Somiatruites, Ciberderechos en la Red

La publicidad tardó muchos años en entrar en la televisión y asentarse. En Internet poco a poco comienzan a aparecer formatos más llamativos, convincentes, como pequeños cortos de animación, y más agresivos, como la publicidad emergentes (pop-ups). Paralelamente han surgido diversas aplicaciones que evitan que este tipo de publicidad se despliegue. Es interesante comparar este caso con el de los grabadores digitales de Ti-Vo, Replay TV y similares que disponen -más bien disponían- de un sistema que permitía grabar de la tv suprimiendo la publicidad. la empresa ReplatyTV tuvo que suprimir esta posibilidad por las presiones de la industria de medios. En el caso de los pop-ups las empresas publicitarias pueden echarse a temblar porque según cuentan en News.com, ’New IE may burst pop-up bubble’, Microsoft piensa introducir en su nuevo navegador Explorer una opción para evitar la aparición de publicidad emergente, un hecho muy significativo puesto que el navegador de la empresa de Bill Gates es usado por el 66,3% de los internautas, según OneStat.

The Redmond, Wash.-based software giant recently indicated that it will add pop-up blocking features to Internet Explorer (IE) next year, as part of an update for Windows XP. Others have offered similar tools before, but because IE so thoroughly dominates the browser market, ad executives and Internet watchers believe the changes could finally burst the bubble for pop-ups.

Las razones para utilizar los pop-ups son bastante claras:

marketers were drawn to pop-ups because they're economical and effective--they grab Web surfers' attention like no other online ad. Pop-ups are 13 times more effective than banner ads that run the length of a page, according to research from Advertising.com published earlier this year.

That's helped push sales. From August to October, publishers delivered about 19.6 billion pop-up and pop-under ads to Web surfers, out of a total of 266.4 billion online ads served during the period, according to Nielsen/NetRatings...

From April to June, pop-up and pop-under advertisements made up 3 percent of all online ads. But in the following three months, they made up 7.4 percent, according to market research from Nielsen/NetRatings.

The rise was in part due to the zealousness of a few advertisers such as Orbitz. In the third quarter of this year, its pop-under advertising accounted for 14 percent of the total ads, versus 4 percent from the same period a year before.

Y los internautas han tomado medidas para proteger el preciado espacio de su pantalla limpio de anuncios:

Mark Ryan, a senior analyst at Jupiter Research, estimates that as many as 20 percent of Web surfers have installed anti-pop-up software, and that the number will be as high as 25 percent by the end of the year.