If you’re responsible for a company or brand’s marketing, then you’ll already know about banner ads. But you might not be too familiar with how they work. Here’s what you need to know.
What are banner ads?
Banner ads, such as the HTML 5 ads designed by specialists like https://thebannermen.com/banners/animated-ads/html5/, are common on websites. Businesses use them to build brand awareness and also to convert website users to customers, via clicks.
When a user clicks on one of the HTML 5 ads on the page, they will be taken to the advertiser’s own website. From there, they will be funnelled through desired actions, such as subscribing to a newsletter, buying a product, downloading a digital asset or signing up for an event.
How do banner ads work?
Ads are displayed on publishers’ websites via display networks, most typically Google Display Network. These are groups of apps and websites that let advertisers create highly targeted display campaigns which flag up adverts to defined audiences depending on the demographic of the campaign. Ads can also be shown to target user groups based on factors such as their interests and behaviours.
As an example of this, a makeup brand might use HTML 5 ad banners to display a new product release for summer, and then use the ads to promote this specific release using imagery and graphics that are compelling for the target audience. They will design banner ads that communicate the new product, its key messages and the brand, and then choose the websites where they would like to bid to display the advert
This is all done as part of an online advertising strategy, which is a specialist area of marketing. This type of advertising is very popular because it is highly effective, allows precise budget management and offers plenty of opportunities for mid-campaign refinements via tests such as A/B analysis.
When used effectively as part of a broader and well-managed online advertising campaign, banner ads of all kinds can be highly effective at converting and delivering a strong ROI for brands.