Advertisers are simply trying too hard. Pressures in the Web ad market due to declining click-through rates and shrinking ad revenues are encouraging aggression and discouraging creativity. But there are alternatives to interruption-driven advertising. Obviously, if something is more usable, people will use it more. Designing ad messages with usability and content in mind can help save the Web.
Some solutions are already out there.
Bookmarks, favorites, and guides. Both Netscape and Internet Explorer have long included advertiser sites within the browser interface, as part of a guide, default bookmark list, and Web guide buttons. Sponsored search results. Most search engines offer paid spots at the top of search results. It's a win-win for users and advertisers alike.