Banner advertising is a different concept. A banner ad on a website involves the purchase of some real estate on a website to attract visitors to your own site, like traditional display advertising. This type of advertisement is used in a traditional manner, in the sense that a banner ad’s purpose is to inform a person about a product or service that they have to offer and direct them to an area where they can get more information or make a purchase. An example would be if you are on the Wall Street Journal’s website reading an article about Hulu, and you see an advertisement for Sprint that you may click on, at which point you’re taken to a Sprint page designed to get you to make a purchase.
These are two very different marketing approaches that should not be confused. One involves utilizing your own site to increase the relevance of a consumer’s experience, and the other involves media planning to purchase areas on other sites to drive traffic back to an area where that consumer can make a purchase. These two approaches work well together, with a banner ad getting people to visit your site, and onsite targeting giving a visitor all the relevant information and content they need to make a purchase. Armed with a better clarification of what’s what, you are now ready to pick and choose which program best suits your marketing needs.