Banner ads, also called "display ads,” are ads placed on websites. Unlike text-based ads, banner ads allow companies to tell a story with images and animation.
For years, internet banner advertising was accessible only to industry leaders with large budgets, deep expertise, or both. While it had proven effective, it was complicated and prohibitively expensive. Our proprietary approach brings banner advertising to businesses of any size, in any industry.
In short, your ads will appear on websites your customers visit – anywhere from the biggest names in news and sports, to local message boards and blogs. Our platform finds websites your target audience visits, buys ad space, and places your ad there. We verify that our clients' campaigns appear only on brand-safe and bot-free sites, and only within a location you specify (geofencing).
In short, we reach your target customer through a variety of methods. Your ad campaign can be served based on demographics, individual behavior, custom geofencing, and more.
Read about all of our targeting methods here ›
There isn't a specific way to see your ad on a website, but we can send you an image of what it looks like on one of the sites it's been placed on. We also encourage you to place your retargeting pixel on your site. Then, after you visit your own website, you'll have a better chance of seeing your ads on other sites.
Our third-party Brand Safety Filter helps ensure your campaign is not served on sites with inappropriate content or criminal activity.
We also filter every campaign through bot-avoidance filters. Bots are programs designed to behave like humans, "clicking" digital ads and inflating performance numbers. Recent estimates state that over 50% of online traffic is represented by bots. Our system finds websites that are verified by third parties to make sure your ad’s impressions and clicks come from real viewers.
Our mission at Sophos Marketing is to make world class advertising affordable to everyone. We can help you reach your target customer, with a compelling message, more cost effectively than any other advertising channel. But advertising is only one piece of the puzzle. There are a lot of other factors that determine if your campaign will help your business grow.
Some things to think about include:
• Is your website compelling new customers to take action?
• Are you reaching customers with your other forms of advertising to further establish your brand?
• How are your business processes and customer service processes?
• Is your pricing and value proposition compelling and competitive in your market?
We do provide a pixel to track and report online conversions, but it's important not to give sole credit for them to one channel.
Your Display campaign is a vital addition to your marketing efforts, but it's not a silver bullet. Think about the last time you bought something – you probably considered pricing, demand, your specific needs, and any of several ads you saw. To learn more about how Banner ads fit into your multi-channel campaign, visit our Digital Marketing Blog.
An impression is an advertising term for a “view.” When we guarantee at least 100,000 impressions per month, it means your ad will be placed on a website at least 100,000 times. We also put limits on how often any individual could receive your ad to ensure your impressions are spread across a large number of potential customers.
Unique reach is the number of times your ad was seen by new individuals. (This metric is also called "unique impressions.") This number does not include individuals who see your ad more than once, and is therefore lower than total reach.
In digital advertising, new devices are counted as new individuals; each time your ad is shown on a new device, that counts as a new, or "unique", impression.
About 10 minutes on average! We have a simple, three-step process:
Complete our Get Started form
Check your email for a link to our secure client portal, where you can pay and review terms and conditions
Upload your company logos and creative assets – anything you want us to use to build your ad(s)
Then, simply keep an eye on your email! We'll build your custom campaign and send final creative for approval.
To initiate your campaign, your setup fee and first month payment must be received. During the first month of your campaign, the credit card you use to initiate your account will be charged your next months subscription on the 20th of the month. This allows you 7 days to resolve any credit card issues to ensure payment before the next month and avoid a disruption to your campaign.
It generally takes 1-2 weeks for strategy and creative development. Once we send the ads for approval, timely feedback helps us launch your campaign sooner. Finally, all campaigns are launched at the start of the month to keep billing and reporting tied to calendar months.
First, we’ll send you preliminary data on impressions a few days after your campaign launches. You'll receive access to our Campaign Dashboard to view more detailed performance data, including clicks, budget, campaign geography, and more. (Click here to learn more about our Campaign Dashboard.) Additionally, we'll send you a screenshot of what your ad looks like on a website within roughly the first week of launching your campaign.
If you have a Google Analytics dashboard setup, you can also see the traffic sent directly to your site from the ads. This will not show traffic that visits your website after an impression, however.
To see our traffic in Google Analytics:
• In the left navigation menu, click Acquisitions > Overview
• Toward the middle, click on Other
If you ever need more information, feel free to contact us at any time.
If we start to see a drop in ad performance, we’ll reach out and discuss your options with you. If you'd like, you can request additional ads at any time for $349 each.
If you already have Banner ads or a Connected TV commercial you would like to run for your campaign, we can use those instead of producing your creative, provided that they comply with our specifications needed to upload to our platform.
Here are our creative production guides for Banner ads and Connected TV.
If you need more information on how to meet these specs, feel free to contact us at any time.
The official IAB definition reads: "'Impression' is a measurement of responses from a Web server to a page request from the user browser."
Sophos Marketing holds to a higher standard. We don't report an impression unless the ad was in-view on a brand-safe, bot-free webpage.
Beyond digital, there are different assumptions to report impressions. An outdoor billboard may be estimated to receive thousands of views per day, but that's based on historic traffic patterns and other supplier assumptions. A newspaper may have 10,000 subscribers, but it's hard to know how many times the page with your ad was seen. Since advertising space is bought and sold on impressions, it's important to know the assumptions behind this figure.
The number of times someone clicked your ad and was taken to your website. If your ad received 100 clicks, for example, at least 100 people saw and interacted with your website.
As seen in your monthly report, the dollar amount spent per month on each targeting tactic.
Cost per Click; the dollar amount spent to achieve one click on your ad(s).
Cost per Thousand; the dollar amount spent to achieve 1,000 ad impressions. This is one factor in determining advertising ROI.