Popunder (slang: «pops», «pop») — is an advertising format in which a page with an offer opens in a new browser tab behind the main window when the user clicks anywhere on the website.
Unlike pop-up windows (popups), which immediately cover the screen, a popunder does not interfere with the user: the person can calmly read an article or watch a video and notices the ad only when they minimize or close the current tab.
How it works
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The website owner (a streaming site, entertainment portal, file-sharing service) installs a special script to monetize their traffic.
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A visitor opens the website and clicks anywhere on the page — for example, to start the player or scroll through the content.
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The script is triggered and opens the advertiser’s website in a neighboring tab in the background.
Main features of the format
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No traditional creatives. Banners, ad copy, or videos are not used here. The first thing a person sees — is the landing page itself (landing page or pre-landing page).
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Huge volumes and low cost. This is one of the cheapest online advertising formats. With a small budget, you can buy hundreds of thousands of impressions.
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Accidental visit (cold audience). The user was not looking for the product and did not consciously click on an ad, so the conversion rate here is significantly lower than in search advertising or social media targeting.
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Suitable only for a simple flow. Expensive purchases or complex forms do not work with popunders. The format is used where the user is expected to take a quick and clear action: install a VPN, mobile utility, or browser extension, participate in giveaways (sweepstakes), complete a simple subscription, or register in games.
Popunder is popular both among entertainment website owners who earn from impressions and among advertisers and media buyers who need the cheapest possible mass reach without strict creative moderation.
