Definition

Static or animated rectangular advertisements typically appearing at the top, side, or bottom of web pages. The original internet advertising format that nobody clicks but everyone still buys.

Example Usage

We're running a leaderboard banner campaign, and the CTR is abysmal as expected.

Origin

From traditional advertising terminology, adapted for digital in the 1990s

Fun Fact

The average banner click-through rate is around 0.05%, making them the participation trophy of digital ads.

Source: IAB Display Advertising Standards

Related Terms

Beginner

direct mail

Physical marketing materials delivered via postal service, the analog dinosaur that refuses to go extinct because it still converts. What millennials call 'junk mail' and what marketers call 'tangible touchpoints.'

📣 Marketing / Advertising
Intermediate

pillar content

Comprehensive, authoritative content pieces that serve as the foundation for your content strategy, with smaller related pieces linking back like remoras on a shark. It's the content equivalent of load-bearing walls.

📣 Marketing / Advertising
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Cost Per Click (CPC)

The amount you pay each time someone clicks your ad, a fee structure designed to reward quantity over quality.

📣 Marketing / Advertising
Intermediate

marketing operations

The function responsible for marketing technology, analytics, data management, and process optimization. Often abbreviated MarOps, it's the team that actually makes marketing work while creative people take credit.

📣 Marketing / Advertising
Intermediate

casualties

In marketing warfare, the stats that tell the real story—customers lost, engagement dropped, or brand trust obliterated. The price of a bad campaign.

📣 Marketing / Advertising
Beginner

greenwashing

Marketing yourself as environmentally friendly while your actual practices range from negligible to actively harmful, sustainability theater at its finest. It's slapping a leaf logo on your product while dumping toxic waste out back.

📣 Marketing / Advertising

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