The Internet, as an advertising tool, is a vehicle witch is facing transitions. Based on new strategies, techniques used in online campaigns are getting more sophisticated within the last years. These techniques, its results from web users’ point of view and their interaction with the net when they are exposed to online advertisements, are the object of the present study, which intends to show the most efficient way to reach the target consumer on most effective way. Therefore, it was made a qualitative and exploratory research, which identified several user’s behaviors and attitudes, as well as individual aspects observed during an Internet access.