(Business Ebook) - Banner Ads To Promote Your Website.pdf

Banner Ads to Promote Your Website
by Dr. Ralph F. Wilson, merce Consultant
We are in a period when banner advertising seems to be on the wane. You know, those
rectangular, flashing boxes at the top of webpages mercial sites. Click-through
rates have dipped to % average and the industry magazines regularly carries
articles discussing the death of banner ads. But while banner ads aren't as effective as
they once were, the truth is that a great panies, large and small, still use
banner ads as part of their advertising mix and will continue to do so. Nevertheless,
advertisers are ing more sophisticated about when and how to use banner ads.
Defining Terms
To explore this broad and evolving type of advertising we need to begin by defining
some terms:
Hits -- A fuzzy term meaning the number of times a webserver has been "hit" by a
request for a webpage or a graphic image. Since perhaps 5 out 6 "hits" are for graphic
images, the number of "hits" can be grossly misleading. Usually people mean by "hits"
the number of times a webpage has been seen, but to be precise, the better term is
"page views" or "page impressions."
Page impressions or page views -- Refers to the number of times a webpage has
been requested by the server.
Banner views -- Refers to the number of times a banner has been viewed. Almost the
same as "page views," but