I was just served this banner ad while reading an article. It shows me a new product (a cheeseburger), tells me where it’s available (Jack in the Box), and lets me know how much it costs ($4.99). Why in the name of all that is greasy would I ever need to “learn more” about this routine, uninteresting item?

Create some intrigue, give me something to think about, or catch my attention… then I’ll gladly click the button to learn more!