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Effective online banner advertising has two main functions — branding and response — but ads don’t always do both jobs equally well. Discover useful tips and tactics in building a banner for any online business.

Online display advertising

Online Display Ads Work Best With These 4 Steps

Online display ads deliver both branding and response, but only if they follow certain tactics to maximize results.

But: “Online display advertising is a failure because the average clickthrough rate is less than 0.2 percent.”

I have run into the above comment many times. And many times I have tried to explain that it’s just not that simple. In fact, that number is largely meaningless. (more…)

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Banner ad design

Use Banner Advertising Tactics to Drive Repeat Visits

Banner advertising tactics have powerful branding potential that help visitors remember a site and increase the odds they will return again.

It has its place in any online promotional campaign and online marketing strategy. (more…)

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online ad sizes

Online Ad Sizes Get Fluid With Responsive Designs

The most important online ad sizes include the 300 x 250, 782 x 90 and 300 x 600, but mobile sites and responsive design are driving new standards.

Two important references to current standards are available from the Internet Advertising Bureau and Google. (more…)

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Online brand marketing

Brand Your Business With Banner Ad Promotions

The best banner ad promotions market an online and offline business with a mix of branding and response.

Promoting an online or offline business is not entirely about pay per click advertising, which in the case of the search engines emphasize text ads. (more…)

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Contextual advertising

Contextual Ads Need Help From Contextual Content

Contextual ads from Google AdSense will deliver high CPMs and click-through rates if they appear with content that provides the right context.

What are contextual advertising banners? They are ads whose subject matter is determined dynamically by the site content that surrounds it. (more…)

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Eye

Guaranteed Ad Viewability Builds Advertiser Trust

Guaranteed ad viewability is another way to build trust with online advertisers. They will know that people are actually seeing the ads.

Websites like The Economist make a commitment to guaranteed views of display ads by putting that guarantee into rate cards. (more…)

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Online advertising

How Online Ad Placement Impacts Clickthrough Rates

Online ad placement is a major factor in whether ads have good or bad clickthrough rates and happy or unhappy advertisers.

Website publishers who review ad delivery reports will gain useful insights from the results of moving ads around a page. (more…)

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