The notion that not everyone viewing their ad is entirely receptive to what's dancing before their eyes is something advertisers are used to.

Those working on television campaigns are fully aware that a large portion of people sat in front of their TV set are multi-tasking – reading, playing games, or simply using what's on the box as background noise.

According to digital media aid Pontiflex, the situation is no different on mobile.

While ad networks frequently use click-throughs as a way to measure the strength of their business, in truth a large portion of such stats are meaningless.

The accidental ads

Pontiflex's assertion is based on stats drawn from an online survey of more than 4,000 mobile app users conducted in two parts in December, carried out in co-operation with research firm Harris Interactive.

The results suggest 47 percent of all clicks on mobile ads are actually nothing more than an accident.

A closer look at the largest group of mobile app users – 18 to 34 year olds – is even more damning, with 61 percent claiming they've clicked or tapped on a mobile ad by accident more often than they have on purpose.

Small ads, big problem

"The real estate of app ads is too small, and it's too easy to click accidentally," said CEO Zephrin Lasker said.

"If you are a mobile marketer, why would you run a [cost-per-click] campaign? Steve Jobs was right: keep people in the app. The problem with the approach of a lot of mobile advertising is that the old online model has been transferred to the mobile device."

Indeed, Pontiflex's numbers show that 71 percent of those questioned prefer ads that keep them within the app itself, though no detail is given as to whether accidental ad taps are less of a factor in such apps.

[source: mocoNews]