Animated banners pull better response than static ads. Sites and banner networks usually have guidelines that help keep your animated banners from becoming a turnoff. Keep your ad size under 12k. Anything larger takes forever to load for anyone using a slow dial-up line as almost 80 percent of North Americans do. If you use photos in your banner, keep them low resolution so they load quickly.
Animated banners step readers through two or three successive panels.
Put your most important message on the first panel so those with slow connections don't miss out if the second panel doesn't pop up before they click away. I like to put the main offer on the first panel with a few delicious details on the second. If you banner is light and loads fast, feel free to have the most important part of your message on the third panel. Before you commit big money to your banner ad campaign, test your ad or ads with a 30 day trial run. You can also check the server logs your web host provides to see where hits are coming from.