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Sometimes, the mobile user clicks by accident. Pontiflex conducted an online survey of 4,000 Internet users in December 2010. The survey, conducted by Harris Interactive, 47% of users say they have clicked on a banner ad rather by clumsiness that voluntarily. Without doubt, this is the consequence of the small size of the screen, then a question of appropriateness of format and design to the screen (referred to remedy mini-apps in the middle of the application The screen size tends to increase, etc.).. Contact
by mistake: that is such a contact? Formidable question, because it does not only apply to advertising on mobile! This "blunder" may also occur on larger screens. How zapping erratic considered still in the cumulative audience of television?
What about bystanders who see billboards involuntarily watched, those who "captured", see or hear an advertisement that did not look or listen. What about the reader who reads the left page and whose eyes overflow on the right page where he sees the ad? All this is included in the hearing. Commitment zero? Advertising does she not surprised?
All contacts are equal? How to distinguish, for the duration of contact? But time does not matter: brief contact may be very committed.
This debate is that of intentionality applies to any media, any message. Pontiflex is a New York corporation which charges advertisers to " lead (CPL) and has a strong interest in valuing this distinction, for it is the thought that counts : the lead is a stage between the simple contact, intentional or not, and processing (application, purchase), it shows undoubtedly the intention. Counting leads is a solution to exclude contacts "by mistake", provided that the outbreak of lead either to the principle of creation, it is clearly and strictly defined in the brief Advertiser or his agency.
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