by Anne R. Allen
Studies tell us the popup is the most hated form of marketing on the Web.
A popup is the contemporary version of those phone calls that used to interrupt your life just as you were sitting down to a family dinner. The ones that tried to get you to change your phone provider or buy a “pre-need” burial plot from an annoying stranger instead of digging into that lasagna.
Yeah. They’re that irritating. And that unlikely to succeed.
Here’s what the marketers at 10Twelve Marketing Agency said about popup ads in their April 2017 blogpost “Seriously. Knock it off with the Pop-Up Ads.”
“It is an indisputable fact. People hate popup ads. According to research from the Nielsen Norman Group, when users were asked how various forms of advertising affected their web experience, 95% of people rated pop-up ads “negatively” or “very negatively.”
I sure do.
The argument is “everybody’s getting used to them now.” That is, we’re already boiled frogs, so it’s okay to keep boiling us.
But that doesn’t mean the popups serve any useful purpose.