Which two elements are most critical for increasing watch time on mobile video ads?

To effectively increase watch time on mobile video ads, focusing on the length of the video and clear messaging is essential. Shorter videos are typically more engaging for viewers, as mobile users often prefer concise content that delivers the message swiftly. The optimal length for mobile video ads often falls between 15 to 30 seconds, allowing enough time to capture interest without losing attention.

In addition to length, clear messaging is vital. Viewers need to quickly understand the core message and value proposition you wish to convey. If the video communicates its purpose clearly and confidently, it can retain viewer attention longer, thereby increasing overall engagement and watch time.

While pacing and framing, color schemes and brand logos, as well as sound quality and background music, can contribute to the effectiveness and appeal of video ads, they are secondary factors compared to the fundamental aspects of message clarity and appropriate video length when it comes to increasing watch time on mobile.