Two types of banner advertising

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We have the possibility to insert banners on tens of thousands of sites, through our direct and indirect advertising accounts and coop banner exchange accounts. There are three kind of banner advertising:

1. Banner impressions: you buy banner exposures. That's very cheap and has no guarantee how many times the banner will be clicked on. You usually buy those if you want your brand to be known. Regardless if many people will click or not, you want people to see your logo or company name everywhere.

2. (Non-incentivized) banner clicks: banner impressions likewise, but you only pay for clicks (impressions are free until the purchased amount of clicks is reached). 

Non-incentivized means that no one will be paid to click on your banner. That's why you need a VERY GOOD banner because you want people to click on it. The banner has to capture surfer's attention and also tell exactly what your site is all about in order not to waste clicks.