Advanced Television

Study: Vertical video is on the up

June 7, 2017

YuMe, a partner for video advertising leadership and innovation, has released areport and that reveals 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 per cent 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 per cent 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, Senior Vice President of North American Sales, 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.”

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 per cent 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 per cent of both new and experienced viewers appreciate it as an option.
  • Optimal for social. Both first time (84 per cent) and experienced (85 per cent) 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 per cent say brands that advertise with vertical video are more innovative.
    • 76 per cent appreciate when brands try out new ad formats such as vertical video.
  • Vertical video ads are less intrusive. 70 per cent believe vertical ads blend in more on mobile websites and 69 per cent say vertical video creates a less intrusive mobile ad experience.
  • Higher demand for branded content versus product-focused ads. 71 per cent of viewers would like to see vertical video in more branded content, and less product-focused advertising.


Categories: Advertising, Articles, Consumer Behaviour, Mobile, Mobile TV, Portable Media, Research