Pop-up 'suicide' can kill your brand

Discussion in 'other security issues & news' started by bigc73542, Feb 25, 2004.

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  1. bigc73542

    bigc73542 Retired Moderator

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    http://www.theregister.co.uk/content/6/35792.html



    Pop-up 'suicide' can kill your brand
    By Tim Richardson
    Posted: 24/02/2004 at 15:32 GMT

    Employing pop-up ads to target punters is like playing Russian roulette with your brand, according to Web behaviour consultancy Bunnyfoot Universality.

    They reckon companies that use - or host - pop-up advertising are a big turn-off, risking "suicide" for their brand. Bunnyfoot's research found that pop-ups were the "single biggest turn-off among users" with users deleting the ads on average just 2.5 seconds after they appear.

    Using special technology that tracked the eye movement of people looking at a computer screen, Bunnyfoot found that pop-ups were only seen in two per cent of cases.

    Half of those tested closed the ads before they even loaded while a third didn't even look at the advertisements.

    Six out of ten of those quizzed said they mistrusted brands that used pop-ups to advertise their products and services.

    Said Rob Stevens, director of business behaviour at Bunnyfoot: "Brands are undoubtedly committing commercial suicide by insisting on using pop-ups. The effect of such techniques goes way beyond simply annoying the user: they frustrate, they impose and they engender mistrust. Pop-ups are therefore not just a huge waste of money, they are also extremely negative for a brand."
     
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