Banner represents a kind of advertising of a particular product or service on the Internet. In the past, for a long period of time it was the only and, regardless of the technological improvement, the most popular form of advertising. However, new technologies, demanding and competitive markets, as well as ever-changing consumer demands have led to its scarce use. Therefore, the aim of this paper is to explore reasons and causes that have influenced their unpopularity, as well as give better insight into the importance of quality communication in the field of product and service advertisement and presentation. The purpose of this thesis is to point out the problems of banner standardization, in order to encourage its more frequent and efficient use. Due to the qualitative research, one will have insight into the importance of communication and its development, as well as its use for the promotion and advertising, especially via the Internet. Finally, many advantages and disadvantages of the Internet as a mass media will be presented, and special attention will be given to the features of banners, their adaptability, functionality, and impact that they have on today’s internet marketing.