If you play the free version of Words With Friends (or other ad-supported games), you’re subjected to periodic advertising.
Like most consumers, I want these ads to go away as quickly as possible.
After all, unless the ad is speaking to me I don’t want to waste my time looking at it.
Besides, I want to play the next game, round, level, etc.
So I took some screenshots of actual ads from my iPad after
destroying playing my buddies in Words With Friends.
Here is an ad for Chick-Fil-A
Notice where you tap to close the ad (pardon the fancy circle job):
Up next, Best Buy
This ad closes on the bottom right corner:
Now, an ad for another game called “Cookie Jam”:
To escape this colorful mess, you’d click on the upper left:
Three different ads in unrelated categories, yet no consistency on how to make them go away.
This one for Dr. Scholl’s foot products is particularly annoying:
Why? Because the “X” button is deceptively small:
1) The mobile advertising industry needs to develop a standard by which consumers can quickly close the ads, and fast.
Otherwise they’re only increasing the user’s frustration level with advertising in general.
2) Take this lesson and apply it in your own business. Do your customers expect and receive the same predictable process when trying to buy your products?
It would be akin to moving the cash register to different locations every day in your store. Or changing the layout and appearance of your mobile checkout page.
As I discuss in my seminars, “unexpectedness” is powerful in attracting new customers, but not when you’re trying to condition them to your businesses’ practices.