The difference between branding banners and click through banners

When you decide to run a banner ad campaign, it is important to determine whether the goal of the campaign will be for branding purposes or for generating click throughs. Branding can be used to generate awarness about your product, event, or service. With this type of banner, a strong call to action is not necessary, as the message you are trying to get across will be contained with the banner ad itself. For a click through campaign, your banner ad should have a clear and concise call to action, as well as an explanation as to why someone should click on your banner.