There might be a new king in the castle of online advertising, as 2016 has shown a rapid increase in popularity and effectiveness for the relatively new pop under ads. Although coming from a ‘bad family’ of pop up windows and originally used as an advertising technique for small business, pop unders have recently attracted the attention of big players on the market causing them to seriously reconsider their online marketing strategies. Not willing to miss out on what could be the new marketing goldmine, more and more companies are looking to adopt pop under strategies to grow profits before their competitors do and while it’s still cheap.
So what’s causing the hype, is it really worth joining it and what are potential risks and rewards for the new sexy of online advertising in 2016? If you’re curious to find out, we’ve got a short yet informative article right here that should cover all your questions.
Quick Reference: What’s a Pop-Under?
If you’ve been missing out on the latest trends, a pop under is your much more decent cousin of the infamous pop up ad. But unlike the latter, pop unders do not appear in the irritating ‘in your face, user’ manner, rather staying hidden under the active browser window until it is closed. That way pop unders do not interrupt the user immediately and are not seen until the covering window is closed.
So what is it that earned pop unders so much credit in such a short time?
Cost-Effective and Flexible
Pop unders are fairly affordable compared to the majority of conventional advertising options. And for their price, they’ve proven to be extremely effective and quick to take effect, driving guaranteed traffic to your website within the first 24 hours since the start of your campaign. And unlike bulky and complex ad projects that require not only plenty of money but also a lot of time to recalibrate, using pop unders leaves a lot of breathing room for adding any number of adjustments to an already running campaign on the fly.
Well-Timed and Unintrusive
Arguably, the most peculiar detail of a pop under ad is how discreet it is. Think of it as of a coupon left at the bottom of your groceries bag by the store. Once you’re done with unpacking, you notice it, give it a quick glance and then either discard it or take it for a closer look – depending on whether it interests you or not. There’s no pressure, no irritation caused, unlike those flyers that were literally forced on you by promoters at the store exit when you were making for your car carrying a heavy bag thinking what you’d like to have for dinner. You know you can tell the difference.
For most of your prospects, a pop under is much like that harmless coupon, really. Since it opens under the active browser window and is hence only discovered by a user once they’ve closed it, it does not cause any intrusion into your potential customer’s web-surfing process. And that creates a good context for your ad to hit the right spot. Because first, we don’t need to tell you how much people hate being haunted by ads while focused on finding something on the Web, and annoying your leads will get you nowhere fast. Second, even if your ad is potentially interesting for the audience and it does not annoy the hell out of them, there’s a really good risk of people instantly skipping it just because they currently have their mind set on something else, like finally listening to that tune they’ve been searching for so long. Yet pop unders are on the safe side here since they don’t interfere with your prospects’ train of thoughts and hit them when their mind is not preoccupied with anything important, significantly increasing the amount of attention they will pay to what you have to show.
The last thing they see
As vague as it might seem, we just couldn’t leave psychology out of it. The pop under technology implies that your advertisement will be the last thing a potential customer sees before logging out of their computer. But is it for good or for worse?
Guilty by Association
The main problem that pop under ads are facing can be described by the ‘keeping a bad company’ cliche. We’re talking about sharing origins with the notorious pop up ads that have not only done a hell of a job annoying the life out of people all around the Internet and developing a strong reflex to shut every unexpected browser window without so much as glancing at it, but also forming a strong bond between a pop up ad and something barely legal and/or reliable in the minds of users. Like adult videos and online casinos. While there’s not necessarily anything wrong with those services, this can create an undesirable or even hostile presupposition towards your ad if it opens up in a new window.
Despite their lineage, however, pop unders have had a rather clean record of providing ads that were as ‘decent’ as any other promotional banner you see on the Web. Many big companies who had been reluctant to use pop unders in their campaigns due to all the previously mentioned concerns have gradually adopted this technique in their online marketing campaigns. And the risks have more than paid off. What this means for someone still considering whether to give this option a go, is that those risks are still there, but the popularity and quality of pop unders do a great job at improving their reputation despite the ‘sins of their fathers’ and drawing a clear line between them and the suspiciously fishy pop ups in the minds of Internet surfers.
To be perfectly honest, the ‘pop’ part in the ‘pop under’ is there for a reason – as unintrusive as it might be, it does open a new browser window without the user’s consent. And whereas, worst case scenario, most users will just be surprised to find it, there are a lot of people out there who can take this very serious, so much as considering it as a breach of their personal Internet security. We’re not talking any lawsuits certainly, as the thing is perfectly legal, but this can put some of your potential customers off your ad or even assume it to be some malware. Either way, they’ll never convert that ‘potential’ into anything actual if that happens.
What this means for an advertiser is that if you decided to run a pop under campaign, make sure it will not cause any discomfort to your target audience. For instance, if you know your customers have security concerns or preach the ‘my browser is my temple’ kind of thing, you might want to be extra careful choosing your options. On the other hand, it all depends on how you play it – say, if you’re advertising Internet security software that blocks unwanted browser windows from appearing, a pop under ad might be a good choice. There’s not much people appreciate more than irony on the Internet, right?
Loss of Concentration
There are experts who claim that pop unders are not effective because of that last impression phenomenon we talked about and not despite it. According to them, catching a person’s attention right after they’ve already done whatever they had or wanted to do online is the worst time an advertiser can choose. Because at that moment they’re totally out of focus and can’t properly process your offer once your ad has redirected them to your website. Although a point to consider, there hasn’t been any convincing evidence or study to back it up yet.
Overall, we can see that pop unders are not as perfect as they could be. But neither is any other advertising technique out there. After all, online marketing is about using the right tool for the right job. Pop under ads excel at providing good quick results in driving leads to your website. They’re versatile, affordable and at the end of the day – they get the job done, guaranteeing that that your prospects will see what you have to show.
So whether you’re a small business looking for a proper online ad investment without spreading your budget too thin, or and big established company exploring new digital marketing opportunities, the TargeAd team definitely recommends you to give pop unders a try. You won’t be disappointed – we bet our money on it.