How banner advertising works

Creator / Banner Advertising Basics / April 13th, 2009 / 2 Comments »

How banner advertising works? View the presentation below and or read the full article!

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1. The advertiser.

A company wants to promote itself or its product, a nonprofit organization wishes to promote its program, a political candidate wants to promote her image etc. These are all common examples of advertisers.

2. The agency.

The advertiser contacts a media agency for the creative concept and craft. They wish to start a banner advertising campaign. Flash banners is a must have, both the advertiser and the agency agree. “Creatives” and developers work together to create the right flash banners for the advertiser, striving to follow the industry’s standards regarding banner size, file weight and animation length. Also, the flash programmer looks to insert a standard clickTag code in the flash banner’s source.

Now, the agency might hand the flash banners to the advertiser, or it might start buying advertising space.

2. 1. The freelancer.

Also, the advertiser might want to contact a freelancer instead of an agency. He or she will do basically the same things that an agency does, only usually for less money.

3. The advertising network.

So the agency, the freelancer OR the advertiser contacts the advertising network, looking to buy ad space. They agree for a price and – hopefully – the ad network accepts the banners (if you follow the IAB standards, odds are your banners will be accepted). The ad network specifically looks for the clickTag code to be written correctly, without the target URL embedded into the banner. Instead the ad network will ask for a target URL, written in a text document. Also, oftentimes it will request a GIF or JPG backup of the flash banner.

3.1. The publisher.

However, the advertiser or the agency can contact the publisher directly, without resorting to any advertising network. In this case, it’s very likely that the publisher will not be as restrictive regarding the creative guidelines that the agency has followed when it created the banner.

4. The embed code & clickTag variable

Usually, embedding a flash banner is the advertising network’s or the publisher’s task. But it can be performed by the agency/freelancer and in some cases by the advertiser. They have to actually write a HTML code in which they insert the clickTag variable along with the target URL. Now it’s important for you to understand that the clickTag code inside the banner and the clickTag variable that you insert in the HTML embed code are two different things. The HTML clickTag variable has the purpose of “telling” the clickTag inside the banner where the banner should link to. You can read more about the clickTag variable here.

If you aren’t sure about how to write a standard embed code for your SWF, use this handy tool.

5. BannerSnack.

So where does BannerSnack fit in this story? Well, nowhere. Unless you change the story a bit.

For instance, if you are an advertiser, you might skip the agency or the freelancer and create the flash banners yourself! Why not? After all, BannerSnack is designed for you. All you have to do though, is to be careful to follow the standards. Here are some tips.

If you are a freelancer, such as a designer, a junior flash developer or even a copywriter or other creative, you could start using BannerSnack to create flash banners quickly and with little hassle.

If you are an agency, you could use BannerSnack to optimize your workflow, especially when your flash developers are overloaded with work.

If you are a publisher, you could use BannerSnack to create banners for your sponsors! I know it sounds crazy, but think of this as a way to make your advertising space more appealing to advertisers.

Very important: The clickTag code is automatically inserted in all the banners you create with BannerSnack so you don’t have to worry about this aspect.

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