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A web banner or banner ad is a form of advertising
on the World Wide Web. This form of online advertising entails
embedding an advertisement into a web page. It is intended
to attract traffic to a website by linking them to the web
site of the advertiser. The advertisement is constructed from
an image (GIF, JPEG), JavaScript program or multimedia object
employing technologies such as Java, Shockwave or Flash, often
employing animation or sound to maximize presence. Images
are usually in a high-aspect ratio shape. That is to say,
either wide and short, or tall and narrow, hence the reference
to banners. These images are usually placed on web pages that
have interesting content, such as a newspaper article or an
opinion piece.
Typical web banner, sized 468x60 pixels.
The web banner is displayed when a web page that references
the banner is loaded into a web browser. This event is known
as an "impression". When the viewer clicks on the
banner, the viewer is directed to the website advertised in
the banner. This event is known as a "click through".
In many cases, banners are delivered by a central ad server.
Many banner ads work on a click-through payback
system. When the advertiser scans their logfiles and detects
that a web user has visited the advertiser's site from the
content site by clicking on the banner ad, the advertiser
sends the content provider some small amount of money (usually
around five to ten US cents). This payback system is often
how the content provider is able to pay for the internet access
to supply the content in the first place.
Web banners function the same way as traditional
advertisements are intended to function: notifying consumers
of the product or service and presenting reasons why the consumer
should choose the product in question, although web banners
differ in that the results for advertisement campaigns may
be monitored real-time and may be targeted to the viewer's
interests.
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