Marketers wanted determine if the banners were a successful way to market before spending more money on them. However, only a fraction of those who see the banners click on them to find out more about the advertised product. As a result, some marketers only pay for the banners when they are accessed. Further research indicates that just seeing the banners left an impact on the viewer. Therefore, a viewer does not even have to click through to be affected by what they have seen.
Content is the most important element of a site.
However, potential consumers do not want a site where they have to do a lot of reading, but they still want to know about the product they may be buying. Graphics should be used only to hold the potential consumer s attention. The smaller the image the better this way loading does not take as long. The 1996 study showed the potential for banner advertising on the Internet. In 1998, Internet advertising has exploded.