# Web Banner — Platform

> Display ads on websites. Often muted, autoplay, brief, embedded in content.

## Defining characteristics

- Length: 5-15 seconds typical
- Autoplay (often muted by default)
- Embedded in webpage (alongside content)
- Skippable after 5s (often)
- Visual-first (sound-off design)
- Click-through goal

## Length conventions

| Length | Use case |
|--------|----------|
| 5s | Pre-roll bumper, gut hit |
| 6s | YouTube non-skippable bumper |
| 10-15s | Standard display ad |
| 15-30s | Pre-roll skippable |

## Mute-friendly design

Most viewers see web banners with sound off:
- Visual must communicate
- Captions/text overlays essential
- Music optional, not relied on
- Sound design = bonus, not primary

## Hook (first 1-2 seconds)

Web banner viewers are scanning, not focused:
- Strong visual immediately
- Brand or product visible early
- Question or claim text overlay

## Format conventions

### 5-second bumper
```
0-1s: Brand visible
1-3s: Single message
3-5s: CTA / brand sign-off
```

### 15-second ad
```
0-2s: Hook visual
2-8s: Product / message
8-12s: Benefit / proof
12-15s: CTA + brand
```

### 30-second skippable
```
0-5s: HOOK (must hold past skip)
5-15s: Setup
15-25s: Payoff
25-30s: CTA
```

## Common formats

### Product showcase
- Hero shot of product
- Quick benefit text
- Brand + CTA

### Lifestyle moment
- Aspirational context
- Product appears naturally
- Emotion-driven

### Comparison
- Before / After
- Us vs them
- Quick visual

### Discount / Deal
- Bold offer text
- Product visible
- Urgency element
- Strong CTA

## Pacing

Maximum density:
- Multiple beats per second
- Quick cuts
- No dead air

## Visual design priorities

1. Brand recognition
2. Product visibility
3. Single clear message
4. Visual hook
5. CTA prominence

## Text overlay rules

- Large, readable
- Brand-consistent typography
- High contrast
- Mobile-friendly sizes
- Brief (3-7 words max per moment)

## Aspect ratios

- 16:9 — standard banner
- 9:16 — vertical mobile
- 1:1 — square
- 4:5 — Instagram feed
- 21:9 — leaderboard

## Music / Sound (when on)

- Brand sonic identity
- Catchy / memorable
- Appropriate to content viewer is engaged with
- 5-second sting works

## Click-through optimization

- Clear CTA
- Curiosity gap (don't reveal everything)
- Easy to engage
- Mobile-friendly destination

## When to write for web banner

- Display advertising campaigns
- YouTube pre-roll
- Social platform ads (Instagram, Facebook ads)
- Retargeting
- Programmatic buys

## Pitfalls

- Sound-dependent (mute viewers miss it)
- Too much message (single point only)
- Slow opening (skipped)
- Unclear CTA
- Brand invisible until end (viewers leave first)
- Generic stock-feel (loses authenticity)

## Modern context

Web banners shifting toward:
- Native integration (look like content)
- Influencer-style authenticity
- Vertical format
- Sound-on (TikTok ad-style)

Adapt accordingly per platform.