New Technology To Prevent Over-Exposure To Pop-Up Ads

A new online advert for Lynx deodorant will use a device that ensures surfers will only see it once during a session on the internet.

Web agency, Zentropy Partners, which organised the campaign, is using the device to ensure that internet users are not over-exposed to pop-up ads. Charlotte Bottisge, from Zenthropy, said: “Limiting the number of times a user is exposed to an advert is a useful way of increasing brand awareness without swamping. It is a relatively new idea and hasn’t been used much.”

Online advertising has been in focus recently as women’s portal iVillage banned pop-up advertising from its US site on the grounds it was intrusive. A survey conducted by Jupiter Research also concluded that pop-up adverts were the most annoying type of advertising, according to 69% of respondents.

Traffic manager of the Daily Telegraph, Sean Dillon, thinks pop-up adverts will gradually fall out of favour with advertisers, saying: “I am already seeing agencies move away from them. Personally I feel there are many more effective ways of advertising than pop-ups. The prevalence of anti-pop-up software has got to the point where valuable inventory is lost to viewers who don’t accept the adverts.”

New research by Jupiter Media suggests that, to out pace ad-clutter, advertisers must diversify their use of online tactics and models. Bottisge agrees, saying: “As new technology offers greater creative opportunity I think we will see a move away from simple pop-up adverts.”

Zentropy Partners: 020 7554 0500 www.zentropypartners.com

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