According to a new Pew report on mobile ads, people are seven times likelier to click on mobile ads than on other ads. That seems crazy.
1. On one hand, given their small screen size, smartphones and tablets make it difficult to avoid advertisements while browsing. No doubt, this is why full-page “takeover” ads on mobile devices are touted by Flipboard, Quartz, and others.
2. On the other hand, false positives—namely, clumsy thumbs—are surely one of the culprits here. (This is why auto-correct is so popular.) This so-called fat finger syndrome will likely decrease as screen sizes increase and our digits get more dexterous, but I suspect that the future of mobile advertising lies more in sponsored content than in straightforward, traditional banners.