Most commercial sites
have an established maximum file size for any given banner ad size. Generally, banner ads are around 10KB,
and no more than 12KB. The lighter your banner ad, the faster it loads and??”as a direct result??”the more
likely Web page visitors stick around to see it.
Major sites often have additional criteria for using rich media in banner ads, such as Flash animations
or JavaScript. These may include file size, length of animation, behavior when the ad
is clicked, and so on.
Inserting a banner ad on a Web page is very straightforward. As with any other GIF file, animated or not, all
you have to do is insert the image and assign the link. As any advertiser can tell you, the link is as important
as the image itself, and you should take special care to ensure that it is correct when inserted.
Advertising links are often quite complex because they not only link to a specific page, but may also carry
information about the referring site. Several companies monitor how many times an ad is selected??”the
clickthru rate??”and often a CGI program is used to communicate with these companies and handle the
link. Here??™s a sample URL from CNet??™s News.com site:
xxxhttp://home.cnet.com/cgi-acc/clickthru.acc? ;
clickid=00001e145ea7d80f00000000&adt=003:10:100&edt=cnet&cat=1:1002:&site=CN
Obviously, copying and pasting such URLs is highly preferable to entering them by hand.
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