Entertainment branding and marketing veteran Curt Doty (pictured) has launched Vertuoso, a creative and production agency specifically focused on ‘vertical storytelling’ — ie, in portrait mode on the mobile screen.
Vertuoso will work with studios, networks, brands, agencies and media companies to collaborate on creating and optimising promotional campaigns for films and TV shows, and advertising campaigns for brands and services, by taking advantage of the latest consumer behaviours in their consumption of social video, especially in vertical and square formats.
“Looking ahead, we believe that a major element of future marketing campaigns will involve vertical storytelling,” said Greg Babiuk, executive producer for Vertuoso. “We hold our phones vertically 94% of the time. Vertical viewing has increased 600% over the last five years, while vertical videos have nine times higher completion rates. Users want vertical content now, more than ever. We will focus our creativity and technological expertise on this new marketing tool, which we believe will quickly become invaluable for our clients.”
Snapchat is one example of a vertical platform. The social network has steadily added video content to its stable of offerings, such as sports programming giant ESPN’s SportsCenter show.
New shows are available twice a day at 5am and 5pm on weekdays, and once at 5am on weekends. SportsCenter on Snapchat serves up short-form content, three to five minutes in length, with a mix of the latest sports news, highlights and commentary.
“SportsCenter on Snapchat provides a creative new format and platform for our flagship franchise to continue to evolve,” said Connor Schell, ESPN executive vice president, content.
Vertuoso’s launch comes as mobile data traffic is expected to surge eightfold by 2023, reaching 110 Exabytes per month, according to Ericsson (the equivalent of 5.5 million years of HD video streaming). Video streaming is the main driver for that spike, including new formats like virtual reality and 4K on mobile.
Vertuoso is based in LA, New York and Santa Fe, and Doty will serve as CEO of the new company.
Prior to launching his consultancy CurtDoty.co in 2014, he held creative executive positions within Weber Shandwick, Universal Pictures, Trailer Park and Pittard Sullivan. Earlier, he had also been a creative director with 3 Ring Circus.
“My passion lies at the intersection of design, content and technology,” Doty said. “I have been fortunate enough to have worked on entertainment branding and marketing campaigns for many of the biggest companies in the world for the past few decades. With social video driving the adoption of square and vertical formats, we believe that mobile advertising should provide the same, and at times, an even more interactive, viral experience.”