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Facebook Creative Shop: optimise your TVC for mobile

By afaqs! news bureau, New Delhi, December 21, 2017
The short form video has become the biggest opportunity for advertisers on Facebook and Instagram to adapt their TVCs for mobile in the Asia-Pacific.
Brands must optimise their TV ads for mobile to ensure that there is message consistency, says Facebook.

"By optimising its TV commercial for mobile, Toyota was able to achieve 26-point lift in ad recall, an 11-point lift in brand perception that Toyota is "stylish," and awareness of its new features, all at 50% lower cost per lead compared to other platforms," said Rafael Guida, head of Creative Shop for Southeast Asia at Facebook, to The Drum.

So, what did Toyota do? When the car maker wanted to raise brand awareness for its Corolla Altis model in Thailand it revamped its TVCs for a mobile audience. The brand's Facebook and Instagram feeds saw a variety of ad formats. It, then, played with speed and front-loaded its shortened videos with branding and messaging that highlighted key specs to capture people's attention quickly on mobile.

Brands like McDonald's, Nestle, Lazada and Magnum too have created successful mobile ad campaigns with the help of Facebook's Creative Shop. Will many other brands follow?

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