Since the earliest days of the net, banner placement has been a mainstay of the Marketing world. One of the most important things to consider when discussing banner placement is Target Market. One of the most common mistakes in banner placement is putting a banner in place where the people who view the banner are in the wrong market.

Consider this example:
    A large manufacturing firm has invented a brand new way to produce much needed automobile parts. This company has established a great web site which is geared for other large companies that are in the business of either producing or manufacturing automobiles. This company sank a large sum of money into a large advertising and marketing campaign which included banner advertisements on some of the most popular sites on the Internet. The company immediately noticed a poor response from the banner placement. They thought, perhaps it was due to the type of banner placed, or maybe a poor web site. But in fact, the people who were seeing the banner were simply not interested. They were everyday common web users, people who would have no use for a Better Way to Manufacture Automobile Parts. What the company should have done is find a couple of other sites on the Internet that deal with either Automobile manufacturing. Then from there place the banners on those sites where people in the industry would be surfing. A second way to properly market your site through banners is to place them on a major search engine such as excite and have the banner displayed only when people search for keywords like "Automobile" or "Manufacturing".