1.  If you want Outlook to display a custom headline for your email in the preview text instead of the URL for your graphic banner, add a token {{my.EmailPreviewHeader}} above your banner and use small font.

2. Folder level tokens are great for keeping campaign banners consistent within a group of programs.  You can also bake a dynamic token into your email and landing page templates and use these tokens (such as: {{my.email banner}}) consistently in all of your Marketing Activities folders.