Pop advertising is a traditional form of marketing that has existed for a long time. You might have encountered it at supermarkets, hypermarkets, and the same is now gaining popularity in online stores.
Have you seen a few items displayed at the billing counter in the supermarkets? These items are displayed for quick attention-grabbing and impulsive buying. Let’s not lie, we do sometimes fall prey to it and end up buying a few more items.
This is what Pop Ads do both in offline and online marketing: they attract customers towards specific products/ services/ offers, for customers to take immediate action.
Let’s take a deep dive into understanding the role of Pop Advertising in the digital world and its impact on businesses and consumers.
What is Pop Advertising?
While browsing a website, you might have come across small windows popping up. These pop-ups appear quite attractive and interactive, overlaid on the main page and calling for the customer's complete attention. The main intention of such ads is to promote products, services, new launches, or offers to their customers. This is a great strategy to influence and compel potential customers to make purchases and increase ROIs.
Mainly, there are two types of POP Ads:
Pop-up Ads
When clicked on, this window appears on top of the current window, demanding full customers' attention. This leads to the disruption of user browsing but helps to get higher conversions.
POP Under Ads
This appears under the current window; the user will not be able to see it unless he/she closes the current window. This does not disrupt the user's browsing journey on the website and allows the user to decide whether he/she is willing to know more about the ad that pops under the window.
Pop Advertising has its pros and cons, and so it is very important for advertisers to understand customer behaviour and plan the strategies accordingly for a successful marketing campaign.
Why is Pop Advertising Gaining Popularity?
To understand this, we need to understand the customers’ psychology behind Pop Ads. Customers' response towards Pop Ads may vary from mild, immediate, to dismissal. Marketers can leverage the psychological trigger response of customers to strategize effective digital marketing campaigns.
Let’s see how Pop Ads influences the decision-making psychology of consumers.
Urgency and FOMO
When the advertisers show time-sensitive, limited offer deals on Pop Ads, it automatically triggers the fear of missing out alert to the consumer's brain, which in turn triggers the response for immediate action.
The common techniques used are:
- Real-time Stock levels (Last 2 in stock).
- Countdown timers showcasing limited-time offers.
- Increase Competition (10 people already viewing your added item)
- Exclusive deals only for special ones.
In order to make this strategy work, advertisers should make sure the deals are real-time, genuine, and limited-time offers. Building any fake urgency can make customers go frustrated.
Simplify the Paradox of Choice
Too many choices can sometimes make it overwhelming; the Pop Ads help in simplifying the decision-making. When customers have too many categories and options to navigate through, a straightforward approach helps customers to take instant action. This comes as a great help as it is time-saving and less complicated.
Here are the common techniques you can use to implement this strategy:
- Go with pre-selected options that reduce cognitive load.
- Keep Binary Choices like “Yes, I want Premium”, or “No, Skip this time”. This helps customers to take direct action.
- Showcase time-sensitive deals that demand immediate action.
- Focus on one offer beneficial statement like “Start your free trial now” to grab complete attention.
Break the Patterns
It is easy for the human brain to create regular patterns even while browsing a website. For example, first from the landing page, go to the category, then filter brands and items. During this regular process, if a pop-up ad appears, even for a short duration, flashing deals for your favourite brands. It can make you jump on the ad and act on it, which makes it great for higher conversions.
Techniques to apply this strategy:
- The timing of the interruption should be thoughtful, not during any CTAs.
- The pop-up ads must be relevant enough depending on the customer’s shopping behaviour.
- It should show clearly how the customer can benefit from these sudden Pop-up ads.
Interrupting regular navigation flow is beneficial only when done correctly at the right time and at right step.
Personalization of Pop Ads
Ads that pop up to offer deals exclusive to your choices are sure to catch your attention. This is what Personalization of Pop-Ads is. For example, if your past website browsing behaviour suggests you were eyeing Gucci and LV handbags. The pop-up ad should showcase great deals on branded handbags like Gucci, LV, etc. This kind of personalized pop-up ads makes the customer feel seen and heard, valuing their wishes. This, in turn, also helps brands to get faster conversion by creating great deals for the products that are already on the customer's wish lists.
Techniques to apply this strategy:
- Progressive user profiling by gathering user information through multiple interactions.
- Use an AI-powered personalisation technique for product recommendation.
- Proper segmentation of users depending on their purchase history, age, demographics, etc.
Customers always love attention, but make sure that while you tailor customer-specific ads, you are cautious enough about the data privacy of the customers.
How to Automate Pop Ad Delivery?
With the integration of XML, JSON, or Smartlinks, Pop ad delivery can be automated between advertisers and publishers. This helps to facilitate ad flow without the dependency on the ad network dashboard. This not only optimizes revenue but also switches between offers in real time.
XML/JSON Feed Integration
This acts as a bridge between the supplier and the demand side platform to display pop ad formats. This integration helps to build a connection of the ad information requested from one server to another server specified XML or JSON endpoint.
- Publisher ad server raises a request to the ad network for ad feed. Then, an auction is conducted among the advertisers; the winning ad sends information in XML/JSON format, which is then displayed as a Pop Ad.
- Advertisers retrieve the ad content from a third-party XML/JSON feed and generate the pop ad using relevant information from the feed.
Smartlink Integration
This is a highly efficient strategy that generates AI-powered URLs to redirect traffic directly to the most relevant, best bait offers based on user location, device type, and behaviour. This strategy is ideal for targeting a broader set of audiences at one go.
- Maximum Monetization: Top-performing offers are on display through constant updates to get maximum payouts.
- Apt for High Volume Traffic: Designed to target high-volume traffic that has no segmentation by allowing the Smartlink to identify the best offers for relevant segments.
- Time Efficient: There is no need for testing or optimization, as all these are handled automatically.
- Universal Applicability: It works well on all traffic sources, whether it is from the web, apps, or social media platforms.
Benefits of Pop-Up Ads
Pop-up ads can be very beneficial when used correctly.
- High Visibility: This helps to grab immediate attention by not being compulsive, but by encouraging customers with exclusive offers and great deals.
- Increased Conversion Rates: It is a very effective CTA function that drives the customer to take instant action, like sign-ups, subscriptions, or purchases.
- Lead Generation & Customer Profiling: With pop-up ads, you may create forms to get customer info in exchange for sending exclusive deals. This helps in proper customer listing and segmentation for future marketing.
- Cost-Effective Advertising: They are quite budget-friendly compared to other marketing methods and help to achieve higher ROIs.
- Measurable and Easy to Test: It is easy to measure and test the campaigns with different designs, offers at different timings, to check out which one suits best.
Are Pop Ads Ideal for Your Business?
If your business demands high-volume, low-cost traffic and has some restrictions for advertising on mainstream platforms, Pop Ads will be the best marketing bait for you. It also works extremely well for gaining higher conversion rates within a limited time frame by posting great deals and offers in a way that is hard to ignore.
Now, as we know, Pop Ad is a highly efficient marketing tool; it is also crucial to understand and plan its execution well to get maximum results. To plan and execute Pop Ads better connect with 3mads and skyrocket your daily traffic performance with high conversions.