86% of the consumers today have 'banner blindness' i.e. tendency to ignore ads on the web & mobile devices. There is an increasingly large struggle for the advertising industry, brands, and publishers to win the user's attention. Take a look at the site you're on now, most of us have become completely accustomed to tuning out these advertisements completely. We, marketers, need to change the way we do things, and the way we think about things in order to attract the attention of those we really want.