Are Pop-Ups on the Way Out?

07/19/2004

One-fifth of Web publishers say they have banned pop-up ads on their sites. Of course, the majority still run them but they are applying the Interactive Advertising Bureau ( IAB)'s new frequency cap rules.

The IAB Pop-Up Ad Guidelines state: "Each user should be exposed to no more than one pop-up ad for each visit to an online site." And that includes pop-unders.

Exactly 83% of respondents are already compliant with the new IAB guidelines on limiting the frequency of pop-ups, or they are planning to comply within the next few months. While 72% of respondents can comply by using built-in features in their ad servers, the remaining 28% need additional technologies to extend the capabilities of their servers before they can comply.

In response to whether or not they used floating ads on their site, 10% of respondents answered that they do not allow floating ads at all.

When asked about the number of over-page ad units running on their site, 50% of respondents said that they have five or more over-page ad units running on their site at any given time.

"IAB is hopeful that these guidelines will improve the medium overall by promoting more responsible use of these ads, thus enhancing the consumer experience," said Greg Stuart, IAB CEO. "We are especially keen to receive feedback on the frequency cap, which recommends only one pop-up/-under per user session, as research has shown frequency to be a key issue for consumers."

Obviously, as online ad budgets rise, the industry is responding to the opportunity and attempting to create an environment where advertising can be seen without chasing off viewers.

Source of Article: eMarketer

Date of Article: July 2, 2004