How to optimize your banner ad performance while complying with ...

Checklist
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Message continuity analysis.
Banner: copy and call to action
Landing page: headline, copy and call to action
Application page: header message and call to action
Consider the following when developing a new banner
Design
Design elements: color, size, shape, motion, and text (copy)
Consider appropriate banner size
Questions to ask
What are the main design elements of the proposed web page placement?
What design elements will be immediately adjacent to the proposed banner?
What are the main design elements of the destination page after the click?