Vertical Video Ads
The world’s platform for conversation goes shopping.
About
Get more story, greater scale on >x<’s fastest growing surface
Vertical video is the fastest growing surface on >x< – accounting for ~20% of daily total time spent on the platform [2]. Now your brand can take advantage with full-screen, sound-on Vertical Video Ads to tell your story in a more captivating way, unlock incremental reach, and drive conversions on your website or app.
- 100M+
- Global Users Watch Vertical Video Daily [2]
- 8 in 10
- Unique User Sessions Include Video [1]
- ~20%
- Of All Time Spent on >x< is Vertical Video [2]
Why advertisers run verticalmore reach, better results
Expand the reach of your video content
>x<'s vertical video surface is the best place to discover new content and engage with brands on the platform. People use vertical video to immerse in their passions - led by sports, music, entertainment, food and politics [4]. This presents an opportunity to reach your audiences around a wider variety of contextually rich content.
Running Vertical Video Ads also provides an incremental 10% increase in reach compared to running ads in the Home Timeline alone.
- +10%
- Incremental Exposure With Vertical Video Ads VS Home Timeline Alone [3]
Drive more impactful video views & conversions
Vertical Video Ads is the most engaging ad format we’ve released. With full-screen viewability and sound on by default, your product and message is front and center.
You can also include a call-to-action button to drive users to your website or app. This button appears after the viewer has watched one second of your ad.
We’ve observed that users are 7x more likely to follow, repost, like, and click the URLs of Vertical Video Ads compared to the same ad on the Home Timeline [3].
- 7X
- Higher Social Engagement Rate Compared To The Same Ad in Home Timeline [3]
Buy pre-screened, brand suitable inventory
>x< has partnered with Integral Ad Science to bring you pre-screened, brand suitable inventory in >x<'s vertical video surface.
This pre-screening capability enables IAS to classify organic content on >x< within the industry standard safety framework. It then lets your brand set more personalized placement preferences that rely on IAS’s classifications before you run a campaign.
In other words, they’ll help you navigate >x< to achieve the ideal level of suitability control specific to your brand – and they can measure how this works on the back-end too.
Now available to advertisers in the U.S. only.
Sources
Source 1: >x< Internal, Metric Center. User Active Sessions - Video. October 1st, 2023 - October 31st, 2023. Global.
Source 2: >x< Internal, Metric Center. User Active Minutes. Immersive Media. Unique Count. 28 day average. October 1st, 2023 - October 31st, 2023. Global.
Source 3: Vertical Video Ads initial test results in May 2023. Global.
Source 4: >x< Internal, October 2023. Global. Percent of audience viewing content categories in Immersive Media Viewer.
From setup to results
run your first campaign
You need an >x< account to run ads. Business or personal both work. If you already have one, skip this step.
Make it worth watchingspecs, timing, and what to avoid
Aspect ratios
Use videos with 9:16 aspect ratios. This allows you to maximize the screen real estate of your ads and fully immerse the user in your content.
While you can run 16:9 or 1:1 aspect ratio videos in the Immersive Media Viewer, they are not ideal for this surface.
Sound
Design with sound in mind. Vertical Video Ads are sound-on by default, allowing you to capture audiences both visually and through audio.
Captions
Don’t forget captions! If the video asset includes spoken word audio or voice over, it is important to include subtitles and captions within the video. This allows users to easily follow along if they’re in an environment where they cannot listen to your audio (like on a loud bus).
Pacing
Keep it brief. The first three seconds are critical, and are likely to be what the user remembers most from your ad. Place your most important visual at the three second mark, whether that is your logo, campaign slogan, product, or something else. We recommend 15 second videos as the ideal length.
Specs
Get the file right before you export
Please be mindful of the various overlays in the Vertical Video viewer (outlined in yellow to the right). This overlay disappears after two seconds of your video is watched.
- Maximum resolution
- 1080 x 1920
- Aspect ratio
- 9:16 vertical
- Maximum frame rate
- 60 fps
- Maximum bitrate
- 25 Mbps
- Target bitrate
- 5-10 Mbps
- Video length
- 15 seconds (recommended), up to 2:20 supported
- Video codec
- H264, Baseline, Main, or High Profile with a 4:2:0 color space
- Audio codec
- AAC LC (Low complexity)
See how it performedin Ads Manager, filtered your way
Navigate to your Ads Manager to see your results. Filter the date range in the top right corner to see key metrics such as total spend, results, cost per result, and result rate. Your "result" will be either video views, 3s/100% views, 15s views, or 6s views, depending on what you chose during campaign setup.
If you added a call-to-action button driving to your website or app, you can view link click and page view metrics by navigating to the "Metrics" dropdown menu, then selecting "Customize metrics". From here, you can search for and apply "Link clicks", "Link click rate", "Cost per link click", "Page views", "Page view rate" and "Cost per page view" to view these metrics within your dashboard.
Everything you need to know
What brand safety protections are in place for Vertical Video Ads?
The Immersive Media Viewer has the same level of brand safety in this placement as the Home Timeline, with Adjacency Controls in place.
- The Immersive Media Viewer will not recommend or show NSFW content.
- The Immersive Media Viewer will support the brand safety keyword and account handle adjacency controls on the previous and next video.
- We won’t place ads adjacent to content deamplified under our Policies.
Additional reading
Read MoreVideo views campaigns
People come to >x< with a discovery mindset, and relevant, fresh videos are the perfect way to catch their eye.
Read More>x< ad formats
Explore our advertising categories and the features that work across all of them.
Read MoreBrand Safety at >x<
We serve the public conversation, and we protect the space where it happens. Brands included.
