Banner Ad / Advertising Terms Banner Ad A banner ad is a rectangular image-based advertisement displayed on websites, apps or digital platforms to promote a product, service or message. Banner ads are one of the oldest and most recognisable forms of online advertising. They are typically placed at the top, bottom or side of a webpage and can include static images, animations or interactive elements. When clicked, a banner ad redirects the user to a landing page or website related to the offer. Banner ads come in various sizes and formats, depending on the platform and placement. Common dimensions include leaderboard (728×90), medium rectangle (300×250) and skyscraper (160×600). These ads are often managed through display ad networks such as Google Display Network or programmatic platforms that use real-time bidding to place ads based on user targeting. Effective banner ads usually include a clear headline, compelling visuals and a strong call to action, encouraging users to learn more, sign up or make a purchase. Although banner ads are designed to drive clicks and conversions, they are also used to increase brand awareness and retarget users who have previously visited a site. Performance can be measured through metrics such as impressions, click-through rate and viewability. However, banner ads face challenges like ad fatigue and banner blindness, where users ignore or overlook them. To overcome this, marketers often test different designs, placements and messages to improve engagement. When used as part of a broader campaign strategy, banner ads can help reinforce brand messages, support conversion funnels and reach new audiences efficiently.