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There are many reasons why advertisements don't work well on the Web, but it is most unsettling when an ad actually portrays something relevant to users and still fails. Why would this occur? Well, to start, we must consider why text ads work so well on search engines.
Each user has a goal -- perhaps it is to learn about digital cameras, perhaps to purchase a book. In either case, users' attention is focused on whatever gets them to their goal; they ignore everything else. When users enter search queries, the targeted ads that the engine returns relate directly to what users are after. Hence, they look at and follow the ads. Indeed, such advertisements probably have an advantage over the plain search results because they show both that the advertiser is competent and has a direct interest in serving consumers.
View both works by Nielsen, Jakob and Donald A. Norman
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Making Web Advertisements Work
http://www.useit.com/alertbox/20030505.html
Nielsen, Jakob and Donald A. Norman
Alertbox
2003
Abstract: There are many reasons why advertisements don't work well on the Web, but it is most unsettling when an ad actually portrays something relevant to users and still fails. Why would this occur? Well, to start, we must consider why text ads work so well on search engines.
Each user has a goal -- perhaps it is to learn about digital cameras, perhaps to purchase a book. In either case, users' attention is focused on whatever gets them to their goal; they ignore everything else. When users enter search queries, the targeted ads that the engine returns relate directly to what users are after. Hence, they look at and follow the ads. Indeed, such advertisements probably have an advantage over the plain search results because they show both that the advertiser is competent and has a direct interest in serving consumers.
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