Creative agencies should develop the digital creative keeping in view of core benefits of product or service. It would be great if your creative manager has used any thematic graphic representation of product core benefits in the rich media banner with strong ad copy. This would bring very positive results and engage the targeted audience for longer dwell time. Longer dwell time means user has explored the benefits of the product or service. If you are selling B2B or B2C products , it is recommend you should use data capture forms to generate sales leads within banner and also place data capture form on the campaign landing page and set ROI metric based on conversion to deliver best creative.