Want to keep learning?

This content is taken from the RMIT University's online course, Online Business: Digital Marketing for Success. Join the course to learn more.
Image of a laptop, iPhone and iPad
Display and banner advertising

Display and banner advertising

Advertising that appears in the designated or distinct areas on a website are display or banner advertisements.

This type of advertising is cost effective and can be static (a still image) or can contain video (rich media). Display and banner advertising can benefit small business as it helps lift the profile of the business. It also can reach potential customers and generate a conversion to sale (over mass media advertising).

Choose your size

There is a global standard for consistent sizes of advertisements applied across many sites. However, due to the many different types of display advertising needs across desktop and devices, there are multiple different display banner unit sizes. The global standards outlined by IAB provides information on what constitutes each type of display or banner advertisements, along with other types of online advertising.

The breadth can be easily demonstrated by taking a look at a few popular display networks. Google has 17 display ad formats across four recommended formats (rectangular, horizontal, vertical and square). ‘Portals’, platforms allowing users to connect from a variety of sources to areas of interest such as entertainment, sports etc., are among the biggest traffic sites in the world. Portals all have advertising specifications for their site that can be different and more expansive to those available via Google.


Take a look at a popular ‘portal’ in your country, and see if you can locate the different types of advertising formats available. (Tip: the advertising options are normally found within in ‘advertising’ or ‘advertise with us’ areas at the bottom of the home page.) Now imagine that you want to advertise your business on this portal.

Identify the types of advertising formats you think will work well for your business and the specification requirements for the potential advertisement.

You can discuss your findings with other learners in the Comments area and compare similarities and differences between the portals in various countries.

Share this article:

This article is from the free online course:

Online Business: Digital Marketing for Success

RMIT University