Enbrel HCP banner ads for RA indication focuses on multiple messages at the same time and, as a result, is copy- and frame-heavy. Considering that people are visiting Rheumatology News website for its content (and not the banner ads), this ad is more likely to be consumed by those who’ve already prescribed Enbrel for their patients and are intimately familiar with the brand name.
What’s not capture in the screenshot is that the last frame has an option to replay the ad.