YouTube launches new mobile vertical video ad units

Anne Freier | September 14, 2018

Mobile Advertising

YouTube will be rolling out new vertical video ad units for its TrueView and Universal App campaigns that more seamlessly adjust to horizontal and vertical formats when a user moves a phone.

In other words, users who view videos on the mobile app will now see such videos automatically filling the entire screen.

With 70% of video views now happening on mobile devices globally, YouTube has adapted its ad format to automatically fill the dimensions of a mobile screen.

The vertical video ad units make it easy to upload a vertical video, but are currently restricted to TrueView In-Stream Video Displays and Video Discovery Displays and Bumper Ads.

“Choice has changed the game,” explained Neal Mohan, Chief Product Officer at YouTube. ”Viewers have more choice than ever, from the content they watch, to the apps they use. And, with over 400 hours of content uploaded every single minute, nowhere do viewers have more choice than on YouTube. There are now 1.9 billion monthly logged in users who come to YouTube every day to engage with video on their own terms. We’re investing in new innovative products that users love and help advertisers reach an engaged audience.”

Among the first to test the addition was car maker Hyundai. The company found that vertical video ads resulted in a 33% lift in brand awareness and a near 12% lift in brand consideration.

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