Ogilvy has just released a new POV on Vertical Video which you may download from Slideshare or view below. The blockquote below contains some of my comments from the work:
Robert John Davis – Vertical video aspect ratio (the proportional measurement of the width vs. height of a video image) remained stagnant at 4:3 for decades. With the rise of HDTV producers, networks, video web sites and apps all adopted the new standard of 16:9 “widescreen.” In both cases, the longer axis was horizontal (“landscape mode” in computer terms), meaning the image was wider than it was tall. That basic tenant of video production and consumption is being challenged by mobile devices, which while still supporting widescreen horizontal standards, are more often used in the vertical (or “portrait mode”).
Still photographers have had the luxury of shooting horizontally or vertically for years due to the variable use cases of their work – e.g. magazine covers require good vertical images. Video creatives, on the other hand, have been limited not by the medium but by the screens their work is displayed upon. While vertical screens have been available since the beginning of HD, they have been limited to art installations and other special situations. It wasn’t until the rise of mobile that vertical screens gained consumer acceptance.
There was no great conspiracy among mobile device manufacturers to turn the world of video 90 degrees; phones and tablets work just as well when held horizontally as they do vertically. The move towards vertical video is being driven by user demand, something that makes the trend all the more interesting to content producers and marketers. While mobile consumers can turn their phones horizontally, data trends suggest that they don’t want to. It’s early in the game, but results show rewards of greater viewing times and higher click-throughs for video content native to the vertical position.
Read the entire POV here: http://www.slideshare.net/OgilvyWW/vertical-video-pov-61386432