Vertical Video Archives - WordPress https://mediaradar.com/blog/tag/vertical-video/ Just another WordPress site Wed, 08 Nov 2017 14:22:23 +0000 en-US hourly 1 https://wordpress.org/?v=6.4.3 Smart(phones) Mean Vertical https://mediaradar.com/blog/smartphones-mean-vertical/?content= https://mediaradar.com/wp-content/uploads/2017/11/smartphones-mean-vertical.jpg Wed, 08 Nov 2017 14:22:23 +0000 https://mediaradar.com/blog/smartphones-mean-vertical/ It’s time to go vertical.

Advertisers are always looking for the most efficient ways to reach their audience. This means studying media consumption patterns.

]]> It’s time to go vertical.

Advertisers are always looking for the most efficient ways to reach their audience. This means studying media consumption patterns.

In recent years, mobile surpassed desktop as the most-used medium for internet intake, currently sitting at an estimated 55/45 split.

Despite the split, however, time spent on site still favors desktop users.

What does that tell us?

Mobile users are a very large, yet unique audience – they’re more fast-paced and have shorter attention spans. They scroll through more media in less time.

For advertisers, this means shorter, more impactful ads. 

 

A unique viewing experience

Most smartphone experiences take place while looking at the phone vertically. In fact, smartphone users hold their phones vertically about 94% of the time.

Given short attention spans and high vertical usage, implementing vertical video is the logical way for mobile advertisers to meet the unique needs of this audience.

 

Enter, vertical video

Vertical video ads are played with a vertical aspect ratio, to optimize video plays on mobile devices.

Vertical videos better fill out the real-estate required to play a video, making for a better experience for users and advertisers.

Consider this…

If a house filled out a piece of property nicely, you wouldn’t notice the property itself – you’d notice the house.

It’s a matter of eliminating disruption. The seamless integration of a home and the ground make for a single standing piece. Vertical videos are better integrated, and thus more preferential for viewers.

 

Vertical video, on the rise

In Q1 of 2017, MediaRadar found 112 sites running vertical video ads. Through Q3, however, there were 162 sites running vertical video, a 45% increase.

Among those sites, companies within the media and entertainment category continues to lead the charge, followed by pharmaceutical, automotive, and tech companies, all consistent with our previous findings.

 

Below, see the top advertisers using vertical video in 2017:

Top vertical advertisers.png

Even though there is not a large total number of sites currently using vertical video, there is still a very clear and notable increase within the last 6 months alone.

And with early reports suggesting higher returns on vertical video ads versus their horizontal counterparts, it’s further assured that the use of the format will continue to rise.

 

For more video and general advertising info and insights, be sure to subscribe to our blog and newsroom!

]]> https://mediaradar.com/blog/smartphones-mean-vertical/feed/ 0 How Vertical Video is Changing the Mobile Landscape https://mediaradar.com/blog/how-vertical-video-is-changing-the-mobile-landscape/?content= https://mediaradar.com/wp-content/uploads/2017/09/how-vertical-video-is-changing-the-mobile-landscape.jpg Tue, 12 Sep 2017 18:04:54 +0000 https://mediaradar.com/blog/how-vertical-video-is-changing-the-mobile-landscape/ Mobile web traffic has finally surpassed desktop, with BrightEdge reporting that 57% of all search traffic now comes from smartphones and tablets. The ad landscape is adapting in accordance. In a report on consumer trends, MediaRadar found an 8% increase in the number of mobile advertisers in Q1 YOY (16-17).

]]> Mobile web traffic has finally surpassed desktop, with BrightEdge reporting that 57% of all search traffic now comes from smartphones and tablets. The ad landscape is adapting in accordance. In a report on consumer trends, MediaRadar found an 8% increase in the number of mobile advertisers in Q1 YOY (16-17).

Considering that 77% of Americans own smartphones, it is clear that mobile advertising will continue to grow. The main question facing advertisers is how to best capitalize on this increasingly mobile market. One of the most successful iterations of mobile optimized advertising has been vertical video. (Although the format is still in its infancy).


What is vertical video?

Vertical video refers to videos that are shot and play on 9:16 aspect ratio as opposed the traditional horizontal, 16:9 aspect ratio. See the image below for clarification.

VerticalVideoBlog_AspeectRatio.png


Why go vertical?

You want people to watch your ads:

  • Snapchat states that “vertical video ads have up to 9X more completed views than horizontal video ads.”

  • Facebook announced they will be updating their app to present videos vertically because they “found that vertical videos increase users’ watch time and the likelihood that a video is viewed with sound. In other words, vertical videos boost engagement rates. This raises the platform’s value to advertisers, which will benefit Facebook as well as publishers who run ads on the site.” 

  • Youtube’s newly redesigned app now handles vertical video without any issue and adjusts to fit whatever size video you’re watching. It no longer locks you into a 16:9 space.

Where is the market now?

StateofMobileVerticalVideoBlog.png

MediaRadar data found that 112 sites implemented vertical video strategies in Q1 2017.
Mobile video spend is predicted to reach $16.2 billion by 2021, and with early reports suggesting vertical video will provide 3 times the return of horizontal video, the format will undoubtedly continue to grow.


What’s holding vertical video back?  

According to Todd Krizelman, CEO of MediaRadar, “It’s still early days for vertical video. Publisher scale has been low because it’s a new format with several barriers to entry. Publishers need resources- money, talent, and technology to build their capabilities.”

As such, The move to vertical video has been spearheaded by industry leaders including Hearst, Conde Nast, Time Inc. and NBC Universal. These are publishing powerhouses with the financial and structural means to engage in the trial and error necessary to optimize their vertical solutions. Obviously not all publishers and sites are at this level.


How do you get in on the action?

Here are few key trends MediaRadar recognized in regards to vertical video implementation:

  • Duration: 70% of vertical videos are running as 15 second spots

  • Placement: 90% of vertical videos are placed on the far right and always above the fold

  • Split vs. Full Screen: use the whole frame or embed horizontal video within a traditional static ad

And, here are our recommendations on how to win vertical video advertisers:

  • Build case studies by industry vertical, make your pitch industry specific

  • Stop shoehorning horizontal video into your pitches. MIgrate horizontal video advertisers by showing them the full capabilities and advantages of vertical video

  • Engage with pharma brands. As an industry, pharma sits largely on the sidelines in digital due to regulatory concerns. Vertical offers a great opportunity for regulated advertising.

  • Run your own tests, see which duration and messaging resonates best with your audience.

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