Full-Screen Ads That Precede Home Pages
Major offenders: CareerBuilder, Forbes, Monster
The problem: You head to your favorite site in search of the latest news, only to be stopped cold by some lame splash-screen advertisement. (Okay, PCWorld.com is guilty here, too, as are our major competitors. But at least we don't call it a Welcome Screen, as Forbes.com does.) Or you visit a jobs site to peruse the latest postings, but a come-on for a resume builder or an online degree program intervenes--and it isn't just a pop-up, either, but a full-screen blockade.
Sure, these "interstitial" or "transitional" ads pay for your free content and services. "They're no different than commercial breaks, and most users are willing to accept advertising to not pay for content," says Pesach Lattin, CEO of New York-based ad agency Vizi. But can't marketers wait until we get to the site before bombarding us?
The fix: Firefox users should try the Adblock Plus extension, which suppresses not only button and banner ads but also transitional ads. Internet Explorer 7 users can find similar capabilities in IE7Pro. Meanwhile, advertisers take note: You could grab more eyeballs by creating ads that make us want to watch. Show us something funny or surprising. Offer a freebie. Visitors may click past the ad anyway, but at least make an effort!
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