Text Advertising Blindness: The New Banner Blindness?

Since I personally think I don't just ignore, but hardly even register (at least consciously) ads in google and facebook etc., then interesting to read about a paper which suggests this is a real psychological phenomenon (abstract here, full paper here)
This is not just relevant to advertisers, since a corrolary to this 'advertising blindness' is that real information might also be ignored if it is easily confused with being advertising, e.g. on the right hand side of the page where ads are often placed.
Some points from the study are :

• Users demonstrate text advertisement ?blindness? when viewing web pages. This means that information displayed in areas of the page dedicated to text ads (e.g., top of the page, right side) is generally ignored or viewed last.
• Users are less likely to find information on a web page if it is located on the right side of the page than on the top of the page if both areas resemble text ads. This is especially true when they are searching for specific information.
• When conducting an informational, or semantic, search, users have equal amount of difficulty finding information that is embedded in an ad either at the top or on the right side of the page.
• The perception of whether a region is perceived as advertising affects how web pages are searched. When a region is seen as advertisements, users will scan the area if it necessitates completing their task and will likely do so only after scanning other content areas. However, if the region is perceived as content, users will integrate the area into their search strategy, possibly as an expected location for their search goal or a location covered by a heuristic.
• Users typically associate the right side of a web page with text ads and consequently view this area of the page last or not at all. As a result, both designers and advertisers should use caution when placing content information on the right side of the page