Banner advertising glossary

Badge promo badge, sticker, burst A badge is the small, eye-catching element in a banner that highlights an offer: “−20 %”, “New” or “Today only”. Billboard 970×250 The billboard is the large 970×250 pixel landscape ad above the page content, usually sold as a premium placement.

Call to action CTA, button The call to action is the prompt in a banner, usually shown as a button: “Shop now”, “See the offer”. clickTag clickTAG, click tag The clickTag is the variable in an HTML5 ad through which the ad server sets the landing URL and its click tracking. CPM cost per mille, cost per thousand CPM is the price for one thousand impressions of an ad, the standard currency when buying display advertising. CTR click-through rate CTR is the share of impressions that lead to a click, the key metric for how well a banner performs.

DOOH digital out-of-home DOOH stands for digital out-of-home: advertising on digital screens in public spaces, at stations, in malls, along roads and in stores.

HTML5 ad HTML5 banner, HTML5 creative An HTML5 ad is an animated creative built from HTML, CSS and images that the browser plays like a small web page.

Leaderboard 728×90 The leaderboard is the 728×90 pixel landscape banner, traditionally placed above the page content.

Medium Rectangle 300×250, MPU The medium rectangle is the 300×250 pixel display ad, the most booked banner size on the web and on mobile.

Packshot cut-out product photo A packshot is the cut-out product photo without surroundings, as shops and banners use it to present a product.

Rich media rich media ad Rich media describes ad creatives that go beyond a static image: animation, video, interaction or expanding formats.

Safe zone safe area The safe zone is the inner area of a creative in which text and logo are guaranteed to stay visible, even when the platform crops or overlays the edges. Sitebar Dynamic Sitebar, 300×600 The sitebar is a display ad next to the page content that scales with the height of the browser window. Skyscraper 160×600, Wide Skyscraper, 120×600 Skyscraper is the family of tall, narrow side-of-page ads: 160×600 as the wide skyscraper, 120×600 as the narrower original.

Viewability viewable impression Viewability measures whether an ad was actually in the visible part of the screen: at least half of its area for one second.