Let's talk about mobile! In many ways, mobile is in fact the new black... and people are using their mobile devices more and more lately to view videos. Understanding the needs of smartphone and tablet users will help you understand how best to reach them with your video ad.

Here's the first thing to consider: as of last year, audiences are spending more time on mobile devices than they are on desktop computers (comScore). Digital media time spent on mobile devices is at 60% for mobile and 40% for desktop. An additional change in the landscape is that now there are more and more people entering the market who are mobile-only internet users, because advances in mobile technology make it easier for people to completely bypass desktop devices for mobile.

And you need to create differently for mobile than you do for desktop. Mobile users will only give you a couple of seconds to catch and hold their attention, so you need to deliver the goods quickly, to hook them in to watch the rest of your ad.

Two additional considerations for mobile users:

• Shorter is better. Mobile ads between 7-10 seconds long see markedly higher completion rates than those between 11-15 seconds in length.
• Brighter is better. Brighter and lighter creative drove higher completion rates - light-colored ads earned an average completion rate of 64%, while those with darker colors came in at 43%.

So when you're creating your ad on VideoAdds, bear in mind that many if not most of the people viewing it will be on a tablet or a smartphone. Make it bright, short, and snappy to appeal to these people, and you'll be successful!