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June 29, 2004
何时跟POPUP广告说再见 | [Media & Communications]
种种迹象表明，POPUP（弹出窗口）广告到今天，已经走到了生死边缘。
本来，POPUP广告由于醒目显眼的特征，一直是各种Web广告类型中点击率较高的一种，而且这种广告形式对主体页面的影响又是最低的。但是当POPUP广告被滥用后（色情网站的滥用现象尤为严重），这种广告形式日渐为网民所厌恶。
目前，Netscape、Mozilla以及其他基于Mozilla代码的浏览器已经内置Popup Window Blocker；对于IE而言，以Google Toolbar为代表的一批search engine toolbar以及3721上网助手插件也都内置了Popup Window Blocker，而微软宣布，IE也将在不久的将来内置Popup Window Blocker功能。
这里给出几个数据：
1. 2003.8.15-2003.9.17 我们代理的一个品牌网站某在线推广活动期间，有9.91%的Popup Window未被显示。
2. 2004年2月 同样网站，有21.78%的Popup Window未被显示。
3. 2004年3月 同样网站，有26.59%的Popup Window未被显示。
4. 2004年4月 同样网站，有28.96%的Popup Window未被显示。
5. 2004年5月 同样网站，有32.27%的Popup Window未被显示。
显而易见，这个比例正在不断地上升。
另外需要说明的一点是，上述网站的访问者以女性为主，对于以男性为主要访问者的网站来说，这个比例还会更高。
统计方法：
很简单，根据网站访问日志，统计出某特定Popup Window页面的pageview（A）和该Popup Window所在页面的pageview（B），(B-A)÷B即为Popup Window未被显示的比例。当然，这个数据有可能因为网络连接、客户端浏览器意外中止等原因造成误差（所以我在描述数据时用的是“未被显示”而不是“被屏蔽”或“被Block”），即使样本区间足够大，这种误差也依然存在。我没有办法统计出前述网络连接、客户端浏览器意外中止等原因造成的弹出窗口不被显示的比例，但是相信这个比例一定很小，基本可以忽略。
我曾经询问sina和tom的朋友，她们说手头都没有这样的数据，这让我很意外。但是无论如何，POPUP的到达率一定是一天比一天低了。跟POPUP广告说再见的日子现在看来还不会太近，但是我想，也不会太远了。
Posted by PP at June 29, 2004 06:29 PM
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评论/留言
我现在最恼火的是那些会游走的flash广告
Posted by: abdallah at July 1, 2004 12:11 AM
