Vertical video
"Vertical Video" is video shot on a mobile phone in portrait mode - i.e. skinny and tall video, rather than the widescreen format normalized by movies and television. Vertical video has historically been shunned by professional video creators, marketers and creative agencies because it didn't fit the aspect ratio (image) of web-based video players such as YouTube which led to black spaces on either side of the video. However the popularity of mobile video apps such as Snapchat, which use the more mobile-friendly portrait format, have led to an explosion of vertical videos and made vertical video a priority for video creators, marketers and media companies.[1]
Mary Meeker, a partner at Silicon Valley venture capital firm Kleiner Perkins Caufield & Byers, highlighted the growth of vertical video viewing in her 2015 Internet Trends Report - growing from 5% of video viewing in 2010 to 29% in 2015. Vertical video ads like Snapchat’s are watched in their entirety 9X more than landscape video ads.[2] Snapchat, DMG Media and WPP plc formed an ad agency called Truffle Pig in June 2015 that would be focused on creating content for vertical screens.[3] Vertical video was rapidly supported by all the major social platforms including Facebook, Twitter and YouTube.[4]
Vertical video has presented significant challenges to video publishers as they're geared for horizontal video. In October 2015, social video platform Grabyo, which is used by major sports federatIons such as La Liga and NHL, launched technology to help video publishers adapt horizontal 16:9 video into mobile formats such as vertical and square.[5]
References
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