This is how a typical reader would scan the contents of a web page. For getting a better performance with online advertising, Jacob suggests:
- The more an ad looks like a native site component, the more users will look at it.
- Not only should the ad look like the site’s other design elements, it should appear to be part of the specific page section in which it’s displayed.
Users have almost no fixations within advertisements. If users are looking for a quick fact, they want to get done and aren’t diverted by banners; and if users are engrossed in a story, they’re not going to look away from the content. Link.