Harmelin Digital Contributor: Shaun Williams
According to eMarketer, mobile users are spending over 150 minutes per day with their phones held in the vertical position. So why are we still trying to force these users to view videos horizontally? For the past few years, Snapchat has been the leading platform for vertical video. With new users skyrocketing, “the platform claims that vertical video earns nine times the viewing-completion rate of horizontal video.” With Snapchat receiving such impressive results, surely vertical video couldn’t remain such a secret for long. Enter Virool. Virool is a new platform for programmatic video distribution that is joining the fight for vertical video. They’re pushing the frontier for mobile with a vertical video ad unit called Vertical Reveal. Their goal is to reject the status quo and make vertical video the new standard.
What this means for marketers: People naturally avert change and having to turn a phone to view a mobile video can be seen as an inconvenience. If vertical video continues to take off, it may actually become the new standard for mobile video ads. The most interesting part of it will be seeing if completion rates really do increase, based on the premise of reaching the user on their terms. Harmelin will continue to monitor vertical video and if results show an increase in completion rate, we will recommend utilizing this creative format to enhance the user experience.