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The word banner comes from the English language and means something like flag or banner. A distinction is made between banner advertising on the Internet and advertising banners, which are large-scale printed graphics. On the internet, advertising banners are inserts that lead to a target URL via a click. Analogue banners are large advertising posters and are used where as many people as possible can see them.
Banner Ad on the Internet:
On many websites there are superimposed advertising graphics. Depending on the website and the type of banner, the placement also differs. Since banners are particularly wide and conspicuous, they are difficult for users to overlook. Banner ads usually draw attention to a specific product or service.
Analogue banner ads:
Everyone has probably seen analogue banner ads. These include large, printed posters, banners on construction fences or flags printed with advertisements. Sometimes even small aeroplanes pull banners behind them.
What is banner advertising on the internet?
Advertising banners on the internet are practically digital advertising posters that are available on various websites. They advertise fashion, technology or travel, for example - basically anyone can have a banner ad placed on the internet. It is also possible to choose between static and animated graphics or videos. In many cases, so-called call-to-actions are added to advertising banners, i.e. a request to click on a certain button. If users then click on the banner ad, they are forwarded to the advertiser's website via a link. By the way, pop-ups, i.e. elements that suddenly appear and usually block a large part of the website, do not count as banner ads.
How does banner advertising work?
In principle, all website operators can have banner ads placed. Google AdSense is probably the largest and best-known provider. Interested parties can register here and will be checked by Google - if everything has worked out, a corresponding code must be integrated on your own website and the banners will be displayed in the future.
Those who want to create banners themselves and use them to advertise their own product can also register with Google. The so-called Google Display Network enables advertisers to place their banners on various websites, which in turn are registered with Google AdSense.
What banner formats are there?
Advertising banners can be placed at different locations on a website. It doesn't matter whether they are placed on the right or left edge of the screen, banners can just as easily be placed at the top or bottom as well as directly in the text.
The most common banner formats on websites:
Medium Rectangle:
300 x 250 pixels
Often located at the top right
Leaderboard:
728 x 90 pixels
Often at the top
Wide Skyscraper:
160 x 600 pixels
Mostly on the right
The most common banner formats on mobile devices:
Mobile Leaderboard:
320 x 50 pixels
Lower or upper edge of the screen
Mobile Interscroller:
320 x 480 pixels
Appears when scrolling and briefly covers the entire screen
Mobile medium Rectangle:
300 x 250 pixels
Can be integrated directly into web content
How much does an advertising banner cost?
The costs for placing an advertising banner vary. This depends, among other things, on whether a separate contract has been negotiated with the website operator for the placement of the banner ad or whether, for example, banner ads are placed via Google services.
In most cases, the CPM (Cost per Mille) is the common billing model. If the banner ad is aired 1,000 times, the pre-determined price is due. Another model is billing according to CPC (abbreviation: cost per click). Payment is then made according to the number of clicks achieved.
Programmatic Advertising
Programmatic advertising, the data-driven, automated buying and selling of digital advertising space, is growing rapidly in the online advertising market. In Switzerland, this segment takes a significant share of the online advertising market. The processes are confusing at first, but simply explained:
Demand Side Platform (DSP): Technological basis for the automated purchase of demand side advertising contacts. It checks the suitability of the available inventory and generates the best offer.
Sell Side Platform (SSP): The SSP enables bid generation and optimises revenues for each advertising contact. This is where publishers offer their advertising space.
Data Management Platform (DMP): It collects, manages and provides data that is important for advertisers' buying decisions, e.g. in the form of target group segments.
Adserver: Manages, delivers and tracks online advertising media. When a page is called up, a request is sent to the ad server via a placeholder (ad tag) to display an ad from the pool.
Programmatic advertising allows for optimal performance and reach of online campaigns with lower budgets through real-time auctions. It analyses and optimises ads according to the preferences of the target group.
The advantages are cost savings, transparency, time savings, real-time control, precise targeting and global reach. The differentiation to other methods lies in standardisation, auction procedures for pricing and real-time adjustment. Data protection and compliance are key aspects here.
Google Display Network
The Google Display Network combines the flexibility of standard display campaigns and the automation of smart display campaigns. You can choose the level of automation you want for your bids, creatives and targeting.
Display campaigns make it easy and effective to manage visually engaging ads to reach users across millions of websites and apps, as well as in Google products like YouTube and Gmail.
Benefits:
Global reach: With display campaigns, you can reach users on over 35 million websites and apps, as well as Google products such as YouTube and Gmail.
Optimised targeting: Find the highest performing audience segments with potential customers who are most likely to convert.
Smart Bidding: A bidding strategy where machine learning optimises the number of conversions or conversion value, saving you time and delivering higher performance.
Smarter ads: Display campaigns are automatically optimised to deliver the best possible results.
Timing of ad delivery: You can generate interest at an earlier stage of the buying process, which can be of great benefit to your advertising strategy.
Comparison of Google Ads with Programmatic Advertising
Reach and efficiency: Both Google Display Network and Programmatic Advertising offer to reach a wide audience. Programmatic advertising, however, offers more control over inventory and can access multiple ad networks, while the Google display network is limited to Google's network.
Automation and optimisation: Both use machine learning, but Programmatic Advertising often offers more customisation options for bids and targeting. Display campaigns in Google, on the other hand, may be easier to set up and manage.
Transparency and control: Programmatic advertising typically offers more transparency over media buying and can offer more specific insights into performance. Google Display Network offers a solid platform with a simple user interface that is particularly suitable for beginners.
Cost: The Google Display Network can be a cost-effective option, especially for smaller businesses or campaigns with limited budgets. Programmatic advertising, on the other hand, can be more expensive but often offers more flexibility and control over targeting and optimisation.
Overall, the Google Display Network can be an efficient option for advertisers looking for a simple solution with extensive reach within the Google ecosystem. Programmatic advertising offers more granularity and control, but can be more complex and costly. The choice between the two depends on the specific needs and goals of the advertiser.
Social media advertising (SMA) is an innovative form of online advertising that distributes paid advertisements through social networks such as Facebook, YouTube, Instagram, TikTok and other platforms. With more than four billion users worldwide, SMA has established itself as an indispensable tool for marketers.
Key terms:
Social media advertising (SMA): Paid placed ads in users' feeds.
Leads, conversions, awareness: The goals of SMA, including generating potential customers, sales promotion and brand awareness.
Multi-channel marketing: Cross-platform campaigns on different networks.
Influencer marketing: Cooperation between brands and well-known people.
PPC (pay-per-click): Cost per click on the ad.
PPV (Pay-per-View): Costs based on the number of ad impressions.
KPI (Key Performance Indicators): Measured values for the analysis of campaign success.
Platforms:
Facebook: Best targeting options and largest reach with almost 3 billion users.
YouTube: Global video sharing platform with 2.56 billion users.
WhatsApp: The leading messenger service with planned ads from 2022.
Instagram: 1.5 billion users for photo, video sharing and influencer marketing.
TikTok: Emerging, especially with younger users, unique dynamic with low budget.
LinkedIn: B2B advertising and professional networking.
Advantages of social media advertising:
Reachability: access to billions of users worldwide.
Targeted marketing: Precise targeting to the desired audience.
Versatility: Adaptable to different platforms and formats.
Measurability: Monitoring and analysis with modern tools.
Cost control: Precise budget monitoring.
Flexibility and customisation: Dynamic ad customisation.
Customer loyalty: Strengthen customer relationships.
Innovation: Creative use for product presentations.
Disadvantages of social media advertising:
Branding failures: risks in brand presentation.
Design limitations: Different format requirements per platform.
Social media advertising is suitable for almost any brand and product, from small businesses to global giants. It offers precise targeting, innovative strategies and the use of a wide range of tools and platforms. With the right understanding and a well-thought-out strategy, social media advertising becomes a powerful tool in the modern marketing landscape, ideal for creating awareness, increasing sales or connecting with target audiences.
Display Networks
Display networks play a central role in online advertising by helping advertisers spread their messages to a wide audience. By placing banner ads on relevant websites, display networks enable companies to make their brand visible and target customers. Display advertising is an effective means of generating attention and increasing sales.
Examples of display networks:
aymo.ch is a Swiss network that focuses on tailor-made solutions. Its strength lies in hyperlocal targeting.
Teads.com specialises in video and display advertising. Teads offers access to many premium publishers. Its strength lies in innovative advertising formats and high reach.
Invibes focuses on in-feed advertising and offers immersive experiences. Its strength lies in user engagement and targeted ad placement.
Criteo is known for its retargeting technology. Its strength lies in retargeting users through personalised advertising.
Taboola specialises in content discovery and native advertising. Its strength lies in personalised recommendations on premium publishers.
The diversity of display network providers reflects the complexity of the market. From banner advertising to video and content discovery, the diversity is enormous. Choosing the right network requires a clear strategy and understanding of the strengths of each. This underscores the need to carefully consider options to realise the full potential of online advertising.
Marketing frameworks and where we use them
Marketing frameworks are crucial tools in the modern business environment. They help companies to structure, analyse and optimise their marketing strategies. From customer acquisition to customer retention, the right choice and application of a framework can make all the difference. In a world increasingly dominated by online marketing, these models offer clear paths to efficiency and success.
Marketing Frameworks:
Marketing Funnel: The funnel illustrates a potential customer's journey from first contact with a brand to purchase. It is a key framework in modern marketing. The funnel consists of several stages, including awareness, interest, decision and action. Each stage represents a step in the customer journey and helps to understand and nurture the customer relationship.
SWOT analysis is a proven framework for identifying a company's strengths, weaknesses, opportunities and threats. A SWOT analysis is divided into internal factors (strengths and weaknesses) and external factors (opportunities and threats). The analysis of these elements enables informed strategic planning.
Customer journey mapping is a technique to visualise a customer's journey through the different stages of interaction with a product or service. This method examines the customer's touch points with the company and identifies opportunities to improve the customer experience. It includes phases such as awareness, consideration, purchase and loyalty.
The AIDA model is a classic marketing framework that describes the process of customer interaction with advertising.AIDA stands for attention, interest, desire and action. It shows the process of how customers first become aware of an ad, develop interest, have a desire and finally take an action.
The See, Think, Do, Care model is a progressive approach to digital marketing that addresses the customer at different stages of their journey. The four phases - See, Think, Do, Care - represent different stages of customer interaction, from initial consideration to ongoing nurturing of the customer relationship.
Applying a marketing model at the right moment can be crucial. Whether it is to understand the customer journey, analyse opportunities and threats, or plan effective promotional activities, each of these frameworks has its specific benefits. Choosing the most appropriate model is based on the specific needs and goals of the business, leading to strategic clarity and marketing success.
Everyday helper Marketing automation
In the dynamic world of online marketing, automation is a critical factor for success. Marketing automation facilitates lead generation, customer retention and nurturing by automating repeatable tasks, saving time and resources. Choosing the right tool can revolutionise your marketing strategy. Below, we look at some prominent solution providers that we use in our everyday lives.
Snov.io is a versatile provider in the marketing automation space, specialising in lead generation and email verification. With a range of features including email scraping, verification and automated outreach campaigns, Snov.io helps businesses acquire high-quality leads efficiently.
Zapier is at the heart of automation, connecting disparate apps and services to enable smooth workflows. By creating "zaps" between apps, Zapier streamlines processes and facilitates the integration of online marketing tools, enabling a personalised and scalable marketing strategy.
Phantombuster offers unique automation solutions, especially for social media and web scraping. With a variety of "phantoms", it enables businesses to efficiently collect data and embed it into their marketing strategies to run more targeted campaigns.
MailChimp is a leading provider of email marketing services and also offers comprehensive marketing automation solutions. From automated email campaigns to audience segmentation, MailChimp helps businesses coordinate and optimise their online marketing efforts.
Reply.io focuses on automating email outreach and sales communications, accelerating the sales cycle. With tools for personalised emails and follow-ups, Reply.io helps companies scale their lead generation and nurturing efforts.
Marketing automation is more than just a trend; it is a necessary strategy in today's digital business world. Choosing the right tool that fits your specific needs and goals can transform your online marketing strategy and lead generation. Whether through efficient email campaigns, seamless app integration or innovative social media automation, providers like Snov.io, Zapier, Phantombuster, MailChimp and Reply.io offer solutions that can take your marketing efforts to the next level.
Social media advertising