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One of the sessions at today's Yahoo! Open Hack Day in NYC addressed advertising on Yahoo!, the largest graphical market place.  This differentiates Yahoo! from Google who founded their advertising system on their AdWords/AdSense textual based ads.  In regards to graphical ads Chris Jaffe, the presenter, provides  several advertising bullet points derived from user studies.

In part, the data was extracted through studies asking, "how do users 'process' pages?"  Special monitors with eye-tracking cameras were used to track participants' eyes while viewing varying web pages.

Here's what was gathered:

• Users have a limited "budget" of attention for ads.
• Ads must be relevant to the user, but relevance is defined by the user.
• Relevant ads are perceived as content.
• Every 9 months re-evaluate your audience.
• Users don't hate ads.  They hate bad experiences.
• In general, less ads per page equates to more focus on ads in general.

Use these insights to maximize your Small Business's investment in its technology and website.