Some banners are intended to drive traffic to any place , others being a message/experience by themselves.
the second type, become highly relative to clickthrough and some other metricst.
I just saw this extraordinary banner at Bannerblog. Needless to explain how well executed is that "once you pop you can't stop" motto and also a great demonstration on how important having a great copywriter helps writing ads (click on the image to see it)
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