In the world of digital advertising, various formats are used to capture the attention of online users. One such advertising format that has gained both popularity and criticism is the pop-under ad. Despite its somewhat intrusive nature, pop-under ads have become a staple for many marketers. In this blog post, we will explore what pop-under ads are, how they work, their pros and cons, and their impact on the digital advertising landscape.

What is a Pop-Under Ad?

A pop-under ad is a type of online advertisement that opens a new browser window or tab behind the current active window. Unlike pop-up ads, which open in front of the user’s current screen, pop-under ads are less immediate but still get attention once the user closes the current tab. This type of ad can be considered less intrusive than pop-ups since it doesn’t immediately interrupt the user’s browsing experience.

Typically, pop-under ads are used by websites that rely on ad revenue. They can be triggered by different user actions, such as page loads, scrolling, or clicking on specific areas of a webpage. Because pop-under ads open in the background, they can remain unnoticed by the user for a while. When the user eventually closes their current tab or browser window, the pop-under ad will come into view.

How Pop-Under Ads Work

Pop-under ads are typically executed via JavaScript or other coding techniques that trigger the opening of a new browser window. When a website is loaded, the ad is set to open in the background without the user’s immediate awareness. The main goal of a pop under ad is to generate a click from the user when they finally notice the ad after closing their active window.

One of the reasons pop-under ads are used is because they avoid the negative user reaction associated with pop-up ads. Since pop-under ads don't obstruct the user’s view immediately, they tend to create less disruption. However, once the user notices them, it can create a sense of annoyance, especially if they are frequent or poorly placed.

Advantages of Pop-Under Ads

Less Intrusive Than Pop-Ups
Pop-under ads are less likely to annoy users compared to pop-up ads, as they do not immediately block the user’s view. While pop-up ads interrupt browsing by covering the screen, pop-under ads let users continue their interaction with the content without disruption.

Higher Click-Through Rates
Since pop-under ads appear when the user has closed their active window, they may be more likely to get clicked. People are curious about what appeared behind their active window, which can lead to a higher click-through rate for advertisers.

Better Engagement
Pop-under ads are designed to capture the user’s attention when they are not expecting it. The surprise element can often result in higher engagement compared to traditional banner ads, which may go unnoticed due to banner blindness.

Avoidance of Ad Blockers
Many users have ad blockers installed to prevent traditional ads like banner and pop-up ads. However, pop-under ads can sometimes bypass these ad blockers since they do not disrupt the user’s browsing experience in the same way as pop-ups.

Cost-Effectiveness for Advertisers
For advertisers, pop-under ads can be a cost-effective way to gain attention. Since they are not seen immediately and can be displayed when a user has finished interacting with the page, advertisers may see increased conversions at a lower cost compared to other forms of online advertising.

Disadvantages of Pop-Under Ads

While there are advantages, pop-under ads also come with significant drawbacks that have made some users and marketers wary of them.

Annoying User Experience
The primary complaint about pop-under ads is that they can annoy users. Though they open in the background, users eventually discover them, which can lead to frustration. If a user regularly encounters pop-under ads, they may choose to avoid visiting the website altogether.

Low Brand Perception
Advertisers using pop-under ads risk damaging their brand perception. Since the ad is perceived as intrusive or disruptive, users may associate negative feelings with the brand being advertised. This can have a long-term detrimental effect on customer loyalty.

Reduced Trust in Websites
Websites that employ pop-under ads excessively can harm their credibility. Users may feel that these websites prioritize ad revenue over user experience, leading them to distrust the content on the site and abandon it.

Potential for Malware and Scams
Although not a characteristic of every pop-under ad, some malicious websites may use this format to distribute malware or scam users. Unsuspecting users might click on an ad that leads to harmful or fraudulent content.

Increased Bounce Rates
If users find the pop-under ads too annoying, they might leave the website quickly after noticing the ad. This can increase bounce rates and reduce the overall effectiveness of the website in terms of retaining visitors.

How to Block or Avoid Pop-Under Ads

Since pop-under ads are often perceived as disruptive, many users seek ways to block or avoid them. Here are some methods for managing pop-under ads:

Use Ad Blockers
Ad blockers are one of the most effective tools for preventing pop-under ads. These tools can block both pop-ups and pop-under ads across websites, providing a smoother and more enjoyable browsing experience.

Disable JavaScript
Disabling JavaScript in your browser can stop the functionality that triggers pop-under ads. However, doing so might affect the performance of some websites, as many rely on JavaScript for essential features.

Browser Extensions
Certain browser extensions are designed specifically to target pop-under ads and block them. Users can install these extensions for a more customized browsing experience.

Close Unnecessary Tabs
If a pop-under ad appears after closing a tab, it can be helpful to keep your browser organized by closing unnecessary tabs to reduce the chances of encountering these ads.

Are Pop-Under Ads Still Relevant Today?

Despite the negative reputation surrounding pop-under ads, they remain a relevant method of online advertising, particularly for websites that rely on advertising revenue. The trade-off between generating income and potentially annoying users is still being debated. For some advertisers, the benefits of capturing a user’s attention in a less direct way outweigh the potential drawbacks.

In recent years, the evolution of online advertising has shifted towards less intrusive formats like native ads, video ads, and sponsored content. However, pop-under ads are still used by some businesses, particularly in industries like online gaming, gambling, and adult content, where they have become a standard method of generating traffic and conversions.

Conclusion

Pop-under ads, while often unpopular with users, are still a widely used format in the digital advertising space. Their ability to bypass ad blockers, generate high engagement rates, and offer cost-effective solutions to advertisers make them a tempting choice for many marketers. However, they come with significant downsides, including potential annoyances for users and negative brand perceptions. As digital advertising continues to evolve, it will be interesting to see how pop-under ads adapt to changing user preferences and regulatory environments. For now, they remain a potent tool for advertisers who know how to use them effectively while balancing user experience.