The End of Pop-Ups

Popupfinal

Let’s imagine you have just entered a new website. You commence reading and then, out of nowhere a pop-up appears, covering the website’s content and interrupting your user experience. Just the thought of it is enough to make your blood boil.

Pop-up’s will capture a consumer’s attention, but they also can temporarily prohibit access and engagement of online content, which can rouse frustration. After repeated exposure of pesky pop-ups, it motivates consumers to install ad-blocking extensions.

Although this creates ease for internet users, it is detrimental for marketers who utilise display advertisements online. It is forecasted that the increasing instalment of ad-blocking extensions will create a $12.1 billion display advertisement revenue loss by the year 2020.

This raises the issue of how marketers will be able to effectively advertise online.

The solution- native advertising.

Native advertising  is when an advert is integrated into a website’s content so that it appears natural and coherent. Thus, reducing an advertisement being obstructive.

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Forbes has predicted that native advertising will dominant social media in 2017 and by the year 2021, native ads will make up 75% of online advertising.

ben_and_jerry_s (Example-Instagram implementing native advertising for Ben and Jerry’s ice-cream)

This mode of advertising appears to benefit both consumers and businesses, as for consumers its less intrusive and more engaging and, has powerful results for businesses-

I prefer native advertisements because of their subtly and believe that pop-ups are becoming redundant. Do you consider native adverts to be superior to pop-up adverts, why/why not?

Next time you’re on social media, keep an eye out for native advertisements- please share your thoughts and experiences here. 

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5 thoughts on “The End of Pop-Ups”

  1. Definitively prefer native advertisements, in fact sometimes i even click on the ad!
    Shock, horror!
    But seriously, sometimes the ad is actually something im interested in, or its promoting something and it looks cool, so Ill check it out. As a consumer i 100% prefer native advertisements rather than an annoying pop up.
    It already drives me nuts when im reading an article and theres a pop up telling me to subscribe to read the rest or the article, so when its an advertisement , its even more frustrating.

    Liked by 1 person

    1. Hi Spacebarr! I’m glad you concur. Also, because consumers are becoming increasingly impatient, we endeavour to find the information we seek on a website as soon as possible- so there is nothing more irritating than having our pursuit interrupted and delayed.

      I’m a strong advocate for native advertisements, and sometimes they are so subtle and effectively implemented that I don’t even realise it’s an advert. From my experience on social media, this form of advertising often results in maintaining my engagement and even makes me click-through to learn more.

      Thank you for your comment!

      Liked by 1 person

  2. Hmmm yes native ads. Got to say, there can be some issues with that, especially when these native ads turn up on platforms that were previously free of advertising. Another issue is if these ads started trying to mimic the language of the people who use the platform (eg memes). These can make the advertsiments seem lame, creepy and annoying. One way it could be used very effectively is by running a channel on the platform and letting the followers and viewers come to them based on quality advertising content (eg the ‘Denny’s’ tumblr blog that produces such out-there content that the userbase distribute these abstact advertisments for themselves).

    Liked by 1 person

    1. Hey there Maggie! Yes, the reason adverts have gradually become more visible on our social media news feed is because of the rising use of ad-blocking extensions on the internet. Thus, marketers need to exert more effort to try reach consumers online. I completely understand your perspective, when native ads blend into online content, so much so that you don’t even notice that they’re ads, it can feel like you’ve been deceived into clicking it. You’ve raised an interesting point, I think marketers still need to be strategic in the styling and message of their advertisements and not aim to mimic specific content online, such as a meme. A great suggestion for marketers too, definitely a distinctiveness approach by Denny’s! Getting consumers to actively and deliberately engage with your marketing content is the ultimate objective. Thank you for your comment!

      Like

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