‘Pitch, Play, Plunge’

In short, this means using a variety of formats across a campaign. Content which: 

• gets people’s attention 
• allows people to interact with your content 
• immerse themselves in it more deeply.

Facebook data shows that campaigns with ‘mixed assets’ like this do really well. But they also overreach. Facebook project a world where the only things that exist are their ad formats.

And on that basis, it’s a world in which a ‘long video’ could be one that only lasts 15 seconds.