How to overcome banner blindness of tunnel vision?

Most of the sites, although they have different designs, have the same arrangement of blocks - the header on top, the menu on the left, the content in the center, the column on the right.
This leads to the fact that the user is accustomed to look at a certain place on the screen in search of content, and ignores the banners located around - banner blindness develops.

The web has a lot of material on this subject, there is published a good analysis of them.