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Content

The content of banner ads is determined mainly by the company or individual placing the ad. Some are interactive and include a quiz or game. By participating – clicking on the banner – the user is automatically taken to the advertiser’s website. Some are just a picture and a few words to pique the viewer’s interest. Others play loud music, flash pictures and annoy you until you click on it or figure out how to stop it.

A growing type of banner ad – such as the ones primarily used by Google – are simple text ads that are unobtrusive but can be very helpful in finding more information. These tend to take less away from the web page’s design and be more accepted by internet users.

Banner ads are designed by many different people. Some companies make them in house, some use their marketing agency. There are several websites that will design them for you, either for free or at a standard rate – usually somewhere between $25 and $75.

The Interactive Advertising Bureau recognizes eight sizes of sizes of banners that can be used. They are measured in Interactive Marketing Unit (IMU) ad formats.

Full Banner - 468 x 60 IMU
Half Banner - 234 x 60 IMU
Micro Bar - 88 x 31 IMU
Button 1 - 120 x 90 IMU
Button 2 - 120 x 60 IMU
Vertical Banner - 120 x 240 IMU
Square Button - 125 x 125 IMU
Leaderboard - 728 x 90 IMU

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