Web banner ads were all the rage when online advertising was new and novel. However, nowadays, thanks to the popularity of social media advertising, the popularity and usage of traditional web banner ads have declined. However, that’s not to say that they have disappeared. Thanks to advertising platforms like Google AdWords and the like, the website banner ad is still in the game, just that it now accompanies a slew of other advertising formats as well.
An Overview of Web Banner Ads
Web banner ads are the ads one often sees on websites right across the top or bottom of the web page. The standard size of a banner ad is 468 x 60 pixels (i.e., a 468 pixel width with a 60 pixel height). Over time, in addition to the horizontal web banner ads, vertical web banner ads (i.e., a 468 pixel height with a 60 pixel width) that appeared on the right sidebar or left sidebar of a website became common too. Web banner ads can be either static image ads or animated ads – although static images are much more common when it comes to banner ads, as not all websites can always support animations in their allotted banner ad area(s). There were also various sizes of banner ads in the earlier time of the World Wide Web. However, nowadays, with web advertising platforms no handling most ad publishing and placements, the 468 x 60 pixels size is usually followed for banner ads as it is the universally standard size for web banners on websites. Generally, the cost of banner ads is measured by CPC (Cost Per Clicks) or CPM (Cost Per 1000 Impressions).
The Major Factors Influencing Web Banner Ad Costs
Here are the main factors that will influence the price of your web banner ads:
Your Web Banner Ad Location:
A web banner ad usually appears in one of four locations on a website: As a horizontal banner across the top of a website’s web page, as a horizontal banner across the bottom of a website’s web page, as a vertical banner on the right sidebar of a website’s web page, or as a vertical banner on the left sidebar of a website’s web page. Ideally, banner ads are usually placed on the homepage of the website. However, placing the banner ad on the other pages (besides the homepage) on a website is often less expensive than the former placement. Likewise, the placement of the banner ad, horizontally, at the top of a web page is ideal – and it is also more expensive than banner ads placed on the right, left, or bottom of a web page.
Your Daily Web Banner Ad Budget:
In general, it is advisable to use an advertising platform (like AdWords) for banner ads. This way, the advertising platform handles most of the more tedious details of posting ads on relevant websites – like finding relevant websites and handling the billing amounts for the ads, among others. And in such advertising platforms, before you can post a banner ad campaign, you need to specify your daily ad budget. This, of course, will limit the cost of your ad campaign to that daily budget.
The Average Advertiser Bidding Range for Web Banner Ads:
Your ads will be placed and displayed at a certain frequency depending on the bidding range for banner ads at any given time on an advertising platform (we’re considering Google AdWords as the advertising platform example for now). So if you pick automatic bidding, and your daily budget allows you to pick an optimum bid per click or 1000 impressions for your ad, then your ad is more likely to get optimally placed, and thereby get more clicks and/or impressions.
The US Dollar to Indian Rupee Conversion Rate (An additional Web Banner Ad campaign price influencer for Indians):
The actual rates of your banner ads will depend on the US Dollar ($) to Indian Rupee (INR) conversion rate at the time – as INR is not always a singularly supported format on most online advertising platforms.
The Website on which Your Web Banner Ad is Placed:
Generally, the more traffic and engagement a website has, the more expensive it is to place a banner ad (or any ad) on that website. However, a website that is not very popular or has a limited number of traffic will charge much cheaper rates to post banner ads on their web pages.
For instance, putting a banner ad on YouTube’s homepage – whether a static image or an animated banner ad – will be almost (or equally) expensive as a full page newspaper ad (and sometimes more). This is because the traffic and engagement on YouTube is very high, thereby making the banner ad more likely to achieve clicks and impressions.
Your Chosen Measure of Performance for Your Banner Ads
Banner ads have two main ways in which you can measure the ad’s performance: through clicks and through impressions. As such, the final cost of your banner ad campaign will be the total number of clicks or impressions you get on the ad. (In other words, your ad rates will depend on your choice of CPC or CPM. And CPC is usually the preferred selection for measuring the performance of web banner ads.)
The Range of Web Banner Ad Rates in India
As advertising platforms like Google AdWords have no minimum budget an advertiser must specify, the rates can be as low as around Rs.7 per click. Currently, (on Google AdWords) the general banner ad rates in India range from around Rs.7 to around Rs.6638 for CPC, and from around Rs.17 to around Rs.6638 for CPM. However, these rates are subject to the conversion rates between the US Dollar and the Indian Rupee at the time.
Overall, the banner ad rates in India have been dropping the last couple of years, which is mainly due to the rise of other, more popular ad formats. However, banner ads are still a common enough feature and, depending on the popularity, reach, and traffic of the website it is placed on, it can also be uniquely expensive as well as very effective.