Before we get into what makes a good Web banner, let's examine the terminology. CPM Cost per thousand impressions or page views. In other words, this is what you pay every time your banner is displayed 1000 times. When a viewer actually clicks on the banner and goes through to the advertiser's site, it's considered one click through. The percentage of visitors who click on a banner ad.
Animation can increase response twenty-five per cent by catching viewers' attention.
Keep file size small, even for animated banners. Link Exchange requires banners to be 7k or less, even if they're animated. White, red, and black are less effective. Interactive banners, which involve the viewers, draw a better response. If you need some help getting started and you use PaintShop Pro, check out Building Your Banner Tutorial .