Todd Tran of Teads: Users are increasingly more comfortable seeing video in vertical format

Teads launched at the Mobile World Congress (MWC) its new video vertical format, inRead Vertical. “Video formats are quickly becoming commonplace on mobile, in particular native video solutions” said Teads Global Managing Director, Mobile and Programmatic, Todd Tran. According to Tran, users are most likely to consume publisher content vertically on mobile devices, so the vertical format will allow advertisers to make a more suitable use of the screen to take their messages to the user. “With the rise of apps such as Meerkat and Snapchat, users are increasingly comfortable seeing video in portrait, especially when it fits better with the device they’re watching it on and also it’s the natural way of using their device.” Tran added that “this is our second year exhibiting at MWC and I’ve never been more excited about the future of mobile video advertising.” The use of smartphones globally for news is growing rapidly. Almost half of online news users globally (45%) access news on two or more digital devices and a quarter (25%) now say their mobile phone is their primary device to read news. The exhibition takes place between Monday 22 and Thursday 25 in Barcelona, Spain.