Display advertising targeting

Media advertising allows for thematic targeting, the purpose of which is for advertising to be focused on the interested part of the audience, on those people who have interests in the field of the advertised product or company. Using thematic targeting, you can attract, for example, only a male or only a female audience by choosing the appropriate topic. Geographic targeting allows you to display banners only to users of certain cities or regions. This is beneficial, first of all, to local regional companies. Large scale advertising campaign can be divided regionally and display banners in different regions with different content, using different visual images, close to this region. Focus by day of the week. Approximately 60-65% of network users access the Internet from work. Therefore, setting up banner displays on weekdays is very effective. This is also due to the fact that traditional advertising (television, radio, print advertising) “does not work” at this time. You can configure the display of banners by day of the week and by hour. Display Advertising Options – number of impressions – number of clicks – cost of clicks.

Display Advertising Networks

Advertising networks (banner networks) are sites united by a single banner placement system. Advertising on them is published not by publishers (site owners), but by the administration of the advertising network, which organizes sales, sets prices, etc.

Popular banner networks– Nightingale, Pingmedia, etc.

Types of media advertising banners

A banner for media advertising is usually called a rectangular graphic image with a stately or dynamic character. May have sound accompaniment. Outwardly it resembles a traditional printed modular ad. In most cases, the banner has a hyperlink to the advertising site. The link can also open an application form, questionnaires, etc.

Static banners are still images on a page. They are easy to develop and have a low “weight”, which is important for downloading by people using non-high-speed traffic. The effectiveness of static banners relative to animated and interactive ones is low due to certain creative and technological limitations.

Animated banners are dynamic, have moving, changing illustrations and text, which can be of significant volume. Typically provide a higher response rate than static banners. However, not all browsers are able to “read” all animations. At the same time, the server software allows you to determine which plug-in programs a site visitor uses and download the corresponding “sophisticated” or simple version advertising.

Interactive banners provide visitors with the opportunity to fill out questionnaires, order forms, answer research questions, play, etc. by “clicking” on the banner. Many interactive banners with a wide range of capabilities use large rich media formats. A high-speed connection is required to activate them.

Unlike traditional advertising, display banners are characterized by high level"wear and tear" or "combustibility". Users are most likely to “click” on a banner when they see it for the first time or the second or third time, but then they stop paying attention to it. To combat this phenomenon, they develop a series of several advertising messages and launch them into rotation on the server. Thus, site visitors see different advertisements each time they visit. When you reboot, a new banner is offered.

When preparing media banners, standard formats and sizes are usually used. The “lightness” of the banner ensures that it loads quickly.

The software used to create and place display banner advertising may not be the same as the software used by users. In this case, some of the audience may simply not display the advertisement on their computer screens.

It is also important to keep in mind that part Russian users work on the Web in graphics-off mode, and therefore will not see media advertisements consisting only of images.

At the same time, competently created inexpensive media banners demonstrate high effectiveness. Therefore, they are the most common type of media advertising on the Internet. This is despite the fact that, according to one of the latest studies from the Nielsen Norman Group, there is such a thing as “banner blindness.” It is characterized by the fact that regular Internet users pay almost no attention to advertisements (banners, links, etc.), concentrating exclusively on the main content of sites.

In a display advertising banner, you should not use images of interface elements or disguise them as the content of the main site. If the user does not end up where he expects, he will feel deceived and will transfer a negative reaction to both the publisher's site and the advertiser.

The effectiveness of media advertising

As online advertising matured, the number of conversions decreased. This indicator is called CTR (), and it is the ratio of the number of “clicks” (clicks on an advertisement) to the number of impressions. CTR is measured as a percentage.

In general, according to some studies, display banner advertising gives a 0.5-2% response rate.

The main thing in the effectiveness of media advertising banners, as in traditional advertising, is interesting content and harmonious, appropriate design.

“Advanced” rich media banners for media advertising are expensive to produce and pay for technology. Interestingly, when all costs are summed up, the cost per thousand impressions and cost per click of a rich media banner becomes comparable to the same parameters for a regular banner.

There is an opinion that the click-through rate of rich media enriched display advertising banners is higher due to the fact that they irritate users more, and they try to quickly get rid of them.

At one time, we debated for a long time which category to include advertising on transport. In theory, this is outdoor advertising designed to attract the attention of users, which means it belongs to media advertising. The same applies to online advertising; it is also included in display advertising. Therefore, in this article, let's understand what media advertising is, what it consists of, and how it can be useful for business.

Meal'n'Real

Display advertising- a special type of advertising that is focused on spectacular perception by the audience. Its main task is to attract a person's attention. For this, various technologies are used containing texts, pictures, infographics, company logos, maps, etc.

Let's do a little experiment. Think about the advertisements you saw today. Most likely, you won’t even be able to remember the last 5 advertising messages. This is fine. Too much noise. And in 95% of cases, this noise is created by media advertising, because this includes the following channels:

• TV advertising;
• Radio advertising;
• Advertising in the press (in printed materials);
• Internet advertising;
• Outdoor advertising;
• Internal advertising. A sort of under-POS advertising. That is, something between outdoor advertising and selling price tags in the store itself. To give an example, this is advertising inside shopping centers, leading to the shopping pavilion;
• Advertising on transport.

From what we saw above, we can conclude that all advertising belongs to media advertising. But that's not true. From the list you can safely cross out all “head-on” advertising, which can also be called “without a picture,” namely:

• Cold calls or cold calls (telemarketing);
• Advertising catalogs and brochures;
• Souvenir products;
• Promotional events.

In short, display advertising is any advertising containing a picture and text, main task which is not direct sale, but first of all drawing the consumer’s attention to it. And I’ll probably say something stupid now, but it suits everyone. Without exception. For example:

1. B2b niche - ideal advertising will do in the press, as well as transit advertising (branded transport that delivers orders to clients);
2. The b2c niche is advertising on TV or radio, although many people refuse it because of its high cost in favor of outdoor and indoor advertising.

Or a universal “gentleman’s set” for all areas - + customized. The same advertising on the Internet. But there may be other options. For example, one of our clients, by posting advertisements in hallways, as well as placing regular advertisements in newspapers, was able to achieve much more than using other various ones.

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The only thing is that the effectiveness of such advertising does not justify the investment in all areas. But you follow our youtube channel, right?! Which means one of latest videos“There is no such thing as bad advertising” was not lost on you. No?! Then here it is. A must watch to experience “zen”.

The death of offline media advertising

Our installation client satellite television, decided to declare war on competitors. In the literal sense of the word. Advertising company started on the Internet and the budget for the year was set at 2-3 million rubles. Provided that for the most part it was, and not made using technology or.

Competitors “died in droves.” And at that moment, when the number of competitors was reduced to the number of fingers of one hand and the advertising budget practically dried up, and potential buyers were simply “fed up”, the season came and the client decided to allocate a small budget for offline advertising, as they say, “for testing”.

Imagine his surprise when the results from the “test advertising” turned out to be more significant, and the advertising itself was more effective. It was after this moment that I again believed in traditional advertising and that it works, at least in the regions. But this is a small digression.

Pain from the difference: offline and online

The main difference between media advertising on the Internet and offline is the audience to whom this advertising is shown. That is, on the Internet this can be done in a more targeted manner, that is, show your advertising more precisely (choose a specific geography of display, age of people, etc., or only on thematic platforms).

This function is not available offline. This is what gives rise to the second difference. Aggressiveness. Offline to skip ads, which we are not interested in, we have to switch to another channel. On the Internet, I can close a banner or site that is not interesting to me. And calmly move on.

And the main disadvantage of this type of advertising (offline media advertising) is its high cost and effectiveness/ineffectiveness. I think you already know about advertising on TV. The cost of placement there (especially if it is a federal channel) is simply off the charts.

One of our clients, who has been successfully operating for more than 20 years in the services market and has 6 branches in Moscow and the Moscow region, with a monthly budget for website promotion of about 200 thousand rubles, cannot afford to advertise on federal channel for two reasons: the huge cost of placement and an incomprehensible effect, unlike the same contextual advertising.

Media advertising media

In our blog we wrote great amount articles on different channels and methods of advertising. To study them, read these 3 articles first:

After studying these articles you will decide in specific ways presentation of information, which can be divided into four means of transmission (types). We will look further at which is more effective and how to apply them to your business using the example of several companies.

Banners

The same ones advertising banners, with which all the streets and Internet spaces are teeming. Sizes and placements come in hundreds of variations. Generally, the larger the size, the more eye-catching it is. The more accessible the place, the more expensive the cost.

Offline we still pay for the fact of placement. On the Internet, the method has evolved and become more client-oriented, that is, pay for clicks has appeared. But on urban and small sites the placement scheme also applies with payment for the time it will be on the site or for the number of impressions on the site.

It is now fashionable to call such media banners “teaser” - tease. That is, with their information they tease the user to perform a target action: visit, call, click or go to the site.

Banner media advertising (regardless of offline or online) has one serious disadvantage - high price. In the offline space, on average you will pay from 10 to 50 thousand rubles for one banner. Within the online space, I will give an example of placing a banner for a week on the main page of Yandex.

You see everything correctly. The numbers start at 4 million per week. You can find the full price list on their website. But this is if you have a federal project and you need to cover more than everyone.

However, I want to warn you. Banners have become boring to such an extent that now there is so-called “banner blindness”. This is when the client psychologically does not notice advertising banners. Therefore, just in case, think carefully and calculate everything again if you suddenly decide to put your entire advertising budget on the purchase of one banner.

Video advertising

The most engaging means of presenting information. True, it takes time to assimilate it. Due to ignorance of this, we once lost a large amount of money. Namely, they gave video advertisements for directors on social networks in work time. Result?! They opened it, but did not turn on the sound because they were at work.

In addition to the fact that it is important to know at what time to show ads globally, you need to know what to show and how long. I’m sure you’ll figure out when and what to show, but I’ll tell you the long story, because there are 2 types of video advertising:

Personally, we now place a lot of emphasis on video advertising. Although it takes up more resources, media advertising in this form is more effective maximum effect. But don't forget about our mistake. In addition to video, you also need to use text with an image, because not everyone has time to watch videos and not everyone likes to do it.

Branded advertising

You may read the title as branded, but it's actually branded. This is display advertising that is only available to large companies. Its main goal is brand recognition or so-called. It is also great for various film premieres or presentations of new products.

As a rule, such media advertising on the Internet is launched within strict deadlines according to the media plan and is paid for the number of impressions. And only large federal companies use it, whose customers are every second person.

Our personal belief is that if you are not in the VIP segment and you are not a federal company with billions in turnover, then you need to postpone this method of transmitting information for later. It will give you recognition, but it won't give you purchases. In addition, if you have taken this road, then get ready to constantly pour money into image advertising, because as soon as you stop doing this, you will be forgotten like “the first bruises on your knees.”

Text and image ads

Offline examples are newspaper advertisements and magazines, where we see a separate attractive picture and separate text. Offline, this was not clear to me at the beginning, until I saw an example. Behind these words lies Google’s contextual media network (CMN). Or rather, advertisements with pictures for these networks.

Behind Lately The cost of an ad in contextual advertising has increased significantly, if we talk specifically about search. YAN and CMS (media contextual advertising) remain quite good tools for attracting customers at an inexpensive cost. I want to remain silent about offline, but my inner voice forces me to speak.

This is a twofold monster. I say this from experience, as I was previously a co-owner of the magazine. It brings clients, but if we talk about maximum efficiency, then it can only be achieved by placing it in specialized publications. Newspaper advertisements also surprisingly work, but only if your target audience is pensioners (there are still certain conditions, but these are rather exceptions).

Briefly about the main thing

It was not for nothing that I gave an example about our client, who used media advertising to “mow down” competitors. By the way, this allowed him not only to eliminate many small competitors, but also to take first place in the region in terms of sales and recognition.

It was thanks to the use of offline and online media advertising that he achieved such results. I am also sure that you have tried or are using the display advertising formats I listed above. Whether you use it correctly or not, it’s hard for me to say. But the main thing is that you must realize that only with an integrated approach can you achieve great results and the benefits of media advertising will become obvious.

And for dessert small bonus. According to research by Business Insider Intelligence, among online media advertising, the highest CTR (click-to-impression ratio) was obtained by video format - 1.84%. All other indicators were much lower. I think you now know where to direct your efforts 😉

Display advertising – what is it? In fact, it is the same Internet marketing tool as contextual advertising or SMM. Media advertising cannot be called a new means of promotion, but its popularity remains consistently high. When done correctly, media advertising can be very effective, especially when combined with other web marketing tools.

Types of media advertising

Most users associate exclusively banners with media advertising. However, there are other varieties of it - videos, text and graphic blocks. Online media advertising also includes website branding. In fact, all advertising materials focused on visual perception can be classified in this category.

1. Banners (teasers)

Banners are the most common type of media advertising on the Internet. These are blocks certain size with graphic and/or text content. Such advertising is paid based on the number of impressions or clicks on the banner.

The main tasks of banners are to make a brand or product recognizable, to attract users’ attention to new products, to inform about promotions, etc. The main emphasis is on the image component, since banner media advertising reaches a wide audience.

Banners should not be overloaded with a lot of text and other elements. The user must notice the advertising message, become interested in it and click on the banner to find out more.

Bright design, placement in right place, intriguing content are the three pillars on which the success of teaser advertising rests.

1.1. Types of banners

Classic teasers are static images located in a certain place on the page. The most popular resolutions– 240 by 400, 600 by 90, 160 by 600 pixels, etc. However, there are other, no less common types of teasers:

1. “Stretchers” are banners located at the top of a web page, above its main content. They were named because of their resemblance to fabric banners used in outdoor advertising. The height of web banners does not exceed 90 pixels. They are placed across the entire width of the browser window. When scaling, the stretch marks expand or, conversely, contract.
2. Rich media are flash banners displayed on top of page content. They can be animated, possibly with sound. Interactive rich media elements make advertising interesting, but they are considered aggressive methods of promoting a brand (service, product), which greatly irritate some people.
3. Pop-under is a block that, when clicked, separate window a page with advertising is shown. The goal of pop-unders is to attract the attention of visitors who have closed the page to the advertising message. Again, this promotion method is quite aggressive.
4. Pop-up banners consist of two flash videos. One is shown on a regular size banner, the second is shown when the ad is expanded to full screen. The expansion banner can be opened by hovering the mouse, clicking on the banner, or at a certain point in the video.
5. Imitation banners are teasers that pop up at the bottom of a web page, similar in size and appearance to messages on social networks, on online dating sites, etc. They are often accompanied by sound. The content of messages is determined by what problems media advertising solves. Such banners do not irritate the audience too much and attract people’s attention due to the accurate imitation of popular resources. Imitation banners are most effective when targeting inexperienced users.

1.2. Banner placement methods

There are 2 types of banner placement – ​​static and dynamic. In the first case, advertising messages are placed on a web page on certain time and are there constantly. They remain in place when the page is refreshed. Payment is most often calculated based on the total time the ad was displayed.

With “dynamics,” ad units change with others when the page is refreshed or after a certain time. In this case, payment is calculated based on the number of impressions per session, the total number of impressions or the number of clicks.

There is such a thing as “wear and tear” of a banner. Statistics show that a user is most likely to click on an ad the first or second time they see it. On subsequent visits to the site, a person simply stops paying attention to the banner that has become familiar. Therefore, it is better to choose dynamic placement, in which several advertising messages are in constant rotation. Guests of the resource see a different advertisement every time they visit or after refreshing the page, so their eyes are not blurred.

2. Video advertising

Video advertising appeared in global network much later than classic graphic banners. However, the high popularity of video content among users has allowed it to become a more effective method of promotion. In video players on YouTube, Vimeo and other video hosting sites, advertising is mainly launched at the moment playback starts, but there are other options.

• Pre-roll is an advertising video that plays before a person views the desired content. Unlike TV advertising, a pre-roll usually lasts a maximum of 10-20 seconds. Using longer videos is irrational, because popular videos most often last no more than 5-7 minutes. The user can turn off the display of an advertising media video after 5 or 10 seconds, but statistics show that over 40% of people watch a video to the end, even if they have the opportunity to skip it.
• Mid-rolls and post-rolls are shown to users in the middle or end of the video they are watching, respectively. If the video is long (film, recording of a concert or TV show), advertising may be shown more often: for example, 4 times during the entire time or after pausing the video.
• The overlay is not similar to the video ad formats not listed above. An overlay is a static banner located at the bottom of the player window. It is demonstrated directly while watching the video.

3. Branding

When listing the types of media advertising, we cannot fail to mention branding. This is the most expensive type of media advertising. Only large companies with an impressive advertising budget can afford to invest in resource branding. The main goal of branding is to popularize the brand, its image promotion, as well as inform users about important events - promotions, movie premieres, new product releases, etc.

A branded website always attracts the attention of the audience and helps strengthen people’s minds about the “exclusivity” of a product, event or brand. Therefore, it makes sense to carry out branding only on popular resources.

Branded advertising is most often placed taking into account geographic targeting for a given period (day, week, month). Deadlines are tied to a specific event. Payment is calculated based on the total display time.

The high effectiveness of branding as a promotion method is explained by the use of branded brand elements familiar to the audience in the design of the site. When branding, techniques such as coloring are often used search string, creating a new advertising tab, replacing a regular cursor with an interactive advertising object. But the most ambitious thing is the creation of a unique resource base, as in this example:

Original and creative branding interests the audience and does not cause a negative reaction among site visitors. But to make a branding-based advertising campaign truly powerful and effective, you need to bring in real professionals.

4. Text and graphic blocks

Text and graphic blocks are advertising elements that do not visually stand out from the overall website design. They look not like traditional advertising - bright and colorful, but like information messages resource (for example, recommendations from site experts). Therefore, compared to traditional banners, text and graphic blocks inspire more trust among Internet users.

They are easy to make: when creating an advertisement, you just need to accurately imitate the design of a specific website. The highest efficiency in terms of attracting the audience to an advertising message is shown by text and graphic blocks placed on thematic resources and containing CTA elements.

Display advertising targeting

Thematic targeting of banners and other elements of media advertising allows you to specifically expose them to potential customers - people interested in services or products similar to those advertised. Targeting allows, for example, to display advertising only to male or only female audiences interested in specific queries.

Geographic targeting is a tool that allows you to display advertising messages to people from specified cities or regions. This is beneficial for companies operating only in a certain city or area.

A large-scale advertising campaign can also be divided geographically. Then users from different cities will see different banners or videos, designed individually for each region, taking into account specific features.

Targeting allows you to select days of the week and even the exact time interval for displaying advertising. According to statistics, almost 2/3 of users surf the Internet at work. Therefore, displaying banners from 9 a.m. to 6 p.m. on weekdays is very effective. Not least for the reason that traditional advertising (on radio, television, in the media) is not available to users during this time period.

Advantages and disadvantages of media advertising

1. Pros

The main advantage of online display advertising in comparison with classical forms is precise targeting. Your advertising can be shown exclusively on thematic platforms; it is possible to set the exact limits of the geographical location of users, display time and other parameters.

Display advertising can only be shown to the target audience. For example, Yandex displays banners similar in theme to the result search results. And with the help of retargeting, a potential client can be “returned” to the page he previously viewed.

Another advantage of media advertising is its flexibility and interactivity. Unlike advertising on radio or television, the user can interact with it: skip the advertising video, close the pop-up window, or, conversely, immediately go to the advertiser’s website if the advertisement interests him.

• Communication with a potential client is built at the emotional level.
• The ability to significantly increase resource traffic and/or sales volumes in the shortest possible time.
• Availability of detailed statistics on impressions and conversions, allowing you to analyze and timely adjust your strategy.
• When placed on popular web resources, the advertising message will be seen by a wide range of users.
• This tool allows you to speed up the popularization of a product or service and increase brand awareness.

2. Cons

Let's move on to the shortcomings.

• If you don't use targeting, your ad click-through rates will be very low.
• High costs for placing media advertising on popular resources.
• The user will not see advertising if the browser blocks its display.
• Creating a truly effective banner or video is not cheap.
• Due to the abuse of media advertising by certain resources, it has developed a negative image.
• "Banner blindness." Read more about it below.

Banner blindness

Banner blindness of Internet users is perhaps the main disadvantage of media advertising. Let's find out what this phenomenon is and whether there are effective methods fight him.

1. What is this?

Banner blindness is the conscious or unconscious ignoring by a visitor of a web resource of blocks containing advertising information. This concept was first used in 1998. Today, every specialist working in the field of Internet marketing is familiar with it.

Numerous studies show that people looking for specific information on a website do not pay attention even to large and bright banners. They also ignore teasers containing useful information.

Indicative in this regard is an experiment conducted several years ago in the USA. On the official website of the United States Census Bureau, visitors were invited to find data on the current population of the country. The answer was on the right top corner home page resource and was highlighted in red. Amazingly, 86% of test takers failed the task. main reason is that the block with necessary information located in a place where advertisements are usually placed.

Experienced Internet users notice much less advertising compared to inexperienced users. Banner blindness develops gradually due to increased advertising pressure on users. In fact, we ourselves reduce the effectiveness of teasers by overloading pages with display advertising.

Over time, each person develops an idea of ​​the appearance of typical teasers and their location on web pages. Many users know that clicking advertisement often does not provide any benefit, and sometimes can even be dangerous, redirecting the user to a fraudulent or virus-filled site.

The user’s brain automatically ignores even huge banners located in the header of the page. Experts have found that most often when people open a page, they scan the top lines of text, then move lower and scan the text horizontally again. Then the user simply glances down. This “familiarization algorithm” with the contents of the page resembles English letter F.

The left side of the web page is carefully viewed by 59% of visitors, the right - only 30%. And only one out of five users goes below the page scroll line. All this data is important to consider when choosing where to place your ad.

2. How to deal with banner blindness?

To prevent banner blindness from preventing your target audience from seeing your display advertising, you need to take a responsible approach to its placement. Installing popunders and other elements on the resource that cause a negative reaction from users is undesirable. The easiest way out is to change the location of the teasers. Create a site heat map to identify the “hottest” areas of web pages. By placing ads in them, you will increase its click-through rate.

Recently, on many resources, banners are placed in the middle of text blocks. While users are not accustomed to this location of advertising, its click-through rate is relatively high.

The success of media advertising also depends on the professionalism of designers. Surprisingly, on some large resources, advertising shows high click-through rates only because it does not look like advertising. Such banners are more reminiscent of information blocks of the sites themselves.

Creativity will also help overcome banner blindness. Experiment with colors, appearance and text content of banners. Some resources use not entirely honest ways to increase click-through rates, for example, by formatting teasers in the form of messages operating system. Another dishonest trick is disguising advertising as navigation elements pages. The audience's reaction may be negative, but such banners will definitely be noticeable.

Test the design of advertising messages, change their placement, track user reactions and draw conclusions based on the data received. Overcoming banner blindness by making banners effective can only be achieved through trial and error. There is no universal recipe for success here.

Effectiveness of media advertising

Media advertising copes well with its direct tasks - informing the audience about promotions and discounts, image promotion, and quickly increasing website traffic. Media advertising allows you to track user behavior, analyze their reactions and change your advertising campaign strategy at any time.

Which type of banner advertising to choose depends on the budget of your advertising campaign and its goals. Remember: in the conditions of fierce competition and oversaturation of the Internet with visual and text information, when the user’s eyes become blurred, the creativity and originality of your advertising becomes crucial. Be bright, experiment and surprise. If your message stands out sharply from the monotonous flow advertising information, potential clients They will definitely notice it!

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• Tell

Media advertising is a tool for marketing promotion of brands, websites, brands, goods, services, etc., when information about the product is posted on media platforms.
The main difference between media advertising and other types of advertising is the key factor - attracting the attention of consumers occurs through the visualization of information (flash pictures, videos, images, etc.).
Thanks to the visual delivery of information, such advertising is quickly perceived by the consumer; there is no need to delve into its meaning, and there is no need to waste time reading it. Most often, media advertising reaches consumers even if they do not plan to be interested in it (the eye glanced at the banner between transitions to Internet pages, but the information was remembered subconsciously).
It is this effect that advertisers are counting on when developing their next advertising campaign for the mass media.

The benefits of media advertising

Using banner advertising you can solve the following problems:
1) Increase traffic to the advertised site.
2) Increase sales volumes of the promoted product, especially if we're talking about about any exclusive, expensive, innovative products. In this case, display advertising is the best way to tell about a new product to a user who does not yet know about its existence and, accordingly, is not interested in it.
3) Inform the target audience about advantageous offers, current promotions and discounts.
4) Notify a wide audience about new large-scale events (films, exhibitions, concerts and other events). IN in this case display advertising replaces posters.

Information spaces for media advertising

Depending on the type of platform on which media advertising will be placed, the following media are distinguished:
1) Television that broadcasts advertising videos at certain times.
2) Printed publications, which place advertising blocks on their pages.
3) Internet media (websites, electronic magazines, electronic newspapers, news and information resources, popular social networks), which have technical feasibility and the desire to place a banner advertising block on your pages.
Banner advertising comes in the following formats:
- graphic banners (static blocks).
- flash banners (dynamic pictures, videos).
- TopLine (“stretch marks” located above the main content of the page or below).
- Rich-Media (banner blocks on top of the site’s content that will compulsively “run” after the mouse until they are closed).
- Pop-Under (advertising that opens in a new browser window if users click on the information they need), etc.

Features of banner advertising

1) Banner advertising has adopted the properties of contextual advertising, due to which it is shown to users depending on their search queries and the geography of their location.
2) Banner advertising is the most annoying type of media advertising. An Internet user is often disturbed when something flashes before his eyes (flash banner) and covers half of the space. desired page(Rich-Media) or ad units “pop up on their own,” so you have to spend time closing them.
90% of users are intolerant of such distracting advertising. Website visitors are most loyal to graphic blocks at the top or bottom of the site (TopLine).
Each advertiser decides independently - what is a higher priority for him, to be remembered, even with negative associations, or to get a loyal client, because users who search purposefully are more attentive.

Links

This is a preliminary encyclopedic article on this topic. You can contribute to the development of the project by improving and expanding the text of the publication in accordance with the rules of the project. You can find the user manual