This document summarizes a research article that explores factors affecting the effectiveness of web advertising. The study analyzed factors from customers' perspectives that make web ads on social networking sites more attractive. Through a survey and factor analysis, the study identified five key factors: 1) web ad placement, 2) web ad presentation, 3) web ad content, 4) use of celebrities in web ads, and 5) web ad duration. The research aims to help marketers better understand what drives effective web ad design to maximize profits.