What Is Click-Under Advertising and Who Needs It?

Publication date: 02 Jul 2025

Various methods exist for promoting online betting and gambling, each with differing levels of effectiveness and complexity. In our new article on 3S.INFO, we explore the click-under advertising format: its advantages and practical ways to utilize it effectively. 

What Is Click-Under Advertising for Betting and Gambling Promotion?

If you’ve worked with pop-traffic, you’ve likely heard of click-unders. This format is straightforward: when a user clicks anywhere on a website, a new browser tab or window opens discreetly in the background, displaying an advertisement. The user continues surfing, then suddenly notices: “Oh, another site popped up!” This subtlety is precisely the appeal of click-under ads: they don’t interrupt users immediately but catch their attention later on. Essentially, it’s an evolution of annoying pop-ups, far gentler and more user-friendly.

How Does Click-Under Advertising Work?

• No Banner Design Necessary: Just one good landing page suffices. 
• A click anywhere on the site activates the ad. 
• The new ad window opens behind the active site.
• Audience is predominantly “cold,” i.e., random visitors.

For more info on ClickUnder and PopUnder traffic, consult the 3SNET Knowledge Base.

What Is Cold Traffic? Let’s Clarify Simply!

When discussing click-under advertising, the term “cold traffic” often surfaces. Let’s break it down:
Cold traffic refers to users who arrive on your landing page essentially by accident. They encounter your product or offer for the first time, weren’t searching for anything similar, and may not even be aware of your brand, let alone inclined to buy or submit an application.

Key Characteristics of Cold Traffic

• There is no trust, no warming up, no loyalty.
• It’s difficult to achieve quick conversions, but volume and affordability compensate.
• Immediate Hook Needed: Capture their attention with a strong offer, compelling headline, or attractive promotion.

How Effective Is Click-Under Advertising?

Click-under advertising maintains steady popularity in the media buying market, beloved by both newcomers and veterans in iGaming and betting/gambling promotion.

• RichAds: Handles over 5 billion click-under impressions daily worldwide, covering over 200 countries! CPM starts at $0.05 and reaches up to $1.5 in premium GEO-targeted regions (US, Japan, Germany). Experience the format and network benefits with a discount code. 3SNET partners can receive a 10% bonus on their first deposit!
• Adsterra, another top-ranking popunder/click-under network, claims 11.8 billion pop-under impressions monthly worldwide, distributed across both desktop and mobile devices. Interested in trying it out? A special 3SNET promo code offers unique signup conditions.  
• According to Business of Apps estimates, the CPM for pop-under ads in “high-value” countries (Tier-1: USA, Canada, UK, Germany) typically ranges from $3 to $5 per thousand impressions.
• Analysts predict that the display advertising market (including pop-ups, click-unders, and banners) was expected to surpass $645 billion in annual revenue by 2024.

Where Is Click-Under Advertising Especially Effective?

• Latin America, Asia (Indonesia, Bangladesh, Philippines), Japan, USA, CIS countries.

The lower the competition and cost of traffic, the easier it is to turn a profit even with simple offers.

Who Should Use Click-Under and Why?

Advantages of Click-Under Advertising for Media Buyers:

• Low Start-Up Costs: Begin campaigns with as little as $50-$100. 
• No Creative Assets Required: Only a landing page (and perhaps a splash page) is needed.
• Less Bans and Restrictions: Less strict moderation compared to Facebook* or Google*. *Facebook is blocked in Russia by court order.
• Works Across Devices: Effective on mobile phones, desktops, tablets, etc.
• Abundant Traffic: Test different offers and scale campaigns accordingly.

Pros of Accepting Click-Under Traffic for Advertisers:

• Wide Reach at Low Cost.
• Quick Launch: Easy to start campaigns immediately.
• Excellent for brand exposure and mass promotions.
• Customizable for any GEO and vertical.

However, like any tool, click-under advertising has its disadvantages. 

Cons of Click-Under Advertising for Media Buyers:

• Cold Audience: Must direct traffic to simple and engaging offers. Otherwise, spending money inefficiently. 
• Bot Traffic: Despite anti-fraud systems, bot-generated traffic persists.
• Tracking Issues: Lost data if the pixel fails to load before the window closes.

Cons for Advertisers:

• High Exit Rates: Users tend to leave quickly after viewing the ad. 
• Aggressive formats can annoy users. Be cautious with frequency! 
• SEO Risks: Directing traffic to your main site without disclosure can trigger search engine penalties.

We have plenty more insights on various advertising formats for casinos and bookmakers! In the second part of our guide, “How to Properly Direct Click-Under Traffic: A Step-by-Step Guide”, we’ll explain how to select offers and trackers, which metrics to monitor, and more!

Ready to start delivering traffic? The 3SNET network has prepared a list of offers where online casinos and bookmakers are accepting click-under traffic.