Clicks

An action seldom taken on purpose, and even less frequently done through a clickable device.

We refer to clicks in the same way we refer to dialing phones – and that is a reference to both the dialing and the phones.

Most advertising and digital media, when acted upon at all, is tapped, whether on a smartphone or a laptop’s touchpad. Calling such ad interactions “taps” may cause one to summon, depending on your point of reference, either a Fosse musical or the last bugle call before bedtime. We will have to continue to impress the word “clicks” even when we infrequently press the device’s button that makes the clicking sound.

We infrequently do anything intentionally with digital advertising, but that is for another entry, if not another book.