Web advertising cannot be effective if the web site can’t sell. Maybe that’s why so many advertisers incorrectly focus on click-through’s as a performance metric. And, instead of fixing the problem, they’d rather use a different type approach. Some results show that the number of exposures, number of websites and number of pages on which a customer is exposed to advertising all have a positive effect on customer retention. Interestingly, increasing the number of unique creatives to which a customer is exposed lowers the customer retention probability.Evidence shows that most consumers respond to various aspects of banner advertising. This kind of advertising shows that the returns from targeting individual customers are likely to be the highest for the weight of advertising (the number of advertisements that they were exposed to in a given week) followed by the number of sites that they are exposed to advertising on. Web banners are click able and drive traffic to your website. But on top of this, unlike many other forms of online advertising, banner ads pack a visual punch that is great for brand awareness and familiarize your users with your name and your logo.More importantly banner ads work a lot better at building brand recognition than they do at generating click through’s, and running really effective campaigns require a hefty bank account. These factors make banner ads a great advertising deal only for larger organizations that have the budget and the long-term commitment to make banner ads successful. To maximize the results of your banner ads, new banners need to be updated and rotated, frequently.Paid web banner ads cost money but they eventually pay a lot if chosen correctly. Free banner exchanges are not profitable due to clustering issues and would be lost amongst many other web banners. The benefits of advertising through banners are multifold. Banner ads provide direct traffic to your website as just a click gives surplus information. They are cost effective and efficient means of marketing products and services of a company. Companies gain recognition and market sharing is enhanced. Banner ads can help you train your focus on marketing investment by allowing you to choose websites.Banner advertising cpm network is used to get your online banner advertising in front of the masses. It means that at least a couple thousand viewers can go to the web site and take a desired action by clicking the targeted banner advertisement. However, with a cpm network can higher volume of people and can generate more page to views, rather than just actions. That encourages or motivates the viewers and will increase the possibility of getting more click-through’s. This can be done by offering information or products of value if the viewer clicks on advertising banner ads, or by making the banner attractive or animated enough to encourage a person to click on it to find out what it’s all about. Banner advertising through paid medium is a good way in web banner advertising since it can promote and advertise your site on search engines and directories.