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If we’re looking for specific types of users, we may want to run the ad on corresponding pages of the site. In the Shimano example we saw earlier (where they split their website into sections for cyclist, rowers, and anglers), if we were targeting cyclists, then we would obviously advertise our study on the cyclist pages of the site (and perhaps the general pages too), but not on the rowing or fishing pages.
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We may also want to use pop-up ads, also known as "intercept" ads. These are often triggered when a user has been on a page for a certain period of time, when they scroll up, or when they try to leave the page. The more obnoxious variety appear in the middle of the screen, blocking the user's view of the content, and we don't recommend them. The more polite variety pops up in a corner of the screen (often the lower right), and tries not to get in the user's way.
Creating an ad
There are countless books and articles on how to create effective ads. For our online study, though, we really just need to focus on two factors:
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