Mobile feed is different

FREQUENT FAST SOUND-OFF

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 In a Facebook study,
76% of video ads required sound
to be understood.
 65% of people who watch the first three
seconds of a video will watch for at least ten
seconds and 45% continue watching for
thirty seconds.

Source: Facebook research and Nielsen

 Small Changes, Big Impact.

Most TVCs have clear messaging and

branding, if viewed till the end. An adʼs
brand and message will effectively reach 4x
more people if the brand or the message is
presented in the first 10 seconds.

Source: Facebook research and Nielsen

 Creative Considerations

CAPTURE DESIGN FRAME PLAY

attention quickly for sound off your visual story more

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MAKE IT THUMB-STOPPING
•PLAY WITH ATTENTION
•PLAY WITH SPACE
•PLAY WITH MOTION
•PLAY WITH VISUAL STORIES AND VISUAL
SURPRISES
•PLAY WITH TIME
•PLAY WITH TARGETING AND SEQUENCING

•ALWAYS DESIGN FOR SOUND OFF

•ALWAYS REFRAME FOR SQUARE VIDEO

•START WITH YOUR MOST CAPTIVATING ELEMENTS

•BRAND IDENTITY MUST COME EARLY
•KEEP IT SHORT OR BREAK IT UP INTO CHUNKS

•DON'T FORGET TO WRITE PUNCHY POST COPY

•DO YOU KNOW ALL THE FORMATS?
 FIRST, EVALUATE YOUR EXISTING ASSETS

Does the film capture Is the core Is the asset framed

attention from the message clear for mobile feed?
first seconds? without sound? (watch it on mobile screen)
(try watching just the first (watch it without sound)
3, 6 or 10 seconds)

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 NEXT, CONSIDER MOBILIZING YOUR ASSETS
Ensure the thumbnail
and post copy are
attention grabbing
(interesting, provocative,
surprising)
Enable captioning, text If the TV creative is
overlay or Facebook 16:9, consider cropping
Automated Captions for it to square (1:1)
dialogue-heavy creative
(on average, captions lead to a
12% increase in watch time,
and in some cases increase
watch time by 50%+)
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DESIGN FOR SOUND OFF
Areas to explore

Tell your story visually

Use text and graphics to

help deliver your message

Try captions

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PLAY WITH
TARGETING
DEMOGRAPHICS LOCATION INTERESTS BEHAVIORS

TOP PARTNERS CUSTOM AUDIENCES LOOKALIKES FACEBOOK IQ

 TARGET BY LIFE STAGE

SINGLES COUPLES FAMILIES

DEVICE/BANDWIDTH

FEATURE SMARTPHONE SMARTPHONE

PHONE 3G 2G
PLAY WITH
STATIC
BEFORE FCS

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•PLAY WITH ATTENTION
•PLAY WITH SPACE
•PLAY WITH MOTION
•PLAY WITH VISUAL STORIES AND VISUAL
SURPRISES
•PLAY WITH TIME
•PLAY WITH TARGETING AND SEQUENCING

•ALWAYS DESIGN FOR SOUND OFF

•ALWAYS REFRAME FOR SQUARE VIDEO

•START WITH YOUR MOST CAPTIVATING ELEMENTS

•BRAND IDENTITY MUST COME EARLY
•KEEP IT SHORT OR BREAK IT UP INTO CHUNKS

•DON'T FORGET TO WRITE PUNCHY POST COPY

•DO YOU KNOW ALL THE FORMATS?
Thank you
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