The term banner blindness describes the tendency of users to overlook graphic advertising on the web.
Users subconsciously ignore banners and the advertising messages they carry. As a result, they may overlook an important message that would normally interest them.
One reason banner blindness occurs is that ads are always placed in the same spots and have typical shapes. Another factor is that users are used to low-quality ads that do not interest them, and then ignore all the others around them.
This ignoring by users then leads to increasingly aggressive ad formats, such as full-screen pop-up windows. These ads cause a drop in click-through rate, which is directly related to PPC.
The only way to succeed with banner advertising is to be creative and come up with something that has not been seen before and catches the eye at first glance.