Online banners and pop-ups

Online banners are adverts that appear as strips or boxes on webpages. Pop-ups are adverts that open over the top of webpage content, sometimes in a smaller window. Both are digital advertising media and carry a short promotional message rather than a full explanation.

Why businesses use them

• They can be targeted by choosing websites or using browsing behaviour, so adverts reach people who have shown interest. A pet food seller could advertise on a dog-owners' website.
• They are usually low cost compared with television or cinema, and the business can often set a daily spending limit.
• They are measurable: the business can count views and clicks to judge whether the advert worked.
• They can include a link to the business website, taking an interested customer straight to the product page to buy.
• They can be visual and attention-grabbing, using bright colours, animation or a striking photo.

Drawbacks

• Online banners may be ignored, because users are so used to seeing them that they stop noticing them.
• Pop-ups can annoy users, and browsers or ad blockers may block them, so the message is never seen.
• Both carry limited information: there is only room for a short message, so a product that needs explaining needs another medium.
• Intrusive adverts, especially pop-ups that cover reading or are hard to close, can damage the business image.
• They may not work on all devices: a banner designed for a laptop may be cut off or hard to use on a phone.

When they suit a business

They suit a business that wants a low-cost, visual link to its website and can reach people through particular websites or browsing behaviour. For example, a small running clothing brand could place a banner on a running club's website with a bright jacket photo and a link to its checkout. They are less suitable when the message needs detail, or when annoying users would harm the brand.