Vertical Video: Whet Your AppetiteDeb Puchalla, VP Content Development

Courtesy of YouTube.com/gloveandboots “Vertical Video Syndrome” –A PSA

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Vertical vs. HorizontalScreen time everywhere. Television, movies, social, mobile.

Why is it important to have vertical video?• Mobile users use their phones in portrait 94% of time1 – Why make

them work?• Platform proliferation, including Snapchat, live video platforms• Improved consumer experience: The fans come first

Why actually produce vertical video?• Vertical video ads have up 9x better completion rate on Snapchat than

horizontal video ads 2• Cropping traditional widescreen into vertical loses 68% of original image• Consumers expect content to be tailored to what they need and where

they are• Creative possibilities – eg On-camera talent feel accessible and casual

like a chat, ingredient lists can mimic how notebooks are used, etc.

1 - http://knight.s tanfor d.edu/jour nalism-challenges/2015/the-futur e-of-video-is-verti cal /2 - https://medium.com/@jonsteinberg/vertical-video-86a68c45ac06#.aj9ordmmq

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Vertical Video Production at Scripps

What we’ve learned from

digital originals

• Increased in-house production velocity, commissions, copros and repacks for hundreds of assets

• Tens of millions of minutes of vertical video streamed in a few months

What we’ve learned from

repurposing existing video

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Before You Set a Shoot, Ask.Consider: Your audience, your advertisers and the content

Before creating vertical, horizontal or videos in both orientations, ask yourself:

• What serves the fans’ use case? What tells the story?

• What helps drive the story? How are you using graphics and musics, scripting?

• If revenue is a goal, do your clients have vertical creative? Do they want vertical and why?

• What makes the best sense for the platform where the content will live first and beyond?

• Is it evergreen or timely? What’s your horizon for determining those timelines?

• What is good for quality and what is economical for time on set, on location, with talent.

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And: Production Disruption Is OngoingVertical video is only one piece of the video puzzle.

Vertical video does not represent a single new standard for digital video. Instead, it’s just one of the many new formats required of content creators.

• 360 Video• Facebook Live• VR/AR Video• Wearables

Facebook Live Cookie Party Travel Channel VR/360 DemoFood Network Instagram Video

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Three Key TakeawaysPut These in Your Planning Toolkit

• Producing in vertical opens new creative possibilities and increases engagement in mobile

• Repurposing existing video introduces unique challenges, but is often an effective way to produce vertical video

• Vertical video is an important new format, but is just one of many new formats being popularized by the use of various devices