Feeds

Pop-up ‘suicide’ can kill your brand

Marketing-speak for 'ditch the critters'

  • alert
  • submit to reddit

Boost IT visibility and business value

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)

The Essential Guide to IT Transformation

More from The Register

next story
BBC goes offline in MASSIVE COCKUP: Stephen Fry partly muzzled
Auntie tight-lipped as major outage rolls on
iPad? More like iFAD: We reveal why Apple fell into IBM's arms
But never fear fanbois, you're still lapping up iPhones, Macs
Sonos AXES support for Apple's iOS4 and 5
Want to use your iThing? You can't - it's too old
Stick a 4K in them: Super high-res TVs are DONE
4,000 pixels is niche now... Don't say we didn't warn you
Philip K Dick 'Nazi alternate reality' story to be made into TV series
Amazon Studios, Ridley Scott firm to produce The Man in the High Castle
There's NOTHING on TV in Europe – American video DOMINATES
Even France's mega subsidies don't stop US content onslaught
You! Pirate! Stop pirating, or we shall admonish you politely. Repeatedly, if necessary
And we shall go about telling people you smell. No, not really
Too many IT conferences to cover? MICROSOFT to the RESCUE!
Yet more word of cuts emerges from Redmond
Joe Average isn't worth $10 a year to Mark Zuckerberg
The Social Network deflates the PC resurgence with mobile-only usage prediction
prev story

Whitepapers

Implementing global e-invoicing with guaranteed legal certainty
Explaining the role local tax compliance plays in successful supply chain management and e-business and how leading global brands are addressing this.
The Essential Guide to IT Transformation
ServiceNow discusses three IT transformations that can help CIO's automate IT services to transform IT and the enterprise.
Consolidation: The Foundation for IT Business Transformation
In this whitepaper learn how effective consolidation of IT and business resources can enable multiple, meaningful business benefits.
How modern custom applications can spur business growth
Learn how to create, deploy and manage custom applications without consuming or expanding the need for scarce, expensive IT resources.
Build a business case: developing custom apps
Learn how to maximize the value of custom applications by accelerating and simplifying their development.