Long form works best on mobile if you grab the audience early, says Google director
The shift to mobile isn’t shortening viewers’ attention spans, although advertisers must grab the audience’s attention early for longer formats to work, a Google director has said.
Ben Jones, the director of Google’s Unskippable Labs, spoke to Mumbrella during his recent Sydney visit about his team’s experiments with branded video content and the challenge facing advertisers as viewers increasingly move to mobile devices.
Unskippable Labs is a small team run by Google that tests how people respond to different creative content on mobile devices.
“The stakes are higher because it’s more intimate… if it works, it works much better. We skip at a higher rate on mobile, but if we pay attention we pay more attention and they are more impactful.
Let’s not kid ourselves here Paul, no one enjoys advertising on mobile at all. If the option to skip is available, people skip 99.99% of the time. The shorter and less intrusive the ad the better.
Who’d have thunk that?
Anyone who has made a TV ad in the past four or five decades.