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Emergence of banner advertising on the internet is a fitting
example of growing commercial use of the internet space. Contextually, a web
banner is a transfigured advertisement embedded on the web page within fixed ad
spaces. These ad spaces vary from publisher to publisher, also at times
restricted under various international norms. Banner advertising has become
almost an indispensable part of any online advertising campaigns for
organizations.
Banner advertising has different work-scopes for advertising
organizations, agencies & publishers enthroned with the user movement at
the core of it all. While advertising organizations are the spender group, the
agencies play their role in designing creative’s’ & negotiating best prices
from publishers who in turn offer lucrative ad spaces on their web page. The
whole process is governed by the user movement on the publisher site which is
also tracked through precise monitoring tools used by the publishers.
Banner ads can be rectangular ads, banner & ad buttons
or sky-scraper ads with standard sizes ranging from a large rectangle ad space
of 336 by 280 pixels to a half page of 300 by 600 pixels on a web page.
 Publisher’s Role:
Publishers thrive wholly on the popularity of their website
or web portal, i.e. the number of users hitting their web pages for
information, services, products etc. This hit count helps them charge
advertisers on per impressions (on banner ads) or per page views for various
sizes of ad spaces. These ad spaces multiplied by the number of hits on the
website marks the total inventory of a website. Each advertiser or agency
purchases certain inventory from these publisher at a rate measured as CPM.
Agencies’ Role:
The agency plays a pre-dominant role in channelizing the
demand & supply in the market. This means that the agency not only serves
the advertisers in getting them the maximum inventory for their banner at a
publisher website, but also servers a huge list of publishers giving them
clients they seek. In addition to this, the agency also capitulates on the
designing these banner ads for the advertisers for their campaigns.
Historical facts:
The first clickable banner ad emerged in the year 1993, sold
to a law firm.
AT&T is one of the first of the advertisers utilizing
banner advertising on internet.
First of the publishers in the banner advertising segment
were Goto.com, followed by overture-Yahoo & later by Google.
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