I can't recall Jakob Nielsen ever using the phrase "worst scum" in a column before, as he does in warning publishers about the negative impacts of pop-ups, audio ads, mouseover ads, and other shifty forms of creative.
"Worst scum" is not quite as damning as my "festering pustule-ware" used to describe a certain brand of adware, but as we all know, Jakob is subtle.
The point is well taken: purveyors of intrusive formats will often point to their short-term effectiveness (high clickthrough rates, for example). But by bothering everyone with ads that 90% of the population viscerally despises, short-term "effectiveness" can lead to a loss of trust and erosion of one's brand.
Posted by Andrew Goodman
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