Yes, the equivalent of web ads would be ads displayed in a little square on the corner of our TV. We would ignore this square and focus on the main content instead. TV ads are efficient because they interrupt the program and takeover the whole screen. In print media, there are more and more ads that take a whole page if not two, for the same effect. 'Takeover ads' are obnoxious on the web, mostly because of their low quality. Not that I know how to do it right.