Surprise: UK Survey Reveals Pop-ups May Hurt Brands
Quite a shocker, we know. But UK research and data company CCB has performed a study that surveys the attitude of online consumers towards advertising. According to a Brand Republic article, the study included 3,096 respondents, revealing results that pop-up advertisements may actually do more harm than good for advertisers.
More than a quarter of the respondents expressed “negative feelings” about the pop-up using brands, and about three in five stated that the appearance of a pop-up might actually prevent them from visiting a website again. While 14% of the respondents did not mind pop-up ads, most of those had never clicked on one, and 60% rely on pop-up blocking software.
“The results would indicate that brands, which have until now regarded online advertising as a cut-price medium, where even intrusive, thrown-together ads will generate additional responses, need to examine the effect this activity is having on prospects who are far more likely to respond negatively than positively,” said CCB managing director Bill Burey in a statement.
In another section of the study, two-thirds of the surveyed consumers could not recall a single brand name recently advertised online, though more than half had shopped online six or more times in the past year. Dell was the most remembered brand, but even its advertisements were only remembered by 47 out of 2,000 people.
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