We all know the classic 16:9 cinema aspect ratio, whether from our TVs at home, video billboards, or from the big screen. But do those really reflect the current focus of media consumption? Where is the target audience? Always on the go!
And wherever that may be, the smartphone is always along for the trip. It accompanies us 24/7, no matter what we’re doing, what we’re thinking about, what we’re searching for or looking forward to. As our most important digital companion, we also use it as our default way of quick and easy media consumption, especially through social networks or video platforms. The goal of online content creation is to maximize both attention span and consumption length. One of the challenges is not to disturb the users’ standard behavior, like through the use of obtrusive advertising formats, while at the same time not completely fading into the background of the mass of available content and its rapid consumption.