Die, pop-ups, die!

Yahoo! News reports the results of a study by research firm Dynamic Logic that says Internet users are willing to put up with pop-up ads:

“While many online properties have moved to ban pop-ups altogether due to a perceived public backlash, a new Dynamic Logic study shows that two-thirds of consumers are willing to tolerate two intrusive ads per hour in exchange for free content.”

To which I say: Bullshit. After years of barraging us with incessant pop-up ads, the advertising industry now says they’re willing to cut back to two per session. So instead of hammering me over the head multiple times per session, they’ll only whack me with a ball-peen hammer twice for each Web site I visit. And for this I’m supposed to feel grateful?

Worse, there’s the latest wrinkle in pop-up technology, which is the “interstitial” ad that appears as part of the page. It covers the content you’re trying to read, and can only be dismissed if you can find the Close button, which is usually cleverly hidden in a way that would make Martin Hanford proud.

Here’s the deal: I use pop-up blocking software. (Currently, I’m using the built-in blocking features in MyIE2 as well as those in the Google Toolbar.) When I find a site that uses pop-ups, I get annoyed. When I find an advertiser that insists on using interstitial ads, my brain creates a negative association with that advertiser. Do it enough times, and I stop visiting that site.

Dear advertisers, you do not have a right to annoy me, not even just a little bit. The idea that obnoxious advertising is effective is wrong. It insults your customers. If you have a product or service to sell me, give us an honest description of what you’re selling and let us decide whether I need it. If you can only sell your product by resorting to gimmicks, maybe you should take another look at the product.