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What format is rapidly gaining popularity among consumers today?

That would be vertical video, according to YuMe, Inc., a video advertising leadership and innovation firm. The company’s new report and companion infographic confirms 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. The study reveals that vertical video holds indisputable appeal, with 78 percent of first-time viewers liking the content format overall. Another finding: vertical video also offers a halo effect for brands that use it for advertising purposes. Sixty five 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,” according to Mike O’Donnell, the Senior Vice President of North American Sales for YuMe. “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.”

In general, there is now a much higher demand for branded content versus product-focused ads — and in vertical video. A hefty 71 percent of viewers would like to see vertical video in more branded content and less product-focused advertising.

YuMe currently offers brands and advertisers a mobile vertical video ad unit that enables video ads to fit more naturally within the mobile experience. Ads appear as full-screen video that can be viewed in portrait mode. YuMe’s vertical video ad unit is highly customizable and integrates seamlessly into cross-screen video campaigns.

Check out the report and infographic here.

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