YuMe launches vertical video ad format for mobiles
Ad tech company YuMe has launched an immersive and customisable mobile vertical video ad format that allows ads to be watched as full-screen video viewed in portrait mode. The use of vertical video is growing because of the mobile-first culture for content. According to Snapchat, the format has up to nine times more completed views than horizontal video ads, and other studies have shown higher brand recall and favourability ratings. "This year we'll see more industry standardisation with the format, and broader adoption in programmatic-led campaigns," said Tripp Boyle, YuMe's vice-president of emerging platforms.

by Tobi Elkin @tobielkin, January 18, 2017

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.

advertisement advertisement "The rise of the vertical video format is a reflection of a 'mobile-first’ culture and advertising experience that we don't see abating anytime soon," Tripp Boyle, VP of emerging platforms, YuMe, told Real-Time Daily via email. "I believe this year we'll see more industry standardization with the format, and broader adoption in programmatic-led campaigns. "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.