1.5 Clicks

Background

There was a concern of false touches early on phones. When at AdMob there was this guidance to make ads appear on end levels, or when users had minimal actions like a score page, Home Screen, settings, etc.

When we came to Google we tried to prevent bad clicks and since app developers didn’t all follow the guidance, we explored ideas, to confirm user action.

Process

We explored ideas, thinking show an ad like normal, some text, logo, etc. then on tap, show the call-to-action (CTA), reinforcing what the ad leads to and possibly supporting/expanding on the CTA.