If a video ad consistently underperforms on mobile devices compared to desktop, what specific video codec optimization strategy should be implemented to address this disparity?

To address underperformance of video ads on mobile devices compared to desktop, the primary codec optimization strategy is to encode the video using the H.264 codec with a lower bitrate and optimized resolution for smaller screens. A video codec is a method for compressing and decompressing video data to reduce file size and enable efficient streaming and playback. H.264 is a widely supported video codec known for its good compression efficiency and compatibility across various devices. Bitrate refers to the amount of data used per unit of time for the video; a lower bitrate means a smaller file size and faster loading times, crucial for mobile devices with potentially slower internet connections. Resolution refers to the dimensions of the video frame; optimizing for smaller screens means reducing the resolution to match the typical viewing size on mobile devices, further reducing file size and improving performance. For example, instead of using a 1080p (1920x1080 pixels) video, encoding a separate version at 720p (1280x720 pixels) or even 480p (854x480 pixels) with a lower bitrate specifically for mobile users would significantly improve loading times and reduce buffering, leading to better engagement. This strategy ensures that mobile users receive a video optimized for their device's capabilities, improving the overall ad experience and increasing the likelihood of engagement, while desktop users can still view the higher-quality version. Providing multiple versions of the video optimized for different devices and network conditions using adaptive bitrate streaming is a more advanced approach.