9 out of 10 click throughs are a mistake

According to our research, for a certain type of newly popular ad, 90% of pop-up click throughs occur by mistake. These ads are those that invade the screen content, obscuring what the user is looking at, they often with animation - and importantly a difficult to find 'close button'.

These misleading ads mean over-inflated 'success' rates and huge wastage for leading brands. Many leading brand advertisers could be wasting up to 90% of their online advertising budget (by paying for mistaken clickthrough), and perhaps more importantly cause damage to the brand by appearing to trick the potential consumer into clicking. (Original press release of the research findings)

Related stuff

Whitepaper on pop-ups and the effect on brands - yes they are that bad - we know you knew it - but here is the evidence