COLOGNE — TV ads may need to be re-cut in half before they are simply shovelled in to mobile apps, says one executive working at the sharp end.

“The idea of putting a 30-second TV spot as a pre-roll or a CPV video in mobile is dying,” says app advertising group Supersonic’s European MD James Salins.

“What we need … is to educate both media agencies and creative agencies about the virtues of mobile video – which tends to be 10 or 15 seconds. You entertain, inform – and get out.”

Supersonic is currently building out its Beijing office after taking a $15m investment in July to expand in Asia-Pacific. Next up are Japan and India, Salins says.

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