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The first advertisement model to be used in the internet environment was the website. However, the confusion created by various websites caused the development of alternative advertisement models and as a result; buttons and banners emerged. Within time, text linked advertisements, email advertisements, content sponsorships and pop-up advertisements were added to these aforementioned advertisement models; thus, the world of internet advertising has gained such diversification.
Banner advertisements, identified as advertisement tools that promote a product or a service and serve as a bridge between the site it belongs to and other sites, differ from each other in terms of their being static, animated or interactive and in terms of their pixel sizes and their ways of implementation. The banner type mostly used are the ones that have a 468x60 (full banner), 234x60 (half banner) or 728x90 ( upper banner) pixel sizes and that are placed on the top of the page. Sizes of the banners, file dimensions and approximate loading periods are determined within the framework of standards identified by the Internet Advertising Bureau (I.A.B.).
In terms of their being the first advertising type emerged after the beginning of the internet, banner advertisements have a significant place in internet advertising. According to a survey carried out by the Internet Advertising Bureau, the most common advertisement type used in the internet is the banner advertisement, with a rate of 55 %, the second line is up to site sponsorships with a rate of 37 % and the third common advertising type is text link ads, with a rate of 8 %.
Following the emergence of commercial websites on the internet, banner advertisements comprising of movable and stable images, which could be called billboards for digital environment, acquired a position enough to compete with other advertising channels. Being one of the basic elements for the effectiveness of advertisements, the structure of a target group, which is the social status, level of income, business status, educational level and consumption habits of that target group, is vitally important for advertisers. The creating process of banner advertisements is also shaped according to the content of the website, which gives advertisements their appropriate place among a particular target group.
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