How can we make our banner ad stand out in this fierce dispute for the consumer’s attention? How can we improve the efficiency of our message when consumers use more and more tools to hide our banners and even develop some “digital diseases” like banner blindness. And things aren’t going to get better. In fact, the CTR keeps getting worse. If in 1996 the average CTR was 2.1%, in 2012 was as low as 0.1%.