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VERTICAL VIDEO and BEYOND What Vertical Video Is, How to Use It, and Why It Needs to Evolve to Support Today’S Mobile Consumer

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VERTICAL VIDEO and BEYOND What Vertical Video Is, How to Use It, and Why It Needs to Evolve to Support Today’S Mobile Consumer eBOOK VERTICAL VIDEO AND BEYOND What vertical video is, how to use it, and why it needs to evolve to support today’s mobile consumer. CONTENTS What you will learn in this marketing guide CHAPTER 1 Rising customer expectations demand dynamic video experiences CHAPTER 2 Vertical video: What it is and why it matters CHAPTER 3 What’s at stake: The experience gap that’s harming your mobile marketing CHAPTER 4 Key considerations for vertical video CHAPTER 5 Enhancing marketing performance with responsive orientation for ads CHAPTER 6 How it gets done: Responsive orientation in practice CHAPTER 7 Results of taking a responsive approach to ad orientation CONCLUSION VERTICAL VIDEO AND BEYOND | TABLE OF CONTENTS Rising customer expectations demand CHAPTER 1 dynamic video experiences Mobile is undeniably the most direct, personal settle for catfish.” This holds true for mobile and ubiquitous digital connection point to as well. Once consumers have had a perfect consumers. While desktops and laptops mobile experience, it’s difficult to tolerate reigned supreme for many years, mobile anything else. now represents almost two out of three digital media minutes spent by consumers, As mobile ad spending in the U.S. alone balloons with mobile apps dominating 60 percent of to over $50 billion in 2017, consumers will that time and representing 80 percent of the expect—even demand—that ad experiences growth overall since 2013. align with their “caviar” tastes. Those companies that don’t deliver high-quality With the continued shift to mobile-first ads will, at best, see performance suffer everything came an unmistakable shift in and, at worst, be exposed to many unsafe consumer expectations around what mobile brand experiences. experiences should be like. As the saying SOURCES: comScore, The 2016 Mobile App Report goes, “Once you’ve had caviar, it’s hard to eMarketer, Digital Ad Spending to Surpass TV Next Year Share of growth in total digital time spent: June 2016 vs. June 2013 TABLET DESKTOP SMARTPHONE 9% 1% 8% 3% APP W B EB WE Share of growth in digital time (June 2016 vs. June 2013) APP Source: comScore Media Metrix Multi-Platform & 80% Mobile Metrix, U.S. Total Audience VERTICAL VIDEO AND BEYOND | CHAPTER 1 CHAPTER 2 Vertical video: What it is and why it matters Vertical video is the format “du jour” in digital more engaging and tells a richer story. A advertising. At the highest level, it is a video horizontal or landscape-aligned video is using that’s shot or designed to fit the aspect ratio only about 25 percent of the available screen of a vertically-oriented, or portrait, device, i.e., space that a vertically-aligned phone or tablet tall and skinny, made popular by vertical apps has to offer. The experience gap there is like Snapchat and Periscope. Vertical video significant. has received mixed reviews from creatives and agencies as it goes against the widely Vertical video is critical for all mobile accepted landscape video format that movies, marketers because of the rising consumer widescreen TVs and YouTube have made expectations mentioned in Chapter 1. Many popular. The virtual debate was so heated consumers won’t bother turning their phone that even The New York Times covered it. to see an ad. They’ll simply wait for their “regularly scheduled content,” whether that’s Why do advertisers care about vertical a game, digital content or other experience. video? Simple, consumers love it. Mobile Meaning, marketers who don’t have vertical Marketer reported that 98 percent of the video in their arsenal—to deliver when time consumers spend on their mobile appropriate—will see worse performance phones is in the vertical orientation. Like its and brand recognition. predecessor, landscape video, vertical video has seen incredible growth due to its superior SOURCES: New York Times, “Vertical Video on the Small Screen? Not a Crime.” performance to many other ad formats. It’s Mobile Marketer VERTICAL / PORTRAIT HORIZONTAL / LANDSCAPE VERTICAL VIDEO AND BEYOND | CHAPTER 2 What’s at stake: The experience gap that’s CHAPTER 3 harming your mobile marketing Just like horizontal or landscape video consumer experience is negatively impacted doesn’t look good on a vertically-oriented in multiple ways, including: phone or tablet, the same is true for vertical Text or subtitles get smaller and video on a horizontally-oriented device. harder to read; In both cases, wasted space exists that App features, highlights or tutorials could otherwise be used to deliver a better get obfuscated and become ineffective; experience for the consumers engaging Smartphones that are locked on with those ads. The amount of wasted vertical orientation are unable to space for mismatched video ad experiences view ad in fullscreen; range from about 50 to 75 percent based Consumers tune out and ad on the device. And, when that happens, the performance suffers. 25% VS. 100% VERTICAL VIDEO AND BEYOND | CHAPTER 3 CHAPTER 4 Key considerations for vertical video There are a number of factors that go viewing a video ad, either muted specifically into a creating a high performing video ad for the game or entertainment app itself or campaign. To maximize results, marketers at the device-level. Marketers must ensure must consider: their video ad has a compelling narrative and, more generally, makes sense without sound. CREATIVE Creative is one of most important factors INTERACTIVITY (if not the most important factor) when A key benefit of mobile marketing is the it comes to video advertising. Marketers ability for marketers to include interactive will need to consider if they want to create elements in the ad itself or as a part of the custom videos for vertical or repurpose end card/call to action. Marketers must content from existing creative assets or consider their end goal when thinking about work with responsive templates. interactivity. Pure branding campaigns may not need it. Retailers, travel companies LENGTH or CPG brands wanting to drive brand Video length will need to vary based on awareness of specific products could use where that ad is being shown. If it’s being a carousel template which users can scroll used as an interstitial in an app with short though. Gaming companies should consider sessions and quick user flows, the shorter a playable ad experience. Interactive the better. If a video is being shown between elements like playables, for example, drive levels or in a natural break in the user flow, conversion uplifts of more than 30 percent longer form videos will be appropriate. when running on the Vungle network. Lastly, if it’s a rewarded placement, consumers are much more willing watch CALL TO ACTION a longer ad (normally 30 seconds) because This is the part of the ad the drives users of the mutual value exchange. to the ideal next step—an app download, subscription, purchase, etc. Marketers must SOUND ensure that the action desired can easily be According to Vungle data, up to 90 percent completed on a vertically-oriented device of consumers will have their sound off when when designing their video ad experiences. VERTICAL VIDEO AND BEYOND | CHAPTER 4 Enhancing marketing performance with CHAPTER 5 responsive orientation for ads When looking at Vungle’s publisher breakdown, TAKING A CONSUMER-FIRST APPROACH which is comprised of more than 25,000 apps While vertical video is the latest ad format across iOS, Android and Windows, there is craze, it’s not the panacea for marketers a lot of diversity in terms of app orientation. looking to engage and acquire high-value Despite more than 90 percent of the top 100 consumers. What’s a more effective iOS apps (based on monthly active users) approach? Delivering ad experiences that have a fixed vertical orientation, a one-size- align to what the consumer is engaging with fits-all approach will inevitably fall short of at that moment. its full potential. At Vungle, we call this responsive orientation. Apps that can be used in landscape By taking this approach, we can ensure that or horizontal orientation account consumers will see ads that always align for 64 percent of Vungle’s publisher to their experience when the ad is being network but only 57 percent of shown, whether vertical/portrait, horizontal/ impressions. landscape, or both. Breakdown of Vungle’s 25,000+ publisher apps: 33% 23% 31% 34% BY BY ORIENTATION IMPRESSIONS 36% 43% LANDSCAPE PORTRAIT BOTH VERTICAL VIDEO AND BEYOND | CHAPTER 5 CHAPTER 6 How it gets done: Responsive orientation in practice Complexity comes with scale. When dealing we can determine the orientation in which an with tens of thousands of publisher apps, ad should be delivered. Vungle campaigns billions of impressions, and thousands of are setup with multiple available creatives device types with unique sizes, consistently for each impression, so the right ad—in the delivering an optimized ad experience optimal orientation—can always be delivered. becomes challenging. RESPONSIVE TEMPLATES At Vungle, our solutions to these complex issues begin with two simple steps: using data Vungle has a number of unique, responsively and creating flexible templates that work in designed templates as a part of our Dynamic both orientations. Templates solution that are suitable to both device orientations. Template flexibility allows DATA us to take the guesswork out of the equation By collecting device data directly from the entirely. Not sure what we mean? Check out source—our publishers and a user’s device— the select examples. DYNAMIC INTERSTITIAL OR INTERSTITIAL REWARDED VIDEO App Name Developer Name App Name Developer Name Download Free Download Free See more of Vungle’s Dynamic Templates at vungle.com/dynamictemplates App Name Developer Name CAROUSEL END CARD CONTENT REVEAL END CARD App Name App Name Developer Name Developer Name Download Free App Name Download Free Developer Name Download Free Download Free VERTICAL VIDEO AND BEYOND | CHAPTER 6 Results of taking a responsive approach CHAPTER 7 to ad orientation When testing our theory that responsive performance on a vertically-oriented device.
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