Understanding  Interruptive Marketing

Interruptive Marketing is a marketing strategy that involves displaying advertisements to potential customers in a way that interrupts their browsing experience. It is considered to be a form of outbound marketing because it pushes ads onto the consumer without their consent. Ad interruptions can be achieved through various methods such as intrusive ads, pop-ups, banner ads, and video ads.

Why do marketers use Interruptive Marketing?

Marketers use Interruptive Marketing because it guarantees that their products or services are seen by potential customers. This form of advertising is considered effective in terms of exposure, but it is not the most popular strategy amongst consumers. Interruptive Marketing's lack of consumer consent often leads to negative feedback from consumers.

What are the different types of interruptive ads?

There are several types of interruptive ads, including:

  1. Intrusive Ads - Ads that appear on a user's screen without warning or consent.
  2. Pop-ups - Ads that appear in a separate window while browsing.
  3. Banner Ads - Ads that appear at the top or bottom of a webpage.
  4. Video Ads - Ads that play before or during online videos.

What are the benefits of Interruptive Marketing?

The main benefit of Interruptive Marketing is that it guarantees exposure to potential customers. It can also help increase brand awareness and drive traffic to websites.

What are the drawbacks of Interruptive Marketing?

The main drawback of Interruptive Marketing is that it can be irritating and disruptive to consumers' browsing experience. This can lead to negative feedback and lower levels of engagement with the ad.

How can marketers make their interruptive ads more effective?

To make interruptive ads more effective, marketers should make sure they are relevant and targeted towards their intended audience. They should also focus on creating engaging content and ensure that the ad does not negatively impact the user's browsing experience.

Is there an alternative to Interruptive Marketing?

Yes, there are alternative marketing strategies such as inbound marketing that are considered to be more customer-centric and less intrusive. Inbound marketing focuses on creating valuable content that attracts customers to a brand rather than pushing ads onto them.


  1. Seth Godin, "Permission Marketing: Turning Strangers into Friends and Friends into Customers"
  2. Gary Vaynerchuk, "Jab, Jab, Jab, Right Hook: How to Tell Your Story in a Noisy Social World"
  3. Ann Handley, "Everybody Writes: Your Go-To Guide to Creating Ridiculously Good Content"
  4. David Meerman Scott, "The New Rules of Marketing and PR: How to Use News Releases, Blogs, Podcasting, Viral Marketing and Online Media to Reach Buyers Directly"
  5. Hubspot Academy ebook, "Inbound Marketing Methodology"
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