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Swiping — the move which could revolutionize mobile advertising

Any­one with any expe­ri­ence of media jobs in mobile adver­tis­ing agen­cies can con­firm the exis­tence of a stub­born dif­fi­cul­ty in this cor­ner of Adland: mobile adver­tis­ing spend might be ris­ing rapid­ly, but gar­ner­ing met­rics to assess its effi­ca­cy is an exceed­ing­ly tricky busi­ness. But one mobile adver­tis­ing expert has prof­fered some sim­ple yet poten­tial­ly ground-shift­ing advice for the cre­ators of mobile dis­play ads: for­get tap­ping, switch to swip­ing. Why mobile adver­tis­ing should swi­peable, not tap­pable Writ­ing in the online mar­ket­ing news source Mar­ket­ing Land, Matthew Rob­les (the VP of Prod­uct Man­age­ment at the dig­i­tal adver­tis­ing agency Van­tage Local), puts his fin­ger on an all too fre­quent draw­back for mobile phones adver­tis­ing cam­paigns: the fin­ger itself. Or the fat fin­ger, to be more pre­cise. Many mobile ads get tapped acci­den­tal­ly by users whose fin­gers are too big to nav­i­gate the screen accu­rate­ly, a phe­nom­e­non which not only irri­tates the user to hell, but cre­ates over-val­u­a­­tion of irrel­e­vant ads (click-cen­tric mar­keters wrong­ly inter­pret taps as a sign of engage­ment and end up over-buy­ing the ads). Rob­les iden­ti­fies a major issue for mobile adver­tis­ing agen­cies: “The prob­lem isn’t that ads don’t work on mobile; it’s that the desk­top mod­el of “click or hov­­er-to-engage”…

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