Depending upon the advertiser, certain pages can deliver a more targeted audience than others. By carefully analyzing these pages, you can increase your response by placing your banner on a page that better attracts your target audience. According to research, banners that appear on first page load are more likely to be clicked on. Negotiate ad placement on the top of page when buying space. The best possible scenario is having banners placed both on the top and on the bottom of a page.
Animation can help catch a user's eye.
Strategic use of movement grabs attention more effectively than static banners. Cryptic ad banners can help involve a user in the message. But there is a downside. Branding is forfeited on the ad. This may not be an issue if branding is not your main objective.