are almost as old as the public internet.
The banner ad typically displays a product or service, prompts the Internet user to purchase it, and, if clicked, loads the appropriate sales website. The website owner displaying the banner is typically paid by the advertiser, based on the number of unique Internet users who click on the web banner. This is known as “pay per click”. Even if a user does not click on the advertising link, they are exposed to its marketing. It is not uncommon for the same company to serve multiple ads on the same web page.
The word “banner” refers to the characteristic elongated shape of the advertising link. Vertically oriented banners are referred to as “skyscrapers” and small, horizontally oriented banners are called “buttons”. Nearly 20 specifically shaped formats are mandated by the Interactive Advertising Bureau.
A web banner could be static or animated and could also be interactive. It may adjust the Internet user’s cursor to an image related to the ad content each time the cursor is hovered or the banner is clicked. This is to simulate a fun animated reaction or even a simplistic point and click game while quickly redirecting the user to the main selling website. Some web banners may use an audio function. This can confuse users, especially if the banner appears at the bottom of the web page, beyond the user’s immediate view.
A web banner is different from a pop-up ad, which opens in a separate window or at least can be closed. Unlike a pop-up ad, a web banner does not cover the main content of the hosting website but usually lines the edges of the web page and is displayed permanently. Like pop-up ads, however, web banners slow down the load time of web pages, especially when they are complex and crowded.
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