In spite of growing internet display advertising market, consumer's advertising avoidance is increasing. Accordingly, strategy which is reducing avoidance and growing exposure effect is needed. This study considered the context congruency of banner advertisement and website and the message creative types. And this study examined contents involvement as moderator to the congruency. First, the congruency between internet ad and website contents has more favorable effect on recall and recognition. And contents involvement didn't moderate on context congruency, but high contents involvement is more favorable effects on recall and recognition than low contents involvement when context is congruency. And low contents involvement is more favorable effects on recall and recognition than high contents involvement when context is incongruency. Second, picture advertising is more effective on recall and recognition than words advertising. In result, when marketers build internet advertising strategy, they have to consider two factors for exposure effect. First, when marketers build online advertising media strategy, they have to consider congruency between the advertised product or service and the media. Second, picture or imagery banner advertisement can effect on exposure more than words banner advertisement.