People are hearing that the rise of vertical video for more than a year and the application Snapchat is leading the charge. However, Facebook is also on the listas it has brought recent vertical updates that are not solidified the upright that are the orientation on the news feeds of the people who use this application. Earlier, both of the Facebook users and advertisers were encouraged for posting videos with either in traditional widescreen (16:9) or in square (1:1) ratios.
How Pervasive Is Vertical Becoming?
Vervid has already launched the first immersive video platform that has been designed to support sharing and discovering vertical HD video. At the same time, Verly has launched the first online marketplace that specializes into the vertical stock video along with the photography.
Social Is Driving Adoption
There are millions of photos, videos and selfies as well are taken vertically everyday and applications have been capitalized on this behavior. On the list of such applications, Snapchat, Periscope and Pinterest are there.
Media Is Following Suit
Social media users generally digest maximum mobile specific contents than ever before, and it is important for the advertisers as they start optimizing their content that has been posted in the online platforms. Snapchat and Facebook have effectively increased the numbers of posting vertical videos along with publishers.
However, there are media companies such as The Washington Post, The BBC News Application, Vox, Teadsand also Conde Nast as they have embraced the vertical format.Advrtas is known to be a rich media ad platform that has launched a first of its kind vertical 360 virtual ad unit.
The Data Is Compelling
Eric Blattberg of Digiday has claimed that the users and marketers have dismissed the concept of vertical videos once in the past as an amateurish mistake of them that has been changed eventually. There are some norms that have been made because of the changing consumption habits.
- Smartphones users usually hold their cell phone vertically for more than 94 percent of time.
- Millennials watch videos 2x on their mobile phones compared to the videos that they watch on the TV.
- On Snapchat, vertical videos ads are watched more than 9 times than the horizontal ones.
- According to the reports, more than 7 million advertisements are watched daily, and the majority format of those videos are vertical.
- Mary Meeker’s 2015 internet trends have revealed that the vertical viewing accounts for 29% of the view time and this was 5% five years ago.
Don’t Fear The Crop
Firstly, the process of shifting to vertical videos can be seen as a difficulty for the advertisers. TV ads and digital videos, which are traditionally shot on a 16:9 aspect ratio that has been cropped into a 2:3 vertical aspect ratio.In order to crop, important elements like texts and backgrounds are bound to be cut out.
Content creators develop videos along with the social media feeds as it helps them to avoid accidental cropping and also guarantees the video to acquire maximum full screen resolution.
Vertical Video Done Right
Vertical video formats usually take up the total mobile screen of the phone and also tell a richer visual story. Few brands have embraced this vertical video format and they are already seeing pretty stellar outcomes.
So What’s Next?
Zohar Dayan has stated that adopting vertical video format is like adopting to ebb along with the flow of consumers’ expectations. According to him, screen orientation like the full screen tool is meaningful connection and it is effectively increasing within this mobile world.
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