For marketers who still have the instinct to use repurposed TV spots for their digital video ads, mobile video remains challenging. It represents a form factor many haven’t figured out.

“You have to rethink how you’re telegraphing [your] message and how you’re telling a story in as little as six seconds” or keeping it interesting enough that people watch the whole spot without skipping ahead, says Chia Chen, EVP at DigitasLBi, in an interview with Beet.TV.

Chen observes that marketers are still grappling with how to create mobile video that uses the same visual language, such as verticality, seen in user-generated video and to “be more relevant from a cultural standpoint.”

Autoplay video, which is essentially native to mobile, has its own unique set of challenges, since it’s assumed that users will watch the first few seconds without sound. So the onus is on inventive storytelling.

Chen observes that constraints tend to breed creativity.

“I’m really looking forward to interesting breakthrough work that wouldn’t have occurred to anyone who just had a TV ad brief,” he says.

This interview is part of a series of videos leading up to the DMEXCO conference in Cologne. The series is presented by 4C + Teletrax.