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Banner Standards
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Standard Banner Sizes
These are the most commonly accepted banner sizes:
Size(pixels): Type
- 468 x 60.....Full banner
- 234 x 60.....Half banner
- 392 x 72.....Full banner with vertical navigation bar
- 120 x 240...Vertical banner
- 125 x 125...Square button
- 120 x 90.....Button #1
- 120 x 60.....Button #2
- 88 x 31.......Micro button
Source: IAB Internet
Advertising Bureau.
Banner Design Tips
Here are some tips, in no particular order, on how
to design effective banners:
- Keep your message short and simple.
- Most banners are in the GIF format, as this compresses very
well. Some people use JPEG images, but you're only be able to
fit in a couple of frames.
- I wouldn't recommend using Java or Flash banners, as many people
don't have these plug-ins. So your banner won't be seen.
- Use a large font size for your message text.
- Use attractive images to grab the viewer's attention.
- Use attention grabbing words like "free" and "now". "Free" is
a very powerful incentive for the viewer to click on the button.
- Convey your "Unique Selling Point" of your website in the banner.
e.g. "Nobody Sells Cheaper Than Us", "We Offer The Widest Selection
With Over 10 Million Books".
- Don't use bold bright colors, such as bright yellow, bright
red, lime green, etc.
- Encourage action from the viewer. Put "Click Here!" somewhere
on the banner--usually in the bottom right hand corner. Use a
smaller font size, so that it doesn't distract the viewer from
your main advertising message.
- Create different versions of the banner. Test different banners
to improve your click-through rate.
- Animate your banner, but use as few frames as possible to convey
your message. No one is going to wait to read through 10 frames
of animation just to find out what your banner is about.
- Add a border to your banner to make it stand out from the page.
Most people use a blue or black border, but I've banners with
dotted lines, which is a bit different.
- Although most sites accept a maximum file size of 10kb or 12kb,
I recommend that you keep the file size as small as possible.
The quicker the download, the more likely your banner will be
seen, before they have scrolled down the page.
- And finally, try using humor to convey your message. I think
this aspect of advertising hasn't really been use on the web.
But we all know it works. Humor is used all the time in T.V. and
radio advertisements.
Next: Cost
Per Impressions Advertising
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