A source close to the CEO of Classmates.com told me today that they only use about 5 banner creatives. One Classmates.com banner has been seen 17 zillion times already and it's still pulling click throughs. I've heard of direct mail packages that are similar -- one for the Wall Street Journal was mailed with almost no change for more than 20 years.
So the lesson is, even though "everyone" tells you that you have to change banner creative constantly, if you've found something that really works, maybe you should keep on rolling it out until clicks decline. Don't bother with change for the sake of change online.
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