eMarketer: Once You Pop, Orbitz, You Can't Stop

People hate them (75 percent of consumers find pop-unders annoying, according to Garner Group), but marketers say they work. That's what we've all heard about pop-unders and pop-ups. Mark Rattin, creative director at Otherwise, talks with eMarketer's David Berkowitz about that agency's most famous ongoing campaign: Orbitz pop-unders. Among other things, Rattin reveals that entertaining pop-unders are most successful in their experience:

We do have quantifiable data, and what we've seen is that the more games that we introduce, and the higher frequency we're able to change these games out, the more consistently we're able to drive very, very high levels of traffic to the site. We get, generally speaking, double what the industry average is, on a pop-under click-through, from a percentage standpoint.