Banner Ads
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| If you've spent any time surfing the Internet, you've seen more than your fair share of banner ads. These small rectangular advertisements appear on all sorts of
Web pages and vary considerably in appearance and subject matter, but they all share a basic function: if you click on them, your Internet browser will take you to
the advertiser's Web site. But how do they work and why are they there?
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| An advertiser that is interested in posting banner ads on other sites has three basic options. The advertiser can:
* Arrange to display other Web sites' banner ads in exchange for them displaying its ad.
* Pay publisher sites to post its banner.
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| Advertisers generally hope a banner ad will do one of two things. Ideally, a visitor to the publisher site, the Web site that posts the banner ad, will click on the
banner ad and go to the advertiser's Web site. In this case the banner ad has brought the advertiser a visitor they would not have had otherwise. The banner ad is a
real success if the visitor not only comes to the site but also buys something. Failing a click-through, advertisers hope that a publisher site visitor will see the banner
ad and will somehow register it in their heads. This could mean the visitor consciously notes the content of a banner ad and decides to visit the advertiser's site at |
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| Banner exchange programs offer a simple service. If you post a certain number of banner ads on your site, they will post your banner ad on another site. Usually,
this isn't an even exchange; you have to post more than one banner ad for every one of your banner ads they post. This is how the exchange program makes a
profit. Their arrangement yields them more banner ad spaces than actual banner ads they need to place for their members, so they can sell the extra banner ad
spaces to paying advertisers. The exact ratio varies, but 2:1, posting two banner ads on your site for every one of yours posted on another site, is a typical
arrangement.
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| Approach Web Sites Yourself
This is an involved, time-consuming way to place your banner ads, but it does offer some significant advantages. Mainly, placing all your banner ads yourself gives
you a lot of control over how you advertise. You can fully investigate potential publisher sites to decide if their content matches yours and you can often work with
the site to find the best location for your ad. This can be a relatively inexpensive way of advertising, if you target small Web sites that don't attract a lot of other
advertisers. If you choose such sites carefully, your banner ad can be fairly effective. A small Web site that caters to a particular niche may not have very high traffic,
but the people who do visit are all interested in some of the same things. If you sell rare PEZ machines, for example, a well-placed ad on a small toy collector site
could bring you significant traffic.
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| Selling banner advertising space is a great way to use your site's traffic to generate revenue, but it can be a bit tricky. The easiest option is to join a banner ad
network, which will recruit advertisers, keep track of your earnings, and control banner ad placement on your site. In exchange for these services, the network will
take a hefty percentage of the advertising money generated by your ad space.
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