Internet Users Completely Ignore Pop-Up Advertising
Internet users have learnt to almost completely ignore the existence of pop-up advertising, which they view as a major cause of irritation, according to the latest research from Bunnyfoot Universality.
A new paper released by the online consultancy shows that pop-up advertising is a major turn-off for the majority of internet users, with every subject in the study expressing frustration when they appeared.
The research claims that pop-ups are ineffective in providing return on investment for companies looking to build long-term value into their brands. It also suggests the use of such intrusive formats can damage brand perception by creating a poor online experience.
The findings also question the effectiveness of pop-up advertising by showing there is a high probability of the execution being closed before the opportunity to observe the brand message has even appeared.
Rob Stevens, director of business behaviour at Bunnyfoot, said: “Brands are committing commercial suicide by insisting on using pop-ups. The effect of such techniques goes way beyond simply annoying the user, they frustrate, they impose and they engender mistrust.”
The study predicts that pop-up blockers will continue to be employed by internet users in a move that will further diminish their ability to deliver return on investment for brands. It calls on advertisers to switch from pop-ups to more effective alternatives such as banners and skyscrapers.
The research comes a week after MSN announced plans to become the first major online media owner to react to consumer demands by bringing an end to selling pop-up advertising on its network of websites.
MSN claims the removal of the formats represents a natural step in the evolution of the online advertising market. It also demonstrates a continuation of the move towards standardised formats, which is currently being spearheaded by the Interactive Advertising Bureau (see MSN Bans Pop-Up Advertising Across Entire Network).
Bunnyfoot Universality: 01235 838 514 www.bunnyfoot.com
Recent New Media Stories from NewsLine FHM Nets Major Advertisers For Website Relaunch ABC Electronic Appoints Read As Head Of New Business i-level Appoints Marks As First Ever Marketing Director
Subscribers can access ten years of media news and analysis in the Archive