ACCORDING TO A STUDY conducted by GartnerG2, 78 percent of respondents claimed they found pop-up ads “very annoying.” In contrast, only 49 percent of participants applied the same rating to banner ads.
Yet pop-ups had click-through rates almost twice as high as those of banner ads, meaning they’re probably going to stick around a while. Indeed, Nielsen/NetRatings’ online-advertising rating, AdRelevance, found that pop-up impressions jumped from 1.2 billion to 4.9 billion between January 2002 and September 2002.
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