Mobile ad formats lack standardization: We see many versions of creative formats in mobile advertising today and no standard yet exists for building and delivering these units at scale across the various devices, screen sizes and capabilities. This presents a real issue for the creative shop trying to create consistent messaging and deploy ads quickly
And there are other mobile ad problems not yet fixed, like the ability to pay for things online without having to open your wallet and enter a more than 20 digits into a tiny keyboard. This is part of what Google is saying in its report: people switch between devices whenever it makes sense, and whatever they believe to be possible from that screen. Make better mobile sites, and make mobile purchases more than just an awkward side entrance, and we’ll all end up validating your brands with maximum interactive engagement, or whatever it is you want, Uncle Advertising.