US Consumer Ad Attitudes (% respondents; Index Norm=100)
% Trust | Trust Index | % Annoyed | Annoyance Index | |
Word-of-mouth Recommendations | 61% | 251 | 9% | 27 |
Print ads | 47 | 194 | 5 | 15 |
TV ads | 42 | 173 | 12 | 39 |
E-Mail subs | 39 | 161 | 13 | 39 |
Radio ads | 35 | 144 | 11 | 33 |
Direct mail | 21 | 86 | 31 | 93 |
Outdoor ads | 20 | 82 | 11 | 33 |
Paid search eng | 14 | 58 | 29 | 87 |
Infomercials | 9 | 37 | 39 | 117 |
Web banner ads | 8 | 33 | 53 | 160 |
Door-to-door | 4 | 16 | 78 | 235 |
Spam | 3 | 12 | 77 | 232 |
Pop-up ads | 2 | 8 | 83 | 250 |
But, says Will Tifft, Senior Vice President and General Manager, 24/7 Real Media, in Target Marketing, May 2002, "People see pop-ups the way they see blow-in cards in magazines. Everyone says they hate them, but they still perform at three to four times the rate of a standard ad."
Many online publishers like how they receive at least twice as much for pop-ups than they do for banners. "Pop-up ads can cost between $15 and $35 per thousand impressions, according to Gartner, while the average banner ad costs between $3 and $7 per thousand impressions," reports Dow Jones Business News.
And, average click-through rates for pop-ups surpass those for banner ads. Recent research released by Advertising.com shows how both the click-through and conversion rates for pop-up ads are 13 and 14 times higher, respectively, than for standard banner ads.
Click-Through Index (to full banner 468x60) by Format, 2003
Click-Through Rate | Conversion Rate | |
Full banner | 100 | 100 |
Large banner (728x90) | 110 | 70 |
Skyscraper (120x600) | 160 | 120 |
Pop-up | 1320 | 1420 |
Nielsen//NetRatings says, "As pop-up share increases in the market, consumers will speak with their site visits... with eventual consumer acceptance of pop-ups, advertisers (will continue) use of the medium as an effective marketing platform."
You can find out more at http://www.emarketer.com.