Vertical reality - Media

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<div class="col-12"> <div class="row"> <div class="col-1"></div> <div class="col-lg-10 col-12"> <article class="story m-2">  <div class="template__header modifier--open ">  <h2 data-layout="story" data-id="1142032" class="story__title size-ten text--300 mt-4 "><a href="https://web.archive.org/web/20171019192944/http://aurora.dawn.com/news/1142032/vertical-reality" class="story__link"><strong>Vertical reality</strong></a></h2> <div> <span class="story__time size-three my-2"> <span class="timestamp--label">Updated</span> <span class="timestamp--time timeago" title="2017-05-18T10:51:18+05:00"><span class="timestamp__calendar">May 18, 2017</span> <span class="timestamp__time">10:51am</span></span> </span> </div> <div class="story__meta size-four my-2">By <a href="https://web.archive.org/web/20171019192944/http://aurora.dawn.com/authors/3341/talha-bin-hamid">Talha bin Hamid</a></div>  <div class="story__excerpt size-five text--300 my-2 ">Why it is time marketers and publishers start taking vertical videos seriously. </div> </div>   <div class="template__main modifier--open "> <div class="slideshow story__cover slideshow--main " data-slick="{"dots":true,"dotsClass":"slideshow__pager ","asNavFor":null,"cssEase":"ease","speed":250,"autoplaySpeed":4000,"slidesToScroll":1,"slidesToShow":1,"fade":false,"autoplay":true,"infinite":true,"responsive": [{"breakpoint": 720,"settings": {"slidesToShow": 1,"slidesToScroll": 1}},{"breakpoint": 480,"settings": {"slidesToShow": 1,"slidesToScroll": 1}}]}"> <div class="slideshow__slide slideshow__slide--first slideshow__slide--horizontal" style="">  <figure class="media media--stretch col-12 px-0 "> <div class="media__item "><img src="https://web.archive.org/web/20171019192944im_/http://i.dawn.com/large/2017/05/591adba2e55da.jpg" alt=""/></div> </figure> <div class="clearfix"></div> </div> </div>  <div class="story__content text--400 pt-4 story__content--normal "><p class="">We can do many things with our mobile cameras. The recent deporting of a man and his family from a United Airlines flight was shot and broadcast to the internet through a cell phone. Due to the resulting outrage the airline was forced to compensate the passengers in addition to suffering a public humiliation. </p><p class="">Did you notice that it was a vertical video? More importantly, did you mind?</p><p class="">Video as we know it is in a state of flux. Two decades ago, everybody had a CRT TV screen/computer monitor. Back then, almost everything was shot in a 3:2 aspect ratio (except for films which were and are still shot in a ratio closer to 2:1). Meanwhile, with the advent of HDTVs, most users found themselves with a shorter and wider screen, with a ratio of 16:9 or 16:10. Mobile screens, even after the launch of the iPhone in 2007 retained a 2:1 ratio until 2008. Then, Android happened. </p><p class="">Although initially Android phone manufacturers stuck to the tried and true 3:2 aspect ratio, they soon switched to a more video and media-friendly 16:9 ratio. Even Apple made the switch with the iPhone 5. All was well with the world, right?</p><p class="">Not remotely. The world’s most popular tablet, the iPad, has retained a 3:2 aspect ratio. Most of the world’s DSLRs and cell phone cameras shoot stills at 3:2 while shooting video at 16:9. Instagram popularised the perfect square aspect. Meanwhile, LG and Samsung are at the forefront of making a cell phone screen even narrower and shorter, which aspect ratios in the neighbourhood of 2:1. On the other end, there is Virtual Reality and 360 degree videos, which, let’s just say, defy all categorisation.</p><p class="">While the media world is still confused about the preferred format to push videos to users, vertical videos have had a resurgence. Now that everyone can shoot photos and videos, there are no boundaries. Also, vertical videos can be ideally viewed on today’s tall, narrow cell phone screens – and guess where video is now consumed the most? </p><p class="">The data bears this out: Publishers and marketers are taking notice. Smartphone users hold their phones vertically about 94% of the time. (Source: MOVR Mobile Overview Report). According to Snapchat, on its service, vertical video ads are watched all the way through nine times more than horizontal video ads. There are more than seven billion video clips viewed daily on Snapchat, the majority which are vertically filmed. Moreover, according to Mary Meeker’s 2015 Internet Trends, vertical viewing now accounts for 29% of view time, compared to five percent five years ago. (Source: KPCB)</p><hr> <h4>It is time that all digital content, including advertisements, are optimised for every screen they are likely to land on. Vertical video is now a dominant player and cannot be ignored.</h4> <hr> <p class="">Brands that have already addressed this trend are doing quite well: Vertical video takes up the entire mobile screen on your phone, providing more real estate to tell a richer visual story. Jason Stein, CEO of Laundry Service, has seen success with LG vertical video ads, which he reports as receiving CPM (cost per thousand) rates that are three times more efficient than standard square videos on Facebook. Snapchat is also successful with vertical video via their Snap Ads platform. It reports that Shock Top saw brand awareness improve by 15 points and purchase intent rise 22% around millennial consumers – all from a 10 second Snap Ad.</p><p class="">So, how can we take advantage of this trend? The answer is not simple: make your content aspect ratio agnostic. Just like films originally shot in Cinemascope, are edited to fit on 3:2 DVD players or 16:9 HDTVs, it is time that all digital content, including advertisements, are optimised for every screen they are likely to land on. Vertical video is now a dominant player and cannot be ignored. </p><p class="">Yes, there will be additional costs. But if the above facts and figures bear one thing out, it is that the ROI will be several times over. Think about it: if you are reading this blog on a PC screen, it is most likely appearing as a snippet of text that you have to scroll to read, with acres of wasted space on both sides. See this on a vertical cell phone and you can see most of the page in one go. The same principle applies to videos: we increasingly can’t be bothered to turn our phones to see videos. 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brands can use live streaming apps</a></h2> </article>  </div> </div><div class="clear--both"> </div></div> </div> <hr class="clear--both"> <div class="px-2">  <div class="ad " aria-hidden="true"> <div class="js-ad clearfix" style="text-align:center;margin:0 auto;overflow:hidden;max-width:728px;max-height:90px"> <div class="radWrapper ad__wrapper"> <div id="div-gpt-ad-1455520357400-2" class="ad__wrapper__slot" style="width:728px;height:90px"> <script>googletag.cmd.push(function() { googletag.display('div-gpt-ad-1455520357400-2'); });</script> </div> </div> </div> </div>  </div> <hr class="my-4 clear--both"/> <section id="comments" class="comments px-0 px-sm-4"> <h1 class="comments__label caps size-eight ">Comments (4) Closed</h1> <div class="button-container border--top border--thick border--black"> <button type="button" class="button js-comments-sort-votes ml-1 float-right text--gray caps">BEST</button> <button type="button" class="button js-comments-sort-date--new ml-1 float-right text--gray caps">NEWEST</button> <button type="button" disabled="disabled" class="button js-comments-sort-date ml-1 float-right text--gray caps">OLDEST</button> </div> <br/><br/> <div class="comment pb-4 mb-4 border--bottom" id="4840"> <div class="row"> <div class="col-11"> <div class=""> <span class="comment__author size-four caps float-left text--gray">Common man</span> <span class="timeago comment__date caps size-four pb-2" title="2017-05-17T22:27:12+05:00"><span class="timestamp--time timeago" title="2017-05-17T22:27:12+05:00">May 17, 2017 10:27pm</span></span> </div> <div dir="auto" class="comment__body clearfix"><p>Wow, too lazy to even tilt the phone.</p> </div> <div class=""> </div> </div> </div>  </div>  <div class="comment pb-4 mb-4 border--bottom" id="4842"> <div class="row"> <div class="col-11"> <div class=""> <span class="comment__author size-four caps float-left text--gray">Imran</span> <span class="timeago comment__date caps size-four pb-2" title="2017-05-18T04:28:34+05:00"><span class="timestamp--time timeago" title="2017-05-18T04:28:34+05:00">May 18, 2017 04:28am</span></span> </div> <div dir="auto" class="comment__body clearfix"><p>Interesting trend</p> </div> <div class=""> </div> </div> </div>  </div>  <div class="comment pb-4 mb-4 border--bottom" id="4843"> <div class="row"> <div class="col-11"> <div class=""> <span class="comment__author size-four caps float-left text--gray">Riaz</span> <span class="timeago comment__date caps size-four pb-2" title="2017-05-18T06:55:45+05:00"><span class="timestamp--time timeago" title="2017-05-18T06:55:45+05:00">May 18, 2017 06:55am</span></span> </div> <div dir="auto" class="comment__body clearfix"><p>Btw, the deporting of the man was done on United Airlines flight not Delta :)</p> </div> <div class=""> </div> </div> </div>  </div>  <div class="comment pb-4 mb-4 border--bottom" id="4844"> <div class="row"> <div class="col-11"> <div class=""> <span class="comment__author size-four caps float-left text--gray">Ashraf</span> <span class="timeago comment__date caps size-four pb-2" title="2017-05-18T07:39:14+05:00"><span class="timestamp--time timeago" title="2017-05-18T07:39:14+05:00">May 18, 2017 07:39am</span></span> </div> <div dir="auto" class="comment__body clearfix"><p>It was united airlines not Delta.</p> </div> <div class=""> </div> </div> </div>  </div>  </section> </div>  </article> </div> </div> </div> </div> </main> <aside class="pb-4">  <section class="widget theme widget-adsense " data-type="adsense" data-id="546"> <div class="widget__container "> <h2 class="widget__container__title text--300 size-seven text-center caps"><span>Desk Mrec Top</span></h2> <div class="widget__container__body ">  <div class="ad " aria-hidden="true"> <div class="js-ad clearfix" style="text-align:center;margin:0 auto;overflow:hidden;max-width:300px;max-height:250px"> <div class="radWrapper ad__wrapper"> <div id="div-gpt-ad-1455520357400-3" class="ad__wrapper__slot" 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