Nowadays, technological innovations, such as Digital Video Recorders, have increased consumers' power over their exposure to commercials shown on television. Thus advertisers now insert their own products and brands directly into television shows, called placement. This advantage has exponentially increased worldwide investments in placement, as well as proliferated academic studies about the subject, especially on placement dimensions and its effects on consumer behavior. But studies of pop-up ads - a new type of placement delivered in a banner format - are still scarce, despite their increasing use by television media. Therefore, this article is a theoretical essay about the potential effects of pop-up ads on consumer behavior, from the viewer's attention to advertising, through memory and attitudes, ending in the viewer's buying behavior. Finally, this study presents a theoretical model and suggestions for future research.
placement; pop-up ads; prominence; congruence; affection transfer
