Why Digital Video is Going Vertical
April 20, 2017
The world is becoming mobile-centric. Eighty percent of social media time and almost two thirds of digital media time is spent on mobile. Consumers want video that fits the context in which they consume content, and that experience is now vertical.
Considering Vertical Video
Pushback against vertical video was swift. Traditional video production has always been horizontal, mirroring not only our ocular orientation but also the horizontal methods of consumption (film, television and desktop). But 65% of all digital content is now consumed via mobile, and advertisers must respond to these changing habits. Facebook has been working to enhance the vertical video experience on its platform. After launching vertical video in News Feed last year, the company worked with ten brand advertisers to test the impact of vertical video ads against horizontal and square video ads. Seven of the ten tests showed that vertical video ads drove an incremental increase in brand lift, including a three- to nine-point increase in ad recall.
According to Snapchat, vertical video ads on the platform are nine times more likely to be watched all the way through than horizontal video ads. Consumers hold their phones vertically over ninety percent of the time, so vertical video provides a richer and more immersive experience, leading to greater engagement.
Vertical Video Production
Vertical video production requires a different artistic focus. Format and device should be considered from the outset in order to create powerful and successful vertical content. As consumption habits continue to move toward mobile, your vertical assets will have the opportunity to be repurposed more frequently. Additionally, publishers are now allowing for half page vertical display ads which could stretch vertical video assets even further.
In the end, consumers don’t want to be disrupted in their mobile experiences, and will bypass video content that does so. On leading digital media platforms, audiences are used to seeing and sharing video that was shot on their smartphones, and when brands mimic that experience the investment pays off.
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