Five key takeaways for transitioning to vertical video

People are spending more time on their mobile phones than ever before, and 99% of that time, they’re holding their phones vertically. Studies show that vertical video is an effective way to reach this growing population of mobile users. As such, quite a few vertical video platforms have entered the mobile market, including Cheetah Ads, Cheetah Mobile’s advertising business. Cheetah Ads leverages Cheetah Mobile’s artificial intelligence strength to make ads smarter, offering customized, targeted vertical video across all mobile moments.

Michael Smith, UK sales director of Cheetah Mobile, moderated a panel at Advertising Week Europe that explored how agencies, advertisers, and publishers are using vertical video, including the benefits, opportunities, and challenges that are currently being faced. Here are five very important things to keep in mind, shared by the insightful panelists, when transitioning to vertical video.

Education
We need to educate our clients on the insights we gain through campaigns. For example, the different view-through rates we are seeing based on ad duration. Since vertical video is in its infancy, we need to push these insights to agencies and advertisers. By working together and examining the overall performance, we can learn from each other, set benchmarks, and then educate into market.
Michael Smith, UK sales director, Cheetah Mobile

Timing
Vertical video sits in between social and mobile, and the role is determined by the audience. It’s effective for reaching people organically in social platforms (like Snapchat and Facebook) or through “moment targeting” in inventory outside of the social environment. You can more effectively reach people throughout the day by understanding their moods and mindsets in different scenarios.
Celine Saturnino, chief commercial officer, Total Media

User Experience
We need to listen to consumers and get their feedback as we build out these new vertical video formats. For example, they might not want to be hit with auto play and auto sound. If we put off the users who are actually engaging with our content, it doesn’t matter what formats we’re using. Make the experience good for users, and they will welcome it.
Rhys Denny, head of international business development, Verve

Relevancy
Vertical video works well for brand advertising, because it’s seamless and interactive. If you get the content right, even in a short video, you can start to tell the brand story. However, it’s very important that you create engaging video that’s relevant to the audience you are trying to reach.
Lisa Mendalodo, chief revenue officer, Chalk Global

Good Inventory
Generally speaking, there’s an infinite supply of vertical video inventory, but due to safety concerns, like fraudulence and verification, brands are looking for premium inventory, which includes “white listed” inventory on trustworthy platforms and sites. There’s currently a shortage of premium inventory, so it’s important to encourage publishers to start creating more quality vertical video supply.
James Hill, commercial lead for the UK, Teads.tv

Source: Mobile Marketing

Cheetah Mobile brings vertical video for every mobile moment to Advertising Week Europe

You’ve seen the stats: People are consuming increasing amounts of video content on their mobile devices, and a growing portion of that that content is viewed in portrait mode. Some sources say that 70% of mobile traffic will be video by 2021. Cheetah Mobile, one of the world’s largest mobile app developers, is heads-down focused on vertical video ads this year, and we’re excited to share what we’re learning with Advertising Week Europe.

Fasten your seatbelts for the Mobile Track at #AWEurope

What’s the latest trend in mobile usage in the EU? How different are mobile users’ behavior between countries? Which marketing strategies can your brand implement to successfully reach users across the globe? On Monday, March 20th, Cheetah Mobile’s GM of Overseas Ad Sales, Morden Chen, will answer these questions and explain how to “Unlock the Key to Mobile Marketing” when he takes The Guardian Stage at 11:00AM. He’ll share Cheetah Mobile’s new mobile ad solutions and provide tips to brands so that they can design better ad creative. Morden will also facilitate a panel discussion, “Where Branding Meets Performance: The Merging Mobile Solution,” during the session.

Jenny Quan, Executive Dean of Cheetah Lab, will take The Guardian Stage on Monday afternoon at 4:15PM. Advertising Week Europe wouldn’t be complete without Jenny’s insights, “Comparing Europe and China in the Mobile Era.” Cheetah Lab uses big data to analyze the mobile internet and releases its findings through comprehensive reports. You’ll gain further insights during the second half of the session during the panel discussion about “New Mobile Advertising Trends in Western Europe.”

From reel to real on the Video Track at #AWEurope

Grab your cup of coffee or spot of tea, because Michael Murray, Cheetah Mobile’s Director of Ad Sales, will be first up on The Guardian Stage on Wednesday, March 22nd at 9:30AM. Michael’s presentation, “Transitioning to Vertical Video,” will share Cheetah Mobile’s insights in the shift to focus on vertical video advertising. With the help of artificial intelligence technology, Cheetah Ads can help brands find the perfect audience at the right time. Unlike other vertical video ad offerings, Cheetah Ads covers all mobile moments, from pre-social AppLock interactions, in-social experiences like musical.ly and live.me, content moments in News Republic, to utility apps like Clean Master and CM Security. In the second half of the session, Cheetah Mobile’s UK Sales Director, Michael Smith, will lead a panel discussion about the state of vertical video advertising.

Share the excitement with a Cheetah

Cheetah Mobile also has a booth at #AWEurope, and everyone is encouraged to stop by, say hello, and receive a free gift from March 20-23. The Cheetah booth is located on the ground floor of Picturehouse Central, right under the stairs by the main entrance. With so many innovations, the future of mobile and video advertising is very exciting, and sharing that excitement is one of the highlights of amazing events like this. Hope to see you there!

Source: Huffington Post