Egyptian Public Attitudes Toward Pop-up Ads on News Websites Field Study

Document Type : Original Article

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Helwan university , Faculty of Arts , Mass Communications , Public Relations and Marketing and Ads

Abstract

Pop-up ads have become one of the main strategies advertisers rely on in news websites to increase audience engagement and boost their revenue. These ads are characterized by their ability to appear suddenly to users, This study aims to explore the impact of pop-up ads on user experience in Egyptian news websites and analyze the different audience responses to them, whether in terms of annoyance or positive interaction. It also seeks to understand the factors influencing these trends, including ad design, display timing, ad content, and the extent to which these factors affect user engagement with news content, The researcher relied on a purposive convenience sample of 300 internet users in Egypt who browse news websites. The study found that the vast majority of respondents feel annoyed by pop-up ads while browsing news websites. Additionally, most respondents believe that pop-up ads negatively affect their satisfaction with the browsing experience, Furthermore, the study showed no significant correlation between the frequency of pop-up ads appearing on news websites and the Egyptian audience’s tendency to avoid these ads.

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