With more and more users logging online to do their research, entertainment, etc., it’s no surprise that the Internet is also where marketing efforts are focused. Entire teams are devoted to getting more folks to a company’s webpage. With users already online, it’s a lateral move. But one that’s encouraged through any number of efforts. Including banner ads, pay-per-click ads, social media profiles, and more. But lately, it also means pop-up ads. Where sounds and photos – sometimes even entire videos – jump onto our screen without our permission. It’s a move that obstructs whatever we were trying to do, and essentially forces us to pay attention to a brand. That is, until the pre-determined time is over and the ad once again falls to the background.
But here’s the thing, marketing teams, we’re kind of over this ploy. Not only are you hijacking our devices, your ads take forever to load. Even when they aren’t supposed to. When we’re not at home, it jacks our data usage, and even when we are (and are readily on wifi), pages never seem to load that quickly.
As a consumer, it makes me think twice before using said brand or website who hosts pop-up ads. Call me spiteful, but if you’re going to force me to look at an ad, it makes me not want to buy it that much more. I’ve paid extra for products simply to avoid another brand’s marketing techniques. I’ve also not returned to websites because they hosted ads. It’s that frustrating.
As a fellow website owner, it’s frustrating to know the site owner did it on purpose. They gave permission to that ad to be there, not to simply cause annoyance, but so they can make money. Website owners get cash for every ad you click. (Albeit not much, but it adds up.) Even so, it gets worse. They don’t say, “Whoever’s interested will click,” and leave it at that. They actually try to trick us into clicking on the ads. So they can make money off of our wasted time. First by disguising ads that pop up, so if you try to exit them too soon, you clicked on the ad. Secondly, by causing lag time, so even if you click on what’s accurately on your screen, the website has already adjusted itself, leaving you to have picked an ad instead.
Maybe they’re not all so devious as to think that way. But skeptical viewers are turned off, no matter the intention.
We get it, it works. Pop-ads get more views and more clicks. But only because they’re forced. Why not opt for a more legit marketing campaign instead? One that gets results, and doesn’t alienate customers.