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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...

Graphical file formats for Banner Ads

For marketing people, unless you’re a web designer or some kind of web graphics person, you really only need to know three things about banner ads file formats:

  1. If someone refers to something called a “GIF” or something called a “JPEG”, they are talking about a type of graphical file. Websites that allow advertisements usually require banners to be submitted in one of two file types, a GIF or a JPEG.
  2. Websites usually require that the ad graphic’s file size be smaller than a certain file size. 12KB, or 12 kilobytes, is a standard maximum acceptable file size for 468x60 standard banners.
  3. The last critical parameter that an advertiser should ask about when buying an ad is whether or not the website allows rich media formats including: animated GIFs, Java, Flash, audio, video, etc.

Don’t worry, being able to decipher all these parameters is not important, but you should ask for the specifications upfront and pass this information to the person creating your banner ads. Like always, measure twice and cut once.

>> Impressions

Authored in 2001 by Stephan Aarstol
while Director of Business Development