Traffic & Channels
Banner
A static image advertisement placed in a fixed ad slot.
A banner is a static image advertisement served in a fixed ad slot on a website or app — the oldest display format, standardized into IAB sizes like 300x250 and 728x90. It communicates in a single glance: visual, short text, call to action, with pricing usually on CPM or CPC through display and ad networks.
Banners rarely win on intent, so buyers deploy them for cheap reach, retargeting and brand-recall support around stronger channels. Banner blindness is the structural enemy — average CTRs are fractions of a percent — which pushes buyers toward high-contrast creatives, animated variants where allowed, and strict placement filtering. In iGaming, banners on sports and streaming sites remain a reliable retargeting layer.
In buyer speech
“Refresh the 300x250 banners for the retargeting pool — same bonus, new visuals, the current set has been live three weeks.”