Longer video ads have demonstrated greater effectiveness compared to their shorter counterparts. “Our attention spans may be short, but longer mobile video ads have proven effective at catching users’ attention,” says marketing platform Liftoff, who published the report. If you’re using shorter video ads in your app campaigns, try creating longer videos to test. By using longer video ads, you may be able to increase the effectiveness of your mobile marketing campaigns, resulting in higher engagement, conversions, and, ultimately a better return on investment (ROI). With longer video ads, you have a whole minute to convey a well rounded story with a hook and compelling conclusion.