Why Publishers Are Racing to Add Vertical Video Formats

Key Points

• Vertical video drives higher engagement rates on mobile devices
• Publishers see vertical formats as key to programmatic ad revenue growth
• Mobile-first audiences expect content optimized for their viewing habits
• Vertical video inventory commands premium pricing in programmatic markets

The Mobile Screen Rules Everything

Think about how you watch videos on your phone. You hold it upright, scroll through feeds, and rarely flip it sideways unless something really grabs your attention. Publishers finally get this.

Vertical video isn't just a trend anymore. It's become the default way people consume content on mobile devices. Publishers who ignore this shift are essentially leaving money on the table.

• Here's what that means for you: Your video ads need to work in vertical formats, or you're missing out on the most engaged mobile audiences.

The Revenue Math Makes Sense

Publishers aren't making this shift just to be trendy. Vertical video inventory sells at higher rates in programmatic auctions. The format creates more immersive experiences, which translates to better performance metrics for advertisers.

• Here's what that means for you: Expect to pay premium rates for the best vertical video inventory, but the improved performance often outweighs the higher cost.

Programmatic Buying Gets More Complex

As publishers add vertical video options, programmatic platforms are adapting their buying mechanisms. You'll see more targeting options, creative specifications, and bidding strategies built around vertical formats.

This creates both opportunities and challenges. More inventory means more chances to reach your audience, but it also means more complexity in campaign setup and creative development.

• Here's what that means for you: You'll need vertical creative assets and may need to adjust your programmatic buying strategies to take advantage of these new inventory types.

What You Should Do Next

• Audit your creative assets - Ensure you have vertical video versions of your key campaigns ready for programmatic deployment
• Test vertical placements - Start small with A/B tests comparing vertical vs horizontal video performance in your programmatic buys
• Update your media strategy - Factor vertical video inventory into your planning and budget allocation for mobile-focused campaigns