Banners have a dismal record. People are literally blind to banners.
But why are they so much worse than other forms of advertising?
Maybe because advertising should be more like the content it supports.
The best TV ads fill the screen with short stories that compel you to watch them. Sometimes they are better than the shows they interrupt.
Print ads in Vogue are often beautiful fashion photographs, appealing to the tastes of the reader.
PR experts will make sure that a brand makes the news in a way that makes sense for the media audience.
The best branded Youtube videos need to be as good as the best user-generated content. If they are not, they will be ignored. But at least the content is a similar format.
Search ads look very much like search results, and will not be shown for long if their relevancy is too low for people.
Sponsored Tweets are still Tweets, so do not jar too much. Facebook it starting to have more success with sponsored stories.
But banners are relegated to the sidelines. They look nothing like the content you actually want to read or see on websites. Which is probably why, 20 years after they were first introduced, they are still ignored by nearly everyone, and are still so very ineffective.