These figures refute the myth that banner ads will always have a low click-through rate. Keep your message short and simple . You only have a few seconds to capture the attention of the viewer. Hence, you must be able to get your point across in a few words, as a wordy ad won't get read. According to a study by AdRelevance, too much clutter adversely affects the performance of a banner and negatively impacts on a banner's ability to brand.
Concise ads are successful because they deliver a message or name that the viewer can remember.
Provide something interesting to viewers. It is not necessarily true that people do not read ads. People only read what is interesting to them - and sometimes, it can be an ad. Making the case for targeted placements, your banners will only be successful if you seek out people receptive to your message. You banners will simply be part of the clutter to be ignored if you serve up your ads to viewers who considers your message irrelevant to them.