Each banner has one primary purpose - to impress consumers. The techniques can be different. The advertised products are also different. But impressionability is of particular importance. It must conquer, attract the attention of the Internet user in the first seconds. This will gain time and opportunity to convince them that the product or service is great and must necessarily take advantage of the offer.
To impress your banner, the basic requirement is really only one - originality! You may think of yourself as a non-traditional way of offering consumers the benefit of what you have to offer. However, put the banner itself in the hands of professionals. The idea, however brilliant, certainly needs to be well executed in order to successfully fulfill the end goal.
And if you don't even think about the way the ad is presented, don't worry! Just clarify your idea - what you will advertise, what style, what is the purpose and what kind of audience you want the message to be directed to. Share all this with the professionals and they will take care of everything else!