A website banner or banner ad is a form of advertising on the World Wide Web delivered by an ad server. This form of online advertising entails embedding an advertisement into a web page. It is intended to attract traffic to a website by linking to the website of the advertiser.
Types of Ad banners
ad banners are of two types 1) Static and 2) animated, static banners are in the form of jpeg (Joint Photographic Experts Group) , PNG (Portable Network Graphics ) , static GIF (Graphics Interchange Format) , The best bet is jpeg for static images. JPEG images have good quality and more color pallets . JPEG typically achieves compression with little perceptible loss in image quality.
Earlier animated banners were made in flash and GIF but now flash is outdated and html5 has become more popular. Though Html5 doesn’t support complex animation , for banner they are good enough to convey the needed information. Unlike flash which used to create single file .swf ; html5 banner is more complex to upload as it has number of files. Though the size of file that can be uploaded on google adwords has not changed.
The Graphics Interchange Format is a bitmap image format. Animated GIF banners are quite popular ; you will often notice blinking buttons made in gif . Gif banners are light weight . Gif banners are easy to create , However gif banners have some limitations. a single image to reference its own palette of up to 256 different colors chosen from the 24-bit RGB color space. These palette limitations make the GIF format less suitable for reproducing color photographs and other images with continuous color. GIF banners doesn’t support complex animation. GIF banners are made using different images Frame by Frame.
How to choose your ad banner?
It need a bit of research in order to decide whether a static banner will suffice your advertising or you need an animated banner. First thing you need to decide what kind of users you want to target? If your targeted users are above 50 years then it’s better to go with static banner. Secondly you should decide how much information you want to display in your banner. If your banner has too many information then it’s better to use animated banners. Generally people have both kinds of ad banners running in a campaign.
What banner size to choose?
Google provides more than 20 ad formats you can use. Since getting banners in all sizes could cost more money , it is better to go with some popular sizes like 468×60,728×90 , 250×250 , 300×250 , 120×600, 160×600 for desktop and 320×100, 320×50, 180×150 , 200×200 .
Some sizes like : 250×250 , 200×200 are suitable for both mobile and desktop.
Like responsive sites, responsive banners are also getting popular . Html5 banners can be made responsive, This helps you to focus on content and design of your banner; rather than bothering about the sizes. Google Web Designer tool provides option to create responsive banner. Responsive banners can be also creating using html, css and jquery.