A recent study by Psychster had some interesting findings on web ads. What I want to focus on today was the one that surprised me. The ad types that were most perceived as ads (banner ads and signing up for company newsletters from an ad link) were in the mid-range in "I would buy products from this brand". And banner ads were also among the highest in "I would recommend this brand to a friend." So users in the study were receptive to the ads, despite all that has been said about them.
Of course, it was a very artificial task, so the results have to be taken with some huge grains of salt. The users did not interact with real pages or ads. They watched a video of someone interacting with the ad with a narrative explaining what was happening. So there was no possibility of banner blindness and all users had to interact with the ad because they had to watch the video to the end.