The latest attempt by advertisers to capture our attention on the web seems to be the addition of audio to banner and "floater" ads. I don't know if these appear on non-movie news sites, but since I frequent those quite a bit, I see (and hear) them a lot.
I don't know about you, but I find it difficult to read the contents of a web page while hearing something different from what I'm attempting to read. These ads don't make me want to click on them, they just annoy me. Sure, I have to divert my attention to the ad, but it's only so I can find the damned "mute" button.
Even worse than these are the floating ads that show up, also with audio. On those one usually has to hunt for the "close" button since it's way offset or sometimes doesn't even appear until some time lag. You can't even read what's on the page until you close the ad, since it stays centered on the screen even as you page up or down.
Don't get me wrong, I know that sites need to earn income since there are costs involved with running a site, gathering information and creating content... Heck, I run a number of sites myself. But if ads annoy the visitor, not only will people not click on them, but they'll not want to return and will probably not want to click on other ads just to spite the site.
Come on ad guys, I know you're creative. Think of something else and let's move on to the next thing.