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As pop-ups annoy, ad industry seeks remedies

November 07, 2003 |

The proliferation of pop-up ads posed a problem for the Internet advertising industry and that measures are needed to regulate their use.

Executives at the @d:tech New York conference yesterday agreed that the proliferation of pop-up ads posed a problem for the Internet advertising industry and that measures are needed to regulate their use.

“Consumers have a very dramatic response to pop-ups,” said Rich Lefurgy, president of Archer Advisors. “People are very galvanized.”

Though more than 90 percent of consumers in an Intelliseek survey said they were “very annoyed” by pop-ups, some advertisers stick by the oft-maligned ad format.

According to an Advertising.com study in May, pop-up ads generate a conversion rate 14 times better than a standard banner ad. Pop-ups represented 7 percent of all online ad impressions in September, according to Nielsen//NetRatings.

To address the problem, the Interactive Advertising Bureau has put together a committee to look at developing industry guidelines for deploying pop-up ads. Lefurgy, the leader of the committee, said pop-ups are an effective interruptive ad that has value. However, they have been abused.

“We have to be responsible as an industry to ensure its future,” he said.

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