Rich media dominate the scene of online advertising, but don't think static banners are dead. They might be less attractive but their conservative appearance is still appreciated by certain audiences. On blogs, in particular, static ads get better results than the animated ones. As Tessa Wegert writes on ClickZ, "Static banners are also useful in contextual and behavioral advertising, where grabbing consumers' attention is more about being relevant than conspicuous".

Keeping in mind that creating a positive user experience is priority number one, both for publishers and advertisers, the combination of rich media and static ads appears to be the best solution.