Banner advertising is the process of inserting banner advertising messages into web pages. Banner advertising systems link banner ad graphics to web portals or landing pages and use link tracking systems to determine the effectiveness of the banner ads. Banner ads can be created by banner development tools and banner ad exchange networks can allow for more simplified distribution.

Banner Ads - A banner ad is a graphic or image that motivates that viewer to take action (to click on the banner) in anticipation of getting information promised by the banner. To create effective banner ads, recognizable keywords can be included, pain points enhanced, interesting images and graphics may be used, and motion (animation) can be added to help a banner to stand out from other media on the page.

It is helpful to include words that the viewer will understand and have an interest in learning more about within the text portion of the banner. Topics or issues related to the banner that cause the reader discomfort (the pain points) can be emphasized. Related images that can get the attention (colorful, conflict) can be used to generate interest. Animation can be added to banners so they stand out from other media on the page.

Banner Development Tools - Banner development tools are program functions or media services that allow users to create banner advertisements by selecting choices (such as banner sizes), adding content (such as text and images) and choosing animation options.

One of the first steps in producing a banner is to create a list of keywords that viewers will recognize and associate with the marketing objective of the banner ad. A list of discomforts (pain points) that are associated with the issue can be created. A list of images that will attract the reader (color, shape and conflict) and generate interest (initiate questions or build emotion) can be created. These elements can be combined to produce banner ads that can be reviewed and tested for effectiveness.

Examples of banner ad development tools include www.bannerdesignerpro.com, www.bannermakerpro.com, and www.addesigner.com.

Banner Ad Networks - A banner ad network is a company or group that acts on behalf of multiple advertisers to find and place banners on web sites that participate in the banner ad network program. Banner ad networks may charge fees for the insertion of banner ads, or operate on an ad exchange basis (we will show your ads if you show ours). When an exchange basis is used, the banner ad network will keep a percentage of the ad insertions for itself (that it can sell to advertisers) as a way to earn revenue on the banner exchange process. Examples of banner exchange networks include; www.exchange-it.com, www.adswap.com, and www.ebannertraffic.com.

This figure shows how banner ads can be used to promote white papers. The banner creation process starts by identifying keywords, pain points and images that are associated with the promotional message. A banner development tool can be used to combine the component elements and add effects (animated banner). The banner may be provided to web sites for use or it may be provided to banner ad networks that automatically place it on web sites that match the defined categories for the banner.