COLOGNE — Once upon a time, video was a landscape format. Now the rise of new platforms and services means we have square and even mobile-sized vertical to contend with.

But what may be difficult, at first, for creative agencies to adjust for can end up being desirable to buyers and sellers alike.

“On the publisher side, there’s  been demand for vertical video advertising,” says Opera Mediaworks global publishing partnerships EVP Nikao Yang in this video interview with Beet.TV. “A lot of these mobile-first publishers are creating content for mobile-first and it makes sense.

“Advertisers have found a lot of great success by advertising with Snapchat and want to take that same creative outside of Snapchat on mobile-first platforms like Wishbone and Musica.ly.”

The Opera browser’s media sales division has not been sitting at the sidelines. Its systems now have vertical capability and the company was involved in a vertical ad for Unilever’s Lynx that was nominated at the Digital Impact Awards.

“Vertical video is a really important part of our playbook … driven by the needs of our advertisers, communicated int he latter half of this year and for 2017,” Yang adds.

 

This interview was taped at DMEXCO ’16. It is part of a video series of industry leaders. The series is sponsored by Videology. For more Beet.TV coverage of DMEXCO, please visit this page.

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