Netflix Leaps Into Vertical Storytelling With New Mobile Ads
Trailers Optimized for Mobile
The world’s most popular streaming service is taking a page out of Snapchat’s playbook by introducing a row of swipe-able 30 second vertical previews to it’s mobile app in April. Vertical content is surging in popularity and Netflix couldn’t be more suited to offer that kind of short and sweet content to their millions of subscribers.
Todd Yellin, Netflix VP of Product, made the announcement on Wednesday as part of Netflix’s Lab Days press event. The new video previews will give users a peek at shows and movies the streaming service recommends to you.
The vertical ads will automatically play one after the other, but you can always pause the stream and scroll back and forth through the lineup. You can also easily add shows and movies to your wishlist by clicking the plus button at the bottom of the screen. It warrants saying that the new trailers will be calibrated to your device’s audio settings so if your device is on mute, the trailers will be too.
The vertical trailers will start previewing in the next few months, beginning with Apple and then moving on to Android devices. You can watch a glimpse of the new mobile previews below.
The Rise in Vertical Storytelling
Vertical storytelling is swiftly becoming a new art form in and of itself. We are constantly on our phones viewing vertically formatted content on various platforms and it has caused our overall mobile behaviors to change. When we watch vertical content, we expect it to be optimized perfectly, all the time. However, few companies are taking the vertical format seriously and even less are optimizing their video content specifically for vertical viewing.
“In the ad world, shorter is better and customized vertical approaches are clever and more memorable. Eye-tracking patterns vary a lot. Imagine watching a trailer on the big screen, on your HDTV, on your laptop and then on your phone…vertically. When done right, the framing, choreography, the increased use of typography all contribute to higher attention and emotion engagement.”
Netflix’s decision to dive into the vertical waters represents a major shift in the way the company targets it’s mobile users. The streaming king has always been about long form horizontal content and about telling stories that mean something. By optimizing their trailers for mobile viewing, Netflix has clearly realized that short form content can be engaging and mean something too.
As more and more companies start to embrace vertical storytelling and advertising, we will most likely see a spike in creative agencies, similar to Vertuoso, willing to help them play catch up.