Broadly speaking, a banner ad is any image or video paid to be placed on a website, including paid posts on social media.
However, for Cogney’s purposes, when we say “Banner Ads” in our menu of services, we mean “programmatic” or “display” ads which appear on the bottom, top and sides of publisher websites or email newsletters and exclude paid social media posts.
You can purchase banner advertising on a CPC or CPM basis. Whereas you only get charged when someone actually clicks on your ad in the former case, you buy a certain number of impressions up front if you elect to pay for banner ads on a CPM basis. We generally discourage clients from buying ads on a CPM basis because there is no assurance that any traffic will result from such a campaign.