Kill the Banner Ad or Long Live the Banner Ad?

In digital advertising circles, nothing is more maligned than the banner ad. Audiences allegedly loathe these ad units and clients view them as a waste of money. 

In this panel discussion, executives from the creative shops, John McNeil Studio and Hook, will debate the merits of banner ads and conduct a live experiment with a publisher (such as Wired) and a brand client to show how a banner ad might be made over into a unit that's more meaningful to users. - See more here.