For years, anyone with a bit of common sense has known that pop-up ads were bad for business. They piss people off and studies have even shown that they're bad for business generating more negative feelings for the brand than positive responses. The problem, still, was that advertisers who used them still swore by them, pointing to the much higher clickthrough rates than other types of ads. Advertisers used this stat to prove that, for as much as popups pissed people off and brought them ill-will, they still "worked." Well, now it's time to disprove that as well. A new study has shown that approximately 90% of popup clickthroughs are accidental, caused by people trying to shut down the damn windows so they can get on with their surfing. This quote says it all: "Achieving an over-inflated click-through rate might help brands to justify their spend, but they are only deceiving themselves. The brand, which we used in our research study, is not only wasting up to 90% of its budget by paying for unintentional click-throughs, it is also frustrating and deceiving users."
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