The number of interner users had incressed continuously in thsi past decade. The popularity of internet has brought us new business opportunities as well as new bussiness models. Internet has been used as a new communication channel o convey information and advertising messages from internet vendors to their customers. The major advantage of internet media advertising is that it can attract a large group of customets globally. Banner advertising is a kind of internet advertising. With new information technology such as computer graphic and multimedia, more interesting banners have been developed to attract more customer attention. The purpose of thus research was to study the impact pf four different interactive advertising banner formats, which were (1) in-page video format, (2) expandable format, (3) floating format, and (4) between-the-page format, on four factors of our interests. These factors of interest included (1) brand awareness, (2) product knowledge, (3) annoyance, and (4) clickthrough. Also, two more factors, congruence of content on advertising banner and content of website as well as personal innovativeness, were considered as moderator variables. Data was collected from 392 subjects using a questionaire and eight websites. Hypothesis tests were able to verify that four different advertising banner formals had significant impacts on brand awareness, product knowledge, annoyance and ckucjthrough. The study also indicated that these impacts were higher when the content on advertising banner and content on the website was incongruent and when the visitors of website had low level of personal innovativeness.
