Why mobile marketers need vertical video ads

It’s no secret that if you want to effectively reach consumers today, mobile marketing is a necessity. In the U.S. alone, 65 percent of all digital content is accessed via a mobile device. This includes news, games, streaming music and video, social media, and every other form of entertainment you can think of.

At the same time, audience attention spans are shrinking, with the average being eight seconds or less. These same consumers are constantly bombarded everyday with offers and products. All of this creates a huge problem for mobile-first advertisers: How can you make your in-app ad stand out enough to get a viewer to notice and engage with your brand?

The answer could be as simple as adding vertical video ads to your mobile marketing campaigns.

What is a vertical video ad?
Vertical video ads are video creatives that are designed to play while a mobile device is held upright, rather than sideways. Historically, video has been shot wider than it is tall because televisions, movie screens, and personal computers were all horizontal. But as consumers continue to shift their time from TV to mobile, the types of creatives used to engage with them need to keep pace, and that means incorporating vertical video ads into your mobile outreach strategy.

Why is vertical video effective?
It sounds like a simple change, but vertical video can drive high consumer engagement. However, its effectiveness depends largely on how you use it. These are some of the reasons why it can perform so well:

  • A global study found that people hold their mobile phones vertically over 90 percent of the time.
  • Vertical videos provide an advertising experience that feels native to the mobile user and makes full use of screen real estate.
  • Videos that match a user’s mobile device orientation see a 68% increase in conversions and a 36% increase in completed video views.

Getting the ad experience right on consumer devices is critical. In today’s rapidly evolving mobile world, consumers demand the best mobile experiences. Savvy performance marketers need to think about how to deliver contextually relevant ads that align with the consumer experience, and intelligent use of vertical video in your mobile advertising campaigns can help you do just that.

Want to learn more about how you can effectively leverage vertical video ads? Download our ebook, “Vertical Video and Beyond,” for in-depth insights into the origins, opportunities, challenges and strategies related to vertical and responsive video.


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Vungle's marketing team members have experience in gaming monetization, performance marketing, brand advertising, mobile analytics, app development and SaaS. We're former attorneys, journalists, research analysts, financial advisors and product managers. We are committed to producing content that helps brands and publishers across all verticals and industries grow their mobile businesses.

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