An article by Dr. Jakob Nielsen from http://www.useit.com
The most prominent result from the new eyetracking studies is not actually new. We simply confirmed for the umpteenth time that banner blindness is real. Users almost never look at anything that looks like an advertisement, whether or not it's actually an ad.
Users rarely look at display advertisements on websites. Of the four design elements that do attract a few ad fixations, one is unethical and reduces the value of advertising networks.
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