Use video in non-traditional ways
Combining video into a banner has consistently proven to be one of the best ways to increase effectiveness. MediaMind's benchmarks show that video has a positive effect on nearly every metric. It increases dwell rates by 30 percent and nearly doubles dwell time. Furthermore, it doubles click-through rates and increases conversion rates.
The use of video does more than just draw a user in for more interaction and engagement. Video can also improve brand perception by telling a compelling narrative and spreading the story of the brand. To be effective, videos don't necessarily have to be long, nor do they have to be confined into the traditional trailer.
For example, the below ad for the movie Unstoppable uses fewer than five seconds of video to grab the user's attention and convey what the movie is about. A train rips through the entire homepage from left to right and summarizes the gist of what happens in the movie for an hour and a half.