Pop-up ads' effectiveness twice as high as banner ads?
After all the stories about the death of the banner ad it seems pop-up ads have twice the clickthrough rate...but one analyst says that may be only because many Internet users don't know how to close those extra windows yet according to this ZDNet story. And Google and the gang continue to prove the effectiveness of targeted text-based ads.
According to a study conducted by GartnerG2, 78 percent of respondents claimed they found pop-up ads "very annoying." In contrast, only 49 percent of participants applied the same rating to banner ads.
Yet pop-ups had click-through rates almost twice as high as those of banner ads, meaning they're probably going to stick around a while. Indeed, Nielsen/NetRatings' online-advertising rating, AdRelevance, found that pop-up impressions jumped from 1.2 billion to 4.9 billion between January 2002 and September 2002.