A recent Jupiter Media Metrix Inc. report shows the volume of vertical ads jumped from 30 million a week in late February, when they were first introduced by the Interactive Advertising Bureau, to 280 million a week by mid-June. For this, make the five to ten words that little box has space enough for compelling and attention getting, and give importance to color and graphics. As you create the text for your banner ad, rely on themes like fear, curiosity, humor, the big promise etc. Bright colors almost always out-perform the reds and the blacks, which are less effective. Use yellow, orange, blue and green.
Animated banners have multiple advantages over static or single screen banners.
Use them to layer in additional copy. Banner size, should be maintained at 3-5K which is ideal if you can accomplish your copy and creative objectives. Never more than 10 as it takes much longer to load. Place your product or company logo on one of the screens in the animation process, or simply give the name of your company, or domain name, or a picture of your product. Never assume your viewer knows what to do next.