Banner advertising is a powerful marketing tool that works due to its affordability, ability to increase brand awareness, target specific customers, quickly measure your effectiveness, and tailor the message and tone. Businesses can reach a wider audience without breaking the bank. By displaying visually appealing banners on relevant pages, businesses can increase brand recognition and familiarity. When consumers repeatedly see a brand's banner ad, it reinforces their memory and increases the likelihood of them choosing that brand when making purchasing decisions. The ability to target specific customers ensures that businesses are reaching the right people, while customization allows for a personalized and impactful message.