Much of my experience as a print designer working in marketing departments can be applied directly to advertisements that appear on the web as opposed to print. There must be an headline that grabs attention, and there must be a call to action. Sometimes the contact information is in the design of the ad, and quite often, the link itself is the contact method, which generates data which marketers can use to make better decisions on where and how to advertise a specific product and/or service. I know how to follow specs and optimize the final image for the smallest image possible, while still retaining visual quality without pixelation. I am very familiar with the standard IAB sizes (Interactive Advertising Bureau).