iVillage Inc., in response to feedback from its visitors, plans to eliminate pop-up advertisements on its network of sites by the end of the third quarter of 2002.
The move was based on an iVillage/Vividence survey showing that 92.5% of iVillage women found pop-up advertising to be the most frustrating feature of the Web, the firm said.
And while research showed that pop-ups can be effective in generating brand awareness, that awareness can negatively impact the advertiser as the viewer may find the ad intrusive.
The firm has been working with advertisers to covert pop-ups into alternate formats.
New York-based iVillage.com is organized into branded communities across multiple topics of importance to women. Content areas include astrology, babies, beauty, diet and fitness, entertainment, food, health, home and garden, Lamaze, money, parenting, pets, pregnancy, relationships, shopping and work.
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