2 things.
1 if the program is compensating you well - you could consider that a small fraction of your ad money you make with them - is actually buying some X amount of impressions.
if you make enough with the program - this might be something you're willing to do for them. a favor.
but since not many of us are that nice...
the second reason - you might want to do it - is if the program/sites name - may already have an established brand.
by using their name - you may clue surfers off - and they will click on the banner and check them out.
I run a program. I don't think the Dorm Angels name is quite to that point of instant recogition....
But we do get a lot of recall on the yellow legal pad back ground - that was our primary color scheme. So we designed some banners and hosted galleries with it.
BTW - new tour is converting at twice the rate of the old one - but the old one is available if you send the traffic to
www.dormangels.com/ww1_index.html and it will be available this week on an alternate url - probably ww3.dormangels.com