With this campaign, Ikea is bringing a more realistic approach to banner advertising. As explained in this case study video, its “Perceptive Banner” ads acknowledge that, fairly often when you click on a mobile banner ad, it’s not on purpose (Ikea cites research suggesting that over 60% of clicks are accidental, and down to “fat thumb syndrome”.) So, the Ikea-branded banners that pop up greet you with messages like “Really, are you sure?” and “Oh, did you tap by mistake. That Happens?” rather than taking you somewhere you didn’t really want to go, and annoying you.
IKEA Perceptive Banners from Ourwork on Vimeo.
