Mostly, they are cutting back their consumption of other media. A recent Business Week poll of Internet users found 48 percent are spending less time watching television, and 26 percent are reading less. Enter web advertising, the golden goose of the digital age. They stretch across the top of millions of web pages and constitute 80 percent of all web ad spending, according to the research firm Jupiter Communications. Unfortunately, they aren't yet delivering desired results.
Many Web surfers turn off graphics in their browsers so they never see the ads.
Others have learned to ignore them. Since banners don't seem to be doing the job, advertisers are demanding more effective web ads. Just remember what happened when the greedy owner of the golden goose filleted the bird to extract golden eggs faster. Usually start with annoying and never-ending animation, but allow the surfer to make a choice, pick from a list, etc. Then the ads respond accordingly.