Having a banner that is shown on other sites while allowing their banner to show up on yours, that is what we call 'Banner Advertising Network'. In a nutshell, it's a network that rotates banners to be advertised so you will have a different one on your site everyday.
Having your own banner is necessary if you wish to join a banner advertising network, there are basic banners that you can personalize to suit your advertisement.
To join a banner advertising network you need to make up your own banner,
although some may have basic banners you can use if you just personalize them. Perhaps you are thinking that the whole point of joining this network and showing your banners all around online is for you to lure people onto your own website, but there may be more things that you can consider than what appears to be apparent.
It works vice versa, when you link to another site and they have a link on their site to go to your site, then it goes according to plan. One instance is when you put a link to that website and they do have a link to your website, their customers may actually become yours too. Your banner advertising network may inspire and encourage you to build up your links on your site so it can become more noticeable and gain popularity.
It all comes down to the content you have in your site which means, the more content your site has the better your site would become. You may want to create informative articles about your company or the product you're selling and publish them on your website. A lot of websites out there are doing the same concept. Then, your banner advertising network may encourage you to make articles for your own products or have someone write it for you.
When you do join a banner advertising network you may notice that they
want you to choose a genre or industry in which you'll show your banner. It is important to consider showing your banner on websites that could attract potential customers - websites which often visited by women could be your target if your business is about selling baby clothes. There are a lot of options your banner advertising network may have for you so do not forget this when you join one.