Geoff Weiss says, “Vertical videos, long considered a vexing eyesore when uploaded to YouTube amid two gaping black bars — and which even spawned a popular meme known as Vertical Video Syndrome — are suddenly looking like the favored orientation du jour for video platforms, marketers and media companies alike.

The about-face began earlier this summer when Snapchat unveiled its highly-anticipated ad strategy. Rather than jamming horizontal television ads into a digital interface, as had been the norm, the mobile-born platform made vertical video a key touchstone of its pitch to marketers. Vertical ads completely fill mobile screens, the company argued, and don’t require users to constantly flip their phones.

While asking brands to shoot or recut ads vertically may have been a jarring — and costly — proposition, Snapchat says the payoff is irrefutable. Vertical video ads are nine times more likely to be viewed to completion than their horizontal counterparts, according to the company“.

Long Considered an Eyesore, Vertical Video Is Now Being Embraced by Mobile Marketers

‘Entrepreneur’ Blog

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