Part of the reason why the web is such an effective advertising and information dispersing tool is that it is so much more interactive than all other media. Newspapers, television, radio, magazines are all pale comparisons next to the web. Each of those mediums seeks to gain our collective attention and subconscious resonance by employing a variety of hypnotic techniques, repetition, and pseudo-interactivity. Sort of like a 2-dimensional object trying to convince you that it is actually a 3-dimensional figure by the tricky use of perspective.

The web is a multidimensional organism which can push, pull, and stream to both the conscious and the sub-conscious.

The web, by virtue of its 'click-through' navigation, demands our attention while we navigate. What's more, the very fact that we must insert part of our consciousness into it in order to make it work generates the consequence that what we see has a much easier time of tapping into our attention pool. This means that previously viable 'traditional' methods of advertising become that much more annoying to the average person when applied over the internet.

Hence the development of 'pop-up' aversions.

What this means is that online advertising has the potential to be more effective, but requires a different type of thinking to generate appealingly interactive advertising which does not irritate all senses and sensibilities...