Banner Ad Placement

The strategic placing of rectangular or square graphic advertisements—commonly known as banner ads—within specified areas of a social media platform's layout or design to maximize visibility and engagement. In the context of social media, this is about using users' momentary glances effectively. When users are encouraged to scroll as part of the social media experience, their attention is already compromised. Yet users are not always in a totally unfocused state. They do 'see' in between the moments of concentrated looking that are mostly dedicated to what they happened to stumble upon in their feeds. Although users are in a weakened state when it comes to the potential for capturing their attention with the ad content, the kind of placement that really grabs users' 'glance' attention, when optimized, can yield significant increases in click-through rates (CTR). In most instances, these increases are very closely related to improvements in overall visual ad effectiveness. Logically, if users are going to notice the ad content at all, then they must first notice the ad itself.