What recommendation should be made for adapting a TV ad for Facebook advertising?

Adapting a TV ad for Facebook advertising involves considering the different viewing habits and platforms users engage with. Mobile viewing, which is prominent on Facebook, requires adjustments to both the format and length of the video to ensure it is engaging and fits within users' attention spans.

When a TV ad is created, it is typically designed for a larger screen and often has a longer duration, which may not resonate the same way on a mobile device where users scroll quickly and may not watch longer videos. By adjusting the video format to suit vertical viewing and shortening the length, you enhance the likelihood of capturing the audience's attention. This adaptation aligns with best practices for social media content, making it more visually appealing, easily consumable, and effective in driving engagement on the platform.

Maintaining the original format and length would not cater to the user experience on Facebook, while using a different video asset may not be necessary if the original concept can be effectively adapted. Limiting the video strictly to 30 seconds could potentially disregard the effectiveness of a longer, well-crafted message if it is engaging and relevant, thus making it less flexible than the correct recommendation.