TV ads run great on a desktop or laptop, but what happens in people use mobile devices instead? Well, the quality of the video ad is not that great anymore. This happens because the ad is not made to adapt to the type of screen on which it unrolls. The increasing number of mobile users led to the appearance of pocket TVC, which is an adapted form of TVC that is capable of suiting their needs. But, besides adapting to a small screen, pocket TVC has many other features adjusted, as seeing an ad on a mobile phone is not the same thing with seeing the same ad on TV or computer. So, if you want your pocket TVC to be successful, here are 7 highly useful tips to consider.
Make your spots short
Keep in mind that mobile users are usually people that are constantly on the move, active people that don’t have too much time to watch a video ad. So, when creating a pocket TVC, you need to make it short. How short? Well, according to Facebook, the ads that enjoy the biggest level of popularity are between 6 seconds, in feed spots, and 15 seconds, in-stream spots. It is true that time is short to deliver everything you want to transmit, so you will have to use your team’s creativity for this. Just remember that it is okay to throw the mobile user into the drama as soon as possible, as they want to see what happens in the shortest time possible as well.
Your brand should appear early
Make sure that the views understand what the video is about in the first seconds. This is why you need to include your brand in the first scenes of the video, and not wait until the end. Thus, use the first seconds of the spot to present your brand loud and clear, so that the viewer will get the main idea right from the start. The videos that underperform are the ones that don’t manage to deliver a clear message.
Transmit the message of your spot by using visual elements
The reason people watch video spots is that they don’t have to read content, they just have to watch it. So, the whole idea is to make your message be heard, but in a visual manner, rather than just reciting a story. Many people look at these ads in their coffee breaks, while commuting, waiting in queues, so it is highly possible that the volume is turned off.
The scene should unroll fast
Don’t wait for too long to show the drama in your spot. Forget about introductions, as you have no time for them. Bear in mind that you only have seconds to capture the attention of the viewer, so set up the scene quickly so that they reach the interesting part fast.
Create meaningful context
When creating such a spot, you need to think about the people that are not familiar with your brand, event, or whatever you may try to advertise with its help. So, everybody needs to understand, as soon as possible, if not even right from the start, what is the spot trying to inform them.
Make a short but sweet cover for the story you present
This is a great way to introduce short text into the spot, without delivering it in an audio form. If you have some interesting mentions or information to share about the spot, you can use one or two sentences on the cover to do so.
The most interesting frame should start the video spot
Once the scenes for your spot are ready, choose one, two at the most, which are considered to be the most interesting and captivating. They should be the ones that will have the ability to convey the message in the first seconds on the spot, convincing the views to watch the entire spot.