Depending on the type of website you run, you may at some point have to include advertising on your site as part of your income stream.

In many cases, online advertising follows a formula that visitors have become very used to and therefore have adapted to effortlessly screening them out of their view.

If you are in the position to have a direct relationship with your advertisers, as is often the case with some small web site owners, see this as an opportunity to provide advertising that steps out of the mould and is interesting in its own right. Small adverts created specifically for your site or a small set of web sites are likely to be highly relevant and catch your visitor’s eye creating a win-win scenario for all parties.