Banner advertising is by far the most popular and widespread form of advertising on the Internet, almost every website has some form of banner advertising on it. There's just no escaping the banner on the net. Even though we have all read the news about the declining effectiveness of banners on the web, I still believe that with the right 'ingredients' banners can be a good source of visitors and income for most webmasters. There are five of these ingredients that I'd consider the most import.