Lots has been said about banner ads not delivering results, but a new study called An Examination of Different Explanations for the Mere Exposure Effect shows that banner ads do leave an impression.
Most of the exposure occurs when there are gaps in the flow of things requiring attention, such as flipping through a magazine, waiting for a tv show to start, or ironically while surfing the web during a tv ad break. Ads can be repeated up to 20 times without wearing out their impression on audiences. These brief ad exposures lead to familiarity and create warm positive feelings according to the report.
Perspective: There are many ways to buy online ads these days and combining the correct choice of creative, and advertising network can be an extremely cost effective communication method.