Whether they’re referred to as popups or pop-ups, there is not doubt that pop-up html ads are the most controversial forms of internet advertising around. Web surfers hate them, often to the point of paying for expensive blocking software, but advertisers don’t generally receive complaints, and like these ads because of their higher-than-average click-through rates, but as more and more ad networks no longer offering pop up ads for sale, it may be a dying issue.

Pop-Ups and Pop-Unders: What they Are

Both popups and the newer popunders are styles of ads. When advertisers want to really call attention to their product, they use pop ups online. Advertising networks also offer pop unders, and the difference between the two are exactly as their names imply.

• Pop-Ups are scaled down web pages that are displayed over the top of other pages. Generally sporting only maximize and close buttons. The purpose of pop up ads is to demand, not merely attract attention.

• Pop-Unders appear beneath existing web pages, showing up as separate browser windows, but they share the same purpose of pop-up ads, which is to generate click-throughs.

The Decline of Pop Up Advertising

At the end of 2002, both AOL and Ask.com (then called Ask Jeeves) both announced that they were discontinuing the use of pop up ads. For AOL this made sense, because users who were paying for their service already, were complaining, and even canceling their subscriptions, because of the number of advertising pop ups.

Ask’s reasoning, however, was less specific, and likely had to do with their need to compete with Google, which has never sold pop up advertising (though it does sell several other online marketing solutions, including targeted text ads).

In addition to the trend of users complaining about pop-ups, or choosing to use search engines that are free of popups, pop-up blocking technology has become increasingly widely used, which means advertisers who stick with the use of pop up ads are paying for advertising their target audience may never see. Such pop-up blockers include:

• Windows XP Service Pack 2 integrates popup blocking with Internet Explorer. Once SP2 is installed, the blocker is enabled by default.

• Yahoo Toolbar is one of the most popular toolbars, and is often included on the installation discs for DSL access from certain providers. Blocking pop up advertising is just one of its capabilities.

• Google Toolbar is extremely similar to Yahoo’s, but newer. It also has more functions than just blocking advertising pop ups.

• MSN Toolbar also blocks pop-ups, but it includes shortcuts for MSN messenger and hotmail as well. Works similarly to Google and Yahoo toolbars.

Other Pop Up Blockers

• AOL also offers a browser toolbar that includes the ability to block popups. Like the others, it includes other functionality as well, including links for weather and stock quotes.

• Pop-Up Stopper is commercial software that comes in standard and professional versions. It’s sole function is blocking pop-up ads. Runs from a shortcut in the system tray.

• Pop-Up Cop is another commercial software solution. Installs a toolbar, but is only functional for blocking pop-up ads.

• SpySweeper, Spyware Doctor, and Spyware Detector are all commercially available software programs that not only guard against pop-ups but also defend your computer against spyware, small applets that do everything from redirecting your web browsing to mining your data.

• Ad-Aware is another anti-spyware solution that also blocks ad-ware (pop-ups). It comes in a free “light” version, and a more robust professional version.

• Norton Internet Security from Symantec, and McAfee’s similar security suite both offer ad-ware and spyware protection as well as a complete suite of antivirus and privacy protection functions.

• FireFox, the opensource browser becoming increasingly popular also has integrated pop-up blocking functionality.

While each of these solutions will prevent advertising pop ups from appearing on your screen, either by blocking them completely, or putting them in a holding queue for approval, it should be noted that they can also interfere with login screens for some online shopping and banking sites, as well as subscription pop-ups for online newspapers, and secure software with an online component. Make sure you know how to disable whichever pop-up blocker you choose.

The Future of Pop-Up Advertising

With the larger ad networks no longer offering pop up ads for sale, and so many users blocking popups before they are ever seen, it may seem that this is a dying ad-form, especially with the ever-increasing popularity of rich media ads. While major advertisers are shying away from pop-ups, one could argue that some rich media forms, floating ads in particular, are just flashier versions of traditional pop-up html, and online subscription services – newspapers, some journaling sites, etc. – will likely continue to use pop-ups for non-advertising purposes. In any case, not all popups will be blocked.