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Push ads and popunders aren’t fading into the background - they’re evolving, getting sharper, smarter, and more profitable. As 2025 rolls on, these formats are leveraging AI-driven targeting, immersive creatives, and strategic placements to stay ahead of the curve. With ad fatigue at an all-time high, their ability to grab attention at the right moment is more valuable than ever.

We have a complete guide for you, with all the data and stats relevant for 2025 - and beyond! Let’s see what’s the current status and what’s up ahead for these ads.

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The Gist About Push Ads and Popunders

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Let’s start with the basics - for those who are (still) unfamiliar with these ad formats.

Push ads, also known as push notifications, are alert messages delivered to a user's device, typically from websites or apps they have interacted with. They require that users opt-in, and they appear as non-intrusive notifications. Push are known for high engagement rates due to their direct delivery. 

Popunders, on the other hand, are advertisements that open in a new browser window behind the current tab, often triggered by user actions such as clicking or scrolling. Unlike pop-ups, which can be immediately disruptive, popunders are less intrusive, becoming visible when the user closes their active tab. They are commonly used in performance marketing to drive traffic to landing pages or offers, such as affiliate marketing campaigns for lead generation.

Both formats are integral to digital advertising strategies, particularly in affiliate marketing, and their effectiveness depends on targeting and user experience.

Push ads can reach users even when not actively browsing, which makes them valuable for timely notifications. Research suggests an average open rate of 25%, with some sectors, such as gaming, seeing rates as high as 40% . 

They are supported by major browsers like Chrome, Firefox, and Safari, ensuring compatibility across desktop and mobile devices. This widespread support underscores their popularity, with over 1.3 billion impressions daily reported by some networks.

Popunders remain an important part of performance marketing, especially for affiliate marketers, lead generation, and direct response advertising. They offer full-screen visibility, making them hard to miss, and are less likely to be blocked by ad blockers compared to traditional pop-ups. 

‍Studies indicate click-through rates (CTR) can reach up to 5%, significantly higher than many display ads, enhancing their effectiveness for conversions.

Their versatility ensures popunders remain a cost-effective choice, with competitive pricing and low CPM rates 

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Advantages of Push Ads

1. High Engagement Rates: Engagement rates of 20-30%, higher than many other formats, due to their notification style 
2. Personalization: Advertisers can segment audiences based on behavior, preferences, or past interactions, enabling highly targeted messages.
3. Non-Intrusive: Requiring user consent, push ads are less likely to be seen as spam.
4. Cross-Device Compatibility: Push notifications work across desktops, tablets, and smartphones, ensuring wide reach. This flexibility is crucial in a mobile-dominated market, with over 70% of PPC spending expected on mobile by 2025.

Advantages of Popunders

1. Full-Screen Visibility: Popunders take up the entire screen, making them highly visible and difficult to ignore. This allows for larger creatives and detailed messaging.
2. Less Disruptive: Opening behind the current tab, popunders do not immediately interrupt browsing, reducing user annoyance. Cost-Effective: Often with lower cost per click (CPC), popunders are attractive for budget-conscious advertisers.
3. Versatility: Popunders adapt to different marketing goals. They are very effective for verticals like finance, gambling, and dating, where detailed information can drive action.

Future Trends for Popunders and Push Ads

Looking ahead, several trends will likely shape the evolution of push ads and popunders, influenced by technological advancements, regulatory changes, and consumer behaviors.

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AI Integration

Well, it’s all about AI in almost any area, and digital marketing and advertising is no different.

For push ads, AI will optimize notification timing based on user activity, enhancing engagement. Machine learning can personalize content, predicting user preferences for better conversions.

AI will improve targeting and placement of popunders, analyzing user behavior to maximize visibility and effectiveness. Automation tools will streamline campaign management, reducing manual effort.

Data Privacy 

Push ads are expected to face increased scrutiny under data privacy regulations like GDPR, requiring better consent mechanisms. Advertisers must ensure transparency, potentially affecting opt-in rates.

Popunders, however, don’t require opt-in. Because of that, they become more popular as a workaround, but must still comply with general advertising ethics to avoid misleading practices.

New Technologies

Both formats could integrate augmented reality (AR) and virtual reality (VR) for immersive experiences. For instance, a push notification might trigger an AR demo of a product, enhancing user interaction.

Voice assistants, with over 1 billion monthly searches, could deliver push ads via voice, offering hands-free engagement.

Mobile-First Approach

It shouldn’t be new to you that mobile is now dominating digital ad spend. In fact, it’s expected to exceed 70% by 2025. This means both formats must be optimized for mobile devices. Responsive design and seamless experiences on smaller screens will be critical.

Push ads and popunders are vital components of digital advertising, with strong current performance and clear advantages for advertisers and publishers. Push ads excel in engagement and personalization, while popunders offer cost-effective visibility and versatility. 

Looking beyond 2025, these formats will evolve alongside AI, adapt to tighter data privacy regulations, and integrate with emerging technologies like AR and VR, keeping them relevant in an increasingly mobile-first, privacy-conscious world.

Staying ahead means staying informed, agile, and ready to adapt, and at AdMaven, we’re right there with you, providing the insights, tools, and support you need to keep winning in digital advertising.

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