What is the cost of an internet pop-up campaign similar to the one for
the ubiquitous x-10 camera, and how is a program like this executed? 
Who are the implementers?

Hello, Belleair -

The costs of pop-up campaigns vary widely, depending on your target
market, the number and frequency of ads, the methodology used in
contracting for the ads, such as pay for performance, pay per click,
pay per view, and other innovative pricing structures.

The more effective campaigns, such as the X10 camera, can cost in the
neighborhood of $250,000 to $500,000, depending on the number of
impressions and where the buyer runs the popups. (That is, say, buying
an ad on ZDNet or Infoseek, as opposed to a smaller site run by a
single person).

There are many agencies in a position to both develop the ad and
buying the space for their clients, among them are:

 - Max Creative (a division of Max Worldwide)
   - http://creative.maxworldwide.com/

 - Unicast
   http://www.Unicast.com/

 - Eyeblaster
   http://www.eyeblaster.com/WebSite/default.htm

 - Brilliant Digital
   http://www.brilliantdigital.com/Default.asp?

 - Oak Interactive (In Israel)
   http://www.oak-i.co.il/

 - Eye Wonder
   - http://www.eyewonder.com/

 -  Next Ads
   http://www.nextads.net/

These are only some of the companies that produce ads, buy the
exposure and markets, and are able to market them on the scale of the
x10 ad.

It is possible that any individual can create his own ad and approach
the Websites to advertise the popups for any visitor to those selected
sites. The disadvantage is that the larger agencies have buying power
and can usually buy a 'package' for better prices than an individual
can negotiate by himself.

There are articles regarding the effectiveness of running popups or
popunders, and while there is no question such ads annoy viewers who
are visiting sites for something other than to be served an ad, the
obvious truth is that such ads do work or they wouldn't still be sold.

Some of the sites which discuss in realistic detail various online
advertising efforts. Some of more informative sites are:

1.) Click Z - particularly articles regarding online advertizing, rich
media, and media metrics
  - http://www.clickz.com/

And with regard to the x10 campaign, including affiliate information,
effectiveness, etc. -

   - "X10: What Counts, Though You Might Not Like It", Declan Dunn,
7-20-2001
     - http://www.clickz.com/aff_mkt/aff_mkt/article.php/844021

  - "Popup ads: Good?  Bad? Ugly?", Tessa Wegert, 3-14-2002
     - http://www.clickz.com/media/media_buy/article.php/991121

and a frank discussion of which advertisers have refused to allow
popup ads -

   - "Are ROS Banners the Next Pop-Ups?", Tessa Wegert, 11-7-2002
     - http://www.clickz.com/media/media_buy/article.php/1495671


2.) The Interactive Advetising Bureau (IAB) -
  - http://www.iab.net/


3.)  Internet News.Com
  - http://www.internetnews.com


One also has to have either the revenue to be able to afford such a
campaign or a strong brand which can overcome any annoyance the
delivery system (popups) causes. That is, one may be annoyed if Coca
Cola started running popups from serveral hundred sites, but the
annoyance factor would probably not appreciably deplete the sale of
Coca Cola products on the world market.

Caveat: As noted in the comments below ...

A simple search on Google using the search term "popup killers"
returns over 8500 websites with information on how to stop, block or
otherwise keep the popups and popunders from showing.

A search using the term "popup blocker" returns over 24,000 pages.

There is frank discussion and agreement that the popups and popunders
annoy visitors. And this should always be taken into consideration. If
you product or service hasn't a strong enough brand to overcome that
annoyance filter, you could very well be crippling your chances for
effectiveness before you even begin.

Search terms used:
 - popup
 - popunder
 - internet advertising
 - effective advertising
 - methods of advertising
 - advertising standards
 - popup killers
 - popup stoppers

Thanks for the opportunity to take a better look at this subject.

Yours,
Serenata

Thank you very much.  This is a clear and concise response to my
question.  No assumptions and no preaching, unlike one of the comments
posted prior to this answer.

/ckd

Greetings, belleair!

Something you may want to consider:

I can only speak for myself, but I suspect there are a lot of people
who feel the same way that I do.

Running an x-10 type advertising campaign is a REALLY good way for a
company to ensure that I NEVER buy ANY of their products. EVER.

If your product is something that you will want people to continue to
buy or make use of on a long-term basis, the ill-will that such a
campaign can generate may very well outweigh any potential sales you
might gain through the advertising.

Regards,

aceresearcher

While the X10 campaign has been pointed to as one of the most annoying
and bothersome on the internet, a July 2001 article at Medialife.com
states that for the month of May 2001, X10 was the 5th most visited
site on the internet.
[http://www.medialifemagazine.com/news2001/july01/july16/1_mon/news6monday.html]

Some more information about the X10 campaign:

X10: What Counts, Though You Might Not Like It
http://www.clickz.com/aff_mkt/aff_mkt/print.php/844021

X10: From 0 - 0.001% By Popping Under
http://www.rosshall.co.uk/features/113.html

While the campaign upped their site views -- and no doubt their sales
-- for a time, no research has been to indicate what kind of permanent
damage they have done to their company / brand name. I'LL NEVER buy
anything with the letters X10 in the company or product description.

If a company wants their product to continue to be purchased / viable
for the long term, their marketing strategy needs to consider the
possible damage to their credibility and reputation that such a
campaign might generate.