Oops, I did it again, and again and again. Me and forty-seven percent of mobile application users who responded to a recent Harris Interactive survey click on mobile ads more often by mistake than we do on purpose.
That’s a lot of wasted coin-for-click and as Mobile Marketer points out in their review of the situation, it’s got to stop.
With the high incidence of accidental clicks, advertisers cannot continue to use traditional online ad units and measurement models – namely banners and click-through rates – as a way to deploy and measure the success of mobile campaigns.
We all know that each medium demands its own specialized form of advertising, and with it, system of measurement, but we continue to treat mobile as if it were just a tiny version of the internet. It’s not. People do things on their phones that they don’t do online and vice versa.