Dynamic Logic: Consumers find pop-ups less painful

Are pop-up ads, or over-content ads, more acceptable nowadays, or have consumers learned how to ignore them? A recent survey from Dynamic Logic updates a 2003 survey with surprising results.

by Helen Leggatt

dynamic logic logo.gif Five years ago, Dynamic Logic found that a third of U.S. Internet users surveyed about their thoughts on pop-up ads said they were "never appropriate". The same question, posed to respondents this year, found that just 21% held this opinion.

Dynamic Logic's managing director, Michelle Eule, believes that perhaps pop-up ads were now "more entertaining or relevant to consumers than they were". But perhaps more Internet users are employing pop-up blockers and so aren't affected by any annoyances or irrelevant advertising contained therein.

Either way, the results of Dynamic Logic's AdReaction 5 Study indicates that pop-up ads remain an annoyance although the majority of U.S. respondents feel that some over-content ads are appropriate to support free content.

"Consumers aren't saying they're completely opening up arms to this format," Michelle Eule, the managing director of Dynamic Logic, told The New York Times, "but they've become more accepting."