If getting people's attention means breaking the design of the site, disrupting natural UI progression then no. People wont pay any attention to your content (

If getting people's attention means breaking the design of the site, disrupting natural UI progression then no. People wont pay any attention to your content (ex. porn on TechCrunch) and ads become self-defeating. hernan7 has the right idea, if the implementation was good and enhanced experience, why not. Just be careful with how you do it..