Successful mobile ads answer three big questions. Is the ad entertaining? Is the ad too long? Is the ad relevant? All the other results from this research provide some detail, but fit into one of these three buckets. The challenge for marketers is to build mobile ads for the medium and how consumers use it. Since all effective ads are entertaining and relevant, going to a video with a mobile ad in front of it limits ideal length to six seconds. The key is transmitting an entertaining message before the annoyance factor kicks in.
Reflecting on these data, Kara Manatt, SVP, Intelligence Solutions and Strategy at Magna Global gives advice, “Mobile demands its own customized ad formats, rather than simply repurposed versions of existing assets that were developed and optimized for other platforms.” Source: AdWeek