The present-day market presents a large number of banner formats which show interactive capacity and various animation possibilities, these are known as rich media banners. Along with the appearance of this type of banners came the undiscriminated use of the flash technology, generating a problem related to the banner composition. A research was developed aiming at the identification of animation characteristics which are capable of enhancing the process of memory of the message and therefore increasing the efficiency of this online publicity format. In order to make the study more complete, a questioning regarding the positioning of the banner on the website and its relation to the user s attention and memory mecanisms was raised. Through the research questionnaire it was perceived that banners which have messages in continuos repetition generate a higher rate of memory of the message as a whole, on the other hand when a message is exposed only once and ends with a phrase or element, this last phrase or element offers an excellent memory rate. However, when it comes to positioning, the banners that are put on top have visualization rates that are rather superior when compared to those that are put in the middle of information, this occurs due to a cultural factor, since reading is done from right to left and from top to bottom in the western world.