ClickZ: Pop-Up Alternatives

Tessa Wegert, who last week pointed out the anti-branding effects that pop-ups can bring, suggests a few alternatives to the high response rate media. Between pop-unders and the use of the skyscraper banner ads, she says that a lot of the effectiveness can be recaptured without the customer alienation. She cites Internet Advertising Bureau effectiveness studies on the skyscraper, although those studies were mostly conducted soon after skyscrapers became generally available, and the industry often sees much higher effectiveness honeymoon periods for new ad formats.