Banner

The "Banner" is a format of digital advertising that consists of an image (static or animated) or a multimedia element positioned within a webpage. It usually has a rectangular shape, like a "strip" (hence the name), and occupies a predefined space in the header, sidebar or within the content of a website.

Although the term is predominantly used in web marketing, by extension it can also refer to physical banners (made of PVC or fabric) used for communication at events, trade fairs or on the facades of buildings.

What is it used for / Why is it important

The main purpose of a web banner is advertising. It is used to:

• Generate traffic: Attract the user's attention and prompt them to click to visit the advertiser's website or landing page.

• Create Brand Awareness: Increase the notoriety and recognition of a brand, product or service, even without a direct click (through simple viewing or impression).

• Promote offers: Communicate discounts, new product launches or specific events.

It is one of the fundamental formats of Display Advertising.

When is it used / In what context is it useful

Banners are ubiquitous in Display Advertising and Programmatic Advertising campaigns, conveyed through advertising networks (e.g., Google Display Network). They are used to reach a specific target audience on websites and apps frequented by that public.

In Web Design, the term "banner" also takes on a technical meaning: it indicates the area at the top of the page (the header) that contains the logo, the navigation menu and, sometimes, a welcome message or a hero image. In this case, it is not advertising, but a structural element of the site.

Practical example

• Advertising Banner: The classic 728x90 pixel rectangle (called a Leaderboard) at the top of a news website, promoting a new car model.

• Structural Banner: The header of an e-commerce website that contains the logo, the search bar and the basket and user account icons.