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Vertical Video Ads for YouTube TrueView & Universal App Campaigns Launched

Google has announced the launch of vertical video ads for its Universal App and TrueView campaigns on YouTube, to provide a more seamless viewing experience on mobile devices.

The company says over 70 percent watch time of YouTube happens on mobile devices globally.

That said, to engage these mobile viewers effectively Google now has an advertising solution in place that adapts to their viewing behaviors and builds different video ads, including square video ads and vertical video ads for Universal App and TrueView campaigns on YouTube.

“[…]With TrueView and Universal App campaigns, it’s important to adapt to their viewing behaviors and create a variety of different video ads – including square and vertical videos,” Google stated.

“We’re launching vertical video ads to provide a more seamless mobile experience for viewers.”

With vertical video ads advertisers can upload a vertical video, and the ad is viewed on a mobile device, the player will expand to the screen based on the dimensions of a video.

YouTube mobile app video player was updated to automatically adapt to the vertical videos in September, last year.

The image above shows how a vertical video appears in various video player modes.

A vertical video will appear larger than a landscape video, covering 75 percent of the mobile screen, with organic content beneath the video. A tap on the fullscreen button will force the video to cover 100% of the screen “only” if the device is in portrait mode.

Here is a screenshot that shows viewer engagement for both square and vertical videos on YouTube app:

Viewer engagement for both square and vertical video ads on YouTube app

Vertical video ads are designed to provide advertisers a bigger canvas to deliver their products to the new screen dimensions offered by the adaptive player.

“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,” the company said. “[…]We recommend adding both vertical and horizontal video assets to the same campaign for maximum Brand Lift impact.”

To optimize vertical videos, advertisers are advised to avoid core messaging in the top 10 percent and bottom 25 percent of the video. Because, these are the areas most frequently cropped, Google wrote.

Google says advertisers should practice diversifying their video creatives to make them appear optimally across different devices. It’s recommended to use different video ratios for Universal App and video campaigns.

Allowed aspect ratios on the YouTube app, includes:

  • Landscape: 16:9
  • Either a vertical 9:16
  • or square 1:1, or both.

In a recent test drive, YouTube says vertical video ads in combination with horizontal video assets helped Hyundai to achieve a 33% lift in brand awareness and nearly 12% lift in consideration.

More technical specifications and best practices for vertical video ads, can be read over here.

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