Ad tech firm YuMe on Wednesday announced the launch of an immersive mobile vertical video ad format for advertisers. The new customizable vertical video ad format enables ads to fit more naturally within the mobile experience as full-screen video viewed in portrait mode.
YuMe’s mobile vertical video ad format supports both original content created for vertical video and the adaptation of pre-existing landscape video creative for Android and iOS.
Vertical video is on the rise as marketers try harder to engage their target audiences through 360-degree video experiences. Snapchat has said that vertical video ads have up to nine times more completed views than horizontal video ads.
Vertical video is also known to achieve higher brand recall and favorability ratings.
"Advertisers that are looking to embrace ‘mobile-first’ as an advertising strategy will likely lead with vertical video adoption, and we’re already seeing that with many of our retail, auto and travel clients."
Boyle went on to explain the real value in vertical video is that "it not only intrinsically offers a natural
user experience, it boasts much higher viewing completion rates compared to horizontal video."
Among the benefits of YuMe’s mobile vertical video ad unit are:
*A customizable format with the option to reformat existing landscape video into the vertical video ad format (9:16 aspect ratio) with no additional creative cost.
*Interactive Advertising Bureau-compliant MRAID (Mobile Rich Media Ad Interface Definitions) standard ad format that can be viewed on mobile apps via the YuMe SDK to enhance reach and deliver campaigns at scale.
*Seamless integration into cross-screen video campaigns.