Popunder Ads: The Definitive Guide
Popunder ads are a form of online advertising where a new browser window opens behind the user’s active window. They offer high viewability but require careful, ethical implementation to avoid user annoyance. This guide covers everything from mechanics to best practices.
Understanding Popunders: Mechanics and Functionality
The core of a popunder relies on JavaScript. When triggered (e.g., a click), the script opens a new browser window behind the current one, appearing only when the user minimizes or closes their active window.
Here’s the typical process:
- User Action: Visits a page with the popunder script.
- Trigger Activation: An action (e.g.,
onclick,onload,setTimeout) triggers the script. - JavaScript Execution: The script opens a new browser window/tab.
- Window Placement:
window.open()parameters place the new window in the background. Browser restrictions are increasingly complex. - Ad Display: The new window displays the ad.
- User Discovery: The user sees the ad upon closing the active window.
Technical Considerations
- JavaScript Knowledge: Requires JavaScript and DOM manipulation skills.
- Browser Compatibility: Test across browsers for consistent behavior. Ad blockers can prevent popunders.
- Ad Blocking Software: Ad blockers detect and prevent popunder scripts.
- Mobile Devices: Popunders can be problematic on mobile. Mobile-optimized designs are crucial.
Distinguishing Popunders from Pop-ups
| Feature | Pop-up Ad | Popunder Ad |
|---|---|---|
| Visibility | Appears immediately in front | Opens behind the current window |
| Intrusiveness | Highly intrusive; immediately disruptive | Less intrusive; noticeable upon window close |
| User Experience | Often perceived negatively | Can be annoying, but less directly disruptive |
| Blocking | More easily blocked | Slightly harder to block (but increasingly blocked) |
| Effectiveness | Can be highly effective (if seen) | Relies on user eventually noticing the ad |
Advantages and Disadvantages of Popunder Advertising
Weighing the pros and cons is essential.
Advantages
- Higher Viewability: Higher viewability than banner ads.
- Potential for Higher CTR: Compelling ads can lead to higher click-through rates.
- Cost-Effectiveness: Often cheaper than SEM or social media ads.
- Brand Awareness: Repeated exposure increases brand awareness.
- Full-Screen Creative Potential: Allows for full-screen ad creatives.
- Circumventing Banner Blindness: Bypasses banner ad fatigue.
Disadvantages
- User Annoyance: Can be perceived as annoying, damaging brand reputation.
- Ad Blocking: Ad blockers reduce campaign reach.
- Negative SEO Impact: Can negatively impact SEO ranking if poorly implemented. Google penalizes intrusive interstitials.
- Malware Associations: Historically associated with malware, leading to distrust.
- Browser Restrictions: Browsers are increasingly restricting popunder behavior.
- Mobile Incompatibility: Disruptive on mobile, potentially increasing bounce rates.
Ethical Considerations and Best Practices
Prioritize user experience and adhere to regulations.
- Transparency: Be upfront about popunder presence.
- Frequency Capping: Limit ad frequency.
- Relevance: Ensure ads are relevant to user interests.
- Avoid Aggressive Tactics: Don’t prevent window closing or redirect to unwanted sites.
- Mobile Optimization: Design specifically for mobile.
- Adherence to Regulations: Comply with GDPR, CCPA, DAA principles. Obtain user consent.
- Provide Easy Exit: Ensure easy-to-find close buttons.
Implementing a Popunder Campaign: A Step-by-Step Guide
- Choose a Reputable Ad Network: Partner with ethical networks with robust targeting (e.g., PropellerAds, Adcash, PopAds - research is vital).
- Define Your Target Audience: Identify your audience based on demographics and interests.
- Create Compelling Ad Creatives: Design engaging ads with a clear call to action. A/B test creatives.
- Set Up Targeting and Bidding: Configure targeting and bidding within the ad network.
- Implement Frequency Capping: Limit ad views per user.
- Monitor and Optimize Performance: Track impressions, clicks, conversions, and CPA. Adjust as needed.
- Compliance and Legal: Comply with all applicable laws and regulations.
Example Cost Data (Illustrative)
| Metric | Value |
|---|---|
| Average CPM (Cost per Mille) | $0.50 - $2.00 |
| Click-Through Rate (CTR) | 0.1% - 0.5% |
| Conversion Rate | 1% - 5% |
| Cost Per Acquisition (CPA) | $5 - $20 |
Note: These figures are illustrative. Actual costs vary depending on the network, audience, and ad creative. Geographic region significantly influences CPM (Tier 1 countries have higher CPMs).
The Future of Popunder Advertising
Popunders face an uncertain future due to stricter browser security and user resistance. They’ll likely persist in niche markets, requiring adaptation:
- Focus on User Experience: Adopt less intrusive approaches.
- Leverage Advanced Targeting: Reach receptive audiences.
- Explore Alternative Ad Formats: Consider native advertising and content marketing.
- Compliance with Privacy Regulations: Obtain user consent and be transparent.
In conclusion, popunders require responsible and ethical use. Prioritize user experience, adhere to regulations, and optimize performance. The line between effective and annoying is thin – tread carefully.
Frequently Asked Questions
What are popunder ads?
Popunder ads are online advertisements that open a new browser window behind the user’s current active window. They are less intrusive than pop-up ads, which appear in front of the current window.
Are popunder ads effective?
Popunder ads can be effective in terms of viewability and cost, but their effectiveness depends on the quality of the ad, the targeting, and the user’s tolerance. Ethical implementation is key to avoid annoying users.
Are popunder ads ethical?
The ethics of popunder ads are debatable. When used responsibly, with frequency capping, relevant ads, and easy exit options, they can be acceptable. However, aggressive or deceptive practices are unethical and can damage brand reputation.
How do I implement a popunder ad campaign?
To implement a popunder ad campaign, you need to choose a reputable ad network, define your target audience, create compelling ad creatives, set up targeting and bidding, implement frequency capping, monitor performance, and ensure legal compliance.
Why are popunders often blocked by ad blockers?
Popunders are frequently blocked by ad blockers because they are considered an intrusive advertising format that can disrupt the user experience. Ad blockers aim to eliminate these types of ads to provide a cleaner and more enjoyable browsing experience.