Banner Ad

A banner ad is a display advertisement, usually a rectangular unit containing image, text, and sometimes animation or video, shown in a fixed area of a web page or app that links to the advertiser's page when clicked. Unlike search ads, which respond to a user's query, banner ads appear alongside content and are used mainly for brand awareness and driving return visits.

Banners often follow IAB standard sizes (such as 300x250, 728x90, or 320x50) and are measured by impressions, clicks, and conversions. They are typically billed on a cost-per-thousand-impressions (CPM) or cost-per-click (CPC) basis.

In practice, banners are produced in multiple sizes and ratios for different placements, with a clear message, focal visual, and call to action (CTA) fitted into limited space.