Optimizing Your Video Ads in a Mobile World

With mobile advertising booming, it’s important to keep smaller screens in mind when making content, and specifically video, for multiple platforms. What might have been a great video advertisement five years ago might not work today because of the shift to smaller screen sizes. The Interactive Advertising Bureau (IAB) recently released a study on best practices for working with video in the mobile era, and some of its findings could change the way you go about producing video content.

First and foremost, make sure your ads matter. Consumers are becoming more sensitive to pages with a jumble of ads that make the page look unkempt or confusing. Reduce clutter by making sure your ads are targeted toward the audience you want to attract. If the product or service you are selling isn’t applicable to the people visiting the site or watching the video, then what’s the point?

Finding the right audience is only half the battle, though. Advertisements have to be enjoyable to have the desired effect. One way to make them more palatable on a mobile platform is ensuring that the important stuff is large enough to be seen on a smaller screen. Your logo and product shots need to be large enough to make an impact when viewed on a phone or tablet. Don’t make your logo so small that it’s a strain to see it on a small screen. While a smaller logo might make more sense on a desktop, it just won’t work if consumers can’t see it. Don’t be afraid to make more than one version of your content, optimizing different versions for different platforms. Tablets can be especially effective with consumers in the 35 to 54 age range. While tablets and smartphones tested relatively evenly with the younger test group, tablets did much better as the age of consumers rose.

Another key when making video is accounting for the length of the advertisement. Here again, the age of the targeted consumer is important. For the IAB report, both 10-second and 30-second videos were tested. The 10-second ads scored much higher with those aged 18 to 34, while 30-second ads did better with the 35 to 54 age bracket. This leads us back to our earlier point on targeted advertising. If your product or service appeals more to Millennials, it might be smarter to make shorter advertisements. There are some exceptions, however, most notably when you’re trying to impart new information to consumers. In that case, the Millennials tested in the IAB report felt they were receiving much more information from the longer ads.

How does all of this information help you? It keeps your content enjoyable, which is the most important part! Making content that people care about, and that consumers are ready and eager to digest, is what can set you apart. Little details like making sure your ad is well-branded at the beginning of a video can make a huge difference when consumers are seeing so many competing advertisements. This means that even if they do click past your video, they’ve still seen your logo and know what the advertisement was for. If your content doesn’t have any branding until the end, and the consumer only watches the first five seconds, you’ve wasted an opportunity to introduce your brand to a new consumer.

Keep all of these things in mind and you can create useful, engaging video content. As the web becomes more and more a place where people go to get digital media, the impact that video ads can have on consumers can’t be discounted. Making sure yours hit all the points we’ve talked about here can take you to the top of video marketing, especially on the mobile side.


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