A banner is a graphic image that is designed to catch the attention of a targeted audience. Banner advertisements are embedded into a web page and ideally displayed on a high traffic website. When an internet user (a targeted audience) visits a particular website, this form of advertising is present virtually instantaneously as a web page loads.
Cost effective – design and implementation costs of a banner advertisement are considerably lower than those of conventional print media or other forms of direct advertising (radio and television)
Brand awareness and company image – banner advertising strategically exposes a company’s website or name exactly where it is wanted or intended to receive a desired result or effect. By using a similar look and feel to banner advertisements, companies have the opportunity to reinforce their image to prospective customers. Even without actual sales being made, the public is made aware of a company’s logo, particular announcement (specials, new products or services etc) and image. Reinforcing a company brand and image tends to remain in the minds of a targeted audience with the potential to generate sales at some point or another.
Generation of highly qualified sales leads – with every click on a banner advertisement, a company has a strong chance that these internet users are interested in their company, products or services.
Tracking – the results of banner advertisements can be tracked (traced) and measured for more effective analysis. The performance of an advertisement can be tracked so as to determine a more precise idea of how successful or not it is with a targeted audience. Tracking thus enables a company to only “put their best foot forward” and advertise banners that generate effective results (i.e.: sales etc), placing the one’s that are not on the scrap heap.