Pop-ups: Unpopular, But Effective

sarah_webinc · 01-17-2003

http://uk.news.yahoo.com/030115/152/djc1s.html

Pop-ups: Unpopular, but effective

By Margaret Kane, CNET News.com

Pop-up ads seem to be the Internet equivalent of supermarket tabloids: everyone claims to hate them, but somebody keeps reading.

According to a study conducted by GartnerG2, 78 percent of respondents claimed they found pop-up ads "very annoying." In contrast, only 49 percent of participants applied the same rating to banner ads.

Yet pop-ups had click-through rates almost twice as high as those of banner ads, meaning they're probably going to stick around for a while. Indeed, Nielsen/NetRatings' online-advertising rating, AdRelevance, found that pop-up impressions jumped from 1.2 billion to 4.9 billion between January 2002 and September 2002.

And companies are looking for ways to make pop-ups perform better. One new type of ad clicks through to the advertiser's site even if Web surfers simply move their mouse over the ad.

But there may be some relief on the way. Several companies have decided that no matter what the possible gains, the possibility of annoying customers makes pop-ups a risk. Sites including iVillage and Ask Jeeves have banished the ads, and browser companies and Internet service providers have released technology to block them.

And as consumers get more annoyed with the ads -- and more used to them -- their effectiveness should wane, Gartner analyst Denise Garcia said.

"Current click-through rates are inflated because many Internet users are not familiar with how to close the pop-up window," Garcia said in the Gartner report. "The rates will decrease as users gain experience."

Dianna Vesta · 01-17-2003

There are good pop-ups and bad. I've been known to click a few if they're informative. If I get slammed with pop-ups, especially on adult boards, it really pisses me off.

have you seen those flash things that appear on the screen? Those are pretty cool and you can easily close them.

Almighty Colin · 01-17-2003

I stopped using popups when everyone else started.

True contrarian.

RawAlex · 01-17-2003

Once the mainstream media starts reporting that something is working, it will get killed off because everyone and their dog will abuse it to the point of wearing out it's welcome.

More of the new browsers have "pop-up blockers" of one sort or another built in. Software is being flogged to acheive the same results. Earthlink is promoting the stuff to it's members.

I very accurately and very closely track all console my sites open in a day and while traffic overall has been good, the numbers that pop consoles is dropping.

Colin, your not contrarian, just a little bit early! :-)

Alex

Almighty Colin · 01-17-2003

Quote:

Originally posted by RawAlex@Jan 17 2003, 11:12 AM
Colin, your not contrarian, just a little bit early! :-)

I was on time.

Good seeing ya in Vegas by the way.

Almighty Colin · 01-17-2003

I remember a bunch of webmasters getting together saying they would not link to me because I had 3 chained exit consoles. Most of those people are now out of business and the rest send traffic to programs that have 6 chained exit consoles.

RawAlex · 01-17-2003

Colin, always a pleasure seeing you... :-)

I find it interesting that there are to very distinct schools of thought right now: Either console them to death, or no console tours. I see more and more people moving to no console tours these days.

Is it a fad, or is the adult business once again ahead of the curve?

Alex

01-17-2003	#1
sarah_webinc Members Join Date: Dec 2002 Location: American In London Posts: 966	http://uk.news.yahoo.com/030115/152/djc1s.html Pop-ups: Unpopular, but effective By Margaret Kane, CNET News.com Pop-up ads seem to be the Internet equivalent of supermarket tabloids: everyone claims to hate them, but somebody keeps reading. According to a study conducted by GartnerG2, 78 percent of respondents claimed they found pop-up ads "very annoying." In contrast, only 49 percent of participants applied the same rating to banner ads. Yet pop-ups had click-through rates almost twice as high as those of banner ads, meaning they're probably going to stick around for a while. Indeed, Nielsen/NetRatings' online-advertising rating, AdRelevance, found that pop-up impressions jumped from 1.2 billion to 4.9 billion between January 2002 and September 2002. And companies are looking for ways to make pop-ups perform better. One new type of ad clicks through to the advertiser's site even if Web surfers simply move their mouse over the ad. But there may be some relief on the way. Several companies have decided that no matter what the possible gains, the possibility of annoying customers makes pop-ups a risk. Sites including iVillage and Ask Jeeves have banished the ads, and browser companies and Internet service providers have released technology to block them. And as consumers get more annoyed with the ads -- and more used to them -- their effectiveness should wane, Gartner analyst Denise Garcia said. "Current click-through rates are inflated because many Internet users are not familiar with how to close the pop-up window," Garcia said in the Gartner report. "The rates will decrease as users gain experience." __________________ Special Boards Design Deal: 100 Banners = $799 ! Make 50% commissions promoting our pills! - sarah@webinc.com for details.

01-17-2003	#2
Dianna Vesta Members Join Date: Oct 2002 Location: South Florida Posts: 2,087	There are good pop-ups and bad. I've been known to click a few if they're informative. If I get slammed with pop-ups, especially on adult boards, it really pisses me off. have you seen those flash things that appear on the screen? Those are pretty cool and you can easily close them. __________________ Live radio and audio downloads have a definite place in marketing and promoting products. Not only will it capture new customers but it is an excellent way to promote new products to existing customers continuing to build good customer relationships. Click here for more info

01-17-2003	#3
Almighty Colin Members Want to see your own Advertising Here! Join Date: Oct 2002 Posts: 8,059	I stopped using popups when everyone else started. True contrarian. __________________ Almighty Content. Your one stop for live content. Secret Friends, LATINA Secret Friends , My Cam Friends

01-17-2003	#4
RawAlex Members $100 for every ImLive sign-up Join Date: Oct 2002 Posts: 4,036	Once the mainstream media starts reporting that something is working, it will get killed off because everyone and their dog will abuse it to the point of wearing out it's welcome. More of the new browsers have "pop-up blockers" of one sort or another built in. Software is being flogged to acheive the same results. Earthlink is promoting the stuff to it's members. I very accurately and very closely track all console my sites open in a day and while traffic overall has been good, the numbers that pop consoles is dropping. Colin, your not contrarian, just a little bit early! :-) Alex __________________ Let's go to the edge of disaster Push the pedal and go a little faster Let's slam into a wall at ramming speed Let's go to the edge of a mountain Jump off and lets start countin' Hit the ground and tell me if it bleeds

01-17-2003	#6
Almighty Colin Members Want to see your own Advertising Here! Join Date: Oct 2002 Posts: 8,059	I remember a bunch of webmasters getting together saying they would not link to me because I had 3 chained exit consoles. Most of those people are now out of business and the rest send traffic to programs that have 6 chained exit consoles. __________________ Almighty Content. Your one stop for live content. Secret Friends, LATINA Secret Friends , My Cam Friends