Wired article: Ads that Annoy Also Succeed

Ads That Annoy Also Succeed by Adam L. Penenberg of Wired.com points out a great fact: Spam and Pop-up ads actually work, or advertisers wouldn’t still be using them.

One of the reasons they work is that the cost of doing these kinds of ads are so low, that a very low conversion rate can still actually be profitable.

In the mail-order business, you’re lucky if 2 percent of the people who receive your catalog actually buy something. But if a bulk e-mailer sends out 1 million messages for a product that he sells for $20, he only needs 0.1 percent to purchase it to earn $20,000. Multiply that by the number of bulk e-mailers and it’s no wonder a study by the Direct Marketing Association found that consumers spent $32 billion on products and services advertised in e-mail in 2003.

Still, just becuase they work for the advertisers, doesn’t mean people don’t hate them.

A study conducted by Dynamic Logic found that almost 70 percent of those surveyed had a “very negative” opinion of pop-under ads and almost 80 percent held similar views on pop-up ads that launch a smaller browser window.

Author: Davin Granroth

Davin is Chief Operating Officer for Covenant Eyes, Inc. in Owosso, MI, USA, where he gets to mix his background in user experience design, research, and strategy with the operation of a software company. For more, see his LinkedIn profile.

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