When most people think of wasted advertising dollars, they think of ad fraud and shady practices, but some new data reveals that some ad money is simply wasted due to fat fingers and tiny screens that require precision. A survey by Retale, a location based mobile ad platform, asked 500 people about the ways they interact with mobile ads. The results are troubling for those doing mobile advertising.
Almost 60% of the respondents say they usually just click on an ad by accident when using their mobile devices. Most of us have had this experience in apps and even on websites. You are trying to click on something small and there is an ad near it, but you end up clicking on the ad instead because your fingers are not slim and delicate. To back that up, 65% of those surveyed say that they have accidentally clicked on ads while surfing the web in general. On the other side of this equation, just 13% of mobile users seem to click ads because they actually find them interesting, meaning that advertisers aren’t doing enough to draw in consumers on this medium.
64% of these people said that they would almost never click on a mobile banner ad – those little ads that tend to pop up in apps, and 66% said they find these types of ads pretty useless, again proving that as people get more and more barraged with advertising, the best way to reach consumers may not be through traditional advertising methods. Unintentional clicks are just pointless. Users get mad because they’re not seeing what they wanted, and advertisers get annoyed because they are shelling out dollars and not getting conversions.
Other advertising methods such as native ads and advertorials are one way to combat this type of dollar loss, which could be even greater than the loss from ad fraud.
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