An ad that displays in a new browser window.


Pop up windows come in many different shapes and sizes, typically in a scaled-down browser window with only the Close, Minimize and Maximize commands.

There is a strong resentment by some Web surfers towards pop-up ads. Marketers often do not realize the ill-will generated by pop-ups because it is easier to click the “close” button than send an email to complain. What can often be seen is an above-average click-through rate, although some of this can come from “false positives,” unintentional clicks when the pop-up gets in the way of the desired target. Advertisers can get a better picture of the effectiveness of pop-up advertising by paying attention to conversion rates and return on investment (ROI).

see also: Digital Marketing Tools


pop-up advertisement

Related Terms

beyond the banner, interstitial

view all terms in the Online Advertising glossary or all terms in the Digital Marketing glossary


Google : No Pop-Up Ads on Google

Google’s policy of pop-up advertising


Are Pop-Up Ads Killing Themselves?
E-Commerce Times (October 28, 2002)

Report: Few Advertisers Use Pop-Ups
E-Commerce Times (September 4, 2002)

EarthLink joins movement to kill pop-up ads
USA Today (August 19, 2002)

Pop-Up Warfare: Is Peace Possible?
ClickZ (August 15, 2002)

Why Nix Effective Formats?
ClickZ (August 8, 2002)

The Pop-Up Campaign From Hell
Salon (May 22, 2002)

Pop-Up Ads, Part 2: Usage Guidelines for Legitimate Marketers
ClickZ (March 21, 2002)

Pop-Up Ads, Part 1: Good? Bad? Ugly?
ClickZ (March 14, 2002)

What Pops Up Must Come Down
Wired (July 22, 2001)

Noxious Pop-Up Ads are Gaining Respect
Media Life (April 3, 2001)