15 Examples of Successful Banner Advertising

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Banner advertising is everywhere. So prolific on so many pages of the internet you probably visit regularly, you may hardly notice them.

Which is kind of the point.

Banner ads are a type of paid ad designed to sit seamlessly on the top, sides, or bottom of a website. In many cases, they fit so well they look right at home. Of course, their actual purpose is to drive you to click.

Let’s cover what banner advertising is, how to create them, and then explore examples of successful banner ads.

What Is Banner Advertising?

Banner advertising consists of placing a designed ad on another website. As the name implies, the ad is a banner shape, a long rectangle, either horizontal or vertical. Banner ads are usually at the top or bottom of a website or vertically along the side of a website, next to the main content.

Banner ads have been around since the dawn of the internet, allowing website owners to sell ad space, much like a billboard or bulletin board owner would.

While some website owners sell ads directly, most contract with advertising services, like Google AdSense, that create the ads, decide how much to charge, and then display them on your website.

What Makes an Advertising Banner Successful?

Before digging into creating a successful banner ad, we need to talk about what banner ads do. There are two primary goals for banner advertising: impressions and clicks.

Impressions refer to how many people actually see your banner. While these people may not actually click over to your website, impressions help increase brand awareness.

With click-throughs, your goal is to get people to click through to your website or to a landing page. You may generate leads, capture email sign-ups, make sales, or other specific engagement goals. In this case, you will be tracking how many clicks you get on your ads.

You might also be thinking about retargeting. Retargeting helps you target someone who already visited your website or engaged with you in some way. You can think about these people as a sort of warm lead.

They interacted with your brand at some point, and this is your chance to draw them back in. For this purpose, you’ll be interested in both impressions and clicks, as you make people more aware of your brand and entice them back to your website.

What Elements Help Increase Impressions or Clicks?

The best banner advertising is the one that draws attention to itself.

Keep in mind the person visiting the website came for a specific reason. Maybe they are scrolling through their favorite news site or looking up a new recipe.

Whatever their purpose, your goal is to capture their attention and draw them away.

That’s a tall order. Here are a few elements that can help you get there faster.