The behaviors of the viewers and their interests are important factors in producing CTR. Research shows, people in general dislike banner ads. In fact, some viewers don’t look at ads when surfing, let alone click on them. Therefore, when one gains familiarity with a web page, they begin to distinguish various content and their locations, ultimately avoiding banner like areas. By just looking at objects superficially, viewers are able to know objects outside their focus. And since the sizes of most banner ads fall in similar size ranges viewers tend to develop a tendency to ignore them without actually fixating on them. Bad marketing and ads that are not correctly targeted make it more likely for consumers to ignore banners that aim at capturing their attention. This phenomenon called 'purposeful blindness' shows that consumers can adapt fast and become good at ignoring marketing messages that are not relevant to them. It is a byproduct of inattentional blindness. Usability tests that compared the perception of banners between groups of subjects searching for specific information and subjects aimlessly browsing seem to support this theory - see study. A similar conclusion can be drawn from the study of Ortiz-Chaves et al. dealt with how right-side graphic elements (in contrast to purely textual) in Google AdWords affect users' visual behavior. So the study is focused on people that search something. The analysis concludes that the appearance of images does not change user interaction with ads.