Why Short-Form Video Ad's Need to Be Part of Your Marketing Strategy

Adapt your content to today's short attention spans to maximize their effectiveness.

Image Credit: Shutterstock.com 

It’s no secret that mobile advertising is taking over.

By the end of this year, mobile ad spend is expected to reach nearly $107 billion worldwide!

In fact, mobile search ad revenue is expected to outpace desktop as soon as 2019 and mobile display ads may already have surpassed their desktop counterparts this year (in the U.S.).

According to Business Insider:

• Mobile will be the fastest-growing advertising channel and buoy spending on each of the digital formats. US mobile ad revenue will rise by 26.5% through of 2020.

Short-Form Video Ads

YouTube has become a commercial advertising powerhouse in recent years, with short-form commercials before the start of almost every video you watch on the site.

We've all seen or heard countless minute-long or even 30-second commercials that come with traditional media, like television and radio. Those ads are too long; your interest usually dissolves within the first 10 seconds.

YouTube advertisers, unlike traditional advertisers, are able to consistently engage viewers within a short span, making their video marketing more efficient and effective. You should be taking advantage of short-form videos, too.

Benefits of brevity

Why should we go to short-form?

Easier to distribute: Now, you can easily share the shorts on eight- to 10-second sizzles, since they are small in file size.

Easier to remember: This is a huge factor, which aligns directly with the short attention span that we have. Think about it from the audience's point of view. Do we remember Martin Luther King's entire speech or just the one line, "I have a dream"? The same thing applies to short video. Keep it concise. Capture the important shots, images, overlays and the emotion that is created at every stage.

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