Banner design is not as simple as coming up with eye-catching, innovative designs and placing them on targeted web sites. Effective banner designers and media buyers always evaluate the web sites on which banners will be displayed before creating a series of ads. In many instances, so much information clutters a web page that purchasing advertising space can be a waste of time and money. The banner can get lost in the clutter and your target audience will ignore the brand and/or the sales message.
Space Many sites display a series of button banners (120 x 60 pixels) or micro banners (88 x 61 pixels) along the left or right edge of a web page. If you can view these banners on the top part of your screen without having to scroll, and if there aren't a large number of these banners on a single page, purchasing a small banner in this space can give a good return on investment (ROI) and branding opportunities.
However, if the web site displays 10 banners down the side of the page and all 10 banners have different animation effects, the resulting page can look cluttered, and the viewing audience will just ignore the whole series of banner advertisements.
Ads can come from your competitors or ads might come from the same company selling the ad space. Regardless, all ads are competing for the same audience attention and your ad must be able to capture the audience's interest from all the other advertisements.
Many web sites offer multiple slots where banner space can be purchased: top (generally the most expensive), down the left or right side, and bottom. If a banner ad is not placed on the top part of the screen, it is less likely to be noticed.
Even a skyscraper ad - a very long vertical banner ad occupying the side of a page - probably will never start at the very top of the page; sometimes users must scroll to see it.