Re: Converting Pop-up's to Clicks

From: Sean Dillon <sean_at_telegraph.co.uk>
Date: Mon 29 Apr 2002 16:26:25 -0600

> Let me share a wild thought with you all - The greatest trouble with
> pop-ups, from my point of view, are that:
>
> 1) They're annoying
> 2) They seldom fail to provide any interesting info to the user.
>
> To tackle this problem, cookies and registration info can be used
> to set up
> publicity only where it matters - being paid on CPM basis, this means the
> revenue will not appear as soon as on other businesses, but it
> will deliver results.

CPM is fundamentally flawed as it fails to reward the branding value
of the campaign. The publisher takes all the risk whilst the
advertiser risks nothing in return, paying neither for the inventory
used nor the value accrued from users repeatedly seeing the advert
even if they do not immediately react to the ad.


> Annoying Ads can only benefit brand hate and disgust. So, besides the
> targeting method, when a user clicks a pop-up, the site should stop
> popping-up any other ads to his browser. Users are encouraged to click the
> pop-up, in order to avoid any further pop-up from appearing. Of course,
> that's an advantage to the user, as it's user experience becomes lighter.
> Thus, one visitor becomes one click and the site earns its honest cent.
>
> I would like to know what you all think of this, and if anyone has tried
> this method.

Personally I feel there are many more effective ways advertising
than popups, the prevelance of anti-popup software has gotten to
the point where valuable inventory is lost to viewers who don't
accept ads. Added to this is a drastic reduction in popup clickthru
and you're basically seeing slow demise of the popup ad.


Sean





Received on Mon Apr 29 2002 - 17:26:25 CDT