Banner Design and Media Buying
Posted on April 11, 2008 by
Rosanne Lim 
Advertising 
1 Comment
Advertising using banner ads is not as easy as designing eye-catching graphics and placing these on the website you want. It is first essential for you to look into the feasibility of placing these ads of these websites; otherwise, this endeavor would only be a waste of time and money.
A lot of advertisers seem to prefer the (120 by 60 pixel) button banners and the (88 by 61 pixel) micro banners. The “prime” space in the web page is actually the top of the webpage because this is the area that the visitor will immediately see without the need to scroll down. If you can put your ad on these type of space, good for you. It is also essential for you to look into the website thoroughly before deciding to place your banner ads there.
Inspect the area – you need to determine which other ads will compete with your banner ad once you decide to place it on the website. Other advertisements are competing with you for the audience’s attention. You need to make sure that your ad will stand out and get noticed by the target audience.
Page content – look into the content of the website you want to place the ads on. People visit websites not for its advertisements but for information. Make sure that the website you are interested in has high quality content that complements your products or services.
Open space – your banner ad will be easier to, notice if there is a certain amount of “open” space that surrounds it; this is the white space that make some ads stand out.
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I see a lot of advertisers that often advertise on sites that have nothing to do with their target audience. It’s amazing how they’ll sometimes shell out tons of money and get little results because of bad targeting.