You have two options really, either you make animated GIFs or SWFs.
SWFs are made with Flash and allow you to do more dynamic things with your animation. The disadvantage with Flash that it is harder to learn if you're new to web design and it also requires the end user to have the correct plug-ins. The software can also be hard to comeby if you actually pay for software (the latest Adobe Suite is thousands of dollars).
GIFs are easier to make (with GIMP which is free or Photoshop or Fireworks if you're buying software) but consequently have less control over quality and dynamic animations. They also take forever to load on a page if they are over a certain size.
If you've never done this before and have a budget I'd say hire a freelancer to do you a proper job. If you have no money I'd either learn to make GIFs or use a free online tool. Free online tools do normally watermark your banners with their branding though.
Bandwidth is also something to consider as the larger the file, the more bandwidth you'll use (which cost monies!!!).
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