iMedia: Orbitz' Pop-Unders Work
More praise from Orbitz about pop-unders. Basically, Orbitz tells here of tracking the amount of time that people spend playing advergames in the pop-unders. From this, they draw conclusions about the brand effectiveness of these ads. What they are ignoring, of course, is the possibility that the impression the ads make on the much higher proportion of people who don't play the games might be quite negative. I'd like to see a proper Dynamic Logic study conducted on all those exposed to the ad before making conclusions about the ads' brand effectiveness.
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