|
|
Verified: 
49 per cent of all pop-ups are blocked
Almost half the pop-up adverts do not reach the user. A new ADTECH counting tool shows that the online branch needs to alter their advertising formats. An alternative to pop-ups are layers.
Dreieich, 01/04/2005 - The golden era of pop-ups and pop-unders is over. Only around 51 per cent of all pop-ups booked actually show up on the users' screens. The other 49 per cent of this advertising format fall victim to the pop-up blocker. Website blocker rates lie between 41 and 57 per cent.
A European-wide banner survey by the adserving provider ADTECH found these results. In December the technology service provider also analyzed all booking procedures for pop-up adverts in its Adserving technology HELIOS and their delivery through the ADTECH adserver. The new measuring method ViewCount was used therefore. It relies on counting the number of banners actually loaded. The adserver receives the banner request from the user's browser, analyses all the technical details of the AdRequest and sends a suitable pop-up to the browser. A count impulse in the pop-up's banner code sends the relevant response to the ADTECH adserver.
Dirk Freytag, COO of ADTECH AG, has recognized this trend for a long time now, but even he was surprised by the findings. "Half the users are so annoyed with popups that they do not want to see them anymore. Even if we are technically capable of avoiding pop-ups one has to wonder which advertising effect layers produce."
ADTECH has been offering two alternatives to pop-ups and pop-unders since summer 2004. They are called layers and resistant pop-ups and have stood the test of the daily booking process. If the ADTECH adserver recognizes that the user surfs the web with an active pop-up blocker, it replaces the booked pop-up itself with a layer, for example. It receives the same advertising contents as the pop-up, it looks like one and is just as clickable and moveable on the screen as an actual pop-up.
|
|
