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pop up advertisements like banner ads are designeded to generate traffic to a specific websites. They occur when a new browser is open and the pop up ad is triggered, this style of advertising although extremely effective initially, due to surprise and novelty factor, effectiveness can wear off leaving the web surfer often frustrated. Pop up ads can still be regularly found on the web, however some web surfers have discovered ways to prevent pop ups from appearing (see web banners). In an attempt to interrupt the user less and to make it harder for them to identify the source of the pop ups, pop downs have been developed. Pop downs work in a similar way to pop ups, however the browser window appears behind the web page and is viewed only when that page is closed (Tylor, 2001).
Advertisers like to utilise pop under ads as they have a more effective conversion rate than many other web ads. They are often not even be noticed when open as a result the ad is often the last window that a consumer looks at, placing it at top of mind position whilst encouraging consumers to buy or find out more. Often pop under ads are for impulse products (Boswell, 2001).
Pop under ads are currently bringing in high click through rates, however there is concern that this success is reliant on the fact that its new technology and results will fade with the wear out affect. To remain a long term valuable media pop unders’ will have to establish a physiological path that positions it uniquely and brings action into the advertising model (Boswell, 2001).
One of the most popular Rich Media formats is the pop –up as it has the ability to contain sophisticated formats (Milward brown interactive, 1999).
There are two types of pop ups that require the Internet user to interact with the ad, these are Interstitials and superstitials; they require the viewer to either close the window or further explore the advertisement. (Barbara etal, 2001)
When web surfer is presented with an Interstitials the user is forced to react to un-requested and often undesired commercial messages. Some Interstitials allow the viewer to close the browser window, however there are newer ad formats that consequently do not allow the viewer to close, they expand within the web page forcing the viewer to watch the commercial till the end, and only then do they allow the selected website to be viewed. (Stafford et al, 2005)
No matter which form the advertisement takes, pop-up or pop-down, undeniably the web surfer will experience and interruption, an interruption that requires a response, each viewer will respond differently but all will be effected affectively, cognitively and behaviourally. This demanded response can result in irritation or please. The way in which the consumer reacts reflects upon the advertising company, and can be either helpful or detrimental to the company. (Stafford et al, 2005)
Barbara, K., and Norman, M. (2001) "Just A CLick Away: Advertising on the Internet,"USA: Allyn and Bacon.
Boswell, K. (2001, July 8)"The Power of Pop-Under."Internet Strategist and Co-Founder, MarketLeap. Retrieved, oct 5, from http://www.marketingprofs.com/2/powerofpopunder.asp.
MacInnis, D. (2001, July 24)Pop Psychology:WILL POP-UPS AND POP-UNDERS HELP YOUR BRAND?" retrieved, Oct 5, 2005, from http://www.marketingprofs.com/homepage/premium_preview.asp?file=/2/pop_psychology.asp.
Stafford, M,.Faber, R. (2005)"Advertising, Promotion, and New Media."New York: M.E.Sharpe.
Taylor, C. (2001, July 16,p. 36 )"The crackle over 'pop Unders'" Advertising Age.
--Tia Lancaster 08:48, 28 Oct 2005 (EST)
