With mobile use taking up more and more space and changing our consumption habits, brands have no choice but to adapt to this new mode of communication. Goods and services have changed, but also content. Which has had to change in order to be integrated into the smartphone journey. Square videos, vertical formats, less text and more images in general: mobile gives a whole new definition to storytelling. Facebook IQ has conducted a study of more than 2000 advertisements broadcast on the network, and gives us in an infographic the results of this survey on the new rules of creativity on mobile. Which are very different from those applied everywhere else.

Why Does Ad Creativity Matter Even More on Mobile?

In this study – conducted in the United States – we learn, for example, that mobile users spend an average of 1.7 seconds per content, and that nearly half of adults consult their smartphone at least 30 times a day. Because the distribution of an ad will be directly by its relevance and quality. It is essential to Australia WhatsApp Number List offer users ads that are impactful and engaging. For example, an advertisement that has received a lot of negative feedback may see its total value decrease. The data collected on a campaign can provide crucial information for the development of the next one.

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How to Embrace This Creative Transition on Mobile?

Mobile-first, visual-first A singular use, which forces us to rethink the content that would seem most appropriate for such habits. Users spend little time on each content, and moreover, photo and video applications are the most used on smartphones. Thus it will be necessary to adapt the visual content to the smartphone screen, which differs from that of television by its verticality. And the study also shows that everyone’s expectations differ depending on

The platform: the user does not expect the same type of publication on Facebook or on Instagram, for example.

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