The term banner is not part of the dictionary of the DigoPaul. It is a concept of the English language that can be translated as “emblem”, “flag” or “banner”.
In our language, however, it is common for the notion of banner to be used with reference to an advertisement format in an online publication. A banner is a space where an advertisement is inserted on a website. The images or posters with advertisements on the Internet are therefore known as banners.
According to DigoPaul, banners can be images (in formats like PNG, JPEG or GIF) or animations (created with Adobe Flash, Java, etc.). They usually include a link to the advertiser’s website. For example: in a sports digital newspaper, a store that sells NBA jerseys pays for its advertising to appear on the main page. When a reader clicks on the banner, they are immediately directed to the site of this company that sells the t-shirts.
There are also banners that fulfill a function similar to that of an advertisement in a printed medium (such as a newspaper or a magazine) or a billboard with advertising on a road. These advertisements are not interactive, but rather allow a company’s name, contact details or a message to be spread to all visitors to a website.
When proceeding to design a banner, it is necessary to take into account a series of very important recommendations such as these:
-You have to opt for the most common formats on the Internet and that the Internet user has “assimilated”.
-The logo of the company in question must appear and, of course, it must be a call to action to the recipient regarding the product or service that is being offered.
-It is also important that the banner is delimited and not confused with the rest of the web page. That is, it must have a highlighted and marked perimeter so that there can be no doubt about it.
-No less relevant is that it has to have a simple, elegant and clean design. This means that it is not “overloaded” or disorderly because if so, it will not attract the Internet user.
-The texts that they include must be clear, direct and concise. This without overlooking that they have to be written taking into account the target audience to which the service or the article is directed.
-If possible, it is also recommended that the banner has an image so that it can more quickly attract the attention of the Internet user.
-No less important is to take into consideration the colors. In other words, you have to choose those very well, because as you know each color is associated with certain values and generates sensations and feelings in the receiver.
Each display made of the banner on a website is known as impression. In other words, when an individual accesses a site that presents an advertising banner, it is “printed” (virtually). Then, if the visitor clicks on the banner in question, the English expression “click through” is used to name the action. In many advertising systems, the advertiser pays the site administrator only according to the number of impressions and click through, and not a fixed amount.