Pop-ups find success despite unpopularity
Pop-up ads are almost twice as effective as banners in terms of click-throughs despite their unpopularity, according to new research from GartnerG2.
ZDNet reports that 78 per cent of respondents to the survey claimed they found pop-up ads "very annoying”. This compares with the 49 per cent of participants who applied the same rating to banner ads.
Yet pop-ups had click-through rates almost twice as high as those of banners.
But as consumers get more annoyed with the ads, their effectiveness is likely to wane, says Gartner analyst Denise Garcia.
"Current click-through rates are inflated because many Internet users are not familiar with how to close the pop-up window," she said in the Gartner report. "The rates will decrease as users gain experience."
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