Sit, Stay, Rollover... or something like that.
The rollover action is all so popular in online advertising. A rollover is the action of a graphic changing when your mouse scrolls over the graphic.
If you actually took the time to count how many rollover actions you encounter in a day using the internet, you may be surprised. I was actually pretty shocked at how desensitized I've become to rollovers since I unconsciously encounter them so often online. Does that mean they're not affective?
Rollover's are still an affective way to grab attention, but creating a rollover that is unique is much more affective than a simple color change or copy change. As always though, the rollover that you create should still match the look and feel of the business that you are advertising for. If it makes more sense not to have a rollover graphic in an online ad, that ad would probably be avant-garde at this point.