Mobile is changing the way we consume video online..and that doesn’t just mean we’re watching more on our phones. Rather, mobile is impacting viewing behavior and nowhere is that more apparent than in the rise of vertical video.
Consider this: MediaBrix recently ran an experiment which found that less than 30 percent of people turn their phone to view horizontal video ads. And when they do, they only watch 14 percent of the ad.
So how are publishers reacting? In our own MediaRadar study, we found that many have shifted their focus to vertical video. They’re realizing that this format is more user-friendly and better accommodates the way people take in video on smartphones and tablets.
Here are our key findings:
Vertical video is more prominent than ever among publishers
In Q1 of 2017, 112 mainstream and mobile websites ran vertical video advertisements. While still low compared to the entire media landscape, it’s a new industry high. This is the result of barriers to entry. Those running vertical video tend to be more sophisticated, with enough financial resources to fund innovation. They include divisions at Hearst, Conde Nast, and Time Inc., as well as Vox Media, AOL, Business Insider, and NBC Universal, according to MediaRadar data.
Most vertical video ads are 15-second spots
Per our analysis, roughly 70 percent of vertical videos run for 15 seconds. As with many new formats, there’s a lot of testing in video duration. For example, MFS Investment Management is running a 90-second ad, while others are staying short at 5 seconds, such as this avant-garde ad by Chanel. The majority, however, are running 15-second spots. This is interesting since Snapchat, a vertical video leader, has a current max of 10 seconds.
Entertainment leads the charge
Movies and TV programming represent nearly 40 percent of all vertical video ads online. In second and third place—though far behind—are apparel (9 percent) and retail (7 percent). Marketing for TV programming and film has adopted vertical video the most aggressively, with dozens of examples. This lopsided adoption indicates that there is massive potential for this format.
Our report shows that vertical video ads are steadily becoming more popular among publishers as consumption and mobile usage increases. It will be fascinating to see how publishers’ use of vertical video evolves in the second half of the year and beyond.
