"Vertical" is not an unhappy consequence of phone design but a fundamentally new way of storytelling, requiring strategies for maximizing top- and bottom-frame and a shift away from aspect-ratio re-cutting and toward content that is built and designed for mobile video consumers.

1. Ugh, Do I Have to
Make This Video In
Vertical? Yep.
Why we can’t always tell our audiences “turn
your phone sideways!”
Join the conversation with #ONA19

2. What we’ll talk about today
1. Why is this a thing and who’s doing it well?
2. When is vertical a must or a nice to have?
3. What monetization exists in vertical?
4. Try some sh*t!
5. Final takeaway tech tips

3. About NowThis
We live on every major
social platform
#1 most-watched video
news on social
30M minutes viewed daily
We reach 70% of all people
in 20s in U.S.
Vertical Video Masterclass
Sarah
FRANK

4. Why is vertical video important?
● Mobile real estate - it fills the screen
● 80%+ video views come from mobile (NowThis)
● WATCH TIME is increasing on vertical (good metric!)
● Younger generations prefer it
● Most social and video apps leaning into vertical vid
experience

5. What works where?
Snapchat stories
Instagram Stories
Facebook Stories
Tik Tok
●
●
●
●
Snapchat
Discover/Shows
IGTV
Facebook Watch
YouTube
●
●
●
●
NATIVE/
STORIES
PREMIUM

6. Check ‘em out!
DAILY
STORIES
VERTICAL-1st
SHOW
VERTICAL-1st
SHOW
BRAND
BUILD
EXTEND
PREMIUM

7. Filming vertical: A must or
nice-to-have?
● If it’s going to
disappear, consider
filming on a phone,
vertical - CHEAP
● If the primary purpose
of the app or platform
are vertical videos,
start there!
● Minimal editing, or
in-camera editing
● Shoot ‘vertical safe’
filming horizontal,
blocking for vertical cut
● Mobile is not as HQ as
TV yet, cut both ways
from single clip
● Nice to have: Consider
filming in vertical or 4K
for major brand building
initiatives
STORIES/DAILY PREMIUM

8. The monetization conversation $$$
IS IT WORTH IT? What opportunities exist and what’s to come?
1. Your site: Advertisers starting to create vertical ads. Do you have audience?
2. Facebook/YouTube: Mid-roll or pre-roll over 3min, 10min
3. Snapchat Discover Shows - rev share and placement requires a deal with
the platform
4. Instagram: still not monetizing vertical
5. TikTok: not there yet
6. New streaming platforms (i.e. Quibi) - licensing or rev share requires a deal

9. Do’s and Don’ts to try
1. DO ask yourself what your goals are before experimenting or
building a vertical strategy
2. DON’T get overwhelmed, start small (no ‘pivot to vertical’)
3. DO use talent to engage and grow with audience with channel
takeovers (native vertical/stories)
4. DON’T film with a phone on horizontal if it’s for mobile
5. DO interact with your audience using in-app tools to boost
engagement (polls, quizzes, swipe-ups)
6. DO start by repurposing content you’re already making, just with a
vertical edit (IGTV also allows horizontal now!)

10. Basic Tech Takeaways
1. Create video editing templates in 1080x1920 in addition to standard
2. Check your work on lots of phones to identify text safe - note that all
phones have slightly different dimensions, arg!!
3. Experiment with in-app editing and text vs. professional editing and
text - what works for you now?
4. Experiment in your editing with grids to feature horizontal video or
multiple shots at once
5. Before investing in 4K or filming vertical, ensure you know what your
audience needs and like to see from you
6. Start small with a mobile video making kit

11. Create a mobile video kit
GIMBAL FOR
SMOOTH SHOTS
A MIC!
MOBILE
FRIENDLY
TRIPOD
EXTRA BATTERY
PACK

12. LET’S TALK!
Share your questions and your team’s tips!
Join the conversation with #ONA19

13. Thank you!
Be sure to visit the many ONA19 exhibitors in the third floor Exhibit Hall.
Sarah
FRANK