I was reading this example of ipad ads from Medialets which put out a highlight reel:
interesting to think about – the act of tapping something is much more visceral than clicking on something – I’ll click something and open it in the background and get to it eventually. When I tap something I’m using my own energy to move my arm, I’m much more involved/vested in the outcome. So a tap-through becomes much more important than a click-through – ?