Combating Fat-Finger Syndrome and Accidental Clicks
It happens all the time. You open an app or webpage on your mobile device and go to click on what you intended, and all of a sudden an ad pops up and you accidentally click on it. Then another webpage is pulled up and you have to close out of it and go back to the previous page or app. It is annoying to say the least.
You probably won’t be surprised to learn that 60 percent of clicks on mobile banner ads are accidental, according to a recent survey from Retale. While it is disruptive to the user experience, it is also deceiving for the brand running the ad, as the false-positive interaction throws off advertisers’ numbers in terms of “real” engagement and costs per click. It is time for brands to rethink their strategy and the traditional mobile advertising model.
How can brands tackle the accidental click epidemic?
It’s simple. Serve content in environments where users are more likely to actively engage and not accidentally click -- by providing content that users actually want to consume. A prime opportunity is within mobile messaging apps. The benefit of providing branded content like emoji, GIFS, and videos in messaging apps is that the experience works on an “opt-in” dynamic. Users that are genuinely interested in a product/service will voluntarily engage with the branded content – and more importantly they will be more likely to encourage their friends to do the same.
How does a brand go about getting into this space?
It’s very similar to the traditional ad network buy. A brand or advertiser comes to the Swyft Mobile Engagement Platform and determines the scope of their campaign, the creative they would like to use, and metrics they would like to achieve, then selects the appropriate mobile ad units to deploy. Swyft’s mobile ad units range from branded emoji, to videos, to GIFs to Brand Accounts within messaging apps, and they take the place of disruptive banners and pop-ups by seamlessly integrating branded content within the existing environment, without disrupting the user’s experience. Consumers actively opt to download and share branded content with their friends and networks to personalize conversations, causing an extended ripple effect of shared content far beyond the end date of the initial campaign.
As millennial and Gen-Z audiences move to the center of the bull’s-eye in terms of consumer purchasing power, it will be critical for advertisers and brands to adapt their strategy to align with consumer preferences. An accidental click very rarely leads to an accidental buy, and definitely doesn’t lead to brand loyalty, raising the question: Isn’t brand loyalty and conversion what advertising is all about?
Don’t waste your ad spend on accidental clicks – invest in proven methods that are mutually beneficial.
Want to learn how you can leverage branded stickers, gifs and emoji to connect with millennials?
Check out our Brand Engagement Checklist, with best practices on how to optimize your marketing strategy for a millennial audience.