MERCADEO Versión en español
Vertical video opens marketing possibilities for creatives
Manuela Walfenzao| 14 de agosto de 2015
Gerry Graf, fundador y CCO de Barton F. Graf 9000
The word vertical has become one of the most important terms in mobile and digital marketing. After the emergence of Snapchat, now Periscope, Meerkat and YouTube have joined this visualization format for smartphones.Creatives should re-think the strategies to adapt to the format and explore the new possibilities it offers. “This is the first time in my career in advertising that I have seen an important change on aspect ratio, which is very interesting”, said Gerry Graf, founder and CCO of Barton F. Graf 9000. “If you have a real idea, you can carry it out in the format you want, depending on where it will be seen”.Evan Spiegel, Snapchat’s CEO, has spent the last ten months trying to convince advertisers to buy full-page video campaigns and different contents in their application. Hearst and Buzzfeed are some of the publishers that have started to sign deals with the company. Other brands are using Periscope and Meerkat.Graf thinks the key to creating good content in these platforms is in the concept. From there, agencies must find new techniques to film scenes. According to the CCO, close-ups of people work well vertically. “If you’re trying to shoot a conversation vertically you’re wasting the space at the top, whenever you’re concentrating on one object, vertical works better “. Facebook and Twitter waste space by showing videos horizontally. Facebook is currently working to offer brands full-screen ads.
