Research done by Facebook shows that mobile ads that last 1 second or less, are still effective at increasing brand awareness, along with key message recall and retention, among other desirable effects.
Studies show that across Asia, users spend more time using mobile devices than they do sitting in front of a television. However, advertising agencies have yet to embrace mobile advertising, as only 20% of spending is focused on mobile media.
In a recent study, respondents were able to recall information from mobile news feeds after having exposure to that information for only .25 seconds This leads Sachin Sharma, Global Brand Partner at Facebook, and Head of Strategic Marketing for Brands & E-Commerce APAC at Facebook, Reynold D’Silva, to conclude that marketers need to approach mobile advertising with a focus on quick to the point advertisements in order to gain the interest of the target group, rather than traditional methods of 10 to 30 second, or longer, ads.
D’Silva wrote, “People are spending more and more time on mobile, and even though the time is divided into a number of short individual sessions scrolling rapidly through content, people are fully immersed and are able to take in information and make decisions much faster.” This mean that brands need to use a different set of analytics to determine effectiveness. No longer will view duration or likes be the metrics that should be focused on. Instead, brands should be focusing on producing shorter ads that get their point/brand across in a timely manner, and gauging effectiveness by looking at the impact on sales.
