Since hope and hype are never far from the surface in online media, another dose of scepticism is in order. Much as I'd like to believe that Google text ads represent salvation for small-scale online media, a note of caution. These text ads, at least in so far as they appear on Google affiliate sites such as Gawker and Gizmodo, are still a novelty. Small publishers have experienced encouraging results so far; but the clickthrough rates will fall. Imagine a web in which Google and Overture text ads are everywhere . Not only beside search results, but next to every article and weblog post. Ubiquity breeds contempt. Text ads, coupled with content targeting, are more effective than graphic ads for many advertisers; but they too, like banners, will suffer reader burnout.
Adsense
Google Search: banner burnout