Are they ready to listen?
"The tragic mistake of demographics and media planning is that they overlook the single most important issue: is the person you're talking to ready to listen?" (via)
Take these same thoughts and apply them to web advertising. I know that I have a filter for advertising, but every now and then, something catches my eye. This usually happens when I am ready to listen. When I am looking for good prices on hardware, software, or a book. For those that do online advertising, do you test your placement? How about your message? How about the medium (text vs. images)? Just some food for thought.