5 ways we're still botching mobile

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Mobile pop-ups lurk everywhere -- within popular games and embedded in the mobile sites of many publications. Due to the "fat finger" issue, they often transport unwilling users away from the content at hand. In fact, according to a recent study, 40 percent of mobile clicks on ads are the result of accidental presses or fraud.

"Interstitials work a balancing act between grabbing attention and providing utility," Phluant's Weaver says. "Most people use their phones to accomplish a task -- send a text, read an email, get direction, even, dare I say, make a call -- and they interrupt that task."

Weaver adds that while even interstitials share mobile's built-in targeting value, they are rarely up to the task. "If an interstitial is well targeted to relevant media with an actionable rich media ad, then it can be quite good and effective," he says. "Unfortunately, what you see instead are sorry attempts at branding with poor execution, no targeting, no relevance, and no other call to action other than a click."

Interstitials not only annoy consumers, but they also ignore the rich targeting opportunities afforded by mobile and typically feature lackluster creative. Mobile can simply do better.