What They Are & How to Create Them

What Is a Banner Ad?

A banner ad is a type of display ad (visual online advertisement) that’s placed in a prominent webpage location with the aim of drawing users’ attention. Often to generate clicks.

On ad-supported websites and apps, you may find banner ads:

• Near the top of the page but below the website header
• In the sidebar (particularly the right-hand sidebar)
• Interspersed within the main content
• Fixed to the bottom of your browser window

Like this:

Banner ads are designed to send traffic to landing pages or other important webpages (like product pages). And generate conversions (desirable actions). Such as purchases, form submissions, or app downloads.

But they’re also good for raising brand awareness.

How Does Banner Advertising Work?

Banner advertising works by matching publishers who want to monetize their websites with advertisers who want to reach the publishers’ audiences.

Many businesses use digital advertising platforms to distribute ads through groups of websites called display networks.

For example, Google Ads allows you to advertise on the Google Display Network. This includes 35 million digital properties, but using targeting tools lets you limit where you’ll appear to ensure relevancy.

You might recognize the icon that accompanies Google banner ads:

Some other digital ad platforms include:

• Meta Ads, which allows you to run banner ads on Facebook, Instagram, Messenger, and the Meta Audience Network
• Microsoft Ads, which allows you to run display...