Pop-up ads have been an especially unpleasant offshoot of the dot-com downfall for Web visitors, as their rise reflects the decline in online ad spending in recent years. In response, many people have turned to ad-blocking software or Web browsers that filter extraneous windows. Worried about losing consumer loyalty, Internet service providers America Online, EarthLink and MSN recently have moved to snip the use of pop-ups served to visitors. Even those Web publishers that still sell the ads are often reluctant to admit it, or they try to downplay their effect. The very nature of the ads makes it hard to even detect which site they originate from. Several interactive media buyers say the tact of delivering an unrequested Web page from an ad is a risky bet. "An outcome of anything other than annoyance is doubtful," said Lauren Pattison, an interactive media buyer with San Francisco-based Mediasmith. "Since (Orbitz) is already known for intrusive and frequent pop-ups, this only extends the experience one level further." Orbitz is a big proponent of the pop-unders. In November, the company delivered more than 400 million such ads to Web visitors, according to data from research company Nielsen-NetRatings. In addition, it is regularly among the top 10 companies that use pop-up ads. Still, Rattin of Otherwise said that there's only a 30 percent chance that people will be delivered to the Orbitz site just by rolling over objects in the ads. The Orbitz ads feature interactive games with snowballs, reindeer and snowflakes that ask people to join in a snowball fight, for example. Rattin said Otherwise positioned the objects that trigger a kick through away from the close bar to avoid annoying customers who want to ignore the ad. Otherwise serves "millions of impressions a day", but to keep from oversaturating Web surfers, the company works with publishers to put a frequency cap on the number of ads someone will see in a 24-hour period, Rattin added. "We try and minimise the annoyance for people." In the late 1990s, Rattin worked on a similar ad for the carmaker Oldsmobile, but within a standard banner. He said that for a car company, the tactic was not as effective. "It's a pretty aggressive way to get in front of the customer," said Brett Groom, regional president for advertising agency i-traffic. "Each company makes the decision of how aggressive do they want to be with customers. Some companies will not do pop-unders because they are too in your face and other clients find pop-unders an effective way of getting customers." Still, others worry about the strategy tarnishing online advertising's evolving image. "As an interactive buyer, I have to say that these tactics do nothing for the legitimate performance of truly engaging ads on the Web," said Mediasmith's Pattison. "Users are already wary enough of advertising as it is."
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