What about retention of ad content? Common sense tells us that ads that are most visible will be remembered. However, deeper consideration of web advertising reveals that while pop-up ads are more interruptive than in-line ads, requiring a user to act to remove them, they appear on screen for a shorter time period because users tend to close them immediately. In-line ads remain visible for a much longer period, and users are thus more likely to see them in their peripheral vision. It is expected that this longer time will increase user retention of ad content.

Some Internet service providers and highly trafficked Web sites have decided to discontinue use of intrusive advertising. Both AOL Time Warner and Microsoft announced in October 2002 that they would eliminate majority of pop-up ads on their Internet services in response to rising complaints from users. In their eyes, loss of advertising dollars is worth boost in public image as a result of policy change.

Also you should consider that online consumers have option to eliminate pop-up ads using a number of methods, such as free, third-party pop-up killing (PUK) software and toolbars that stop unwanted browser windows.

If you still want to use pop up ads on your website here are some recommendations: 1) Never use more than one pop-up per visitor. 2) Use a pop-up when your visitor is leaving your website, not when he has just entered and is trying to see what you have to offer. 3) Use pop-ups only for special purposes such as to remind your visitors to subscribe to your ezine, offer a free download or a free course by autoresponder.

The author of this article is Ronald Vyhmeister, visit his website at

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