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Pop-under ads are a type of online advertising where the ad opens behind the user’s current browser window. While they can be less intrusive than pop-up ads, they require careful strategy to ensure they are effective and comply with user experience standards. This article discusses how overseas brands can leverage pop-under ad placements in the Chinese market.
Understanding Pop-under Ads
Pop-under ads are designed to re-engage users when they leave a webpage by appearing as a new browser window underneath the current one.
Case Study: eBay’s Subtle Pop-unders
eBay uses pop-under ads in China to recapture the attention of users who are navigating away from its pages, offering them relevant deals and promotions.
Strategic Placement and Timing
Placement and timing are key to the success of pop-under ads. They should be triggered at moments that are least disruptive to the user experience, such as when a user has finished reading content or completing a form.
Case Study: Booking.com’s Timing Strategy
Booking.com strategically places pop-under ads for Chinese users when they exit a booking page, offering last-minute discounts or related travel services.
Relevance of Ad Content
The content of pop-under ads should be highly relevant to the user’s browsing behavior to increase the likelihood of engagement.
Case Study: Alibaba’s Targeted Pop-unders
Alibaba’s pop-under ads are tailored to the user’s browsing history and preferences, ensuring that the promotions are of genuine interest to the user.
User Experience Considerations
Pop-under ads must be designed with user experience in mind. They should be easy to close and not interfere with the user’s primary browsing activities.
Case Study: Tencent’s User-Friendly Ads
Tencent ensures that its pop-under ads are user-friendly, providing clear close options and ensuring that the ad content does not obstruct the user’s view of the main webpage.
Mobile Adaptability
As many Chinese users access the internet via mobile devices, pop-under ads should be adaptable to mobile browsing to maintain effectiveness across devices.
Case Study: JD.com’s Mobile Optimization
JD.com optimizes its pop-under ads for mobile users, ensuring that the ads are easily accessible and interactable on smaller screens.
Compliance with Advertising Standards
Pop-under ads must adhere to advertising standards and regulations in China, which may include restrictions on frequency, size, and content.
Case Study: Baidu’s Regulatory Compliance
Baidu ensures that its pop-under ads comply with all relevant advertising regulations, maintaining a responsible approach to user engagement.
Measuring Ad Effectiveness
Tracking metrics such as click-through rates, conversion rates, and time on ad can help measure the effectiveness of pop-under ads and inform optimization strategies.
Case Study: Huawei’s Analytics-Driven Approach
Huawei uses analytics to measure the performance of its pop-under ads, making data-informed decisions to enhance ad design and placement.
Balancing Intrusiveness with Engagement
A key challenge with pop-under ads is balancing their potential intrusiveness with the goal of engaging users. Brands must find the right approach to capture attention without alienating users.
PLTFRM is an international brand consulting agency that works with companies such as Red, Tiktok, Tmall, Baidu, and other well-known Chinese internet e-commerce platforms. We have been working with Chile Cherries for many years, reaching Chinese consumers in depth through different platforms and realizing that Chile Cherries exports in China account for 97% of the total exports in Asia. Contact us and we will help you find the best China e-commerce platform for you. Search pltfrm for a free consultation!
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