Nobody really likes pop-up ads. They have been one of the most hated parts of online marketing, as they are distracting and annoying to deal with. Overall, they are so hated that Ethan Zuckerman, the creator of pop-up ads, has apologized publicly for creating them.
If very few people, if any, actually like them, why do marketers keep using them?
Even though the original pop up (which originally appeared as a windowed display ad) has gone away, pop-ups can be found all over the place. The most prevalent form of these are on-site pop-up ads.
There are companies that have attempted to rebrand these kinds of pop-up ads using fancy titles like “exit overlays,” but really, it’s just another pop-up.
So, if they are so bad, so annoying and generally so unliked, why are they so commonly used? In short, they work. The issues is that it isn’t that the ads are bad, but marketers don’t necessarily know how to use them effectively.
But, if the right strategy is used, pop-up ads can be an extremely effective way to get people to sign up for your email list, buy your products or whatever! It’s all about figuring out how to minimize frustration and providing value.
In a Marketing Land article, they take a look at why pop-up ads can be effective, why they are so disliked, and how to use them in an effective way that works for you and your site!