I have fat fingers. Not regular fat, unusually fat fingers. Now I grant you, everyone doesn’t have gratuitously chubby digits like I do but even a regular sized finger has a tough time zeroing in on those pesky smart phone keyboards and click-able buttons on mobile apps. Raise your husky hand if you’ve ever ACCIDENTALLY clicked on an ad because the close-out “X” was so small you simply “fat-fingered” and got thrown into the abyss. Amazingly this is a common tactic used by marketers in the world of mobile device advertising. In 2015 there will be an estimated $5.4 Billion (with a B!) spent on mobile ads in the U.S. (Source: Kantar media).
Think about every time you check the score of your favorite sports team or simply want to look at the news on your phone. You are always hit with some sort of ad targeted at you because of your behavior. Now let’s take a look at it from the marketers perspective. Ads good! Clicks great! Right? My message to ALL of the advertisers out there who are thinking about spending their ad dollars on mobile ads CLICKS DON’T TELL THE WHOLE STORY! If a mobile ad is designed to “trick” the consumer into clicking on it by making the “X out” really small or even using a tricky line like “Click here to advance”, is that truly a valuable click? Think about it from the consumer side of things. That can leave the customer with a bad impression of your brand because they were forced to do something they didn’t want to do. They just got tricked into going to your company website or app download page. That’s like physically pushing someone off the street into your retail store with force and telling them to buy something now.
Beware of internet marketing companies out there selling on “clicks” alone. It goes much deeper than that. When looking at mobile ad spend efficiency, look hard at metrics like CONVERSION RATE and REFERRAL BOUNCE RATE. This will ensure that your ad spend is delivering real customers interested in interacting after they click through. To find out more about mobile advertising, contact your favorite RMC team member. We’ll point you in the right direction with our big fat fingers.