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Vertical video is on the up and up—for ads and content

by | Jun 12, 2017 | Marketing, Public Relations

Video marketing and advertising firm YuMe recently released a new report revealing growing consumer awareness and preference for vertical video as both a content and advertising format.

Vertical video offers a natural experience within mobile and app content as the video is designed for upright, portrait mode viewing. According to the study, vertical video holds significant appeal—78 percent of first-time viewers like the content format overall. Vertical video also offers a halo effect for brands that use it for advertising purposes—65 percent of viewers say brands that use vertical video are more innovative.

“Interest in vertical video is evidence of a broader trend toward immersive ad experiences that deliver higher brand ROI and engagement,” says Mike O’Donnell, SVP of North American sales at YuMe, in a news release. “Our research affirms that consumers prefer vertical video for mobile video watching. Brands that use vertical video are also viewed positively, and their ads are considered less intrusive. It’s a win-win for brands and consumers.”

Key takeaways from the study include:

Overall vertical video content format

  • Seeing is believing. Vertical video proves to be an effective format for experiencing content on small screens, with 79 percent of first-time vertical-video viewers agreeing that the format creates a more engaging content experience, and the same percentage saying they would choose vertical viewing in most cases. Vertical video maintains its popularity as users gain more experience: 85 percent of both new and experienced viewers appreciate it as an option.
  • Optimal for social. Both first time (84 percent) and experienced (85 percent) vertical video viewers agree that a vertical video format fits social media best and that they appreciate when a vertical video is offered as an option.

Brands and advertisers’ use of vertical video

  • Innovation “halo effect” for brands who advertise with vertical video.
    • 65 percent say brands that advertise with vertical video are more innovative.
    • 76 percent appreciate when brands try out new ad formats such as vertical video.
  • Vertical video ads are less intrusive. 70 percent believe vertical ads blend in more on mobile websites and 69 percent say vertical video creates a less intrusive mobile ad experience.
  • Higher demand for branded content versus product-focused ads. 71 percent of viewers would like to see vertical video in more branded content, and less product-focused advertising.

Download the complete report here.

YuMe surveyed 662 U.S. respondents, aged 18+, who owned smartphones, on their experience with vertical video. A subset of respondents who reported no prior exposure to vertical video were asked to watch a 27-second vertical video clip.

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Richard Carufel
Richard Carufel is editor of Bulldog Reporter and the Daily ’Dog, one of the web’s leading sources of PR and marketing communications news and opinions. He has been reporting on the PR and communications industry for over 12 years, and has interviewed hundreds of journalists and PR industry leaders. Reach him at richardc@bulldogreporter.com; @BulldogReporter

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