For instance, right before the crucial NY primaries, a group began running ads about John McCain's views on funding breast cancer research. The problem here is that these ads appear to be from a neutral group when really they aren't. This was especially likely when the ad was portrayed as coming from a neutral sounding group. I'm certainly not an expert on either marketing or the internet. But I do use the internet a lot and it seems to me that the internet advertiser is faced with a dilemma.
People go to websites to do cool fun useful stuff.
So on the one hand, an ad has to be interesting enough to draw attention away from what the person is actually trying to do while at the same time not be so distracting that the person can't do what they're really there for. I play games on Excite sometimes and there is this majorly annoying ad. Its an animated ad that has a butterfly that keeps swooping down into my periphery. I end up with a headache when ever that ad comes on because it distracts me from the game I'm trying to play. I hate that ad and will never buy a product from that company.