Campaign toolkit

Online banner

Suitable for:

All types of organisations.

What is it?

An online banner is a tool that can be comparable to print advertising. You are advertising your message in a box that usually contains text and images. The banner can be interactive or static. Interactive banners will tend to get more notice. The objective is to have readers click on the banner to then go through to the website you link your banner to.


  • If you have partner organisations, you can ask them to place the banner on their websites free of charge.
  • Banners are a great eye-catching link to your campaign website.


  • You have to constantly monitor your campaign and check the click-through rate (CTR)
  • You will need some technical expertise to create one.
  • Be aware that web users tend to ignore online banners.

Content guidance

  • You need to think carefully about the image/text ratio. People won’t ‘read’ the online banner.
  • Limit your text to your campaign claim if you have static banner. Think of the text as a series of revolving questions if you have an interactive banner. For example:
    • Does stress affect your work? (first slide)
    • Do you want to change this? (second slide)
    • Act now and go to www.[campaign].com (third slide).

Placing your advert

If you are dealing with commercial platforms, you will need to pay to place your banner on their sites. In return most of them will be able to provide you with detailed click-through rates (CTR) - the number of clicks your ad receives divided by the number of times your ad is shown - and analysis to enable you to assess the effectiveness of your campaign.