In "Pop-Up and Pop-Under" activity, eBay sites rose from No. 12 in May to No. 8 in Media Metrix's June Top 50 ranking, with 23.3 million unique visitors, a 21% increase over the previous month. This increase is primarily caused by a 66% jump in Half.com's unique visitors (Half.com is owned by eBay) from 5.8 million to 9.7 million as a result of its pop-up campaign. Half.com deployed pop-under pages from MyPoints and The New York Times Web sites.
Real.com Network increased 17% from 12.1 million unique visitors in May 2001 to 14.2 million in June, as a result of Real.com's pop-up campaign, launched in June. Real's pop-ups accounted for approximately 1 million of its total unique visitors. Colonize.com increased 19% in unique visitors and rose to No. 27, with just under 10 million unique visitors. This increase is in part the result of its pop-up campaign, primarily deployed through Yahoo! sites. While Colonize increased its pop-up campaign in June, its total advertising impressions decreased significantly during the same period.
X10.com's pop-up and pop-under online advertising strategy continues to push the site up in Media Metrix' rankings, from No. 5 in May 2001 to No. 4 in June 2001. Top sources of traffic to X10.com in June 2001 were MSN.com, contributing 9.1 million unique visitors; Weather.com, contributing 4.1 million unique visitors; Fastclick.net with 2.8 million unique visitors; and Yahoo.com with 2.5 million unique visitors.
However, a new Jupiter Research Concept report says 73% of its 28.6 million unique visitors left the site or window within 20 seconds in May 2001 and just 2.7 million unique visitors actually clicked on the pop-under window or visited the x10.com site (Media Metrix does not report page usage lasting less than two seconds). -- Adrienne Mand
Copyright July 2001, Crain Communications Inc.