While mobile ads may be small in size, they are still very impactful. The key is to avoid making them obtrusive and obnoxious. According to some new research, there are certain formats for mobile ads that tend to be more favorable these days.

For example, shorter ads are considered to be more relevant, modern and even innovative, especially when these brands used vertical format that fits better to smart phones than the standard layout.

According to what consumers look for in mobile ads, entertainment won with 54% and followed by not too long content with 52%, relevant brands with 46%, both relatable and good story with 31%, and then came well-known brands, surprising and innovative ads.

The research thus proved that mobiles demand their own customized ad formats and that six-second, vertical video ads are extremely successful.