Mashable Uses Vertical Video to Visit the Creator of the Cronut

Mostly for editorial, and ready for advertisers, too

Count Mashable among those to embrace vertical video.

The media company published its first story this morning that will be embedded with vertical videos for desktop, mobile and iOS, riding the wave of growing usage on mobile. More than half of Mashable's audience primarily uses mobile video. Mashable is one of the first publishers to have this capability, which was developed by their in-house product team.

In the story, Mashable visited Dominique Ansel Kitchen, run by Dominique Ansel, best known as the inventor of the Cronut. The New York bakery boasts an after-hours dessert-dining experience—the table only seats eight, and they only hold it three times a week—that has people flying in from around the country. The video, which was led by Mike Schmidt, Mashable's director of editorial video, also features Mashable food reporter Sarah Spigelman Richter's take on how this could usher in the next big food trend.

"Phones are the dominant device for content consumption with the young, digital generation, and with our new vertical video player, we're bringing video to our community in an aspect ratio that's native and natural for mobile," said Darren Tome, vp of product management for Mashable.

While the product is mostly for editorial at the moment, Mashable says that as vertical-video advertising grows, they will be well positioned to meet that demand.