Pop Up Advertising
Pop up advertising is a form of online advertising on the internet that is intended to attract web traffic or capture email addresses. It works when certain web sites open a new web browser window to display advertisements. The purpose of such advertising is to increase and expose brand awareness, which consumers find “intrusive” and “annoying” There are many types of pop-up advertising that include the floating ad, which moves across the user's screen or floats above the content. Another form is the expanding ad, which changes size and may alter the contents of the webpage. A polite ad, where a large ad will is downloaded into smaller pieces to minimize the disruption of the content being viewed. The wallpaper ad is a common form, which changes the background of the page being viewed. Another is the trick banner, which looks like a dialog box with buttons. It simulates an error message or an alert. The most common online advertisement is a pop-up, which opens in front of the current one, displaying an advertisement, or entire webpage.
Advertisers use online advertising to “capitalize on the interactive capacities of the internet and of interactive television to create a two-way “conversation” between product and consumer” (Larson 46). However, pop up banners and ads are one-way communication, because these ads are conducted without consumers consent, and are not interactive nor are they conversations. According to Spence and Van Heekeren, they “invade the consumer’s privacy and are ethically unjustified” (p.104). The ethical behavior of pop up advertising has become a major issue. Take for example pornographic pop up ads, which puts children surfing the web in a vulnerable position. Another issue with such advertising is privacy issues, because such ads can find ways of obtaining one’s email address, and other personal information.