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Dynamic Logic studied the effectiveness of banners and found an obsession with optimization. However, advertisers need to be less coy and should pay more attention to quality of their creative. The study highlights five key actions: 1) highlight the brand; 2) make every second count; 3) don’t use “reveal” ads; 4) stay simple; and 5) use pictures of people. Click here to read how to optimize your banners.

By Guy Kawasaki.