[Teli]

I'll just add a small note to your comment ritche...

While I agree that creative banners can go a long way to increase the CTR, creative comes in many shapes and sizes. Getting too pushy with a banner may result in it not being approved by the webmaster/program or conveying the wrong message about the product/website it's intended to promote.

It's always a good idea to make good design decisions when creating banners of any size or type because, believe it or not, people make snap decisions and a poorly/overdone banner may convey the message of being cheap or shoddy.

Also, most tests show that while banners draw eyeballs, text links actually attract more click-throughs. It's a reason why the copy on the banner is important, as well as having a text link to go along with it.

~ Teli