According to the eMarketer site, Canadians will spend 65% more time on their mobile devices than on their computers in 2019, and mobile advertising spend will grow by 23% to account for one-third of all ad spend in Canada. This paradigm shift in favor of mobile calls for an evolution of content formats. 

Stories are the new format that has most marked the digital universe last year. Some good practices must however be respected by companies: stories must create an impact from the first second, start and end with the image of the brand, prioritize multiple scenes, integrate invitations to display more - swipe up, communicate clearly the brand's messages or create content that is also suitable for silent listening.

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There is also a growing demand for mobile videos. In this respect, vertical video is perhaps the most visible trend, especially for short-form content. Rather than trying to adapt existing content, companies can bet on a new creative approach to move to 9:16. Most of the message should be placed in the center of the screen and videos should be concise.

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