Rebekah Hen­son dis­cusses pop-up ads in a blog post that addresses last impres­sions on con­sumers. Hen­son specif­i­cally talks about pop-ups that appear right before a con­sumer nav­i­gates away from a page—pop-ups that say things like “don’t leave”, “wait!” and “are you sure you want to nav­i­gate away?” Hen­son rec­og­nizes that these types of pop-up ads are annoying.

Hen­son offers tips on the right ways to han­dle pop-ups. She says there is “a fine line between invit­ing and bad­ger­ing.” She tells mar­keters to delay their pop-ups, beware of word­ing, and make ads less abra­sive. It makes sense to want pop-ups to be more appeal­ing and less annoy­ing, but pop-ups still bother customers.

As I men­tion in my first blog about mar­ket­ing pet peeves, pop-ups rob cus­tomers of their deci­sions to see some­thing. Pop-ups force cus­tomers into watch­ing ads. The Inter­net is a place where con­sumers can make their own deci­sions, so mark­ers should cre­ate con­tent that will engage customers.

Focus on high-quality media, video, and writ­ten con­tent instead of pop-ups. Don’t over­whelm your con­sumers with adver­tise­ments. If you must use pop-ups, make them the least annoy­ing as is possible.