Push Ads vs. Pop Ads: How to Choose the Right One

Push ads and pop ads (commonly referred to as “pops”) might seem worlds apart at first glance, but dig a little deeper, and you’ll find they share quite a few traits. Think of them as siblings – each with unique features, bound by certain similarities. 

In this article, we’ll break down both formats, highlight their pros and cons, and help you decide when to use push ads or pops to maximize your results.

What is Push Ads: An Unobtrusive Ad Format 

Push ads are non-intrusive, clickable notifications that appear directly on a user’s device, whether on desktop or mobile. These ads mimic standard notifications from apps or websites, blending seamlessly with everyday user flow. 

The mechanism behind push ads relies on users opting in to receive notifications from a website or app. Once subscribed, these users become part of the ad network’s database, allowing advertisers to reach them with targeted campaigns. Notifications are delivered directly to the device, even if the user is not actively browsing.

From a technical standpoint, push ads are delivered via browser notifications (on desktop) or system notifications (on mobile). Parts include a title, description, main image, and button featuring a call-to-action (optionally).

The common pricing model for purchasing push notifications traffic is CPC (cost per click). 

Advantages of push ads:

1. Visibility is high. Push notifications appear directly on the user’s screen, ensuring they’re seen;
2. 100% delivery is provided. Even though push subscribers are offline, they get notifications once they connect to the network;
3. Truly engaged audience. Users must opt-in to start receiving notifications, so uninterested is eliminated;
4. Cross-device compatibility. Notifications function on mobile and desktop, making it versatile for different campaigns;
5. Good method to scale a campaign. A push subscriber base can be easily used for further marketing campaigns: scaling campaigns on other platforms or newsletter sending by email;
6. Cost-effective model. Affiliates generally buy push traffic on a cost-per-click business model (CPC), which means their spending is justified as the audience is interested people who click, not see the ad only. 
7. Persuasive CTRs. Their personalized and subtle nature encourages clicks.

Disadvantages of push ads:

1. Limited creatives. There is less room for creativity because of their compact format.
2. Audience fatigue. Users may unsubscribe if they receive too many notifications.
3. Opt-in dependency. Push notifications are only available to users who have consented.

What is Pop Ads: The Old but Gold Advertising Format for Affiliates

Pop ads (popunders) open a new browser tab or window in the background, displaying your offer after the user interacts with the main website. This format is considered one of the oldest in marketing and continues to deliver high-volume pop traffic, despite the widespread adoption of other advertising methods. 

There are 2 variations of pops: popup and popunder.

The technology behind pop ads relies on JS scripts embedded into a publisher’s website. When a user interacts with the site, the script triggers a new browser tab or window to open in the background. This tab contains the advertiser’s landing page or offer.

Pop ad traffic is generally sold on CPM (Cost Per Mille), when advertisers pay for every 1000 impressions. Some networks also offer Smart CPM, where advertisers compete for traffic, with bids adjusting automatically to match demand and supply.

Advantages of pops:

1. Massive reach. Pops are great for scaling campaigns with a high volume of impressions. This strategy is especially successful for increasing brand awareness;
2. Cheap traffic. Usually pops are cheaper than push ads, making them perfect for budget-conscious advertisers;
3. Unrestricted creatives. Advertisers can use full landing pages, videos, or other interactive content to engage the audience. This way, there is great room to incorporate effective marketing hooks;
4. High CR. This refers primarily to popunder ad format. The ad emerges in a new window and doesn’t interrupt the user experience, thereby attracting attention without competing with non-advertising content;
5. Instant Exposure. Ads are displayed immediately after a user’s interaction with the main page.

Disadvantages of pops:

1. Perceived intrusiveness. Some users find pops disruptive, Some users find pops disruptive, resulting in the use of ad blockers;
2. Low intent traffic. Not all users engaging with pops are in a buying mindset;
3. Device limitations. Desktop campaigns often perform better than mobile for pop ads.

Difference Between Push and Pop Ads: Comparison Table

When deciding between push ads and pops for your campaign, understanding their differences and similarities can help you choose the right format for your goals. 

Here’s a detailed comparison:

Push vs Pop Advertising: What to Choose?

Choosing between push ads and pops depends on several factors, including your campaign goals, budget, target audience, and vertical. Each format offers unique advantages and is better suited to specific scenarios. Let’s dive deeper into when to use each format to get the best results.

When to use push advertising

Push ads are perfect for campaigns where engagement and quality traffic are key priorities. These ads are delivered directly to users who have opted in, making the audience more receptive to your offers.

• Best for long-term engagement. Push ads excel in verticals like Finance, Dating, Crypto, Gambling or E-Commerce, where building trust and nurturing the audience is essential;
• High CTR potential. With their personalized and non-intrusive format, push ads often achieve high click-through rates (CTR), making them ideal for conversions;
• Suitable for mobile-first strategies. Push ads are highly effective on mobile devices, where users are accustomed to receiving notifications;
• When you have a defined audience. Push ads allow precise targeting by geo, device, browser, and user behavior, making them suitable for campaigns with specific user segments.

When to use pop advertising

Pops (popunders) are your go-to format for scaling quickly and generating large amounts of traffic. They focus on delivering sheer volume, making them a strong contender for aggressive testing and high-visibility campaigns.

• Best for high-volume traffic. If your goal is to reach as many users as possible, pops are the ideal format. They’re particularly effective in Tier 2 and Tier 3 geos, where ad blockers are less common;
• Perfect for instant exposure. Pop ads work well for verticals like Gambling, Antivirus, Utilities, and Sweepstakes, where rapid user action is crucial;
• Unrestricted сreativity. Pops support full landing pages, videos, and other interactive content, giving you room to experiment with different marketing hooks and creatives.

For maximum impact, consider using both formats in your campaigns. Start with the best pop ad networks to generate traffic and test the performance of your offer. Use push ads to engage the most responsive audience segments and scale conversions.