Experiments have shown that online advertising and print advertising are increasingly less effective. We have become blind for advertisements.
The Benway and Lane experiment
The term “banner blindness” or advertisement blindness was coined by Benway and Lane as a result of website usability tests where a majority of the test subjects either consciously or unconsciously ignored information that was presented in banners.
They used eye tracking camera’s too monitor where people look on a screen. The experiment showed that we do see the ads, but we do not take them into account. Jacob Nielsen did a comparable experiment back in 2007.
We have become extremely well trained in filtering out everything we don’t want on a web page. And that even includes Google text ads.