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What is a popunder?
A popunder is a format of internet advertising that opens an advertisement window in a new browser tab, remaining unnoticed by the user. Unlike a popup, which appears over the current content, a popunder does not distract attention and does not interrupt the browsing process. This allows the user to continue interacting with the main content while the advertisement message opens automatically after some time spent on the site.
There is also another format of advertising — a clickunder, which only activates after the user clicks on a specific element of the site. The main difference between a popunder and a clickunder lies in the mechanism of opening the advertisement window, which makes popunders more inconspicuous and less intrusive.
The purposes of popunders for businesses and webmasters
Two key players are involved in the placement of popunders:
- Advertiser — the company whose products or services are promoted through the advertisement message.
- Webmaster — the owner of the site where the popunder is placed.
Popunders are most often seen on entertainment resources, such as sites with pirated content. Webmasters receive compensation for placing the advertisements, which usually occurs on a CPM (cost per thousand impressions) model. Popunders are especially useful for promoting products whose advertising is restricted in traditional channels, such as contextual advertising or social networks, for example, for cryptocurrency services or online casinos.
Advantages of popunders
The use of popunders has several undeniable advantages:
- Wide reach — the ability to reach a large audience without the need for active interaction with the advertisement.
- Low cost — popunders are generally cheaper than traditional advertising, with CPM starting from $0.5.
- Flexibility — advertisements can be targeted at audiences that are not allowed to promote certain products on social networks.
- No need for creatives — the advertiser does not need to develop banners or videos, just focus on the landing page.
- Device compatibility — popunders work on any devices, regardless of their type.
Disadvantages of popunders
Despite their advantages, popunders also have a number of drawbacks:
- Low conversion — the audience of popunders often shows no interest in the new product, leading to the tab being closed.
- User distrust — advertisements may be associated with fraudulent schemes, negatively impacting perception.
- Ad blockers — many users employ ad blockers, which reduces the reach of the advertisements.
- Risk of penalization — search engines may lower the ranking of the site where popunders are placed.
Advertising methods using popunders
Advertisers typically work through specialized platforms, such as CPA networks or traffic arbitration exchanges. The process includes several stages:
- Registration in the network and setting up the advertising campaign, including choosing the geography and target audience.
- Funding the account to launch the campaign without having to directly contact webmasters.
- The platform finds performers and provides the advertiser with the opportunity to select sites for placement.
How to design an advertising page
The design of the landing page for a popunder is crucial for the success of the advertisement. Here are some key aspects for successful design:
- Loading speed optimization — the page should load in less than a second.
- Design — using contrasting color schemes to attract attention.
- Catchy phrases — emotional and intriguing headlines that will engage the user.
- Clear text — a clear explanation of what is being advertised.
- Interactive elements — adding mini-games or quizzes to retain interest.
Sometimes pre-landers are used — preliminary pages that prepare the user for the main offer.