The majority of ads aren't popups

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During the first seven months of this year, pop-up and pop-under ads amounted to just 2 percent of all online advertising impressions, according to a study released Wednesday by Nielsen/NetRatings. However, more than 9 percent of all companies that advertise online are now using such ads, including household names such as Dell Computer, Morgan Stanley and Providian Financial.

Online advertisers served 11.3 billion pop-up and pop-under ad impressions in the first seven months of 2002, according to Nielsen/NetRatings. About 58 percent of those impressions were used to drive traffic to a particular Web site, while 26 percent were aimed at boosting sales through use of incentives. Just 13 percent of pop-up and pop-under advertisements were used to build brand awareness.