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Which pair of visual language elements has the highest impact on watch time for video ads on mobile devices?

A pair of pacing and framing (visual language elements) has the highest impact on watch time for video ads on mobile devices.

  • Framing and supers
  • Supers and audio
  • Pacing and supers
  • Pacing and framing

The correct answer is: Pacing and framing.

Think mobile and smaller, dimmer screens. Tighter framing, bright footage, large text and faster pacing help stand out.

Pacing and framing.

Pacing and framing are the visual language elements that are most impactful regarding watch time for video ads on mobile device.

Framing:

Use tight framing on the subject, whether it’s a product or a person.

The reason: Clearly showing the person or product and using non-obscure angles makes it easier for the brain to process and sustain engagement.

Pacing:

The rule: Aim for two or more shots in the first five seconds.

The reason: Having multiple shots in the first five seconds is a positive factor for Ad Recall and Consideration.

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