How a banner ad works?

A banner is a clickable web element, static or animated, containing an advertising message and usually directing the user to a commercial site. It is created to stimulate users' attention and encourage them to interact with it, and is often located at the top, bottom or sides of a website. Banners can be animated or static, and their format must be adapted to their intended use. Banners are often used to promote a product, an offer or a promotion on an e-commerce website. Banners should not be overloaded with images or text, and their message should be simple, clear and precise.