YouTube introduces vertical video ads

With the proliferation of video content and increasing video viewership on smartphones, video content platform, YouTube has taken steps to introduce vertical video viewing formats for mobile apps that adjust automatically when a user moves their phone. The innovation was announced in their TrueView and Universal App campaigns.

Today, 70% of video engagement occurs on smartphone devices, globally. The vertical video ad units now fill the whole screen and take the shape of the dimensions on mobile devices. The content platform has made it incredibly easy to upload vertical videos on to their platform. However, this feature is limited to TrueView In-Stream Video Displays and Video Discovery Displays and Bumper Ads.

One of the first brands to adopt the latest innovation was Hyundai, who reported that they saw a 33% increase in brand awareness and a 12% increase in brand consideration.

According to Neal Mohan, Chief Product Officer at YouTube, “Choice has changed the game. Viewers have more choice than ever, from the content they watch, to the apps they use. With over 400 hours of content uploaded every single minute, nowhere do viewers have more choice than on YouTube. There are now 1.9 billion monthly logged in users who come to YouTube every day to engage with video on their own terms. We’re investing in new innovative products that users love and help advertisers reach an engaged audience.”