In the May/June edition of Publishing Executive http://www.pubexec.com/
there is a mention of a study done by MediaMind reflecting some interesting findings about banner advertising. According to the study, Rich Media greatly enhances web traffic when used in web banners.
Rich Media includes animation, video, and a high level of interactivity. These types of banners are more likely to product higher click throughs than standard banners. It makes sense because of the level of attention commanded by Rich Media banners. Contact me if you would like to know more about using Rich Media on our website.