Google revamps mobile ad formatting to combat fat-finger syndrome

Google (NASDAQ:GOOG) is introducing 'confirmed clicks' functionality into all in-app image ad banners optimized for smartphones, a move designed to reduce the number of accidental clicks.

After Google researchers determined that most unintended clicks on in-app image ads occur at the outer edge of the mobile ad unit--most likely a byproduct of content clicking and scrolling activity--Google will now follow all clicks on the outer border with a prompt asking users to verify whether they actually meant to tap the ad to learn more about the product or service.

"This builds on our previous efforts with confirmed clicks for text ad banners on smartphones, which we introduced a few years ago," said Google Mobile Display Ads Product Manager Allen Huang. "In the text ad format, tapping on the blue arrow button takes you to the advertiser's ad destination, whereas tapping anywhere else in the ad prompts you to confirm your click."

Clicking an ad on the outer border issues a prompt asking users to verify whether they actually meant to tap the ad to learn more about the product or service.

Huang adds that initial tests of the new in-app image ads found that confirmed clicks notably improved mobile conversation rates, corresponding with a slight decrease in click-through rates resulting from fewer accidental clicks.

Forty percent of all mobile ad clicks are either accidental or fraudulent, according to data issued earlier this year by mobile app marketing platform Trademob. About 22 percent of all clicks are the result of user carelessness, with fraudulent server side clicks and botnets/client side clicks--designed to boost developer revenues--generating 18 percent.

For more:
- read this Google Mobile Ads Blog entry

Related articles:
U.S. mobile local ad revenues on pace to reach $5.8 billion in 2016
Forecast: Tablet ad spending will eclipse smartphone spending over holidays
Report: Mobile ad spending doubled in first half of 2012
Flurry: Advertisers under-spending on mobile
Half of tablet owners engage with ads more than once a week
Forecast: In-app mobile ad spending to surpass $7 billion in 2015