What are banner ads?

Banner ads are a popular and long-standing digital ad format. These ads are usually rectangular, appearing at the bottom or top of an app interface or website. They can be static or dynamic, containing images, ad copy, and/or video. 

Are banner ads effective?

Banner ads have been around since the beginnings of in-app advertising, inspired by traditional advertising placements like billboards and in newspapers, and are still widely used in the app ecosystem today. 

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Banner ads can be effective for generating brand awareness and visibility. However, they are often overlooked by users, which is caused by a phenomenon called “banner blindness” – as over time, users have become more desensitized to this type of advertising and have learned to ignore them. 

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Banner ads typically have low engagement rates and eCPMs (falling below the $1 mark), so they are usually used alongside other ad formats like interstitial ads and rewarded video ads.