With the evolution of digital advertising, we see significant changes in marketing strategies and goals. Looking back, there weren’t as many digital platforms, and consumers had little choice but to accept what was presented to them. Today, the landscape is entirely different. Advancing technology has impacted brands more than consumers, especially in the way content is created and delivered.
Consumers now actively participate in these processes, creating new behaviors. They consume, interpret, and evaluate information, compelling advertisers to rapidly adapt their strategies to align with shifting consumer behaviors. Capturing and holding consumer attention in digital advertising has become increasingly challenging.
Modern consumers predominantly access social media platforms via mobile devices, making it easy to skip ads on small screens. As advertisers, we must ask ourselves, “How can I increase the time consumers spend watching mobile ads?” To answer this, we need to delve into the concept of the First Second Strategy in mobile advertising.
Creating Watchable Ads
On average, brands post 66,000 pieces of content daily on social media. Adding digital ads to this figure highlights the overwhelming volume of content consumers encounter. How can your ad stand out among this noise?
The answer lies in testing your mobile video ads and identifying what resonates with your audience. Tools like YouTube TrueView allow you to test how your ads will appear, decide when to display them, and select your target audience. Additionally, Google’s Brand Lift studies can help measure brand awareness and ad perception, providing valuable insights.
Beyond technical considerations, elements like the structure of your ad (introduction, development, conclusion) and storytelling play crucial roles. These factors support the First Second Strategy. For instance, brands often incorporate logos within the first 0.4 or 0.5 seconds of social media ads. This tactic aims to leave an imprint in the viewer’s mind during the rapid scrolling typical of mobile use.
Advertisers are expected to bring creative or near-creative perspectives to their campaigns. The first few seconds of your ad should evoke a specific emotion—laughter, sadness, or even curiosity. Research shows that consumers favor humorous ads, which boost brand recall and engagement. If humor isn’t suitable, consider evoking curiosity or highlighting emotional aspects in the initial moments.
Finally, consider using A/B testing to evaluate the effectiveness of different ad elements. This helps identify which visuals and messages resonate most with your audience.
Successful Mobile Ad Structures
As content consumption accelerates, especially on mobile devices, creating impactful ads tailored to this medium becomes essential. Let’s explore some examples of successful mobile ad structures.
Example 1: Mtn Dew Kickstart
In this 30-second ad, three men sip their Mtn Dew Kickstart drinks and start dancing. Gradually, others join in, creating a lively, energetic scene. The ad features a clear introduction, development, and conclusion, with a cohesive blend of action, narrative, and music.
Example 2: Pure Fun
This 1-minute-33-second ad begins without music or clear context, encouraging curiosity. As the ad progresses, it introduces music and dance, engaging viewers with its dynamic visuals. This ad aimed to answer, “How do viewers react to an ad without a clear story?” The result? Pure Fun achieved 26% more views than other tested ads, demonstrating that mystery and curiosity can effectively keep viewers engaged.
Conclusion
Whether you’re in marketing or digital advertising, focusing on mobile-first strategies and implementing the First Second Strategy is crucial. Remember, consumer attention can shift within a minute, but your ad has less than a minute to captivate and engage. Use the initial seconds wisely to make a lasting impact.