Keep the advertising message close to the content of the page. Ads that relate closely to the content get more hits. The more interactivity created by the banners, the higher the click-through rates and the deeper the involvement consumers will have with the brand. Most browsers need Shockwave and other technologies before they will read any of the more sophisticated banners on the Web. The idea is to put the power of the site in the hands of the users.
Forms make the banner more useful to the consumer.
Show the users the utility of the site directly from the banner. There is some disagreement regarding the function of banner advertising. Others are more concerned with volume and click through. The high-involvement nature of the Web and the prominent placement aspects of the advertising seem to play a larger role in defining the effectiveness than did the particular creative tested in the study. As frequency of exposure increases, there are both incremental benefits and diminishing marginal returns.