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Banners are the creative rectangular ad that are shown along the top, side, or bottom of a website in hopes that it will drive traffic to the advertiser's proprietary site, generate awareness, and overall brand consideration. This type of visual banner-style online advertising is a form of display advertising.

Like other forms of pay-per-click (PPC) advertisements, banner ads are a cost-effective way to enhance your company's visibility and convert viewers. With smart banner advertising best practices, you can achieve the following: Increase leads. Boost visibility. Build brand awareness.

Popular kinds of banner ads. Since the dawn of internet and digital marketing, the static banner ad has been one of the easiest, cost-efficient and most straightforward forms of advertising. However, as technology developed, the ability to transform those static pictures into animated ads has been slowly taking over, and for good reason.

Here are the main elements that every ad banner must have: company name; logo; colors; fonts. For example, the company's mascot (a siren) and green background are the essential parts of every Starbucks banner. Another top-tier brand, Coca-Cola, always uses its iconic handwritten font and red color.