Web users have learned to ignore ads. Banner blindness is that learned habit. Eyes skip past anything that looks like a standard display unit, even when the content inside is relevant. Heatmap studies show gaze patterns sliding around banner-shaped zones entirely.

The effect grew as display advertising spread. Once every site had the same rectangles in the same places, the brain stopped bothering to process them. It is efficient, in a way. It is also a problem for anyone buying banner space.

Ways advertisers respond

• Native placements that match editorial style
• Unusual sizes and formats
• Motion and interactivity
• Contextual relevance that earns attention

None of these is a cure. Attention is scarce, and users keep getting better at filtering noise.