Youtube: Vertical Video Ads now available
Online video consumption has never been more mobile-friendly than it is today, that is why mobile-friendly formats become more and more popular with publishers. Following this market trend, Google launches a new format specially designed for smartphones and tablets: Vertical Ads.
Until now, Vertical Ads were only available on a very limited closed Beta environment. From now on, neither whitelisting nor minimal budget are required anymore. The Vertical Ads are open to everyone.
How does it work? Vertical Ads can be easily uploaded on YouTube following the standard True View techspecs guidelines. It enables the preview of the vertical assets either in YouTube App or Google AdWords to ensure that the key message is visible. We recommend to avoid the core messaging on the top 10% and bottom 20% because the display on screen may change from one device to the other. When using Vertical Ads, the bidding of the campaign increases by 25%.
What do we think? Even if the price of a campaign which mixes vertical and horizontal assets can be higher, the mobile video consumption is also larger than desktop, especially on younger targets. A mobile-oriented campaign is always a good idea as we recommend to adapt creatives to user habits.