Google yesterday announced the introduction of vertical video ads on Youtube, via TrueView campaigns. According to Google, globally more than 70% of YouTube watch time happens on mobile devices, and to engage these viewers effectively with TrueView and Universal App campaigns, Google recommends to adapt to their viewing behaviors and create a variety of different video ads – including square and vertical videos.
We’re launching vertical video ads to provide a more seamless mobile experience for viewers. With vertical video ads for Universal App and TrueView campaigns on YouTube, you can upload a vertical video, and when a viewer sees the ad on their mobile device, the player will expand based on the dimensions of the video.Ali Miller, Group Product Manager, Video Ads
Google says that 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.”
Google is recommending to both vertical 9:16 or square 1:1 and horizontal 16:9 video assets to the same campaign for maximum Brand Lift impact.
Here how horizontal video ads look like:
- At right: If the viewer engages fullscreen mode;
- At center: Vertical video that is cropped for the initial ad impression;
- At left: How the video ad appears upon ad impression.