A study done by
Avi Goldfarb at the University of Toronto
and
Catherine Tucker at the MIT Sloan School of Management
shows that complementary ads
(i.e. ads that tie closely to the blog post or site topic)
are three times as effective as regular online ads.
Highly visible ads
(i.e. ads like pop ups or full screen ads)
are twice as effective.
Do not do both though.
Their study states
that doing one OR the other
is more effective
than combining the two.
The researchers believe
that combining the two tactics
causes concerns about privacy.
That makes sense.
When I see a pop up,
I think the ad is addressing me,
as a prospect,
directly.
If that ad was too specific to my needs,
it would raise concerns.