A recent (2006) study found that vistors tend to ignore banner ads. It's a phenomenon known as banner blindness. Funny enough, the types of ads ignored most are those with screaming, flashing images.
To be effective, today's banner ads must be simple and relevant to the page they're placed on.
There are no absolute rules about what makes an effective banner ad. As in all advertising, a good ad is the product of a number of different factors; there's no sure way to predict how well any banner ad will do.
That said, here are a few qualities that make banner ads more effective:
The bottom line: make simple, single-message, visually appealing ads with interesting content. Intelligently place the ads so they are exposed to audiences that would be interested in them.
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