[div]

Ad-blindness is another factor.

At first glance, his simple ad looks like part of the content, the fancy ad just looks like an ad and is filtered out subconsciously.

Definitely a factor to take into account when you're targeting gamers I'd think.

[p4bl0]

This is what I wanted to say. I kinda mentally block ads* and I saw the Paint drawing in the article before the "actual" ad, even if it is in the reverse order in the page flow.

* A few years ago I missed a question in an exam that was framed and underlined. The goal was to emphase the question because it was important. When I learned that I missed the question (while discussing the exam with other student), I took a new look at the question and my only guess can be that it looked too much like a Google Ad at that time and despite the fact that it was on paper I unconsciously ignored it… This is how stupid I can be.

[specialist]

Adaptable, not stupid. The ability to filter noise is a huge advantage.

[BHSPitMonkey]

Conversely, the tendency to filter out important signals as noise is a severe disadvantage...

[capsule_toy]

I might have skipped that question too, but I would guess it's because frames and underline typically denote instructions on a test rather than an actual question.

[gravitronic]

Definitely agree the fancy ad is filtered out subconsciously as it's an obvious ad.

I disagree that the simple ad looks like part of the content (unless the rest of the page is kindergarten kid's drawings). It's unique and an eye catcher. Until everyone starts doing it and then it'll become filtered just like the "fancy ad".

[wisty]

It's harder to filter out simple ads, which is why Google sells text ads.