Commentary

Might I Suggest Serving Some Diabetes Ads?

Normally, the word “fat” has a positive connotation when used in online industry references. As in, “That’s some fat bandwidth you’ve got there.” But Linus Gregoriadis, Research Director at Econsultancy uttered a reference that is likely to cause some online marketers and agencies to cringe, if not put their display ad budgets on a diet.

While discussing this morning’s research presentation at OMMA Display Europe in London, Gregoriadis said some new research indicated that “a lot of the clicks” going to display ad impressions are due to “fat fingers.”

In other words, some user’s digits are just too big for current digital media interfaces (you know, keyboards and touchscreens), and are inadvertently clicking on ads they never intended to.

Hmmm, I’m not so sure that’s actually a negative, and if some digital rocket scientist can figure out how to apply biometric or heuristic analysis to those patterns, we might actually figure out a way of optimizing ads targeted at people with weight problems.

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