Which two visual language elements have the highest impact on watch time on mobile devices for video ads?

Analysis of Correct Answer(s)

• Pacing: This refers to the speed and rhythm of the video. On mobile, where attention spans are short, fast pacing with quick cuts and dynamic scene changes is crucial for capturing and holding a viewer's interest. A faster tempo helps maintain engagement and directly contributes to a longer watch time.

• Framing: This is how subjects are composed within the shot. For small mobile screens, tight framing—such as close-ups on people or products—is more visually compelling than wide, expansive shots. Tight framing makes the subject clear and fills the screen, making the ad more immersive and encouraging viewers to keep watching.

Analysis of Incorrect Options

• Supers: This refers to superimposed text or graphics. While important for communicating key messages, especially in sound-off environments, their impact on watch time is secondary to the core visual structure. Poor pacing or framing will cause a viewer to skip, regardless of the text on screen.

• Audio: The question specifically asks for visual language elements. Audio, by definition, is not visual. Furthermore, a significant portion of mobile video ads are viewed with the sound off, making audio an unreliable element for driving watch time.