My success has come from running the 728X90 in the footer of my index, category, and customer help pages of my ecommerce site. I have signed up to okay image ads; it's too soon to tell how that will work. Not a lot of folks that advertise on my pages have a graphic prepared yet would be my assumption.
I've chosen to have the color scheme to match the site's color scheme. After all, our products and services should stand out more than the ads.
I get a good steady check and the clicks are at 4.5%
over a 30 day period of time.

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Glynn Gallagher aka "RED"
lock picks, locksmith tools