The location of the banner has been shown to have an important effect on the user seeing the ad. Users generally go through a web page from top left to bottom right. So that suggests, having ads in this path will make them more noticeable. Ads are primarily located in the top or right of the page. Since viewers ignore ads when it falls into their peripheral vision, the right side will be ignored more. Banner ads just below the navigation area on the top will get more fixations. Especially when viewers are involved in a specific task, they might attend to ads on the top, as they perceive the top page as containing content. Since they are so much into the task, the confusion that whether the top page has content or advertisement, is enough to grab their attention.