Banner ads are the rectangular images or animations you see on websites and apps. They load alongside the page and send you to an advertiser’s site when you click.
What exactly is a banner ad?
A banner ad is a visual message, often a static image, GIF, or short animation, that links to a landing page. The design usually includes a logo, a short headline, a picture, and a clear call-to-action, such as ‘shop now’. Modern HTML 5 ads can adapt to different sizes, meaning the same idea looks right in different formats.
How does the ad get on the page?
When you open a page, the site’s ad server tells an exchange that there is an open slot. In milliseconds, advertisers use automated tools to bid for this slot. The highest suitable bid wins the auction, and the winning creative is delivered and displayed. This fast auction is called real-time bidding and happens for millions of impressions every second
What formats are used?
Banners can be simple images or interactive units that support animation, video, and clickable elements. Many are built as HTML 5 ads, which let designers create ads that work across phones, tablets, and desktops without extra plugins. Some formats expand on hover, play short videos, or include product carousels.
How do advertisers target people?
Targeting uses basic info, such as device or location, and sometimes past behaviour. Sites can also limit how often you see the same ad with frequency capping so that you are not shown the same banner over and over again.
