How apps such as Snapchat and Periscope are making the media take vertical video seriously

Vertical video has often been dismissed as an amateur mistake by publishers and marketers, but apps such as Periscope, Meerkat and Snapchat are making the media industry look at vertical video differently. Vertical video ads have nine times more completed views than horizontal video ads on Snapchat, according to Snapchat and the Daily Mail North America CEO Jon Steinberg. When encountering a horizontal video, Steinberg says it’s “totally stupid” to have to rotate your device to see the content, so many users will navigate away. Advertisers who have now made vertical video ads for Snapchat include Burger King, Macy’s and Spike.