Mobile-First Creative

& Data-Driven Insights

Q1 2019
Mobile First Creative…
VIDEOS shorter than 15 seconds VIDEOS longer than 15 seconds with height
with any dimensions greater than the width (4:5, 2:3, 9:16)

AND
OR
 The importance of mobile-first video

What is it? How?

• 9:16 ratio recommended (4:5, 2:3, etc.)
• 15-seconds or less • Creative prioritization
• Designed for sound off
• Brand in first three seconds
• Video Creation Kit

Why? • Mobile Studio Apps

• Mobile-first creative has a 27% higher likelihood of
driving brand lift compared to video ads that are • Creative Shop Consultation
not optimized for mobile1
• People hold their phones vertically 90% of the time2 • MobileWorks

Metrixlab data, Facebook-commissioned study of 759 video ads distributed across 25 countries, 2017
MOVR Mobile Overview Report, Q2 2017
Mobilize video
to increase
ROAs
49 %
Higher conversion
rate compared
to video

3.8x ROAs
Increase 75% of all mobile data will be video by 2020.

performance
with mobilized 3x
more people were engaged with an ad when
a brand name and message were presented
in
video 2.1x
ROAs
the first 10 seconds of a video ad.

#1 -2.4x Aided recall for traditional video ads was

Sales month 2.4x LOWER than ads adapted for mobile.
ever

MOBILE OPTIMIZED VIDEO

Capture Attention Length + Message Delight with Sound Specs
- Clearly brand - Less than 15 - Don't rely on sound - 1:1, square
to stand out seconds to convey your video: 1080px x
- Try quick or bold - Main message + message 1080px
animation logo - Use animated text - 9:16, vertical
- Choose attention in for 3 seconds for key ideas or video: 1080px x
stopping - Single-minded, captions 1920px
thumbnails simple message
that aligns
Source:Cisco Visual Networking Index:
toGlobal
the adMobile Data Traffic Forecast Update, 2015–2020” by Cisco, Feb 3, 2016.
objective
Facebook IQ Source: Video ad rating conducted internally by Facebook in Q4 2015: 2,183 Video Ad ratings corresponding to
965 video ads in market in the US and EMEA between Q4 2014 and Q4 2015. Video ad metadata obtained from Facebook
internal data. Brand performance data based on Nielsen Brand Effect norms database.
Facebook IQ Source: Metrixlab data - Facebook IQ commissioned study of 759 video ads distributed across 25 countries: Brazil, Chile,
Mexico, Argentina, US, Philippines, Indonesia, Japan, Thailand, India, Greater China (Hong Kong), Korea, Australia, Vietnam, New
Zealand, UK ,Italy, Poland, France, Germany, Romania, Turkey, Spain, Saudi Arabia, and The Netherlands. 2017.
 Nearly 2 in 5 online purchases
are now completed on mobile.

Source: Criteo, “Source of Cross Device Commerce”, Q4 2016

Implementation
Optimize your video content for mobile for better performance

42
Capture Attention Early %
more people

Start with your most captivating elements, incorporate brand identity early, hook people
recalled the ad +136%
Increase in 10 sec
with your view over long
most engaging content and choose attention-grabbing video thumbnails. form

Length
We’re challenging our advertisers to create short form video: less than 15
seconds with the main message upfront (in the first 3-5 seconds).

Design for Sound Off in Feed

Use visual storytelling, try adding adding text on-screen to tell your story, use
sound to delight instead of inform, add captions

Framing
Try 1:1 or vertical framing

Play More
Test, iterate, learn. Push the boundaries by creating visual surprises.
Video Creation Kit
Promote a product Sell multiple products Show product benefits Drive product discovery
(6 seconds) (6 seconds) (15 seconds) (15 seconds)

Choose from multiple templates

— designed with your business
goals in mind. These templates
can be found in Ads Manager
within the single video and
slideshow formats and in the
Video section within the
Publishing Tools on your brand's
Facebook page.

They'll give you the power to

create brand new mobile videos
that follow a unique, performance
optimized, story arc.
No.