JEFF BEER, INNOVATION BY DESIGN, FAST COMPANY:
"With the advent of multi-platform video viewing has come the question: does the traditional TV spot narrative translate to mobile? That is, should brands be using a different kind of video format for different platforms? And how would you measure such a thing?
"Google has taken a stab at answering those questions with the latest project from its Art, Copy & Code initiative called Unskippable Labs. The project saw Google team with BBDO New York to use Google’s ad and video data to better understand what content works best with mobile audiences. Turns out, simply using shorter versions of existing ads isn't necessarily the best or only option. In fact, for many, longer, less traditionally structured ads may be the way to go.