• by Ben Frederick , Staff Writer @mp_benfred, June 9, 2016

As vertical video -- video shot on a mobile phone in portrait, rather than widescreen, format -- becomes a more legitimate form of self-expression thanks to social platforms like Meerkat, Periscope, and especially Snapchat, advertisers are starting to jump on board in larger numbers. The new format has advertisers and marketers experimenting with a different aspect ratio and new ways of communicating visual information to consumers.

Mobile devices are most often held in portrait mode, and 98% of users have consumed vertical content at some point.

“This is how we consume content, so why would we not get ahead of the game and deliver it in a compelling and enjoyable format?” states Neil Sweeney, the CEO of JUICE Mobile. “Vertical is the mobile-native video format. The audience is there – and JUICE produces content in the format that they want.” Sweeney’s company announced this week that it has launched a vertical campaign for Ontario Lottery and Gaming, marking the introduction of the format into JUICE’s repertoire.

Other companies have been producing vertical content for Snapchat’s Discover feature, as well as other platforms.

The format does have its drawbacks though, particularly in the production costs side of things. Filming in that aspect ratio requires a completely different setup, and horizontal videos can’t really be repurposed for vertical content.

For many, though, the added cost and effort doesn’t seem that big a hurdle when the larger picture is considered: Last year, mobile users spent at least 150 minutes per day on vertical screens, eMarketer says. Considering that Snapchat introduced vertical video ad units just last year, and recently redesigned its look/feel to appeal to brands and advertisers, the potential for growth is undeniable.