Case studies

In the recent decade, as people have moved away from desktops to mobile devices, their consumption patterns have undergone significant transformation. One of such changes is the boost of video consumption from smartphones, which prompted mobile video advertising. Today, by creating a video tailored for mobile devices and the behavior of mobile users, advertisers can now achieve successful performance. At the same time, though growing in popularity, videos become shorter: in 2016, the average video length was 13.14 minutes, in 2017 6.07 minutes, and in 2018 it shrank to 4.07 minutes. So how is it possible to cut videos maintaining the content significance, and adjusting it to the viewer’s preferences? The answer seems obvious: you need to make your videos shorter and more content-intensive. But the reality is not that straightforward: each platform requires its format, length, and size, so you end up creating tons of video materials.