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Vertical Video: Whet Your Appetite
Deb Puchalla, VP Content Development
Courtesy of YouTube.com/gloveandboots “Vertical Video Syndrome” –A PSA
Scripps Lifestyle Studios3
Vertical vs. Horizontal
Screen time everywhere. Television, movies, social, mobile.
Why is it i...
Scripps Lifestyle Studios6
Vertical Video Production at Scripps
What we’ve
learned from
digital
originals
• Increased in-h...
Scripps Lifestyle Studios7
Before You Set a Shoot, Ask.
Consider: Your audience, your advertisers and the content
Before c...
Scripps Lifestyle Studios8
And: Production Disruption Is Ongoing
Vertical video is only one piece of the video puzzle.
Ver...
Scripps Lifestyle Studios9
Three Key Takeaways
Put These in Your Planning Toolkit
• Producing in vertical opens new creati...
Whet Your Appetite on Vertical Video, Digiday Video Anywhere Summit, April 11
Whet Your Appetite on Vertical Video, Digiday Video Anywhere Summit, April 11
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Whet Your Appetite on Vertical Video, Digiday Video Anywhere Summit, April 11

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Deb Puchalla's session at Digiday Video Anywhere Summit on Monday April 11 at 11:00am.

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Whet Your Appetite on Vertical Video, Digiday Video Anywhere Summit, April 11

  1. 1. Vertical Video: Whet Your Appetite Deb Puchalla, VP Content Development
  2. 2. Courtesy of YouTube.com/gloveandboots “Vertical Video Syndrome” –A PSA
  3. 3. Scripps Lifestyle Studios3 Vertical vs. Horizontal Screen 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.stanfor d.edu/jour nalism-challenges/2015/the-futur e-of-video-is-verti cal / 2 - https://medium.com/@jonsteinberg/vertical-video-86a68c45ac06#.aj9ordmmq
  4. 4. Scripps Lifestyle Studios6 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
  5. 5. Scripps Lifestyle Studios7 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.
  6. 6. Scripps Lifestyle Studios8 And: Production Disruption Is Ongoing Vertical 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
  7. 7. Scripps Lifestyle Studios9 Three Key Takeaways Put 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 effectiveway 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

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