Feeds

Pop-up ‘suicide’ can kill your brand

Marketing-speak for 'ditch the critters'

  • alert
  • submit to reddit

Internet Security Threat Report 2014

Employing pop-up ads to target punters is like playing Russian roulette with your brand, according to Web behaviour consultancy Bunnyfoot Universality.

They reckon companies that use - or host - pop-up advertising are a big turn-off, risking "suicide" for their brand. Bunnyfoot's research found that pop-ups were the "single biggest turn-off among users" with users deleting the ads on average just 2.5 seconds after they appear.

Using special technology that tracked the eye movement of people looking at a computer screen, Bunnyfoot found that pop-ups were only seen in two per cent of cases.

Half of those tested closed the ads before they even loaded while a third didn't even look at the advertisements.

Six out of ten of those quizzed said they mistrusted brands that used pop-ups to advertise their products and services.

Said Rob Stevens, director of business behaviour at Bunnyfoot: "Brands are undoubtedly 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. Pop-ups are therefore not just a huge waste of money, they are also extremely negative for a brand."

The report, The Efficacy of Pop-Ups and the resulting effect on brands, can be found here (PDF).

This month MSN said it would no longer sell pop-up and pop-under ads after its own research found that pop-ups are a "key contributor to user dissatisfaction".

Amsterdam-based WebAds Interactive Advertising last week also said it will no longer sell pop-up ads for its European clients, claiming that nine in ten of Net users dislike these intrusive ads. ®

Related Story

The pop-up ad is dead (nearly)

Providing a secure and efficient Helpdesk

More from The Register

next story
Facebook, Apple: LADIES! Why not FREEZE your EGGS? It's on the company!
No biological clockwatching when you work in Silicon Valley
Doctor Who's Flatline: Cool monsters, yes, but utterly limp subplots
We know what the Doctor does, stop going on about it already
'Cowardly, venomous trolls' threatened with TWO-YEAR sentences for menacing posts
UK government: 'Taking a stand against a baying cyber-mob'
Happiness economics is bollocks. Oh, UK.gov just adopted it? Er ...
Opportunity doesn't knock; it costs us instead
Arab States make play for greater government control of the internet
Nerds told to get lost in last-minute power grab bid at UN meeting
Zippy one-liners, broken promises: Doctor Who on the Orient Express
Series finally hits stride, but Clara's U-turn is baffling
Don't bother telling people if you lose their data, say Euro bods
You read that right – with the proviso that it's encrypted
Apple SILENCES Bose, YANKS headphones from stores
The, er, Beats go on after noise-cancelling spat
prev story

Whitepapers

Forging a new future with identity relationship management
Learn about ForgeRock's next generation IRM platform and how it is designed to empower CEOS's and enterprises to engage with consumers.
Why cloud backup?
Combining the latest advancements in disk-based backup with secure, integrated, cloud technologies offer organizations fast and assured recovery of their critical enterprise data.
Win a year’s supply of chocolate
There is no techie angle to this competition so we're not going to pretend there is, but everyone loves chocolate so who cares.
High Performance for All
While HPC is not new, it has traditionally been seen as a specialist area – is it now geared up to meet more mainstream requirements?
Intelligent flash storage arrays
Tegile Intelligent Storage Arrays with IntelliFlash helps IT boost storage utilization and effciency while delivering unmatched storage savings and performance.