Whitney's Website- Research

Research

This is my research for JOMC 50 on pop-up ads.

5 Web Sources

Title of Web page: AdAge.com

Web Address: http://adage.com

Brief Description: This website contains advertising news, data, and reports.

Source of Website: Advertising Age

Title of Web page: Double Click

Web Address: http://www.doubleclick.com/us

Brief Description: This website offers ad managements using market knowledge, research tools, and media sales expertise.

Source of Website: Double Click

Title of Web page: Ad Subtract

Web Address: http://adsubtract.com

Brief Description: This site tells about Ad Subtract ad-blocking software.

Source of Website: Intermute, Inc.

Title of Web page: Advertising.com

Web Address: http://www.advertising.com/

Brief Description: This site tells about the company. They provide solutions for marketers.

Source of Website: Advertising.com

Title of Web page: Interactive Advertising Bureau

Web Address: http://www.iab.net

Brief Description: This company is a non-profit organization with the intent to maximize the effectiveness of advertising on the Internet.

Source of Website: Interactive Advertising Bureau, Inc.

5 Non-Internet Sources

(1) English, Natia and Michael Pearce. (1999, July). Advertising on the Web. Ivey Business Journal [Online], 63. Available: Infotrac Academic ASAP [2002, July 2].

(2) Gatlin, Greg. (2002, July 8). Technology Today; Advertsing on the Web grows by leaping and bounding; Intrusive new techniques help market. The Boston Herald [Online], 942 words. Available: LEXIS-NEXIS Academic Universe [2002, July 9].

(3) Keizer, Gregg. (2002, May). It's an ad, ad, ad, ad world; Welcome to Pop-Up Purgatory: Why ads are taking over the Web- and how to take back your browser. PC World [Online], 20. Available: Infotrac Academic ASAP [2002, July 2].

(4) Sharples, Hadley. (1998, Jan). The web wrinkle: the 'interstitial' ad. Graphic Arts Monthly [Online], 70. Available: Infotrac Academic ASAP [2002, July 2].

(5) Taylor, Catharine. (2001, July 19). The crackle over 'pop unders'; Perception woes plague sibling of Web pop-up ads. Advertising Age [Online], 72. Available: Infotrac Academic ASAP [2002, July 2].

Pop-up Ads: Effective or just annoying?
(Topic Area: Pop-up ads)

      With the many advances in technology, online advertising has become much more common. Home Internet users spend roughly four hours a week on-line, spending less time watching television. Instead of only relying on commercials, advertisers have veered to the Internet to make their products more visible. While banner ads continue to dominate advertising on the Internet, pop-up ads are becoming increasingly noticeable. Pop-up ads are those that appear in a separate browser window that pops up in front of the main window (1).
      Many Internet users have deemed many pop-up ads annoying and intrusive. Some of the ads disable the "back" button and can clutter the computer window causing it to dysfunction. Because Internet surfers have gotten so aggravated, a great deal of software, such as AdSubtract and Guidescope, is now available to block pop-up ads. Blocking ads can free up vital bandwidth and protect user privacy (2).
       These pop-up ads do bother some Internet users, yet they are very successful. While they are intrusive, they prove to get a customer's attention (2). According to a Jupiter Communications study, the most effective ads were those that included interactivity. The interstitial ad, a brief form of the pop-up ad, appears to be the most effective. Known as an "Internet commercial", it only briefly appears while waiting for a website to load (3). Even with the negative publicity from the consumers seeing pop-up ads too often, they have worked (4). With compromise between consumers and advertisers to make the ads less intrusive, pop-up ads could prove to be even more effective.

NOTES:
(1) English, Natia and Pearce, Michael. (1999, July). Advertising on the Web. Ivey Business Journal [Online], 63. Available: Infotrac Academic ASAP [2002, July 2].
(2) Keizer, Gregg. (2002, May). It's an ad, ad, ad, ad world; Welcome to Pop-Up Purgatory: Why ads are taking over the Web- and how to take back your browser. PC World [Online], 20. Available: Infotrac Academic ASAP [2002, July 2].
(3) Sharples, Hadley. (1998, Jan). The web wrinkle: the 'interstitial' ad. Graphic Arts Monthly [Online], 70. Available: Infotrac Academic ASAP [2002, July 2].
(4) Taylor, Catharine. (2001, July 19). The crackle over 'pop unders'; Perception woes plague sibling of Web pop-up ads. Advertising Age [Online], 72. Available: Infotrac Academic ASAP [2002, July 2].

THREE WEBSITES