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Vertical Video POV


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Viewing the world right-side up: POV on Vertical Video

Published in: Marketing
  • I have to admit, with my video production background, it will take me some time to get used to vertical video. Just seems wrong and amateurish, but I get why it has developed with the rise of shared media.
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Vertical Video POV

  1. 1. VERTICALVIEWING THE WORLD RIGHT-SIDE UP Contributors: R O B E R T J O H N D A V I S , E X E C U T I V E D I R E C T O R O F S T R AT E G Y F O R C O N T E N T & S O C I A L , O G I LV Y & M AT H E R A D A M K O R N B L U M , H E A D O F C O N T E N T D I S T R I B U T I O N , S O C I A L @ O G I LV Y D A V I D C Y N G I S E R , S E N I O R S O C I A L S T R AT E G I S T, S O C I A L . L A B VIDEO Kristen Rodriguez, A S S O C I AT E
  2. 2. 2 M OBILE HAS FAST BECOME the consumer’s first device, so it comes as no surprise that mobile video is growing quickly, too. The smartphone is leading this charge, and ZenithOptimedia forecasts that “mobile devices will account for 58% of online video watching worldwide in 2017”. Mobile apps including Snapchat, Periscope, Meerkat, Line and WeChat employ vertical video as their native format and have been driving acceptance of the format in the entertainment and marketing space. But what is Vertical Video? A WARC trend snapshot defines it as “tall, narrow clips best displayed in portrait, rather than landscape, form.” The trend is growing, evidenced by a tall, narrow theater built at SXSW dubbed Vertical Cinema and Vervid, a platform hoping to be the YouTube of vertical video. Still, like any nascent format, there are pros and cons to consider… POV: VERTICAL VIDEO “MOBILE DEVICES WILL ACCOUNT FOR 58% OF ONLINEVIDEO WATCHING WORLDWIDE IN 2017.” 58+42M
  3. 3. 3 Industry research suggests that phones are KEPT IN PORTRAIT MODE 98 percent of the time. ( M O B I L E M A R K E T E R ) GROWING INTERNATIONALLY: A recent eMarketer study in Japan showed ”growing preference for vertically-oriented mobile video.” 29% OF TIME AMERICANS spend watching video now occurs vertically, compared with only 5% in 2010.” ( K P C B 2 0 1 5 I N T E R N E T T R E N D S ) Snapchat reported that vertical content receives completion rates 9X HIGHER than horizontal counterparts. “Millenials are TWICE AS LIKELY to be focused on video they watch on their mobile devices as they are on video consumed on a TV.” ( O O YA L A G L O B A L V I D E O I N D E X Q 4 2 0 1 5 ) 2X NOTES AROUND VERTICALVIDEO
  4. 4. 4 AGAINST VERTICALVIDEO There is “LIMITED DISTRIBUTION [ON DESKTOP] because few other digital video sites display from that angle” making it difficult to repurpose vertical content for a horizontal screen. ( A D W E E K ) Vertical Video Syndrome: when a vertical video is viewed on a traditional video player, BLACK BARS will appear on either side of long, skinny clips. The “HUMAN VISUAL SYSTEM works from side to side, rather than top to bottom, making it hard to watch vertical clips.” ( W A R C ) From a BUDGET PERSPECTIVE, an additional cost is required to go all-in on vertical video due to continuing need to make “traditional” horizontal video.
  6. 6. 6 Robert John Davis EXECUTIVE DIRECTOR OF STRATEGY FOR CONTENT & SOCIAL, OGILVY & MATHER Going vert. VERTICAL VIDEO ASPECT RATIO (the proportional measurement of the width vs. height of a video image) remained stagnant at 4:3 for decades. With the rise of HDTV producers, networks, video web sites and apps all adopted the new standard of 16:9 “widescreen.” In both cases, the longer axis was horizontal (“landscape mode” in computer terms), meaning the image was wider than it was tall. That basic tenant of video production and consumption is being challenged by mobile devices, which while still supporting widescreen horizontal standards, are more often used in the vertical (or “portrait mode”).
  7. 7. 7 STILL PHOTOGRAPHERS HAVE HAD THE LUXURY OF SHOOTING horizontally or vertically for years due to the variable use cases of their work – e.g. magazine covers require good vertical images. Video creatives, on the other hand, have been limited not by the medium but by the screens their work is displayed upon. While vertical screens have been available since the beginning of HD, they have been limited to art installations and other special situations. It wasn’t until the rise of mobile that vertical screens gained consumer acceptance. THERE WAS NO GREAT CONSPIRACY among mobile device manufacturers to turn the world of video 90 degrees; phones and tablets work just as well when held horizontally as they do vertically. The move towards vertical video is being driven by user demand, something that makes the trend all the more interesting to content producers and marketers. While mobile consumers can turn their phones horizontally, data trends suggest that they don’t want to. It’s early in the game, but results show rewards of greater viewing times and higher click-throughs for video content native to the vertical position.
  8. 8. 8 WILL A PREFERENCE TOWARDS VERTICAL grow as a staple of video viewing well into the future? The jury is out. Facebook is currently encouraging a 1:1 square aspect ratio that uses the same screen space when viewed horizontally or vertically, while most sites are holding fast to the tradition of horizontal video… for now. IS IT TIME FOR YOU TO START FLEXING SOME VERTICAL VIDEO MUSCLE? If mobile app users are your target (especially for Snapchat, YouTube and other early adopters), then you should at least execute some A/B testing to compare vertical vs. horizontal results. If the trend towards vertical continues at its current pace, expect it to soon become a mandatory tool for reaching the mobile- first user. FACEBOOK IS CURRENTLY ENCOURAGING A 1:1 SQUARE ASPECT RATIO
  9. 9. 9 Adam Kornblum HEAD OF CONTENT DISTRIBUTION, SOCIAL@OGILVY VERTICAL VIDEO SERVES A PURPOSE — THAT PURPOSE SHOULD BE DEFINED BY DEMOGRAPHICS, VIDEO FORMAT, AND MORE. 98% of people keep their phones in vertical mode (Mobile Marketer). Granted, one has to ask—what are the other 2% turning their phones horizontally for? Is it for video? 2% sounds small but in the world of mobile users, it’s not that small if sales were attributed to that 2% based on usage. AUDIENCE: Older millennials and beyond are more accustomed to turning their phone horizontally (widescreen) to see YouTube videos, etc. to watch videos from end-to-end on one’s mobile screen. For teens and younger millennials, Snapchat has changed the natural behavior of watching vertical videos. The underlying communication of those videos are different in nature, too. 98% OF PEOPLE KEEP THEIR PHONES INVERTICAL MODE ( M O B I L E M A R K E T E R )
  10. 10. 1 0 PURPOSE: High quality video and horizontal (widescreen) video is still common vs. real- time streaming / messaging (e.g., Snapchat) where vertical video is the preferred viewing experience. Due to this, vertical video might weild greater stopping power to drive to high quality branded video series. Brands should also consider using vertical video in its native format — which is speaking to the consumer like it’s a message vs. a long-form video. However, long-form video should not be ruled out and more data needs to be observed. TESTING: Brands should Dark Post both vertical video and horizontal video on Facebook and Twitter using the same targeting variables, budget, etc. to see what works best based on the marketing objective. As we know, different industries call for different types of video formats. 
  11. 11. 1 1 David Cyngiser SENIOR SOCIAL STRATEGIST, SOCIAL. LAB EXPERIENCE IS KING. Vertical video usage is increasing within the social platform landscape. With Snapchat growing in both audience and engagement, boasting 8 billion views a day, brands have started to embrace this format in order to always stay connected with their audience. Social platforms, even Snapchat, are not designed to be vertical only, it’s just the way people prefer to use it. Social platforms that were not originally designed to be mobile first have now embraced the format. Facebook, which is embracing the immersive format in 2016 (360° videos, VR) just released Canvas, a new format that allows brands to take advantage of mobile usage with vertical videos. When it comes to paid social, advertisers can still choose which placement they want to display their video in order to maintain the best experience on both mobile and desktop. SNAPCHAT IS GROWING IN BOTH AUDIENCE AND ENGAGEMENT, BOASTING 8 billion VIEWS A DAY
  13. 13. 1 3 “[Sergio Claudio, VP/Digital Innovation and Strategy at RockOrange argued that] marketers may benefit from approaching vertical video in a similar fashion to native advertising, in terms of DELIVERING MATERIAL WHICH IS TRULY ‘RELEVANT TO THE MEDIUM AND THE PLATFORM that people are engaging with on mobile” S T E P H E N W H I T E S I D E , W A R C T R E N D S N A P S H O T : V E R T I C A L V I D E O “We believe that this is the form that will eventually get THE MOST TRACTION ON MOBILE DEVICES because of the way that consumption of content works on mobile and the way users are using and interacting with content,” M I H A E L M I K E K , C E O A N D C O - F O U N D E R O F C E LT R A “From a purely functional perspective, MOBILE PHONES ARE DESIGNED TO OPERATE VERTICALLY. It’s a far easier and secure way to hold the device, and also necessary for operation with a single hand.” C A M E R O N F I T C H E T T, M O B I L E M A J O R I T Y People “just don’t rotate their phones.” [Evan Spiegel, Snapchat CEO, on why “advertisers that have been first to test-drive marketing on the app see a reported NINE TIMES MORE ENGAGEMENT when their ads are vertically oriented.”] G A R E T T S L O A N E , A D W E E K
  14. 14. THINGS TO KNOW
  15. 15. 1 5 run rampant on vertical video comment sections. While everyone seems to have an opinion, here is the case from both sides: ARGUMENTS TO FILM VERTICALLY OR ADAPT EXISTING CONTENT
  16. 16. 1 6 Film Vertically GENERAL CONTENT MARKETING BEST PRACTICES suggest creating with the platform intended in mind. Beyond desktop v. mobile, this applies per channel as well. While there are few quantitive stats to support this at this time, a Snapchat representative recommended shooting vertically from anecdotal evidence, “simply because you’ll be able to envision the story in that frame and build a more cohesive piece of creative, as opposed to retrofitting,” suggesting that the quality suffers when adapted from the video shot horizontally. As user behavior changes, it is important to fish where the fish are. That includes being adaptable to new media.
  17. 17. 1 7 Adapt SHOOTING ONCE AND EDITING TWICE is thought to be less expensive than shooting twice (once specifically in vertical format). The cost savings could be allotted to media spend or other budgets, which could theoretically allow greater reach. If more money will be invested in the editing stage of production, perhaps the content can be repurposed several ways, beyond vertical as well. For example, two-thirds of the vertical content Mashable produces is created using editing software such as Adobe After Effects. Depending on the media buy or the brand’s target and strategy, the demand for vertical may be limited by platform strategy.
  19. 19. 1 9 AUDI AUDI HAS LAUNCHED SEVERAL CAMPAIGNS USING VERTICAL MEDIUMS, NAMELY SNAPCHAT. In 2015, an Audi campaign around the brand’s involvement in the Le Mans race, a 24 hour race of endurance in France, “delivered a 36 percent video completion rate, which is 80 percent higher than automotive benchmark at Celtra, the ad tech partner on the effort.“ (Mobile Majority). The campaign repurposed TV assets by cropping and shortening them to 8-seconds. “DELIVERED A 36 PERCENTVIDEO COMPLETION RATE,WHICH IS 80 percent higher THAN AUTOMOTIVE BENCHMARK”
  20. 20. 2 0 PRAISED AS A LEADER in the digital sphere, vertical video is no exception. Taco Bell leveraged Snapchat to film a 4 minute short film called “Rush Order” starring Vine and Snapchat influencers during the 2014 MTV Movie Awards to announce the new Doritos Locos Taco. The video achieved 74M impressions and Taco Bell doubled its followers on the platform in one day. TACO BELL ACHIEVED 74M impressions AND DOUBLED ITS FOLLOWERS ON THE PLATFORM IN ONE DAY.
  21. 21. 2 1 FOR THE 2015 MTV VIDEO MUSIC AWARDS, Viacom partnered with Snapchat for a Live Story that drew on users with exclusive access; namely, red carpet, backstage, and other peeks behind the curtain that the TV viewer would ordinarily not be able to see. In addition to sponsoring the story itself, they also produced four 10s ads shown during the Live Story. Over 12M viewers tuned into the content, exceeding actual broadcast viewership of 9.8M. VIACOM OVER 12M viewers TUNED INTO THE CONTENT, EXCEEDING ACTUAL BROADCASTVIEWERSHIP OF 9.8M.
  22. 22. 2 2 Cameron Fitchett, “Why Mobile Video Ads are Going Vertical,” Mobile Majority, November 12, 2015. video-ads/ Chantal Tode, “Audi sees 80pc higher completion rate with vertical movie video ads,” Mobile Marketer, August 24, 2015. http://www. video/21146.html. Christina Wiese, “Vertical Cinema Makes North American Debut at SXSW,” SXSW, March 6, 2016. http:// cinema-makes-north-american-debut- sxsw Garett Sloane, “How Snapchat’s CEO Plans to Conquer the Advertising World,” Adweek, June 14, 2015, technology/heres-how-snapchats- ceo-plans-conquer-advertising- world-165339. Garett Sloane, “Snapchat Persuades Brands to Go Vertical With Their Video,” Adweek, April 26, 2015, technology/snapchat-persuades-brands- go-vertical-their-video-164305. Glove and Boots, “Vertical Video Syndrome - A PSA,” Youtube, June 5, 2012. watch?v=Bt9zSfinwFA. Ian Forrester, “7 steps to success with online video,” Admap, WARC, February 2016. “Japan’s Smartphone Video Viewers Turn Devices to Portrait Mode,” eMarketer, March 16, 2015. Jefferson Graham, “Vertical video pays off for Snapchat,” USA Today, September 24, 2015. tech/2015/09/23/vertical-video-pays- off-snapchat/72661508/ Jim O’Neill, 2015 Ooyala Q2 Global Video Index. images/Ooyala-Global-Video- Index-Q2-2015.pdf Jim O’Neill, 2015 Ooyala Q4 Global Video Index images/Ooyala-Global-Video- Index-Q4-2015.pdf Mary Meeker, “Internet Trends 2015 - Code Conference,” KPCB, May 27, 2015. Richard Bilton, “The Washington Post is embracing vertical video,” Digiday, March 2, 2016. washington-post-embracing-vertical- video/ Robert John Davis, “Vertical Video is Not a Crime,” Unadorned: The Digital Home of Robert John Davis, June 12, 2015. rjd/2015/06/12/295/. Sarah Wood, “Social Video Trends for 2016,” Unruly December 18, 2015. article/2015/12/18/video-advertising- trends-to-look-out-for-in-2016/. Stephen Whiteside, “Trend Snapshot: Vertical Video, ” WARC Trends: Snapshot, July 2015. “Time Spent with Mobile Video in Japan Varies by Age”, eMarketer, May 14, 2015. SOURCES
  23. 23. 2 3 Kristen Rodriguez Associate, Ogilvy & Mather New York Robert John Davis Executive Director of Strategy for Content & Social, Ogilvy & Mather CONTACT