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What Marketers Need to Know About The Vertical Video Era

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Jeff Kauffman (Group Head, The Richards Group), Charlie Neer (SVP of Revenue, Adaptly), and Megan Presslak (Associate Digital Media Manager, Allstate) took the Social Media Week Chicago stage to discuss the vertical video era we’re living in today.

Below are some takeaways from the session. To watch the entire talk, plus access more than 100 hours of other SMW events, presentations, and interviews, sign up for SMW Insider.

There’s a short development cycle for video the same way we process information. You need to be able to express something quickly without saying any words. Consumers spend 45 minutes everyday watching video just on mobile devices.

“There’s more hours of video on Facebook in a day than television had in its first 30 years of existence.”

Jeff talks about ‘attracting goldfish’ and that you need to be able to capture people quickly. There are different studies on the effect of sound with video. Facebook is pushing publishers and creators to add captions to the content since most people watch videos in their News feed without sound (as much as 85 percent of video views happen with the sound off). This also keeps the viewer engaged for longer amounts of time.

One of the biggest challenges facing media companies today is how to solve for fragmentation. Megan talks about the need for multiple variations of creative, and how brands need to be open to thinking about things differently than five or more years ago. “Change is actually a good thing. You need to be able to tell your story 6-8 seconds vertically.”

Vertical video is going to be even more important in the next five years, and live, traditional TV is on the decline. The future of video is vertical, and many brands’ budgets are heading more and more towards this format, which is typically easier to manage in-house, as well as faster and cheaper.

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