Abstract:

At the moment, mobile technologies in connection with the Internet provide new options for information processing and distribution. Smartphones and tablets are no longer used as means to browse the Internet in the search for information or as telephony devices. Along with the increasing performance of these devices and higher effectivity of new versions of operating systems, the application area of these technologies grows wider influencing mainly communication strategies with the potential customers. In the recent years, the consumption of mobile video has significantly grown creating thus new challenges for advertisers who need to adjust the regular formats they have been using so far. Mobile video represents an engaging medium for viewers. However, the demands on the quality of the content are growing. In order to keep the user intrigued, they must deliver fresh and creative content. Meeting these demands usually requires creating and editing content on the go and straight from the mobile phone or other mobile devices. In this paper, we examine the possibilities of mobile video production and assess the quality of its outputs. The results we present in the following paragraphs were obtained during a mobile video production of a test advertising spot using 15 most used video editing applications for three different platforms.