a web page, they begin to distinguish various content and their locations, ultimately avoiding banner like areas. By just looking at objects superficially, viewers are able to know objects outside their focus. Since the sizes of most banner ads fall in similar size ranges, viewers tend to develop a tendency to ignore them without actually fixating on them. Bad marketing and ads that are not correctly targeted make it more likely for consumers to ignore banners that aim at capturing their attention. This phenomenon called 'purposeful blindness' shows that consumers can adapt fast and become good at ignoring marketing messages that are not relevant to them. It is a byproduct of inattentional blindness. Usability tests that compared the perception of banners between groups of subjects searching for specific information and subjects aimlessly browsing seem to support this theory. A similar conclusion can be drawn from the study of Ortiz-Chaves et al. dealt with how right-side graphic elements (in contrast to purely textual) in Google AdWords affect users' visual behavior. The analysis concludes that the appearance of images does not change user interaction with ads. Perceived usefulness Perceived usefulness is a dominant factor that affects the behavioral intention to use the technology. The intention to click on an ad is motivated to a large extent by its perceived usefulness, relying on whether it shows immediately useful content. The perceived ease of use of banner ads and ease of comprehension help the perceived usefulness of ads by reducing the cognitive load, thereby improving the decision-making process. Banner aspects Location The location of the banner has been shown to have an important effect on the user seeing the ad. Users generally go through a web page from top left to bottom right. This suggests that having ads in this path will make them more noticeable. Ads are primarily located in the top or right of the page. Since viewers ignore ads when it falls into their peripheral vision, the right side will be ignored more. Banner ads just below the navigation area on the top will get more fixations. Especially when viewers are involved in a specific task, they might attend to ads on the top, as they perceive the top page as containing content. Since they are so much into the task, the confusion that whether the top page has content or advertisement, is enough to grab their attention. Animated ad Users