Selling Banner Ads
One of the more popular ways to make money off the Internet is to sell banner ads, but getting started in the banner ad business can be confusing. ISA is here to help. On this page you can find find some basic facts about selling and implementing banner ads, as well as links to some of the better advice resources on the Web.
By definition, a banner ad is a graphic or image that is used on a Web page for advertising purposes. Most of you are probably familiar with the 468 x 60 pixel "full banner" that you see at the top of pages. However as you can see on this page, there are many other standard sizes that can be referred to as banner ads. Top of page
Probably the simplest method, and one that is ideal for small sites, is to have the client send you a graphics file that meets your specifications — for instance, a 468 x 60 graphic with a file size under 20 kilobytes. (File size is important. A large file can keep your page from downloading quickly.) They will also need to send you a Web link to where they wish people to go on their site. After that, it's as simple as placing the graphic on the page and linking from it to your client's site. Top of page
Who uses your site? To create a good match between advertising client and Web users, stop and consider who uses your site. What do they want to know about? If you are running a Section site, then it is likely you can get a pretty good picture just by knowing your members. Possible advertisers include Instrumentation & Control companies, but could just as easily be a life insurance company or restaurant. The key will likely be "local," however, as your site will bring about the greatest interest in those in your area. A Division site, on the other hand, might be more limited by the technological field than geography, and as a result will appeal to companies seeking customers in that field.
What and how to charge is largely determined by the client's needs, particularly if you do not have a lot of clients lined up. Setting certain guidelines beforehand will help you in dealing with potential clients.
You may have seen banner ads that allow you to search for information or play a game in the banner without ever leaving the page. These ads are normally created though the use of Java programs or Flash. They can be a little harder to put on a page than a graphic file, so you want to make sure you (or your client) have the technical expertise to do it. Top of page
Some of your clients may have never used a banner ad before and could want your advice about how to make an effective one. Here are a few tips from ISA's Market Matters on how to build an effective ad.