Mobile ads may be small in size, but done the right way they can be impactful. The key is for marketers to avoid making them obtrusive and obnoxious. And according to research from IPG Media Lab and Magna Global, there are certain mobile ad formats that tend to be more favorable than others.
While slightly fewer respondents were able to recall brands from six-second ads (41 percent) versus 15-second ads (50 percent), they viewed the brands that used shorter ads as more relevant, innovative and modern—especially when brands used a vertical format more fit for a smartphone than the standard horizontal layout.
While slightly fewer respondents were able to recall brands from six-second ads (41 percent) versus 15-second ads (50 percent), they viewed the brands that used shorter ads as more relevant, innovative and modern—especially when brands used a vertical format more fit for a smartphone than the standard horizontal layout.