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Banner business

In the paragraph we shall consider kinds of banners, their lacks, advantages and the purposes, and also we shall try to observe the general{common} tendencies in banneroupotrebitel`skom business. The questions concerning job of banner networks, participations in various partner programs, nakruchivanija banner shows we shall pass over.


The dictionary of computer terminology defines{determines} a banner as advertising figure. Actually, this definition is morally obsolete about 7 years ago.


Today on banners the whole industry is constructed: one create and close banner networks, speculate as can on purchase / sale of banner shows, - banners do{make} others.


Occurrence of banners we should be grateful to American telephone company AT*T which in far 1994 has placed the advertising block in the size 468CH60 pixels on a site hotwired.wired.com.


Let's start with simple and the most obvious: banners are the different sizes. As banners came to us from the USA, we shall appreciate respect and is enumerable some American formats (semiboldface the kinds which have received a wide circulation in Russia) are selected.


[88CH31] - the Button - Is applied to increase of an index of citing of a site and attraction of new visitors. Operates by a principle: « we place your button, you place - ours ». There is as well as an optimum format of the counter of statistics


[75CH75] - the Cluster (the slice, a particle) - In Russia is not applied, in the USA too a rarity. It is very convenient for klasternoj graphic submission of the information


[100CH100] - the Banner - square (from English scuare banner) - Has received a wide circulation in second half of 1999, not without participation RB2 Network. As against a button to increase of an index of citing it is not applied. An advertising banner


[120CH240] - the Optimum variant for advertising the goods, jobs, services.


[120CH600] - the Skyscraper (from English skyscraper) - By virtue of the form is used on sites with "lasting" design. Basically, in news lines. Conveniently approaches for advertising the goods, jobs, services


[150CH80] - Ushko - As a rule, this kind of a banner is applied on sites okolokomp`juternoj subjects to announcement of news


[160CH600] - the Extensive skyscraper (from English wide skyscraper) - In Russia on use of this format still nobody was solved. If to hang up such banner on the site, you are possible to be confident, that - the first. Naturally, advertising on such banner to not notice it is impossible (if to wait loadings)


[180CH150] - the Rectangular (from English rectangle) - very rare banner format, practically is not applied. Has not grown up to 200CH300


[200?300] and [200?350] - Due to the big size and weight does not leave other opportunity how to use itself only on large information sites. Perfectly approaches for advertising. It is used also on sites khostingovykh the companies for announcement of tariff plans


[234CH60] - Polubanner (from English half banner) - Since 2001 it is cancelled by banner standardization


[468CH60] - In English - full banner, in Russian names has no - the "Liked" format of banner networks. Approaches for advertising something or for informing somebody. Optimum, in opinion of the author, a variant


[600CH90] - the Skyscraper (from English skyscraper) - Is applied in catalogues, search engines which aspire to keep a site in « one screen ». An advertising banner. As an example of use of a format the Yandex can serve.

Reflections on a subject


Necessity of a network to conceive a new format of a banner is caused by a birth of the new concept in design of sites. For example earlier, when a good form was umehhenie a site in « one screen », use of a banner 120CH600 was unacceptable, therefore the preference was given banners 468CH60. Today opposite, the design "lasting" is spreaded and wide application will be received with the extended vertical banners.


The banner format 88?31 will sometime die. Will leave a network for two reasons: first, the web designer, not hesitating of visitors, presume to place to itself from 5 up to 65 banners on one page (this desire is called by small dimensions and weight of a banner), doing{making} separately taken banner a piece useless schedules. Second, this banner format is in itself unproductive. The information in him not much has more, than simply in a text hyperlink. If the result one, what for to pay it is more? Numbers 88 and 31 will belong only to the counter of statistics (it any more a banner).


Banners exist for the different purposes (which advertizers pursue) and depending on it are subdivided on: target, information, internal, brendovye.


Target - are aimed at the certain audience of users of a network. The idea of this type consists in attraction on a site of the visitors interested in the goods, services or the information of the advertizer.


Information - inform users on the goods, services or the future events to call them interest to learn{find out} about listed more.


Internal - the banners referring on pages of a site on which they are established. For example, banners on sites khostingovykh the companies often bear{carry} the description of tariff plans and conduct to corresponding pages of the given site.


Brendovye - do{make} recognized the trade mark of the advertizer, form at the user association between the goods and the trade mark.


Besides the information in a banner is represented in different formats. There are 4 types: a banner constructed on flash; a banner on the basis of raster schedules (GIF, GIF87a, JPG, pJPEG, PNG, JFIF); a HTML-banner; a java-banner.

Tendencies and the facts




The HTML-banner for today is distributed only in a format 468CH60. On the other hand, the web designer at heart understand, that instead of a button it is better to put simply text hyperlink and sometimes and do{make}. Presence of banners raster decreases on the Internet, the priority is given flash-banners. It and is logical, cannot in fact always be yesterday.


What it is necessary to know about banneroproizvodstve?


Clickability (CTR) - a percentage parity{ratio} of shows of a banner and klikov on him . But it is possible to be not familiar with the term clickability and to stake on visual storing promoted. For example, the author never cluck on a banner of JAndeks-games, but now cannot fall asleep and knows, that such exists, it fashionably and is to the address play.yandex.ru.


There are no the formulas describing success of a banner. But there are qualities, possessing with which, the banner aspires to be useful to the advertizer:


- Clearness and simplicity;

- Nenavjazchivost`;

- A drop of luster;

- A highlight in the script.


Process of creation of a banner - search of optimum set of the designated qualities.


Axiom: it is improbable to reach necessary page on the Internet, not having eaten on a way some banners.