dislike animated ads since they tend to lose focus on their tasks; however this distraction may increase the attention of some users when they are involved in free browsing tasks. On the other hand, when they are involved in a specific task there is evidence that they not only tend to fail to recall the ads, but the completion time of tasks is increased, along with the perceived workload. Moderate animation has a positive effect on recognition rates and brand attitudes. Rapidly animated banner ads can fail, causing not only lower recognition rates but also more negative attitudes toward the advertiser. In visual search tasks, animated ads did not impact the performance of users but it also did not succeed in capturing more user fixations than static ones. Animations signal the users of the existence of ads and lead to ad avoidance behavior, but after repetitive exposures, they induce positive user attitude through the mere exposure effect. Brand recognition Recognition of a brand may affect whether a brand is noticed or not, and whether it is chosen or not. If the brand is unknown to the viewers, the location of such banner would influence it being noticed. On the other hand, if the brand is familiar to the viewers, the banner would reconfirm their existing attitudes toward the brand, whether positive or negative. That suggests a banner would have a positive impact only if the person seeing the banner already had a good perception of the brand. In other cases, it could dissuade users from buying from a particular brand in the future. If viewers have neutral opinion about such brands, then a banner could positively affect their choice, due to the "Mere-exposure effect", an attitude developed by people because of their awareness of a brand, which makes them feel less skeptical and less intimidated. Congruence Congruity is the relationship of the content of the ad with the web content. There have been mixed results of congruity on users. Click through rates increased when the ads shown on a website were similar to the products or services of that website, that means there needs to be the relevance of ads to the site. Having color schemes for banner congruent to the rest of website does grab the attention of the viewer but the viewer tends to respond negatively to it, then one's whose color schemes were congruent. Congruency has more