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Direct to Consumer Brand Discovery

  Online Marketing Whitepaper

Online Marketing Whitepaper


The Imperfect World of Quantifying Website Traffic

Online Advertising Lingo

Necessities for Every Company with a Website

Paid Advertising

Leveraging the True Power of the Internet

Bootstrap Marketing Online


A Dated Introduction to Online Marketing*

*Note: This is the original version of a whitepaper that was authored in 2001 by iCondotta's founder and principal consultant, Stephan Aarstol. It's a useful primer, but dated - pre-Wikipedia (2001), pre-Google AdWords PPC (2002), way pre-YouTube (2005), you get the picture...

Banners and Buttons

A banner is the industry standard term for a graphical ad of a certain size. While there are technically four different standard size banners (see Standard Ad Sizes below), the majority found on the Internet are 468 horizontal pixels by 60 vertical pixels, or more commonly referred to as a 468x60 banner. The other typical characteristic of a banner, while not compulsory, is that it is hyperlinked to a destination specified by the advertiser. A button is identical to a banner except that it’s simply smaller. Technically, there are also four different standard button sizes.

Standard Ad Sizes

  • 468x60 pixels - Full Banner
  • 392x72 pixels - Full Banner with Vertical Nav Bar
  • 234x60 pixels - Half Banner
  • 120x240 pixels – Vertical Banner
  • 125x125 pixels – Square Button
  • 120x90 pixels - Button #1
  • 120x60 pixels - Button #2
  • 88x31 pixels - Micro Button

Interactive Marketing Units

Seven new standard ad sizes termed Interactive Marketing Units (or IMU’s) were released a few years ago to allow publishers to offer advertisers the flexibility to incorporate more interactivity and creativity into online graphical ad placements.

Interactive Marketing Units

  • 300x250 pixels - Medium Rectangle
  • 250x250 pixels - Square Pop-up (Utilizes Java)
  • 240x400 pixels - Vertical Rectangle
  • 336x280 pixels - Large Rectangle
  • 180x150 pixels - Rectangle
  • 160x600 pixels - Wide Skyscraper
  • 120x600 pixels - Skyscraper

Other, non-standard large format ads have been popping up ever since. The prevailing wisdom with graphical ads seems to be the bigger the better.

>> Graphical File Formats for Banner Ads

Authored in 2001 by Stephan Aarstol
while Director of Business Development