Pop-up ads are one of digital marketing’s most despised pieces, yet one of the favorite tools for marketers. It’s irritating, interrupting and frustrating for customers. Will advertisers need to listen to this complaint and give up an effective tool? That would be significant because pop-up ad creator Ethan Zuckerman has publicly apologized for making them because viewers dislike it.
So why do advertisers keep using pop-up ads? They work amazingly! The problem with pop-up ads isn’t inherently that the advertising tool itself is faulty, but that advertisers use the tool incorrectly. When used strategically pop-up ads provide a lot of value. Such as generating leads, driving sales, or beefing up an emailing list.
WHY POP-UP ADS ARE EFFECTIVE
The user experience is unexpectedly interrupted when a huge pop-up ad emerges and forces the user to look at it. The ad captures the user’s attention and encourages the user to take action. This is why pop-up ads work amazingly!
Banner blindness is a very real thing, and if your ad doesn’t disrupt the user experience in any way, people often don’t even notice your ads. One of the main digital advertising challenges is finding out how to get people to pay attention to your ads.
The issue with pop-up ads is that advertisers sometimes abuse them. Even without scams, and gimmicky pop-up ads, advertisers are sometimes very aggressive and that’s a turn off for many viewers.
On the bright side, pop-up ads seize the viewer’s attention the same way ads on TVs or streaming platforms do. Even if they could be annoying, with pop-up ads advertisers know for sure that the user will see the ad.
Fun fact: after analyzing 2 billion pop-up ads, Sumo statistics shows that the average pop-up ad converts approximately 3% of viewers. Gimmicky pop-ups are just so wrong and serve no use for anyone, but when done right pop-up ads could be perfect for your company.
WHY SHOULD YOU CREATE POP-UP ADS
Consider creating pop-up ads if they will provide value. If the pop-up ad is aggressive, chances are you will piss off the viewer, if the viewer finds it relevant, the pop-up ad will probably get a much warmer reception. Here are 3 ways to use pop-up ads:
Exclusive access: If your business engages in a long sales cycle, this type of pop-up ad is very effective to collect email addresses. Businesses can nurture the user throw an email campaign with exclusive content and deepen relations before closing a sale.
Limited time offer: Be clear and concise. Users would appreciate you making them aware that time is running out. Make sure the offer makes sense and is not manipulative.
Discounts: Users love a good deal. This could be a two-way street, where the use enters their email address to receive a savings coupon. Even if the users don’t buy right away, chances are they will return soon enough. Also, you can send the user an email reminder.