Hobbs - 6:42 am on Sep 11, 2006 (gmt 0) 1- Compelling on topic or Relevant supplemental information
So let's recap, what we have so far:
2- They don't know it's an ad (well "blended")
3- They know it's an ad but want to get the hell out (MFA)
4- Just boredom
5- Laziness (not wanting to type new terms in the search)
6- Novelty factor (opposite of ad blindness) not used to seeing ads in a specific topic or new to the net.
7- Trust (Advertiser brand recognition or publisher trust)
8- Lack of other content like in MFA, or when the page is off topic but the ads are on topic.
1- Compelling on topic or Relevant supplemental information