Faced in everyday life with advertising in one form or another, we often hear the sonorous word "banner". What it is? Let's try to figure this out together.
Tempting internet
Banners are a word of foreign origin. From English, banner is translated as a flag or banner. That is, a certain canvas with information located on it. What does this look like in life?
Visiting Internet pages, on each of them we involuntarily encounter advertising products. Text blocks or flashy graphic images appeal to us with a variety of services. Having become interested in the information, we click and immediately go to the advertiser's page. Now it becomes clear that Internet banners are advertising images with a hyperlink to a specific page of a website with an extended description of a product or service.
Twin brother
A foreign word has a lexical homonym, that is, another meaning. In outdoor advertising, a banner is a large-format canvas with printed information. They make out the facades of buildings, place them over the roadway in the form of constrictions or attach billboards to billboards.
So, it turns out that a banner is two different concepts aimed at achieving one goal. We propose to consider in more detail each of the methods of advertising exposure.
Advertising on online services
Banners on the Internet are used primarily for placing their own advertising. Stand out blocks are designed to attract new visitors to the site. Their design and semantic content form their own image of the site.
This is the most popular form of advertising on the Internet, because its effect is very effective and has a positive effect on business development.
Advertising banners can also be considered as a source of income. Having graphic blocks of other owners on the pages of your site, you can receive payment for this.
Banner creation
By the method of creation, there are two types of online banners:
- Static - regular image in jpg format.
The advantage of such advertising is ease of manufacture and low cost. The disadvantages include an excessively large size and a low level of efficiency. A stationary picture attracts little attention, and for those who regularly visit a page with such an advertisement, it very quickly falls out of focus.
- Dynamic - images with animated plot in gif or flash format.
Gif-banners are not very difficult to manufacture, have a small file size and high advertising return.
Flash banners are the most effective way of animated advertising. An indisputable advantage is the ability to combine several types of advertising information and unlimited scope for creativity.
Creating a good banner requires the intervention of a professional designer. Turning to a specialist will require certain costs, but in this case you can achieve the highest quality product that can effectively implement the advertising task. The cost of the banner will start from five to seven hundred rubles. It is difficult to name the maximum amount - everything will depend on the volume of the task and the level of professionalism of the designer.
If you set yourself the task of creating static advertising, then you can try to get by with minimal effort. Basic knowledge of a graphics editor such as Photoshop will be sufficient. You can also use a special program for creating banners, which has a large database of template solutions.
Features of online advertising
The main indicator of the quality of banner advertising is the response. Efficiency is expressed in the frequency of clicks and the number of clicks on the link. The production of banners and their subsequent operation require the observance of certain requirements for success:
- The dimensions of the banner canvas can have arbitrary values, but the best option would be a plot with dimensions of 468x60 pixels (the main unit of measurement).
- The location at the very top of the page has the best appeal. This is due to the peculiarity of the human eye - to direct the first glance to the upper third of the document. This applies to all types of print and electronic publications. Accordingly, banners located in the side column or at the bottom of the page are much less likely to receive additional feedback.
- Widespread use of animation. A changing plot, a moving picture in a dynamic advertisement unconsciously attracts a person’s attention and, accordingly, increases his interest.
- Color effect. To enhance the influence of advertising banners, it is advisable to use certain gamut shades. The following color combinations have a good stimulating effect on human consciousness: white – blue, white – red, yellow – black.
Outdoor advertising - what is it
One of the areas of advertising that visually affects the consumer through a large format and wide reach of the audience. The concept of outdoor advertising has volumetric meaning and includes a wide variety of types of products.
The category of outdoor advertising includes:
- trunk structures - carriers of printed materials;
- branding of building facades;
- volumetric letters;
- signboards, tablets ;
- inscriptions on shop windows, tents, awnings;
- car advertising
The list of outdoor advertising means can still be continued, but we will pay special attention to only one of them.
Application advantages
Banners are one of the most effective, time-tested types of outdoor advertising. They can quite easily demonstrate the current plot on the streets of the city for one to two years without losing the quality of the exhibit. High technical characteristics determine several advantages of using the banner:
- durability;
- strength;
- high speed and ease of manufacture;
- simple installation;
- affordable cost;
- wide application possibilities.
The benefits of the banner are quite obvious. Having paid the goods once, you can use it for a long time. The simplicity and ease of installation allows you to easily rotate ad slots.
Assembly and dismantling work
Banners of standard sizes (3x6, 6x12, 3x4 m) are fastened to advertising planes using a cord. The finished web around the entire perimeter is densely punched with metal eyelets through which a thin and strong rope is passed. A metal frame of the frame of the shields is braided with it, tightly pulling the banner.
In those cases when the advertising sheet has a large area, or there is no frame, the reliability of fastening is achieved using self-tapping screws.
Vinyl advertisement
Banners are printed on a special material with a vinyl base. Depending on the destination, several types of banner material are distinguished:
- Frontlit - cast laminated fabric. It is a mesh made of polyester onto which a polyvinyl chloride fabric is welded by lamination. Outside, the surface is additionally varnished.
It features low strength characteristics, is easily exposed to moisture, and quickly fades in the sun. The listed properties make its use suitable exclusively indoors. For external use, it can be used for a short period of time (2-3 months). The main advantage is low cost.
- Backlit - translucent cast canvas. The basis is a PVC fabric reinforced on both sides with a mesh of polyester yarns. Varnishing creates a gloss on the front surface. Increased strength and durability make it possible for long-term advertising on the street. Technological features allow the "banner to work in the light", that is, use the backlight. This enhances the visual effect and lengthens the period of daily exposure of advertising.
- Blackout - cast banner fabric. Basis - PVC cloth coated on both sides with acrylic varnish. The opacity of the material makes it possible to apply a graphic image from two sides. The fabric has a high density, resistant to weathering.