The message on the banner is also important. Even though there are animated graphics there will most likely be a text message scrolling or flashing between images. Read the message, and ask yourself if the message is compelling and attention getting. The same advertising rules still apply to banners AIDA equals Attention, Interest, Desire, Action. The desired action of course is to "click me". Once the viewer clicks on the banner, the landing page has to take over to achieve the desired result the required action such as filling out a form (CPA offer) or an outright sale. The sole purpose of the banner is to ultimately make people click on it that's it. If your banner ads can do that, you will most likely achieve the desired results.