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In an effort to retain advertisers as more and more social media sites launch competing platforms, YouTube is taking steps to allow brands the chance to provide “a more seamless mobile experience" for viewers by rolling out vertical video ads that fill a user’s screen in its mobile app.

An article in The Drum reported the announcement at Dmexco (Digital Marketing Expo and Conference) 2018, noting YouTube also unveiled plans to sell advertisers video ads based on a user’s personalized feed.

Several brands have tested the new creative format that redirects to an external link when viewers tap on the video ad, including Hyundai, who reported a 33% uplift in brand awareness and a 12% rise in purchase consideration as a result of its trial campaign.

"As more video gets shot vertically, we want to take advantage of the full canvas and not just have it rammed into the horizontal with black bars on the side," said YouTube chief product officer Neal Mahon.

Read the full story here.

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Madeline Lena

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Madeline Lena

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Maddie has spent her career in the media industry, serving in various editorial roles before migrating into a hybrid content strategy and PR role with No Limit Agency. Her passion for storytelling and love of writing help her create meaningful content on behalf of her clients and fulfill No Limit Agency’s mission to tell people-driven stories. 

Maddie is a graduate of Saint Louis University, where she studied Communications with a focus in journalism and media studies as well as Sports Business. In her spare time, Maddie can be found exploring Chicago’s food scene, watching an NBA game or lamenting over her middling fantasy baseball team.

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