Friday, November 09, 2012
Fat Fingers and Mobile Clicks
It is widely believed that many of the clicks on mobile ads are accidental. eMarketer highlights a
study by GoldSpot Media that puts some numbers behind this theory. GoldSpot found that 38% of static banner
clicks and 13% of rich media clicks on mobile devices are accidental. They looked at ads they serve and assumed
that if user engagement was less than 2 seconds, then the click was
accidental. Using this information to
adjust clickthrough rates, static banner clickthroughs drop from 2.0% to 1.1%,
and rich media banner clickthroughs drop from 4.0% to 3.1%. As the article points out, a rate of over 1% is
still 10x the average worldwide banner clickthrough rate, so mobile marketing still
appears to be more effective than web ads for now.
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1 comment:
Hilarious but sadly true. No wonder the "close" button in mobile ads has continued to shrink and in some cases I can barely see it. I hope someone comes up with a regulation to keep the "close" button at a certain size so people can actually press it without error.
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