: Jocko Homo; or how banner ads could actually work if people used them better. It’s easy to say, I know, but this has been my mantra for a long time now. Banners have to click through to something with an immediate payoff for users – content that they can rely on, content in a format they don’t normally see, content that’s tied to a specific event. And the banner itself has to communicate that – and never diverge from the principle. Cause as soon as someone clicks through to something lame, they may never go through on that site again. Banners aren’t a revolution in advertising – but nor are they useless.