What is a pop-under?
A pop-under is a type of online advertisement that automatically opens behind the browser window on the page the user is currently viewing. Unlike pop-ups, pop-unders do not directly obscure the page's content or require the user's immediate attention. This makes them less intrusive than pop-ups, but they can still be perceived as annoying by users.
How do Pop-unders work?
Pop-unders are designed to appear only after a user interacts with a website, such as clicking a link or opening a new page. Because they open in the background, users may not notice the pop-under until they close or minimize the main browser window. This delayed discovery can reduce the immediate impact of disruption, but it can also surprise users, negatively impacting their experience.
Marketing Applications of Pop-unders
Pop-unders are used in digital marketing to promote offers, products, or services without directly interrupting user activity. Here are some common scenarios where pop-unders are used:
- Advertising special offers: Companies can use pop-unders to discreetly advertise special promotions or discounts, hoping that the user will see these offers when they end their session.
- Newsletter subscriptions: Websites can use pop-unders to invite users to subscribe to newsletters, appearing when the user is likely to leave the page.
- Software download: Some websites run pop-unders to promote software downloads or updates.
User Perception and Ad Blocking
Although pop-unders are less intrusive than pop-ups, they can still be perceived as intrusive and unwanted. Many users consider any form of intrusive advertising disruptive. As a result, more and more people are using ad blockers that can block pop-unders along with other types of ads, which impacts the visibility of these marketing efforts.
Best Practices for Using Pop-unders
To ensure pop-unders do not negatively impact user experience, advertisers should follow the following best practices:
- Frequency limitation: Set pop-unders to appear less frequently, minimizing annoyance.
- Target targeting: Use behavioral targeting to show pop-unders to users who are more likely to be interested in the product or service being advertised.
- Ensuring relevance: Make sure your pop-under content is relevant to your users' interests or activities on the site.
- Easy to close: Provide an easy way to close the pop-under if the user is not interested.
Summary
While pop-unders are a less intrusive alternative to pop-ups, they should be used with caution to avoid discouraging users. Given the timing and relevance of the content, marketers can effectively utilize pop-unders as part of a broader digital marketing strategy. However, the increasing use of ad-blocking extensions means that relying solely on this method can limit the reach of ads.
