The Future of Video
Given the dominance of the mobile format, it’s no longer enough for brands to simply port over their TV campaigns to mobile – they must make ads that work vertically.
The reason is simple: people consume content very differently on mobile and this impacts how they experience and process the content.
At the forefront of this shift is verticality. In fact, some 83% of visitors to video-centric websites hold their smartphone in portrait mode1. This rise of verticality is acting as a catalyst for media companies including Airbnb, Wikipedia and Spotify to evolve their video strategies and push the envelope. The trend doesn’t stop with media – it’s impacting hardware too. Earlier this year, Samsung introduced a vertical TV to help fulfill the ever-increasing appetite for full screen vertical content and make it easier for people to watch vertical content on the big screen.
The Power of Stories
At Facebook, the Stories format is proving to be a game changing new medium for expression.
Although Stories launched less than five years ago, its growth has been explosive, with one billion Stories shared each day. Part of the appeal is that Stories helps to broaden people’s perspectives and keep them connected. In fact, 78% of people in APAC agree that Stories helps them to experience new things outside their everyday lives, while 69% said it makes them feel like part of a larger community.2
These lively 24-hour mini-narratives – which include Facebook Stories, Instagram Stories, Messenger Stories and WhatsApp Status – are also improving people’s relationships with brands. The unique visual vernaculars and interactive capabilities have differentiated Stories from being another one-dimensional format. Storytelling is now participatory, personalised and more interactive, better connecting people and brands.
Getting creative with mobile video
As consumer behaviour shifts in real-time, we’re constantly evolving to create formats that resonate with how people consume media and content.
Today, this means getting people to interact and become part of brands – and so we’ve launched a suite of interactive ads to help businesses better engage with audiences:
Polling Sticker Ads for Facebook and Instagram
Interactivity adds a new dimension to Stories. One way we’re doing this is through the polling sticker, which allows businesses to be more engaging and playful in order to build better connections. The results so far are promising, generating increased three-second video views for nine out of 10 beta campaigns.
With Playables, a mini-version of a game is embedded in an ad, allowing players to try a game before downloading. While this is growing in popularity as a format, 33% of publishers using a mix of in-app ads and in-app purchases said playable ads are already their most successful format.
Augmented Reality Ads
This format allows advertisers to offer immersive experiences through which audiences can virtually visualise, interact with and try on products and experiences in a space. For brands, it is an opportunity to deeply engage with their audience, which could potentially lead to increased consideration and higher conversions.
Mobile is massively changing consumer behaviour and now it is up to advertisers to adapt, innovate and push the boundaries.