web advertising
There are two dominant styles - banner and skyscraper both rectangular in shape. Each can have strong calls to action but are generally used in brand building campaigns.
features
- Banner is landscape:
- Typically 468px by 60px in size
- Normally has an above the fold (top portion of the web page) positioning
- Skyscraper is portrait:
- Typically 120px by 600px in size
- Strong positioning is down the right hand side, above the fold
- The media often put a restriction on the file size
- Bought on a cpm basis - i.e. the number of thousand times the banner is viewed on the website
style
There are three typical formats - examples are given below. The more complicated the format the more expensive it is to produce.
gif static
- One frame only, no animation
gif animated
- Two-three frames
- Frame by frame transitions
flash
- Three-four frames
- Smooth transitions of element(s) between each frame
