YouTube is jumping on the vertical video bandwagon.
Yesterday, the platform released updates for iOS and Android devices that plays vertical videos full screen — which is how Snapchat messages appear. Vertical videos were previously shrunk and bordered with two black bars creating a less than desirable viewing experience. (A before and after can be seen below.)
YouTube’s endorsement of vertical videos is a big deal. Despite some pleas from the Internet, people will instinctively shoot video vertically instead of awkwardly flipping their phone horizontally. The vertical video revolution is being pioneered by Snapchat founder Evan Spiegel who is emphasizing the format claiming that people are nine times more inclined to engage with vertical videos than horizontal videos.
Still, not everyone is on board the S.S. Vertical Video ship. An unnamed agency creative told Digiday last month they “hated” the format because it’s unnatural. “There’s no art to it. It’s haphazard,” they complained.
The refreshed apps are the cornerstone of YouTube’s strategy of focusing on mobile. YouTube CEO Susan Wojcicki said at VidCon Thursday that “more than half” of views are originating on mobile devices and mobile revenue increased 100 percent year over year. YouTube said its early testing of 360-degree video ads, like this one Coca-Cola Mexico, have been outperforming regular ads by 36 percent, so expect more of those too.
-
‘The next billion-dollar sports franchise could be in esports’: Former Turner president David Levy on why his latest venture is in the burgeoning category
Digiday caught up with former Turner president David Levy to hear more about what the future of esports means for advertisers.
-
‘Quite cynical’: Publishers leery about Google’s $1 billion news licensing pot
Google said how the $1 billion will be divided is on a publisher-by-publisher basis related to each publishers' commitments.
-
‘Direct, inclusive and diverse’: Future’s latest female-focused title eyes U.S. audiences
Over the next few months, the publisher is focusing on building up an editorial team and audience in the U.S.
-
SponsoredHow to approach a long-term identity strategy, minus third-party cookies
Tom Lavan, strategy and corporate development, Xandr As all of the major browsers communicate plans and timelines for deprecating third-party cookies, anxiety continues to grow among advertisers that are looking for new ways to engage valuable customers on a one-to-one basis. The impending browser changes will promote consumer privacy and are aligned with recent laws […]
-
A year into new ownership, Sports Illustrated’s earnings have doubled through licensing deals
Sports Illustrated has penned 15 licensing deals with another three to five on the horizon for this year.
-
‘A good job of retaining’: Publishers see subscription resilience as evidence of sticky coronavirus-cohorts grows
As concerns about the future of advertising linger, digital publishers’ subscription revenues increased by 19.3% in the first three months of 2020.
