Marketers to Seamlessly Integrate Ads to Enhance the User Experience

black-woman-holding-ipad-createherstockImagine searching on google for a favorite topic and coming across a page that looks like it may have exactly what you need. You click the link and begin to read only to be completely annoyed at the pop-ad asking you to subscribe, download a free report, or maybe even an ad for a product or service that has nothing to do with the topic you are reading.  According to Forbes.com Apple has allowed for the download for a new ad blocker app. This app is available to use with the Apple browser named safari on the updated iOS9 (Forbes.com, 2015). These pop-up ads have been quite bothersome to consumers and brands such as Google and Apple are listening.

Since the 90’s it has been a common practice for brands to add pop-ups to their websites for a variety of reasons (Oberoi, 2013). The pop-ups can house a variety of additional information to help grab the eyes of the consumer. They can be used as advertisements to promote a product and/or service. Users usually see them pop-up after landing on a site for a few minutes, once the allotted length of time has been reached the pop-up appears to ask you to subscribe to the brand’s mailing list for whatever tantalizing exchange (free tips, report, etc). Sometimes the pop-ups can block the entire page, forcing users to either click the exit button or sign up in order to get back to the content. In some cases users will simply sign up for the advertise information just to get back to the content. These pop-ups can be annoying on desktops, and even more annoying on mobile devices due to their small screens. Because of this annoyance Google has decided to help alleviate some of this annoyance by penalizing website who pop-ads are believed to be intrusive.

In order for brands to no have their mobile sites penalized (0r to simply be seen by the users), marketers are going to have to come up with an integrated solution that will include the smooth integration of the ads.  By creating a seamless integration of these pop-up ads can improve the user experience making consumers and users happy. However, with the the ads looking just like the brand will that ad then fade into the background ? Will the user even notice the ad?

How do you feel about pop-up ads on websites when visiting? Does it take away from your experience on the blog?

References:

Forbes Welcome. (2016). Forbes.com. Retrieved 26 September 2016, from http://www.forbes.com/sites/valleyvoices/2015/09/23/ad-blocking-a-primer/#1868382b692b

Forbes Welcome. (2016). Forbes.com. Retrieved 26 September 2016, from http://www.forbes.com/sites/danielnewman/2015/11/03/the-top-10-marketing-trends-that-will-define-2016/#645eda457d58

Oberoi, A. (2013). The History of Online Advertising. AdPushup Blog. Retrieved 26 September 2016, from https://www.adpushup.com/blog/the-history-of-online-advertising/

Zantal-Wiener, A. (2016). Google is Cracking Down on Intrusive Mobile Pop-Ups: Here’s What Marketers Need to Know. Blog.hubspot.com. Retrieved 26 September 2016, from http://blog.hubspot.com/marketing/google-pop-up-mobile-marketing#sm.000002nerj4idjf4uwdeebrb0nvy1

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2 Responses to Marketers to Seamlessly Integrate Ads to Enhance the User Experience

  1. Han Na says:

    Interesting view on pop-up ads. As a daily internet user, I also found pop-up ads irritating, but as you introduce the background of pop-up ads, I was able to see them from a marketing perspective. As the media release too much information every day, consumers want to become more selective when they choose what they want to see. Although Pop-up ads might have been effective in the past, it is apparent that it is ineffective and rather create negative image toward the brand. I guess the new media trends are making marketers job even harder.

  2. Hibah says:

    Pop up ads are extremely frustrating, especially when it is difficult to get out of them or you accidentally click on one. I find to to be distracting from the actual content and sometimes even slows down the websites. I am thrilled Google and Apple are doing something about this because as we have all learned in this program, there are plenty of ways to advertise without pissing someone off 🙂