Over-eager online advertising may be a false economy, suggests survey

Pop-up adverts may be doing more harm than good for advertisers, according to a new survey of online consumers.

More than a quarter of internet users dislike pop-ups so much that they have "negative feelings" about the brands being promoted, says a study from research and data company CCB.

Almost three in five of the 3,096 respondents indicated that the appearance of a pop-up might even stop them from visiting a website again, and three-fifths use pop-up blocking software all the time.

Only 14 per cent of respondents 'do not mind' seeing pop-up ads, but half had never clicked on one for more information.

In another section of the study, two-thirds of consumers could not remember a single brand name recently seen advertised online.

PC maker Dell, in the headlines recently over profit warnings, misleading ads and criticism of its terms and conditions, may be reassured to hear that it was the most recalled brand. However, even Dell's adverts were remembered by only 47 out of 2,000 people.

The respondents to the survey were not averse to shopping on the internet. Fifty-six per cent had bought goods or services online six or more times in the past year.

"The results would indicate that brands, which have until now regarded online advertising as a cut-price medium, need to examine the effect this activity is having," said CCB managing director Bill Burey in a statement.