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.
Until recently, almost exclusively Fortune 500. For years, the medium was accessible only to leaders of industry; 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).
Through a variety of targeting strategies. We'll serve your ad(s) using all or some of the following methods, depending on your unique needs:
Your campaign will be geofenced to ensure your ads are seen only within a given area (a 10-mile-radius around your location, for example).
This tactic places your ad alongside relevant content. If you operate a fitness center, for example, your ad would be placed on fitness websites. If you needed to reach parents, your ad could be placed on parenting websites.
Also called remarketing, this strategy serves ads to anyone who recently visited your website. If you've ever shopped online, left the store's site, and continued seeing ads for the products you just searched, you've encountered retargeting.
Read more about our targeting methods ›
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 make sure they don't. We won't serve your ad alongside inappropriate content or criminal activity.
We also filter your campaign through Bot-Avoidance filters. Recent estimates state that over 50% of online traffic is represented by bots (programs designed to behave like humans). Our system only serves ads on bot-free websites, which are verified as such by a third party, to make sure your ad's impressions and clicks come from real viewers.
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, also called unique impressions, is the number of times your ad was seen by new individuals. 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, clicks, and total spend a few days after your campaign launches. You’ll receive monthly reports a few days after the end of each month, which will contain a more detailed breakdown.
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.
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.