Whether it's in a movie theater, on TV or on a computer screen, the video you watch is almost always horizontal.
The rise of smart phones has quietly changed the standard 90 degrees, people
Young mobile users in particularflouting long-
Have an idea of the "right" way to capture the video.
Snapchat is one of the most popular apps between teens and twenties, where vertical video has become the norm.
Aware of this shift, Venetian companies have accepted this atypical model and are betting on whether users are aware of it and prefer to watch high and narrow videos on the go, instead of short and wide videos.
The company is confident in the future of vertical video, and last month announced a partnership with WPP, the world's largest advertising company, and the Daily Mail to form truffle pigs, an advertising agency specializing in the development of vertical video advertising.
Snapchat has more than 100 million users and 2 billion views per day, forcing its competitors and advertisers to reconsider the video format as well.
Last month, Twitter began playing landscape videos after only allowing square videos.
Facebook recently started playing vertical video in full screen on smartphones and now plans to sell vertical video ads.
YouTube says it's "investigating" the vertical, some of the beginning
Ups is developing applications and hardware that treat vertical video as a unique art.
The basic rule of the video is to shoot in horizontal mode, which caters to the eyes of people spreading horizontally.
But smartphones are made vertically to consider the distance between the ear and the mouth.
YouTube and other early apps encourage users to turn on their phones and become familiar with video viewing.
But Snapchat rejected this approach, with buttons placed on apps launched four years ago in such a position that it would feel more logical to shoot and watch videos upright with a mobile phone.
Taking into account the widespread use of landscape videos and disdain for portrait patterns, this is an adventurous strategy.
But Snapchat Chief Executive Evan Spiegel's thoughtful choice is ultimately a smart one.
Mobile users become comfortable reading emails, browsing photos and watching videos without turning their phones.
According to ScientiaMobile, about 94% of the world's website visits on smartphones begin in portrait mode, and the company tracks more than 1 billion Internet views per month.
Artist Sean McBride said: "Everything is on the phone now, and vertical shooting content is more valuable . " His Snapchat video was watched by thousands of people.
"It's not necessarily better to be vertical, it's just that the phone usually looks like this.
McBride, 28, who uses Snapchat username Shonduras, said he thankedyour-
The face angle of vertical video and the fact that it feels natural.
If something cool happens
A deer crossed the road.
He said, "you don't think, 'I will turn the phone horizontally and shoot it very well. '99, 'he pointed out.
89% of the Snapchat messages he received from fans were portraits.
Digital media executives don't expect two.
The hour movie in portrait mode will appear soon.
But as people increasingly replace viewing TV channels with clicking on smartphone videos, it is difficult for vertical TV to slow down.
In some cases, this will turn a once-annoying vertical shot in Hollywood into a real consideration.
If more apps that give priority to vertical video become a platform for content producers to make money, then "putting resources into vertical builds will become very worthwhile," Kathleen Grace said ", chief creative officer of online video studio New Form Digital.
This has a significant impact on online video advertising.
The industry is expected to grow by $2.
Revenue in the United States this year is 6 billionS.
According to.
Since its debut last fall, all video ads on Snapchat are vertical, including promotional ads for Tide detergent, Jurassic World and Samsung Galaxy S6 Edge.
In recent months, Snapchat's Spiegel hyped the initial success of these vertical video ads at an Advertising Week cover story, a big digital advertising conference and the Cannes International Creative Festival in France.
The company said that filling in fast video ads displayed vertically or vertically is more likely to be viewed 9 times more than horizontal or landscape ads on most other websites and apps.
Now, with the establishment of the new truffle pig advertising agency, the company has taken another step forward.
The aim is to make it clear to advertisers that verticals are the preferred direction of the mobile screen for consumers, and then to make it easier for them to create verticals by providing advertisers with a set of portraits
Central insights and tools.
"Sometimes, you can't imagine it going to be better or more energetic until something happens," said Alexander juzkowitz, CEO of truffle pig and senior advertising official.
"Well, it has come and we should see what we can do.
Jon Geiman, senior vice president of DirecTV marketing, said advertisers will be pleased to take advantage of the new flexibility offered by vertical video ads on smartphones.
"Will this change the industry? No," he said.
"But vertical can sometimes be more influential.
"Some people in the entertainment technology industry are not sure where portrait is going outside of Snapchat.
Do people really want to watch a game of thrones or a baseball game on their phones?
Is it the app, the content or the ergonomics that drives the behavior? So far, Google-
YouTube is owned by the landscape.
Portrait videos in the YouTube app are shown in a small frame with black bars on the side, and Google's camera app encourages video shooting in landscape mode.
But a few starts.
Ups starts pushing vertically or contains at least two screen directions. Video-
Streaming media application stress.
Am is designed for portrait or landscape shooting. Now, the start-
Chief Technology Officer Jeremy Martin says up is developing technologies that allow horizontal capture while maintaining vertical grip. San Jose start-
In the meantime, up Vervid wants to be a vertical YouTube.
When chief executive John Whaley noticed angry YouTube commenters criticizing video owners for vertical shooting, he saw the chance of friction between video purists and the selfie generation.
His app shows the vertical video in full screen with no black bars and high quality to make them look attractive.
Even the big screen TV has a long way to go.
The starting point of Culver City-
Specializing in real-up
Start-Ryan Gushue said time digital signage software for the enterprise was originally installed vertically with the screen so that the surprising direction would attract people's attention
Is the marketing director of up
The company now allows customers to process the installation, and about 1 in every 4 people choose to hang the screen vertically.
Snapchat pushes vertical video forward.
But Chris Swain, a design expert who teaches Videogame-
Made at the University of Southern California, thanks to the changing long term of the iPhone
Rules about the appearance of content.
Now, he says, the camera film on his mobile phone is full of portraits and landscape photos, "without any rhyme or reason.
"It's about feeling right," he said . "paresh. dave@latimes.