Archive for the ‘Banner Advertising Basics’ Category

The ClickTAG variable

Monday, March 16th, 2009

The ClickTAG variable is a tracking tool assigned by a publisher or ad serving network to a flash banner ad. It is also used to link the flash banner to a destination URL.

Okay. But why using ClickTAG when a link – the destination URL – can be hard coded into the SWF itself? Well, that’s because hard coding the click-through URL into the SWF would make click counting impossible. And that would kill the CPC advertising system – the popular system Google uses too.
 
Also, the ClickTAG variable has many other advantages:

    1. Both sides – advertiser and publisher – can count clicks-throughs
    2. You don’t need to modify the SWF itself if you need to change the destination URL
    3. The destination URL can be easily checked without the help of a flash programmer

 
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ClickTAG swf embed code generator

Wednesday, March 4th, 2009

The introduction of SWF export feature has pleased many of you. However, odds are that a big part of you haven’t ever worked with SWF files before. And the biggest challenge is to embed them properly into a website.

That’s why we made this easy to use embed code generator that will help you compile the perfect* swf embed code:

 

 

Download the SWF embed code generator here.
 
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Tips for effective banner placement

Tuesday, February 17th, 2009

So, you think it’s time to advertise online. You never did that before. But you definitely want to try your luck with some banner ads.

Good.

But let’s forget a little about luck and see a practical way in which you can squeeze the maximum out of your online campaign.

In order for you to be able to choose the very best places where to advertise online, you need to answer the following questions:

1. Who is most likely that will buy my stuff? This question is crucial and the answer is not always so obvious, so take your time, do little research and draw a typical buyer’s profile. That’s your target.

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CPM, CPC or CPA?

Thursday, February 5th, 2009

That’s an interesting question for the experienced online marketers and a rather confusing one for the Internet novices who want to make an incursion into the world of online advertising.

But let’s give up acronyms and baffling jargon and let’s see what is all about. Advertising on the Internet can be purchased in various systems, the most common being CPM (Cost Per Mille), CPC (Cost Per Click) and CPA (Cost Per Action).

CPM alias Cost Per Mille alias Cost Per Thousand impressions

Represents how much it will cost for an ad to be shown a thousand times. For example, a website could sell banner ads for $50 CPM. CPM is used not only in online advertising, but also in television, radio and in print.

The CPM system favours only the publishers because they’ll receive revenue regardless of the campaign’s success. Also, a thousand impressions doesn’t guarantee that the ad will be actually seen 1000 times; the system only guarantees that it will be displayed 1000 times for a certain amount of money. The system’s most important advantage for advertisers is the fact that they can easily compare media prices.

These facts made many of the advertisers move towards CPC and CPA.

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How to optimize your banners for the web

Monday, January 12th, 2009

As we’ve seen in the article called “Maximum recommended banner file size”, there are some restrictions regarding the banner ads’ file size. These restrictions are set by publishers in order to keep their pages decently quick to download. They are encompassed in an IAB standard.

Since it’s very easy to go over the line with the banner’s file size, let’s see some simple and quick ways to optimize your banner, whether it’s going to be a static or a flash animated one:

1. Crop or resize your images. If you are going to make a 300×250 px banner don’t load a picture of say 2400×1554 px. Use the BannerSnack image editor to do that (just click Edit image) or use a computer program like Photoshop, Paint, Photo-Paint, IrfanView etc. to crop off the area of the picture you need.

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11 Worst Placed Ads EVER

Thursday, January 8th, 2009

You know, ad placement is very important. Especially online. Good marketers try to increase the click through rate by placing their ads on well targeted websites. They try to make their ads appear on topic and in context in order to make them relevant.

Sometimes they manage to do it right. Sometimes they fail. FAIL!

But it’s not their fault. It’s fate. The odds. Misfortune. Irony. Laughable coincidences.

View the 11 Worst Placed Ads EVER:

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Rich Media Banners

Monday, December 15th, 2008

In a previous post we saw what an interactive banner ad looks like. Now it’s time to figure out what a rich media banner is, ’cause advertisers are rightfully crazy about them: they work much better than the conventional ones.

Let’s play with an example and then talk a little about it. Roll over:


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Interactive flash banners

Friday, December 12th, 2008

In order to enhance the user experience, flash banners are often interactive. That means that they react in accordance with the user’s actions. The most common features of an interactive banner are the rollover buttons, checkboxes, in-banner navigation systems, sound on/off buttons, play-pause buttons, close buttons and so on.

Also interactive banners are often expandable and/or retractable, which means they can change their size based on user action.

Let’s see a simple example of an interactive banner you can easily build with BannerSnack:

Maximum recommended banner file size

Monday, December 8th, 2008

In a previous article we talked about banner standard sizes, one of the most important metrics in banner advertising. Now the second metric in the order of its importance is the file size or file weight. The file size is measured in bytes, often with the kilo- (thousand) or mega- (million) metric prefixes, and it represents the amount of disk space consumed by a particular file.

As with other files, banners (JPGs, GIFs, SWFs etc.) have certain file weights. These files are temporarily downloaded on the users’ computers when they open a web page, so the bigger a banner file is, the heavier and slower to download that web page will be. That made publishers introducing some restrictions regarding the file sizes of the banners they would accept. And that was the first step to introducing a set of universally accepted standards concerning the banner file sizes. (more…)

Banner standard sizes

Friday, November 28th, 2008

We mentioned something about how important are the banner metrics in banner advertising. And the most significant metric regarding banners is the banner size, measured Width x Height in pixels (px).

The idea is that a banner can be made in virtually any size you wish. That’s pretty cool. And yet, if every advertiser would create its banners using its own size preferences, there would be chaos. Websites would look like sloppy collages, publishers would create in-house standards for the banners they accept, media agencies would work hard creating custom banners for every website they want to advertise on and so on.

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