Ad blockers or pop-up blockers not only threaten the survival of a lot of websites, but also challenge creative advertising. Time Out’s mission is to help its readers to make the most of their "time out". In a busy and hyper-connected city like Hong Kong, do people still have the time to look at magazines? To stand out from the crowd and reach people when they’re still looking at their favorite websites, Cheil has used the pop-up blocker technology to replace the annoying banners with restaurants reviews, events, and things to do in Hong Kong. The banners linked to Time Out, increasing the audience of the website and raising, during the same period the interest in the hard copy of the magazine.