During the last few years
web advertising and marketing acquires greater and greater share of the web
related activities, as Internet becomes more suitable for defining an
electronic market in its environment, and more visitors tend to participate in
it.
There have been developed a
number of web advertising means, such as banner advertisements, flash based
ads, popup ads, etc. During the first years of utilization, an apparent exploit
of effectiveness emerged - the beneficence of popup ads form of web
advertising. The latter acquired a prominent share of online advertising
technologies and solutions. One of the early Internet popup ads were created
based on JavaScript technology, and using a very simple, plain and yet
obtrusive method - the window.open() JavaScript function call. This routine
does not manipulate the content of the web page thus it extends the application
and environment of web real estate the surfer works in. The procedure opens a
new browser window, which is in fact a standard operating system window, thus
expanding the area of the visual interface of the user. The advertising content
of these popup ads is presented in the newly created browser window as HTML
content loaded from an external web address. The second important feature of
this approach is the ability to iteratively create new operating system
windows, branded as browser windows, and thus not only expand, without permission,
the visual real estate of the visitor, but also, expand it infinitely and to
the full extend, acquiring, capturing and consequentially taking over the
visitors personal computer visual resources. This iterative generation of web
browser windows leads to uncontrollable web experience and computer resource manipulation
- a characteristic inherent to intruding software, i.e. computer viruses,
malware, spyware, adware, etc.
Using the above effects and
capabilities, inimical participants in the web marketing and commerce space
managed to deliver commercial information without permission or intention to
web visitors, violating their computer experience, specifically getting over
the boundaries of willing web information acceptance and presenting data
outside the web space the visitors intends to experience. This behaviour led to
classifying popup ads as SPAM and to develop methods and software to block this
malicious behaviour. As a result, the ordinal popup ads were successfully and
easily disabled (blocked) by software components called popup blockers.
Inevitably, web advertising
specialists started searching for new ways to develop applicable web advertisements.
The reason for this trend was on one hand the diminishing of violent popup ads,
but also the realization of the fact that the web market was growing with a
higher rate and there was clear and undoubted hunger among Internet business
parties to utilize this market as a normal media market through the means of
full featured and adequate advertising approaches. The fact was there, current
ads were not achieving the potential of the web markets and the latter was incomparably
archaic and undeveloped compared to television and radio media advertising.
Thus the hover ads were born. The final word of web market development and the
approach which finally succeeded in reaching the top and utilizing the full of
the web space and Internet marketplace.
Hover ad web advertisement
are utilizing the full potential of the web based media and technologies thus
delivering the ultimate experience to web advertisers and moving the web marker
space to its mature state of existence. They are developed around several web
browser technologies but in the centre of their realization stays the so called
modern form of HTML - the Dynamic Hypertext Markup Language. DHTML is a
creative synthesis between HTML markup language and the JavaScript procedural
and object oriented programming language. DHTML was created due to the large
demand among web users worldwide to make Internet a multimedia place for
information exchange with full realization of the potential of modern IT
technologies available.
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Copyright © 2006, Popup-Toolkit.com. Permission is granted to copy, distribute and/or modify this document under the terms of the GNU Free Documentation License, Version 1.2 or any later version published by the Free Software Foundation; with no Invariant Sections, no Front-Cover Texts, and no Back-Cover Texts. A copy of the license is included in the section entitled "GNU Free Documentation License".
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