Learn More About Popunder Ads Networks

Popunder ads are an interesting old/new form of

advertising. They’re not new, by a long shot;

they have existed almost as long as their more

irritating cousins, the pop-up ads. When you visit

a site using a pop-under, the ad shows up in a

new window, but that window doesn’t steal

focus. It hides beneath the current browser

window, waiting patiently for when you move,

minimize, or close your browser. You then see

the ad in all its glory, exposed to the world for

the first time.

There are a lot of potential pros and cons with

these sorts of advertisements, so let’s take a

look at those before I give you the goods. Yes,

I’ll get to the networks list, just bear with me

first.

The Pros of Popunders

Popunders have a lot of benefits, though some of

them are relatively minor. For example, popunder

advertising tends to be very inexpensive . Some

cheap PPM ads and low-level PPC can be

cheaper, but popunders tend to be on the

inexpensive side, even when you use parameters

or advertise on sites that have higher costs

elsewhere.

Popunders are also quite flexible. Since they’re

loading essentially an entire landing page, you

have a lot of potential options both for marketing

directly, and for split-testing different variations

on a theme. You can adjust them on the fly, and

optimize your campaign based on a wealth of

data you harvest from both the ad network

analytics and your own.

Popunders are very discrete compared to pop-

ups, lightboxes, and content-interrupting

interstitials. A good metaphor might be the

coupons handed to you with your receipt when

you buy groceries. You probably don’t look at

them or pay much attention to them when you

check out, you simply toss them in a bag and

move on. When you get home and unpack, you

find them and give them another look. You’re

immediately brought back to the events

happening when you got them – the shopping

trip – and they can remind you that you want X

product. You can then save the coupon and use

it in your next shopping trip.

Of course, this only works so long as the

content of the popunder is unobtrusive. If your

ad plays any kind of sound, chances are it’s

going to be immediately hunted down and

destroyed, while the user assigns a bad

experience to your brand name in their memory.

No one likes sound interrupting their browsing,

and in particular people HATE sound they don’t

know where it’s coming from. Not only is it

disruptive, it’s also one of the signs of a virus,

which is very much not an association you want

to make.

Popunders also have the benefit of being the

last thing a user sees in their browsing session ,

possibly to the level that they then immediately

browse your site before finishing their session.

There’s a bit of psychology there; they’ve

mentally finished what they were doing, so

they’re open and ready to receive your marketing

without distractions. Well, presumably without

distractions; if they’re ending their session due

to the end of a work break or due to needing to

go somewhere, you don’t get much time. It kind

of balances out.

The Cons of Popunders

Popunder advertising is not a perfect form of

marketing, and it should by no means be your

only source of advertising. The drawbacks it has

can be minor or major, and it largely depends on

the sites using your ads and the users browsing

those sites.

The first and most major con is the association

with the pop-up. Pop-ups have a special place in

the annals of advertising’s hall of shame. They

were used and abused so much that web

browsers started building in pop-up blockers by

default. The user doesn’t even need an adblocker

of their own, the browser does it for them.

Pop-up ads were, and still are, largely the domain

of the shadier side of the internet. Online

casinos, porn sites, and other such seedy sites

use them, which means any business advertising

using pop-ups tends to be associated with those

sites, which isn’t great for many reputations.

Popunders have a similar issue, in that those

same sites have been quick to adopt them, so

your site can still have those negative

associations. Of course, it all depends on the

network and who their publishers are.

Popunders have some level of security concern

as well. They open a browser window without a

user action attached to it, which can be a

security concern. Ideally, they’re not being used

maliciously, and indeed that hasn’t really been

the case in recent years. However, it’s an area

that has a lot of potential for abuse, and you can

bet that the instant people do, popunders will be

hit hard with all sorts of hammers.

Popunders have an additional effect of trying to

stop people in their tracks when they’re down

with a browsing session. Exit intent pops show

up when a user is about to close a site, and get

them to do one last thing. Popunders might

spawn hours earlier, on an unrelated site, and

can be pretty jarring to suddenly discover. The

interest and the topic may be long past, and it’s

possible that the user has no idea why your ad

even appeared and will pay it no mind

whatsoever.

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