Use text in both upper and lower cases. Use mystery to your advantage. An innovative banner ad with a little mystery will entice viewers to find out where the banner ad will take them. Use humor to get your message across. An entertaining ad will make viewers click on it.
Animation catches people's attention.
Use movement in your ad sparingly yet effectively. Mention an immediate benefit to get the viewer's attention. Everyone loves a chance to win a prize or get something for free. Give people a chance to win something just for visiting your web site and mention it on your banner ad. Keep the graphic image file size at 8K or less.