The abrupt onset of a new object in the visual field captures attention automatically, but this feature is seldom used in Internet advertising. Based on visual salience hypothesis, a new object appearing during preattentive processing will have the best ability to capture attention, whereas a new object appearing after preattentive processing hardly captures attention. The experiment manipulated ad onset time before, simultaneously with, or after the appearance of the news (called stimulus onset asynchrony) at the familiar or unfamiliar location during online news reading. Eye movements show that ad onset time before the appearance of the news at the unfamiliar location has the strongest ability to capture attention. However, due to habituation, ads appearing at the familiar location fail to capture attention regardless of ad onset time. It is concluded that abrupt ad onsets are an effect but less intrusive way to improve ad effectiveness.