Side Banners vs. Fixed Banners: Which is Better in Marketing?

In the ever-changing world of digital marketing and website design, banner adverts remain a key tool for engaging visitors, promoting offers and increasing conversions. But not all banners are created equal. Two of the most commonly used formats are side banners and fixed (or sticky) banners. Each comes with its own strengths, weaknesses and ideal use cases. So, how do you know which is better for your marketing strategy? Let’s take a closer look at the pros and cons of each to help you decide which is best – side banners or fixed banners?

What are side banners?

Side banners are display ads placed on the left or right side of a website page. It’s usually located within the sidebar or along the margins. They’re often vertical and may scroll with the page or stay in place. Its placement and movement will depend on the design itself, however. Several things need to be taken into account about side banners before you opt to have them present on your website, including:

What are the advantages of side banners?

• Less intrusive – they allow content to remain the focus, which can improve user experience (UX)
• Space-efficient – ideal for secondary messages or supplementary promotions
• Traditional layout – familiar to users, especially in blog or news sites

What are the disadvantages of side banners?

• Reduced visibility – users may ignore them due to “banner blindness”
• Dependent on screen size – on mobile devices or small screens, side banners may be hidden or moved to the bottom
• Lower click-through-rate (CTR) – typically underperforms compared to more prominent banner placements

What are fixed (sticky) banners?

Fixed banners are display ads that stay visible on the screen wherever the user scrolls. They can be placed anywhere on the page, at the top, the bottom or the sides. They’re designed to stay fixed in their original and predetermined position, as the name suggests. There are multiple factors to consider before choosing to have fixed banners on your website, such as:

What are the advantages of fixed banners?

• Higher visibility – since they stay on screen, users are more likely to notice them
• Better engagement – studies show fixed banners often get higher CTRs
• Great for urgent messages – perfect for flash sales, lead magnets or calls to action (CTAs)

What are the disadvantages of fixed banners?

• Can be intrusive – poorly-designed sticky banners/fixed banners can annoy users, therefore increasing bounce rates
• May cover content – if not sized properly, they can interfere with the user navigation, which can be frustrating for internet users
• Needs responsive design – sticky banners/fixed banners must be carefully coded to perform well across all devices, including desktop and mobile

Side banners vs. fixed banners: which one should you choose for your marketing strategy?

There are multiple pros and cons of choosing one or the other for your marketing strategy. However, there are some good practices for both types of advertisement, regardless of the one you choose. These practices can include things like:

• Keeping it relevant – make it in keeping with the content already present on your website
• Avoiding clutter – don’t overload the page with loads of adverts, whether they be side or fixed
• Testing A/B performance – try different placements, messages and formats to see what converts best and what’s most relevant and engaging to your audience
• Prioritising mobile usability – ensure banners aren’t obstructing navigation or frustrating the users on smaller screens

But that still doesn’t answer the question, does it? Which one should you choose for placement on your website? Side banners or fixed banners? Let’s take a closer look at what they both have to offer and where one might be more suitable for one campaign over another:

Use side banners if…

• You want a subtle, non-intrusive advertising method
• Your site has a traditional blog or content layout
• You’re promoting long-term services or secondary offers
• You want to maintain a cleaner design with minimal distraction

Use fixed banners if…

• You need to grab attention quickly
• You’re focused on high CTR and engagement
• Your banner message is crucial to your sales funnel
• Your site is optimised for mobile and responsiveness

At Kumo, we deliver tailored digital marketing solutions to businesses across the UK. Based in the heart of Nottingham, our experienced team offers expertise in SEO, PPC, content creation, web design and more. Ready to take your business to the next level? Get in touch with our friendly team – we’re here to help you succeed.