If you are going to start business through Internet, you should know some information about advertising. For this I would like to tell you a little about a banner.
The banner, as a rule, represents a rectangular graphic representation in format GIF or JPG though there are also others, created by means of JAVA, Shockwave etc. The Banner is located on page of the Web-publisher and has a hyperlink on a server of the advertiser.
Now there are no officially accepted standards on the size of banners though the most widespread is the size 468×60 pixels. One of the most important characteristics of a banner is the response (click/through ratio, CTR) — the relation of number of pressing a banner to number of its displays. So, if it has been shown on any page 1000 of times, and has pressed it and has accordingly got on a site of 50 visitors the response in this case is equal 5 %. On the statistician the average response of the banners used in the Network, makes 1 %. If the response above an average (we will tell, 5 %), the advertiser usually pays for the same number of the visitors involved on a site five times less or in as much time shows another’s banners less.
However it is impossible to consider the high response of a banner as the absolute guarantor of its efficiency. The banner can be beautiful and intriguing that forces the user to press it. Having begun loading of the requested site and having estimated approximately conditions, the user can press with ease button “Back” on the browser. Choosing interesting, but a little relevant text and pictures, the advertiser can involve more than casual visitors and thus to lose really interested in its goods and services of potential clients.
It is not necessary to dismiss a banner role as image-advertising means (if the response makes 2 % it does not mean that of 98 % of displays have taken place the others for nothing). On the other hand, the banner with “a dry” text statement of the maintenance of a site too is not a right decision — its response is almost always lowest. It is not remembered and does not create positive image. Rather effective banner should be well executed as beautiful and technically — the poor-quality design can suggest about the lightness, insufficient solidity of the advertiser.
It is desirable to make its original (remembered), intriguing, and capable to excite curiosity. Thus it should give accurate representation about the advertised company and to promote creation of corresponding image.
The banner costs more expensive, than the text block, and it is clear. The drawing can represent more effectively object of advertising, form and popularize image.
And a final piece of advice – today the Internet technologies give you a truly unique chance to choose exactly what you require for the best price on the market. Funny, but most of the people don’t use this opportunity. In real practice it means that you should use all the tools of today to get the information that you need.
Search Google or other search engines. Visit social networks and have a look on the accounts that are relevant to your topic. Go to the niche forums and join the online discussion. All this will help you to build up a true vision of this market. Thus, giving you a real chance to make a wise and nicely balanced decision.
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