Should I Use Pop-Up Ads?Written by Ronald Vyhmeister
Web advertising has taken many forms, including those that appear within Web page as an in-line graphic, as well as those that "pop up" (over) or "pop under" a browsing window. If you are considering use of pop ups on your website as an advertising method, this article provides some points you should consider.
Some studies have reported that consumers despise these intrusive and annoying advertisements and even feel "violated" and "molested" by their presence. Online consumers are goal-oriented and perceive online advertisements to be even more intrusive than those in other media. Further, online consumers develop negative attitudes towards advertisements which then lead them to develop intentions to not return to site.
An important goal of website designers is that users will retain content to promote subsequent visits and/or referrals to other potential visitors. Ads compete for attention and raise cognitive effort, whether reading or avoiding them, interfering with use of site and reducing likelihood of retaining site's content. The more mental energy extended to non-website material, less retention of website content can be expected.
Research has shown that interruptions have a negative impact on emotion and well-being, and lead to increases in effort expenditures. Although any advertisement can be classified as an interruption, one that requires a user action to remove it, like a pop-up ad, will cause an increased expenditure of effort, reducing retention of website content. Because an in-line ad requires less interruption and mental energy than a pop-up ad, we expect higher website retention levels in those subjects receiving in-line ads as compared to pop-up ads.
Dynamic Sales and Services (DSS)Written by Preeti Doval
DSS is an industry leading Human Resources Agency, providing Recruitment and Management services for corporations with Human Resource requirements from Indian subcontinent. We specialize in providing personnel for Oil, Gas, Petrochemical, Civil, Marine, Mechanical and Electrical construction sites. Beyond these industry areas, we also provide personnel for Hospitality and IT (Hardware / Software) verticals.