If the banner is part of a wider campaign, customize each ad for each content provider. A cooking site could get a dessert-theme banner. A music site could carry a banner with a sound file attached. Research has shown that ads that are more relevant to the surrounding content have a better chance of being seen and clicked. Studies also show that mysterious messages, ones that are not readily apparent, that are simple yet thought-provoking, have a higher hit rate.
Movement is also an important addition in the right place.
Animated banners have a consistently higher attention-grabbing rate than static banners. Down to Business. Because the web is still young, it is still possible to find people willing to deal. In fact, most Web sites will custom tailor a schedule to meet advertisers' needs, so don't be afraid to negotiate. Pricing, frequently based on impression, or the number of times a page with an ad is viewed, typically is discounted as volume rises.