I have become increasingly frustrated with the latest advertising trend on the Internet: hover ads. These are similar to pop-up ads, except that they are fully rendered within the website you are viewing and prevent you from reading or using the website until you dismiss the ad.
At first, a lot of webpages started using this functionality to solicit requests for feedback, usually through third-party survey companies. Then, sites created similar pop-ups to ask you to sign up for their newsletters or beg for donations through PayPal or Kickstarter. Sites then added logic to wait until you have scrolled down to a later point in the article before popping up the request, to ensure that you are fully engaged in the reading material (and therefore even more annoyed at the interruption). And now third-party advertising has joined the game, preventing you from reading content on a page until you scan the advertisement enough to figure out where the “close” button is hidden.
This type of tactic is straight from Advertising 101: the more eyeballs you get on the ad (or the more times you directly ask for money/email/survey), the more successful conversions you will get. And content publishers that use these tactics will argue that advertising revenue keeps content on the Internet free. If the content publisher was unable to make money from advertising, then the content would either disappear or move behind a paywall (or so the argument goes). Continue reading “Hover Ads”



