Mobile advertising is similar to online advertising

Display advertising / banner advertising

Banner advertising, also called display advertising, is an element of classic online advertising, so-called display marketing. It relies on graphic advertising media such as banners, buttons, videos, animations or images and is divided into graphic and animated designs. In the meantime, banners can also implement audio formats. Online banners come in numerous sizes and formats: some banners are currently spread across the entire website, while others only follow the cursor as so-called mouse banners. The placement on a website is usually on the top, side or bottom.

The banners serve as a link to the advertiser's website, whereby the operator of the site can already earn money from the banner being displayed on his website. Banner advertising is used to increase sales, increase awareness or for branding purposes.

Definition by Thomas Promny:

Display advertising is the part of online marketing that deals with graphic advertising. So it's about banners and similar forms of online marketing campaigns.

Due to the graphic design of the advertising material and possible animations, display advertising is used much more than, for example, search engine marketing for branding campaigns. Due to the large reach of display campaigns, however, this channel is also being used more and more in the area of ​​performance-oriented online advertising.

The latest developments in targeting and retargeting make an important contribution to this.


In order to place their advertising, advertisers can book the desired environments on websites that are relevant to them. The banners that refer to the company website or an online shop then appear there.

The banner should convey its message briefly, concisely and credibly, since the user's eye only lingers on an advertising banner for around 1.5 seconds on average and the click rates are very low at less than one percent.

The attraction of banner advertising is assessed on the basis of the proportion of clicks in relation to the general visits on the operator's website (click-through rate).


Financing is usually based on two models. Either based on the classic cost-per-mille (CPM) principle, in which the advertiser pays a fixed price per thousand impressions, or via a success-dependent model in which a payment is due for every action by a user. This can be done with a single click (pay-per-click), via registration (pay-per-lead) or a purchase (pay-per-sale).