New data was released Tuesday reveals that most people will sit through a fair amount of advertising in order to visit Web sites. Including pop-ups, out-of-frame ads, floating ads, etc., 61 percent of US adults using the Internet would watch between one and five online ads for free Web content per hour in 2007 with a median response of 2 per hour. 66 percent of those polled thought that the amount of over-content ads on the sites they visited had increased over the last six months, up from 57 percent in 2005. The Center for Media Research said Internet users thought they were seeing more interruptive ads because they visited a wider array of sites, which exposed them to a greater variety of ads and ad types.

Just over one-fifth (21 percent) of respondents to the Dynamic Logic survey said that over-content or "intrusive" ads, were never appropriate, even to support free Web content. The definition of "intrusive" can vary depending on the ad and the user. Irrelevant ads were considered intrusive and annoying by 72 percent of adult Internet users surveyed in February 2008 by TNS Global for TRUSTE.

With so many business models relying on advertising, the average Internet user has become more familiar with the different forms of online ads. Reacting to this desensitization, varied placement and innovation take place. Expanding the scope of AdSense , Google's content and search advertising service, to the online gaming market reflects just such less saturated advertising avenues.

Another form of new online advertising is "Click-to-Buy," a function embedded into a video that provides a direct link to purchase the featured product. YouTube is implementing icons paired with music videos posted on its site that link to the iTunes music store or This is a development on behalf of Google, who acquired the site two years ago, in effort to increase advertising revenue from the site. Here is an example of "Click-to-Buy," called "Download This Song" on this music video .