Why Shorter Isn’t Necessarily Better With Mobile Video

Consumers might not be able to recognize the brand in that quick burst

An arm holding a smartphone with a paused video
The prevailing thinking that shorter is better as it pertains to mobile is at best reductive, and at worst, lazy. Illustration: Trent Joaquin; Source: Unsplash

If I were to tell you that it’s completely sensible to communicate an advertising message to someone in a few seconds, would you believe me? If you have a stake in optimizing mobile video ads, chances are the answer is an emphatic yes. The topic of ad length on mobile is a hot one, where formerly standard 30-60-spots are increasingly being jammed into smaller temporal boxes.

Jonathan Stringfield is vp and global head of business marketing, measurement and insights at Activision Blizzard Media.