yes, it’s good to fit the banner to the target market and show to viewers what they wants to see, this can convince them to click (but not necessarily purchase / register)
a banner should stand out, but in a way that will not make people associate it with spam. (all kind of red blinking colors and so on…)
surely the banner has to fit to the web page, otherwise it’ll again be associated with spam or just basically devalue the web page (and no body wants to earn money from advertisement but ruin his web site and make it look like cheap spam)
I’m checking and tuning the banners’ performance using ad server that we developed here that gives us real time detailed feedback from the market, the thing is with our way is that the banner is not finished when it’s up in a campaign, from this point we start the “tuning” of it by changing it constantly until it performs best
