Let's face it: banner ads have been tanking for a long time. The term "banner ad blindness" was first coined in 1998 by Jan Panero Benway and David M. Lane.
In July of '07,Dave Morgan blogged about a study that he conducted with AOL on ad clicking behavior.
Ninety-nine percent of Web users do not click on ads on a monthly basis. Of the 1% that do, most only click once a month. Less than two tenths of one percent click more often. That tiny percentage makes up the vast majority of banner ad clicks.
