Teads takes vertical video to mobile mainstream | Ad Tech | News | Rapid TV News
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Leading online video advertising marketplace technology provider Teads has launched a vertical video solution allowing advertisers globally to turn existing TV creatives into vertical video suited for smartphones.

teads 28 Oct Oct 2016 smallThe company believes that with the rise of Snapchat, consumers are becoming used to seeing video in portrait as it fits more naturally with their mobile devices. However, it argues that advertisers have been challenged to deliver vertical video as it requires additional money and resources to film brand new creative for the vertical screen.

According to a recent Teads’ study, when compared with TV landscape creative on mobile, ad recall on vertical video was 2.9 times higher, and those exposed to vertical video were 39% more likely to have a favourable opinion of the advertised brand.

Working with both Android and iOS devices, the new technology is claimed to be able to modify ‘seamlessly’ pre-existing landscape video creative that can then fit into a vertical format. The resulting so-called ‘zoomed’ creative will then be larger than the smartphone screen, and can be explored as if it was a 360 video. This new feature is completely free for all Teads’ clients and will also be accessible for all premium publishers using Teads’ ad server and SSP.

“Teads understands the unique challenges facing advertisers in a world that is quickly becoming mobile-first. We endeavour, as we always have, to ensure our clients are able to stay ahead of the latest consumer trends while reaching their audiences with innovative video formats in premium content environments,” commented Teads CEO Bertrand Quesada. “We are very excited to bring this advancement to the industry and anticipate it will have a tremendous effect on our customers’ ability to successfully reach users on their mobile devices.”