Vast majority of pop-up click-throughs are a mistake:

Rob Stevens, head of business behaviour at Bunnyfoot, said: “Achieving an over-inflated click-through rate might help brands to justify their spend, but they are only deceiving themselves. The brand, which we used in our research study, is not only wasting up to 90% of its budget by paying for unintentional click-throughs, it is also frustrating and deceiving users.”

When the august firm of Bunnyfoot Universality says it’s so, it must be. 🙂 Perhaps a few more studies will be done to confirm this and drive a wooden stake through the heart of pop-up advertising.