M+E Connections
YuMe Debuts New Mobile Vertical Video Ad Format
Story Highlights
Digital video brand ad company YuMe has launched a new mobile vertical video ad format for brands and ad companies, a customizable offering that allows legacy video ads to fit more easily in mobile experiences. Intended to help marketers earn higher recall and favorability with their mobile advertising, YuMe’s mobile vertical video ad format will support original content created for vertical video as well as adaptations of pre-existing landscape video creative for Android and iOS devices, full-screen videos that are viewed in portrait mode.
YuMe is debuting the tech offering with millennials in mind, pointing to data from social media service Snapchat, showing how vertical video ads can garner nearly 10 times more completed views compared to horizontal video ads.
“Snapchat ignited the market for vertical video, and ever since we’ve seen a rapid and steady rise in adoption by leading apps and social platforms, primarily due to favorable consumer response to its more natural, immersive experience within mobile and app content,” said Tripp Boyle, VP of emerging platforms for YuMe. “It’s all part of our audience-first strategy: helping marketers reach and influence consumers where they are, in the manner they prefer.”
YuMe’s mobile vertical video ad unit includes a customizable format, allowing clients to effectively reformat landscape videos into a vertical video ad format; easy integration into cross-screen video campaigns; and compliance with the Interactive Advertising Bureau’s (IAB) Mobile Rich Media Ad Interface Definitions (MRAID) standard.
