Mobile - Katz Marketing Solutions | Radio Advertising | Media Agency

Fat Fingers is a huge problem that nobody has wanted to take a stand against. In fact, aForbes article yesterday (click here), highlights an eMarketer chart, which indicates thatupwards of 38% of mobile ad clicks are accidental or fraudent.Enter Google with its Don‟t Be Evil FocusGoogle has begun to roll out ad-serving technology on its Android platform that isdesigned to significantly reduce accidentally clicks, a.k.a ―fat fingers.‖ While this mayhurt revenues in the near-term, it will increase the value of the ads and improve the userexperience.As shown in the screenshot embedded to the right, if you click on the edges of the ad, awindow illuminates to ask if you want to click on the ad, rather than instantly take you tothe site behind the ad. Essentially Google is asking you to confirm your ad-click, unlessyou click dead center on the ad, which it then assumes you meant to do.Google is making a very important move to improve the user experience of mobileadvertising; building trust among advertisers that consumers actually want to view theirads.Will Others Follow? We hope that Google‘s move increases advertiser awareness ofhow rampant fat fingering is and how mobile apps are hurting the mobile ad industry bynot employing solutions such as Google‘s Click to Confirm. We wonder how manycompanies can stomach the near-term pain of doing what is in consumers best interest,even if it means generating less revenue in 2013117