IKEA - "Perceptive Banners"

Studies show that over 60% of banner ad clicks are accidental because users swipe them inadvertently when they’re scrolling on their mobile devices. The phenomenon even has a name: fat thumb syndrome.
Most people agree that they get frustrated or annoyed when they click on an ad by mistake. Continuing its current positioning of “where life happens”, IKEA decided to create perceptive banners that aid the fat-thumbed. Instead of automatically sending users to their supposed destination, it gently asks if they really wanted to click on the ad, or whether they prefer to continue reading other material. A neat way of evaluating the quality of click-through rates, while easing the frustration of mistales. Sorry, mistakes.