Vertical Video Ad campaigns are finally coming to YouTube. The company’s chief product officer, Neal Mahon, made the announcement yesterday at the DMEXCO marketing conference in Cologne, Germany. The option is available to those buying TrueView or Universal campaigns.
YouTube field tested the ads with Hyundai, running a campaign that included both horizontal and vertical ads. When used together, Mahon said, Hyundai saw a 33 percent rise in brand awareness and a 12 percent rise in purchase consideration.
The vertical ads will occupy 75 percent of the mobile screen, and can be expanded to fill the whole screen.
“Vertical video ads provide a big, beautiful canvas to deliver your message on mobile and allow engagement with your customers in a way that fits their viewing preferences. And, they’re a great way to complement horizontal videos—we recommend adding both vertical and horizontal video assets to the same campaign for maximum brand lift impact,” wrote Ali Miller, YouTube’s group product manager for video ads.
Considering that over 70 percent of YouTube viewing is done on a mobile device, marketers might be wondering what took the company so long.
“It’s actually something we had been hearing from advertisers and their creative agencies for some time, and now we’re happy to deliver it, and my expectation is that what they do with it will exceed our expectations from a creativity standpoint,” The Drum quotes Mahon saying.
For those looking to get started with vertical video ad campaigns, YouTube offers a list of best practices.
YouTube began supporting vertical videos on mobile devices in August 2017, and brought an improved vertical view to the desktop in July of this year.
Also during his DMEXCO presentation, Mahon said YouTube will begin selling video ads that are tailored to the user’s preferences and appear on their Home screens.