The 15 Second Video Ad

Studies through Nielson on mobile ad effectiveness are finding that consumers exposed to mobile video ads demonstrated significantly higher brand awareness, favorability and interest in purchasing. Mobile video has become a high performing vehicle to drive ROI and merits greater investment in cross-screen marketing campaigns. How can your brand launch an effective video ad for mobile platforms?

The ideal mobile video ad length was determined to be 15 seconds. Now a days even if your ad is motion picture quality, a mobile ad that is 6 minutes long will not produce the results you need. Our lives are very busy and keeping someone’s attention for that long on a video advertisement is difficult. How long would you spend watching a mobile video ad?

Before you start creating your next ad campaign, I’ve organized some valuable points for your perusal.

1. Always have great content. Interesting content creates effective video ads. Since the ideal ad unit in mobile is 15 seconds, it should probably be the most compelling within the first second or two. Aim to get your point across quickly and in a way that will resonant with the audience you are trying to reach.

2. Know your audience. Knowing who you are trying to market too will play a role in both the content and where you deliver the message. If you want to reach an audience that will actually watch your video, make sure your ads run on engaging, entertaining, long session time apps like TV viewing, video content, games and social apps. Users in these apps are more receptive and more likely to engage with ads. Context is equally important, particularly for brands, so be equally sure your ad is running alongside content that is appropriate for your video.

3. Optimize your video ad for all platforms. If your video doesn’t load in three seconds or less, your audience will just go on to something else. Make sure your video is not grainy and your audio doesn’t cut in and out. Don’t put your brand at risk with slow-loading, low quality video.

As you plan those creative campaigns for next year, keep the above thoughts in mind and I look forward to working with you on your next mobile video ad in 2013!

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