Frequently Asked Questions

You've got questions, we're here to help.

What are banner ads?

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.

Who uses banner advertising?

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.

Where will my ad(s) appear?

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).

How will you target my audience?

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 ›

Can I see my ad(s) online?

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.

Will my ad(s) appear on inappropriate 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.

Do you track conversions?

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.

What does "100,000 impressions" mean?

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.

What does "unique reach" mean?

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.

How do I place tracking pixels on my site?

Your web developer can add the pixels in a matter of minutes. If you developed your own website, here are some links that might help:

Weebly

Wix

Wordpress

How long does it take to enroll?

About 10 minutes on average! We have a simple, three-step process:

Step 1
Complete our Get Started form

Step 2
Check your email for a link to our secure client portal, where you can pay and review terms and conditions

Step 3
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.

How do payments work?

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.

How long will it take to launch my 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.

What type of data or reporting will I see?

First, we’ll send you preliminary data on impressions, clicks, and total spend a few days after your campaign launches. (Click here to see a sample monthly report.) 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.

How often will you update my ad?

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.

Glossary

Terms you've seen on our site and in your monthly report.

Impressions

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.

Clicks

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.

Budget

As seen in your monthly report, the dollar amount spent per month on each targeting tactic.

CPC

Cost per Click; the dollar amount spent to achieve one click on your ad(s).

CPM

Cost per Thousand; the dollar amount spent to achieve 1,000 ad impressions. This is one factor in determining advertising ROI.