Study Shows Pop Ups Work

From: Loren M. Baker <loren_at_webadvantage.net>
Date: Fri 30 May 2003 14:12:47 -0500

Hello Advertisers,

One of our fellow Maryland based eMarketing companies, Advertising.com,
has just released a study showing that not only do pop-up ads generate
click thru responses 13 times greater than traditional online
advertising banners, but also that pop ups lead to more conversions.

On the contrary, the same study shows that "research indicated that rich
media is not effective in generating clicks when compared to non-rich
media. However, rich media is approximately four times more effective in
generating conversions."

I happen to be an obsessive Yahoo user and recently I've been bombarded
with Yahoo's Rich Media Ads for movie trailers and eBay. I don't click
on them, but I imagine if I did, I'd be interested in making a
conversion (watching the movie trailer in its entirety, printing ticket
coupons, or buying or selling on eBay).

So where does this lead us? Well if you're a site owner, you know that
users HATE pop ups and passively put up with rich media!

Despite their success, pop-ups (and their brother, pop-unders) seem to
have left a bad taste in a lot of people's mouths (some marketers, too).
The reason is that though there are good pop-ups on the Web, there are
far too many bad ones (X-10 camera anyone?).

Users have grown used to clicking the pop-up box closed before it even
ever loads. Truly annoyed users may have even installed a pop-up ad
suppressor program on their computer or let their disdain be known to
their favorite sites. The results are having a direct impact on Web
publishers and their bottomlines.

So which is more important, getting better sales conversions or pissing
off web traffic??

And if pop ups are getting blocked by downloads and the Big Whigs; AOL,
EarthLink.. etc., then what is the future of this annoying, yet
responsive advertising medium?

Here are some articles on this matter:
Targeting- Why X10 Pop Ups Flopped:
http://www.webadvantage.net/tip_archive.cfm?tip_id=164&&a=1
Pop-Up Ads- Love 'em or Hate 'em:
http://www.webadvantage.net/tip_archive.cfm?tip_id=210&&a=1

The Advertising.com Study
http://www.advertising.com/press_releases/052803.htm

Best Regards and I look forward to hearing your responses,

Loren M. Baker
Senior Marketing Executive

WebAdvantage.net <http://www.webadvantage.net>
Part Interactive marketing. Part Technology. Pure Results.
mailto:loren_at_webadvantage.net
--
Maximize your web site visibility, drive targeted traffic and
increase sales w/ our award winning Search Engine Optimization

http://www.webadvantage.net/market_searchopt.cfm

(410)297-9495 | (410)297-9462 fax EST




Received on Fri May 30 2003 - 14:12:47 CDT