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In use since the early days of Internet advertising, banner ads are still one of the dominant forms of online branding. Due to general
acceptance of the 468x60 banner size, advertisers have been able to translate consistent campaigns across multiple sites, and publishers
can usually accept stock ads. Although click-through rates have dropped since the late ’90s as consumers have become used to banner
presence, combining targeted placement with effective design can yield results several times higher than the current industry standard.
Technological and creative enhancements over the past few years especially in the area of rich media have enabled banners to
become more entertaining and engaging for the end user, causing something of a resurgence in click-through rates. Moreover, a
study conducted by Dynamic Logic in January 2001 concluded that traditional brands have generally utilized banners and online
advertising to lift message association by 16% on average.
Buttons are a form of banner ad that offer greater flexibility in both size and page placement. Standard button sizes are 128x30, 120x60
and 88x31 (micro buttons). Nonstandard buttons are not uncommon and allow advertisers more creative leeway.
As opposed to banner ads, which typically appear only at the top or bottom of a page, buttons are often placed on the left,
right, or middle of a page to allow for enhanced visibility within certain page formats.
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