Have you been eagerly reading an article online when suddenly an ad pops up out of nowhere? Sure, you may find it annoying, and you are not alone.
Popunder ads have been in existence since the mid-1990s. These are commonly used by websites to boost further their lead generation efforts to push their content up in the attention of their visitors. The conventional pop-under became widespread in the earlier days of the internet when a new window opens up that disrupts a visitor’s browsing experience altogether. With the contempt that users had felt because of this, the 1st browser-based pop-under blocker came into existence in the early 2000s.
But pop-under ads are not stopping anytime soon, sure there are better technologies that allow you more transparency like programmatic advertising, but they come at a cost of visibility and higher eCPMs. We can still see it today when we visit websites. But it has already shifted from the completely disruptive and annoying pop-under ads redirecting us to a new window to the tolerable hover ad or lightbox ad. The lightbox ad shows up at the center of the page, which blurs the content that you are reading. This is commonly used by media and news sites and also finding its way through corporate websites. Its main goal is to highlight promotions and other content.
With all of these things, we cannot avoid but wonder if popup ads really work.
Studies have shown that the presence of pop-under ads does not amuse people. User experience becomes an issue in the presence of these ads. So website designers must be wary in designing websites considering pop-unders that they are designing With the numerous ad blockers that are being employed by people to curb their experience in engaging with content, it is becoming increasingly hard for marketers to track their campaigns.
While it is true that pop-under ads are having an impact on the user experience of readers, pop-under ads can be useful if it is executed properly. Some of the benefits that marketers can get from a good result of popup ads done right include an increase of subscribers for an email list opt-in. More so, pop-unders amass decent click-through rates of around 2%. This is a conservative yet higher than usual margin compared to other available ads. It is undeniable that while users have an anti-ad attitude, they would often find themselves engaging with pop-under ads in one way or another.
We have mentioned earlier technical pop-under ads that are redirecting users to another tab. And this is utterly despised by users. Hence, it must not be used. Instead, a lightbox style can provide a better user experience without annoying them too much.
If you have decided to do this, make sure that you test repetitively to pinpoint problems that may arise when you launch a lightbox ad. Lastly, it is a best practice to always measure the result of your popunder ads. It will give you a goldmine of information on whether or not to engage in such for your website. Listening to the numbers will allow you to make an informed decision using pop-under ads.
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