For instance, you might time the animated banner such that the first frame displays for a prolonged period of time, giving the other frames time to load. Conversely, looping animations can quickly become annoying causing the viewer to get a negative impression of you rather than a positive one. Therefore, you might consider having the banner loop only a few times before it stops on a key frame. Use Good Colors Writing can make or break an ad. It's tacky and most surfers are too sophisticated for the used car salesman mentality.
Font choice is also important.
Usually the place for all those tasty fonts is not on a banner ad. Viewers are bombarded with information and various messages on the Web, so you're lucky when they give your ad a second glance. Therefore it's best to make sure they can get your message the first time. Old tried and true fonts like Futura, Swiss and Helvetica communicate well. It's remarkable how many banner ads are run that are not optimized.