Why vertical video content is helping news publishing stay the right side up

In the competitive, digital landscape of the open internet, where it’s harder than ever to cut through the clutter, how can advertisers own their audiences’ attention? And how is vertical video content transforming traditionally static news real estate into lucrative media consumption environments?  

Turn the page on news publishing perceptions

News publishing is coming up against its own share of negative headlines. Fragmenting channels, brand safety fears, referral traffic drop offs and a focus on performance marketing channels are all challenging the industry.  As is the rise in mobile and online video consumption on social platforms, especially among Gen Z.

Advertisers are responding by shifting their focus to walled gardens. Fifty-two percent of ad dollars are spent on social media campaigns compared to 48% on the open internet. But social media ad costs have risen by 61% on average. And ads on traditional news sites capture more attention and drive better results, including a 77% boost in brand performance.

“Advertisers need to change their perceptions on the untapped opportunities available on the open internet,” says Stephanie Himoff, vice president of global publishers and platforms, Outbrain. “But they also need to stop pitting social media against the open internet in terms of where they’ll get the best bang for their advertising buck. They’re not standalone solutions. Research shows that grabbing attention in both environments with the right adtech delivers a 78% uplift in unaided brand recall.”

So, how can advertisers best seize that attention?

Video content making headlines

Today’s audiences are mobile-first and video obsessed. Video viewers are up to 3.3 billion worldwide, with 89% of consumers saying they want to see even more video content from brands.

As most video content is watched on mobile, audiences are now expecting equally seamless and engaging experiences on the open internet. And that generally means a vertical viewing experience. Less than 30% of users turn their mobile to watch videos horizontally. 

And so canny marketers are turning to adtech innovations which mirror the look and feel of an immersive, vertical, mobile-optimized social media-style user experience, but across the broader reach of the open internet.

Hold the front page for emerging tech

Ad solutions are transforming real estate on static articles into engaging vertical video experiences. And it's benefiting everyone. Advertisers have a rich new canvas with which to grab eyeballs and engagement. Publishers have a new channel through which they can monetize, grow and engage their reader base. And consumers are served up interactive elements and familiar interactions such as swipes and likes in trusted, professional environments. Talk about a scoop.

One such innovation is Moments by Outbrain, which has been shown to drive 56% higher brand recall than digital ads and holds consumer attention for 18% longer compared to social media (14.6 second average screen time versus 12.4 seconds).

“Moments enables traditional publishers and media owners to reimagine the way they interact with audiences on the open internet,” says David Kostman, chief executive officer, Outbrain. “It’s a bridge between the trusted content consumers love, and the brands they trust, creating a dynamic, immersive journey that turns casual viewers into loyal audiences.”

Chapter and verse on navigating adtech investment

But with industry players competing to provide ever better opportunities to drive revenue growth, what should marketers look out for, to get the most out of their vertical video investment tech?

1. Integration with publishers’ owned sites  

Advertising products which are integrated into existing quality publisher platform and infrastructures not only have a broader reach to high value audiences but also keep ad density low to ensure a positive, more engaging user experience. For example, research shows that engaging with content that mirrors the social media format in a premium environment delivers a 32% boost in aided brand recall and a 49% increase in brand recognition.

2. AI-powered contextual signals and predicted outcomes  

Platforms which use AI and machine learning to harness advanced contextual signals and predict outcomes enable advertisers to understand their audiences more deeply, to drive engagement. Real time data points can analyze which video is likely to be watched until completion, and which video is likely to lead to another, so ads align better with user browsing habits.

3. Efficient multichannel scaling

Ensure adtech solutions can leverage vertical video content and editorial videos seamlessly across a range of channels. Combining the lower-funnel engagement of social platforms with the reach of the open internet increases time in view, brand recall, and recognition. For example, research has shown media mixing drives 64% brand recognition compared to the average 48% brand recognition which is generated from using either Outbrain’s Moments or social media.

For more advice on how to drive better business outcomes by advertising across the open internet, visit Outbrain.