Display Advertising and the Different Types of Banners

Banner display ads are found on websites, apps or social media and consist of text, images, flash, video and/or audio. The main purpose of display ads is to provide general advertisements and brand announcements to visitors to the respective website. Banner advertising is used, like all other types of online advertising, to sell a product, service or send a message.

Banner display ads work differently than text ads because they do not appear in search results. They can have interactive screens or some type of animation to engage the user.

Static banners, GIF banners, Animated banners, Video, and Dynamic banners

We have gathered an overview of the different types of display banners.

If you want to read more HTML5 banners, here is all you need to know about HTML5 banners.

1. Static banners

A static banner is a banner that consists of a stationary advertisement, and contains design and/or text. This type of banner contains no animation or other movement, unlike animated banners.Static banners tend to be just a single image or slogan and a discreet call to action or line of text. These types of banners are mainly used on business websites, and often blend well with the color scheme or surrounding environment of the website. Some prefer static banner ads because they do not distract visitors' attention away from the material on the page. The reason for this is that the human eye is naturally drawn to movement and bright contrasts of colors. This means that no matter how informative the page content is, the reader's eye is likely to stray to the ad when its animation is in motion.

2. GIF banners

The word GIF stands for "Graphic Interchange Format". GIF banners are animated or static images that contain images and text of the .gif file extension. Animated GIFs include a series of images (frames) that are displayed one after the other, creating the feeling of movement. A GIF file containing only one frame is static. From a marketing perspective, there are pros and cons to using GIF banners in online marketing. Here is a selection of the most important strategies to consider when using GIF banners:GIF banners can be used by most publishers and ad networks: Ad networks like Google accept GIF banners but make sure the maximum size does not exceed 150kbThey can contain animations: But these animations must be 30 seconds or shorter. You can use animations as a loop, but the animation should stop after 30 seconds. Also, make sure GIF ads are slower than 5FPS.GIF banners can tell relatively complex stories through slides: Many people use slides in their GIF banners in e.g. e-commerce, to display more products in less time. It's an optimal way to promote your seasonal campaigns through online advertising.GIF banners have a very low file size:

As mentioned, GIF banners must not be larger than 150 kb and they also require no plug-ins for the user to see them. This makes them user-friendly across multiple devices and platforms.

3. Animated banners

Animated adverts are banners in which the graphic engages in some sort of movement – an animation. The contrary of an animated banner is referred to as a static banner. Animated banners are offered in either GIF, flash or HTML5 formats. GIF banners display multiple rotating GIF frames, while flash banners display video content created in flash format, hence the name. Interactive and animated banners tend to be in HTML5, as it is the format best suited for display on a variety of devices. Animated banner adverts created in HTML5 format enable the opportunity for companies to convey more complex information, and provide a video-like experience.

4. Video banners

Video banners are offered in either in- or outstream formats. Regardless of the type of video banner their popularity and usage of them are growing rapidly within digital advertising. In Europe alone, there are more than three times as many video banners as other banners online.

Video ad banners are a sufficient way of creating creative content and engaging campaigns. Making use of videos in display ads offers a dynamic aspect and captures the user’s attention more than any static image would ever be able to. Video banners also enable the opportunity of experimenting with different narratives targeted to specific audiences.

The different types of video banners

Instream: Instream video banners are ads that are played before, during or after the streaming of the video content requested by a user. An example of this could be the ad you see 5 seconds before your video begins. Instream ads typically cannot be stopped from playing unless a “skip” option is offered. An important difference between instream and outstream video banners is that the latter is not the primary focus of a website.

Outstream: Outstream video ads are usually played once the user is at least 50% through the original video content. Outstream ads are also paused automatically if the user scrolls past them. In most apps, the sound is muted and only activated if the user clicks or hovers over the ad by default. Outstream video ads are not normally rendered in a prominent video player.

5. Dynamic banners

Dynamic banners (also known as dynamic ads) are banners that are automatically modified to tailor content and promotions specific to each user, ensuring that each user is exposed to the most effective ad.Generating a dynamic banner involves uploading a product or content feed and customizing the ad in real-time to display the most relevant image or the most appropriate landing page for each user. Instead of presenting the same static banners across the ad network, marketers can make use of behavioural data such as browser history and geographic location to dynamically customize personalized ads and campaigns that match the user's unique needs and preferences.

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