News by Topic
- Search Marketing
- Email Marketing
- Loyalty Marketing
- Mobile Marketing
- Social Marketing
- Viral Marketing
- Trends & Ideas
- Internet Marketing 101
New mobile ad format slims down chance of 'fat finger' clicks
'Fat fingers' have long been a mobile problem, and those accidental clicks on ads can be annoying for users and costly for advertisers. Google has a new ad project on the go that should keep everyone happy.
Up to 40% of ads clicked on mobile devices are done so in error due to 'fat finger' problems or hard-to-avoid ad placements. Not only is this frustrating for mobile users, but advertisers are charged for these erroneous clicks from which they stand to gain no engagement.
To keep both users and advertisers happy with mobile ads, an increasingly important revenue stream for Google, the company has announced they are doing something about it with the introduction of 'confirmed clicks'.
Having discovered that the majority of accidental clicks on in-app image ads happen on the outer edges of the ad unit, Google will now prompt users that click in that area to verify their action was intentional. Google's initial testing confirmed a notable improvement in conversion rates using the 'confirmed click' solution, and a slight decrease in click-through rates as users confirmed their click was in error.
"As devices continue to converge there will be new challenges in the fight against what many have called the 'fat finger' problem. But implementing confirmed clicks is an important step that we think will benefit users, advertisers, publishers, and the mobile ecosystem overall, and we'll continue to look for ways to improve mobile ads for everyone," writes Allen Huang, Product Manager, Mobile Display Ads, on the Google blog.
- Display ad revenues continue to rise despite ad blocking
- Mobile camera functionality key to capturing Millennials' loyalty
- Brands: Why you need prescriptive analytics
- Top 7 tips to increase B2B success
- How to make the most of TV ads
- Ecomm Roundup: 3 platform releases offer more control
- Top 3 tips to make the most of Instagram ads
- Study: Publishers concerned about Google, Facebook, competition
Featured White Papers
- The Retail Marketer's 2015 Holiday Playbook
Download this ebook to learn how to increase Average Order Value, drive last minute purchases, increase sales, extend in-store shopping...