Facebook recently announced its decision to crack down on accidental clicks; the social network won’t charge advertisers if the user goes back to the original page within two seconds of clicking the ad. Advertising Age and MediaPost covered the news in depth.
One of the telltale signs of an accidental click is that the click happened too fast. Using this definition, Pixalate dug into all clicks that came via programmatically-served ads in July 2017 to bring some hard numbers to the discussion.
Smartphones and tablets have the highest accidental click rates, but Connected TV/OTT devices are impacted as well.
Over 2% of video ad clicks on Connected TV/OTT devices are accidental
Web video ads on Connected TV/OTT devices had an accidental click rate of 2.7%, highest among all ad formats studied
App video ads had an accidental click rate of 2%
Web display ads had an accidental click rate of just 0.3% on Connected TV/OTT devices, while app display ads had a 0% accidental click rate in the period studied
Based on this data, video ads on Connected TV/OTT devices are significantly more likely to receive an accidental click than display ads.
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Disclaimer: The content of this blog reflects Pixalate’s opinions with respect to the factors that Pixalate believes can be useful to the digital media industry. Any proprietary data shared is grounded in Pixalate’s proprietary technology and analytics, which Pixalate is continuously evaluating and updating. Any references to outside sources should not be construed as endorsements. Pixalate’s opinions are just that - opinion, not facts or guarantees.
Per the MRC,
“'Fraud' is not intended to represent fraud as defined in various laws, statutes and ordinances or as conventionally used in U.S. Court or other
legal proceedings, but rather a custom definition strictly for advertising measurement purposes. Also per the MRC,
“‘Invalid Traffic’ is defined generally as traffic
that does not meet certain ad serving quality or completeness criteria, or otherwise does not represent legitimate ad traffic that should be included in measurement counts.
Among the reasons why ad traffic may be deemed invalid is it is a result of non-human traffic (spiders, bots, etc.), or activity designed to produce fraudulent traffic.”