(Shelly Cashman Series) Gary B. Shelly, H. Albert Napier, Ollie N. Rivers-Web design_ introductory concepts and techniques -Cengage Learning (2008)

Web Site Promotion 197
The types of ads typically offered by an online advertising network include banner ads,
pop-up and pop-under ads, and rich media ads. A banner ad is a horizontal rectangular
Web page advertisement that links to the advertiser’s Web site. Figure 7-12 illustrates a
banner ad on the American Idol home page and its target — the Carrie Underwood fan site
home page. When a banner ad is a vertical rectangle, it is sometimes called a sidebar ad.
The purpose of a banner or sidebar ad is to motivate visitors to click the ad, thereby driving
traffic to the advertiser’s site, in a process called a click-through.
Q&A
What is a banner
exchange site?
Similar to link exchange
sites, banner exchange
sites facilitate an
exchange of banner
ads among members.
banner ad
banner ad’s link
target page
Q&A
Do browser pop-up
window blocking
features block all
pop-ups?
In some instances, a
visitor might want to
view pop-up windows
from specific Web
sites. Browser pop-up
window blocking
settings generally
allow users to specify
exceptions to pop-up
window blocking.
Figure 7-12 Clicking a banner ad on the American Idol home page takes the visitor to the Carrie
Underwood fan site home page.
Joining an online advertising network as an advertiser is a good way to ensure
that your online advertising appears on a variety of appropriate Web sites;
joining as a publisher is a way to generate revenue at your site.
DESIGN
TIP
Other types of online ads include pop-up, pop-under, and rich media ads. A pop-up
ad (Figure 7-13) opens in its own window on top of the page a visitor is currently viewing;
a pop-under ad opens in its own window underneath the browser and the page currently
being viewed. A visitor might not even be aware of the pop-under ad window until he or
she closes the browser window. Pop-up and pop-under ads contain links that visitors can
click to jump to the advertiser’s site. Pop-up and pop-under ads are so unpopular with
visitors that today’s Web browsers contain pop-up window blocking features.