In use since the early days of Internet advertising, banner ads are still one
of the dominant forms of online branding. The standard size are 468 x 60.
Technological and creative enhancements over the past few years—especially in
the area of rich media—have enabled banners to become more entertaining and
engaging for the end user. Moreover, a study conducted by Dynamic Logic in
January 2001 concluded that traditional brands have generally utilized banners
and online advertising to lift message association by 16% on average.
Online advertising has tremendous communications power and banner ads are still
a major part of any online campaign. In fact, banner advertising has been
proven to increase consumer recall and brand name identification beyond the
powers of many more traditional mediums. On top of their ability to build
brands, banners have the additional benefit of a direct response opportunity
with every impression, and the unique interactivity of the web. With banners,
you can hit precisely the consumers you're interested in speaking to with
minimal wastage. Not surprisingly, targeting on the web is more immediate,
cost effective and measurable than any other media. Some of the most successful
banner ad campaigns have been part of an integrated online marketing plan using
at least one other UBIRC marketing tool. For instance, combining banners and a
sponsorship, or combining banner ads and an online promotion followed up by a
permission marketing campaign.
