Re: Pop-Ups/Unders Dilemma

From: John Gaskill <jg_at_info-central-usa.com>
Date: Fri 27 Sep 2002 06:19:37 -0500

Professor S. Shyam Sundar wrote:

>For those who would like to see empirical evidence of the effects of
>pop-up ads on psycho-physiological responses by users, may I suggest
>a recent award-winning study by one of my students:
>
>http://www.psu.edu/dept/medialab/PopUpAds.pdf

First let me thank Professor Sundar for sharing this valuable
report. It makes for very interesting reading, especially
between the lines. Anybody who is a publisher or who
advertises with banners should read it.

While most of us didn't need the study to tell us that
popups are big attention getters, learning how they
impact the effect of banner ads on the same page
was revealing.

The two conclusions I took away from this study are:

1.) Banner advertisers who allow publishers to use
        popups on pages where their banners appear are
        shooting themselves in the foot;

2.) Publishers who put popups over pages with banners
        are doing those banners advertisers a disservice.

If I am mistaken, someone please point out the error in
my logic or explain how I misinterpreted the data - thanks.

My $ 0.02.


John Gaskill
jg_at_Info-Central-USA.com
http://Info-Central-USA.com





Received on Fri Sep 27 2002 - 06:19:37 CDT