Short form creative content is fast becoming the preferred media for consumers to take in advertisements, and its strongest form is found on mobile.
Scrolling towards broader horizons
Facebook has found that consumers will take in content at 1.7 seconds on mobile, compared to desktop usage which takes 2.5 seconds to consume.
The versatility of mobile devices also allows for branding to be made personal with more efficiency, allowing for longer attention spans of a given advert while consumers engage and share more frequently.
Mobile video is becoming the strongest platform for adverts with Facebook predicting 75% of all mobile data traffic to be video orientated by 2020.
Mobile ads: the upper medium
From direct response, brand, and digital native marketers, consumers are proving themselves to have a varied taste when it comes to giving their full attention to ads. Quick, creative, and new is key.
GIFs are fast establishing themselves as a new art form of advertisers. Facebook has recently taken great strides to bring the medium to comment sections and Messenger conversations. Companies like Magnum Pakistan have run short GIFs and videos to further their brand, achieving 11-point lifts in message association.
Vertical videos, Instagram and Snapchat stories, and GIFs are all new arsenals in the advert tool belt of media marketing and consumers couldn’t be happier.
How do you prefer your adverts? Are you more likely to retain what you find on your mobile? Give us your thoughts in the comment section below.