Pop-Up Ads = Brand Suicide

february 26, 2004  10:23 am
˜Pop-up at your own peril," warns a paper released this week by English consultancy Bunnyfoot Universality. The findings, which come a week after MSN announced it was banning the dreaded pop-up ads from its network, note that 60% of people tested believe the ads could make them mistrust the brand being advertised. To make matters worse, the study found that 50% of users closed the ads before they fully opened and only 2% saw the name of the brand being advertised. Said Rob Stevens, director-business behavior at Bunnyfoot: Brands are undoubtedly committing commercial suicide by insisting on pop-ups. The effect of such techniques goes way beyond simply annoying the user, they frustrate, they impose and they engender mistrust.